<목 차>
Ⅰ. 서론 ······································································································· 1
1. 연구의 필요성 ······························································································ 1
2. 연구의 목적 ·································································································· 2
3. 연구의 범위 및 방법 ··················································································· 2

Ⅱ. 스포츠산업의 정의 및 특징, 역할, 분류 ········································· 3
1. 스포츠산업의 개념 ······················································································· 3
2. 스포츠의 기능 ······························································································ 3
3. 스포츠산업의 특징 ······················································································· 4
4. 21세기의 스포츠산업의 역할 ····································································· 5
5. 스포츠산업의 분류 ····················································································· 6
6. 국별 스포츠의 발전 유형 분류 ······························································· 7
7. 국내 스포츠 산업 규모 추정 사례 ···························································· 8

Ⅲ. 스포츠산업이 제주지역 경제에 미치는 효과분석 ·································· 10
1. 2001년 제주 개최 스포츠 대회 현황 ······················································ 10
2. 분석범위 및 방법 ······················································································· 12
3. 내도객 증대에 미친 효과 ······································································· 12
4. 소비지출 증대에 미친 효과 ··································································· 14
5. 지역경제 파급효과 ····················································································· 16

Ⅳ. 요약 및 정책 제언 ············································································ 19

< 참고문헌 > ··························································································· 25
<부록> ···································································································· 27
<부록 1> 산업부문별 스포츠산업이 제주지역에 미치는 파급효과 ···· 29
<부록 2> 스포츠대회 소득효과 산출기준 ·········································· 32

목 차
Ⅰ. 서 론

Ⅱ. 화산의 이해
1. 지구 내부 구조와 판구조
2. 마그마
3. 화산의 여러 형태
가. 분석구
나. 응회환과 응회구
다. 화구
라. 용암

Ⅲ. 관광지질 각론
1. 제주시 지역
가. 용두암 주변 지역
나. 용두암
다. 주상절리
2. 삼양큰물 용천수
3. 동복리-행원리 지역
가. 동복리 해안
나. 만장굴
4. 성산포 지역
가. 성산일출봉, 그 탄생의 비밀
나. 섭지코지 지역
5. 산굼부리 지역
가. 산굼부리
나. 용암돔
다. 교래교퇴적층
라. 형태를 달리하는 분석구
6. 심부 시추코아

Ⅳ. 요 약

<참고문헌 >

<목 차>
Ⅰ. 연구의 개요 ················································································ 1
1. 연구 배경 ··························································································· 1
2. 연구 목적 ··························································································· 2
3. 연구 방법 ··························································································· 3
4. 연구 범위 ··························································································· 3

Ⅱ. 생태관광개발의 준거 ································································ 4
1. 생태관광의 특성 ··············································································· 4
2. 생태관광의 대상자원 ····································································· 5
3. 생태관광의 시설프로그램 ····························································· 6
4. 생태관광의 활동프로그램 ····························································· 9
5. 생태관광지의 이용 및 관리 ······················································· 10

Ⅲ. 생태관광개발의 사례분석 ······················································ 12
1. 해외의 개발사례 ··········································································· 12
1) 세계자연유산등록지 야쿠시마 ·························································· 12
2) 홋카이도의 쿠시로습지 ······································································ 18
3) 중남미의 벨리즈 ·················································································· 22
4) 열대우림 타만네가라 국립공원 ························································ 27
2. 국내의 개발사례 ············································································· 28
1) 샛강생태공원 ························································································ 28
2) 길동생태자연공원 ················································································ 30
3) 대구수목원 ···························································································· 33
4) 함평나비대축제 ···················································································· 35
5) 무주반딧불축제 ···················································································· 37
3. 시사점 및 정책적 함의 ································································· 39

Ⅳ. 제주형 생태관광개발의 방향 ················································ 41
1. 기본 방향 ························································································· 41
2. 세부 방안 ······················································································· 42
1) 제주생태관광공원의 조성 ·································································· 42
2) 제주생태관광협의회의 구성 ······························································ 47
3) 제주생태관광수칙의 제정 및 홍보 ·················································· 48
4) 사이버 생태관광체험관의 운영 ························································ 49
5) 관련 조직별 역할 방향 ······································································ 51

<목 차>
Ⅰ. 서론 ·················································································································· 1
1. 연구 배경 및 목적 ·························································································· 1
2. 연구 방법 ········································································································· 2
3. 연구 구성 ········································································································· 2

Ⅱ. 중국 관광시장 분석 ······················································································· 3
1. 일반 개요 ········································································································· 3
2. 중국의 관광정책 ···························································································· 8
3. 중국인의 국외여행 성향 ············································································· 13

Ⅲ. 중국관광객 방한 현황 ················································································· 18
1. 전담여행사 지정 및 교통수단 ······································································ 18
2. 중국인의 방한 성향 ······················································································· 20
3. 관광코스 및 관광상품 ··················································································· 26
4. 지방자치단체별 인센티브 부여 현황 ··························································· 29

Ⅳ. 제주관광 실태분석 ······················································································· 32
1. 제주관광 현황 ································································································ 32
2. 중국인 내도 현황 ························································································ 38

Ⅴ. 실증분석 ········································································································ 42
1. 조사개요 ········································································································· 42
2. 분석 결과 ······································································································· 45

Ⅵ. 중국관광객 유치를 위한 과제 및 방안 ···················································· 63
1. 주요 과제 ······································································································· 63
2. 유치방안 ········································································································· 64

Ⅶ. 결론 ················································································································ 81

<참고문헌> ··············································································································· 83
부록 Ⅰ. 중국관광객 대상 설문조사서(한국어) ············································ 86
부록 Ⅱ. 중국관광객 대상 설문조사서(중국어) ············································ 95

제주지역 일본군 전적지 역사교육장화를 통한 관광상품화 방안

<목 차>
Ⅰ. 연구목적 ··············································································································· 1

Ⅱ. 홍보의 개념과 커뮤니케이션 모형 ···································································· 3
1. 홍보(PR)의 일반적인 개념 ············································································· 3
2. 커뮤니케이션 모형에 따른 PR의 모형 ·························································· 6

Ⅲ. 행정홍보의 커뮤니케이션적 특성 ···································································· 10
1. 행정홍보의 개념과 특성 ················································································· 10
2. 지방자치단체 행정홍보의 필요성 ··································································· 12
3. 행정홍보에 대한 CRM적 접근 ······································································· 15
4. 행정홍보의 전략적 모형 ················································································· 21

Ⅳ. 행정홍보의 커뮤니케이션 전략 ········································································ 25
1. 행정홍보의 대상 ····························································································· 25
2. 행정홍보의 매체 ····························································································· 33
3. 행정홍보의 메시지 전략 ················································································· 44
4. 행정홍보효과의 측정 및 평가 ········································································ 47

Ⅴ. 제주도 행정홍보의 실태 ··················································································· 51
1. 행정홍보 조직체계 및 기능 ··········································································· 51
1) 공보조직 체계의 특성 ··············································································· 51
2) 공보조직의 과제 ························································································ 55
2. 행정홍보실태 ··································································································· 59
1) 언론매체를 통한 홍보(publicity) ······························································ 60
2) 행정소식지를 통한 홍보 ··········································································· 66
3) 인터넷을 통한 홍보 ·················································································· 70

Ⅵ. 실증조사 분석 ···································································································· 76
1. 조사 개요 ········································································································ 76
1) 조사목적 ···································································································· 76
2) 조사내용 ···································································································· 76
3) 조사설계 및 진행 ······················································································ 76
4) 자료처리 및 분석 ······················································································ 77
5) 응답자 특성 ······························································································· 78
2. 조사결과 분석 ································································································· 79
1) 대중매체 이용실태 및 평가 ······································································ 79
(1) 주요 매체별 이용정도 ········································································ 79
(2) 하루 평균 신문 열독시간 ···································································· 80
(3) 지방신문이 가장 중요하게 다뤄야 할 분야 ········································ 81
(4) 지방신문이 지역사회의 발전에 대한 기여도 ······································ 83
(5) 지방신문의 지방자치단체 홍보에 대한 기여도 ·································· 85
(6) 지방신문의 부문별 기사에 대한 열독 정도 ········································ 86
(7) 지방신문의 보도태도에 대한 평가 ······················································ 89
(8) 1일 평균 TV시청 정도 ········································································ 90
(9) TV방송 채널별 시청성향 ···································································· 92
(10) 지방방송사의 자체제작 프로그램에 대한 시청정도 ··························· 92
(11) TV방송의 지역뉴스에 대한 시청정도 ················································ 93
(12) 지방 TV방송의 지역사회 발전에 대한 기여도 ·································· 95
(13) 지방 TV방송의 지방자치단체 홍보에 대한 기여도 ··························· 96
(14) TV방송의 지역뉴스 보도 태도에 대한 평가 ······································ 98
2) 행정소식지 이용실태 및 평가 ···································································· 99
(1) 현재 구독하고 있는 소식지 현황 ·························································· 99
(2) 행정소식지의 입수방법 ········································································ 100
(3) 우편으로 받은 행정소식지에 대한 반응 ············································· 102
(4) 행정소식지를 읽는 동기 ······································································ 103
(5) 행정소식지 열독 시간 ·········································································· 105
(6) 행정소식지 내용에 대한 관심도 ·························································· 106
(7) 가장 관심 있게 읽는 행정소식지의 내용 ··········································· 108
(8) 지방자치단체 행정소식지별 전반적인 만족도 ···································· 109
(9) 행정소식지에 대한 불만족 이유 ·························································· 110
(10) 행정소식지 발간의 지속성 여부 ························································ 112
3) 인터넷 홈페이지의 이용 실태 ·································································· 113
(1) 하루 평균 인터넷 이용정도 ································································· 113
(2) 인터넷을 통한 행정홍보활동 인지여부 ··············································· 114
(3) 지방자치단체 홈페이지 접속여부 ························································ 115
(4) 자주 접속하는 지방자치단체 홈페이지 현황 ······································ 116
(5) 홈페이지 접속시 가장 즐겨보는 정보 ················································· 118
(6) 지방자치단체 홈페이지 접속정도 ························································ 119
(7) 1회 평균 홈페이지 접속시간 ······························································· 121
(8) 지방자치단체 홈페이지 접속동기 ························································ 122
4) 지방자치단체의 전반적인 홍보활동에 대한 평가 ···································· 124
(1) 행정홍보의 필요성에 대한 인식 ·························································· 124
(2) 행정홍보의 실시 목적 ·········································································· 125
(3) 지방자치단체가 우선적으로 홍보해야 할 사업내용 ··························· 128
(4) 지방자치단체의 정책이나 사업에 대한 탐색정도 ······························· 129
(5) 지방자치단체 사업 정보 주 입수채널 ················································· 130
(6) 지방자치단체의 각종 정책(사업계획)에 대한 인지여부 ····················· 132
(7) 지방자치단체의 각종 정책(사업계획)에 대한 인지도 ························ 133
(8) 인지하고 있는 주요 정책(사업계획)에 대한 정보습득 채널 ·············· 135
(9) 지방자치단체 정책(사업계획)에 대해 모르는 이유 ···························· 137
(10) 효과적인 행정홍보방법에 대한 평가 ················································· 139
5) 지방자치단체의 여론수렴기능에 대한 평가 ··········································· 141
(1) 자치단체의 주민여론 반영정도에 대한 평가 ······································ 141
(2) 자치단체의 주요정책에 대한 건의충동 여부 ······································ 143
(3) 건의충동 이후의 행동반응 ··································································· 144
(4) 주민들의 적극적 행위가 각종 정책에 미치는 영향력 평가 ··············· 146
(5) 민원사항이 해결되지 않았을 경우의 대처방안 ·································· 148

Ⅶ. 요약 및 결론 ···································································································· 150
1. 조사결과분석요약 ·························································································· 150
1) 대중매체 이용실태 평가 ········································································· 150
2) 행정 소식지에 대한 이용실태 ································································ 153
3) 인터넷 홈페이지의 이용 실태 ································································ 156
4) 지방자치단체의 전반적인 홍보활동에 대한 평가 ·································· 158
5) 여론수렴기능에 대한 전반적인 평가 ······················································ 161
2. 발전적인 행정홍보를 위한 정책 제언 ·························································· 163
1) 새로운 PR수단 도입 : 기사형 광고(advertorial) ··································· 163
2) 홍보목표 구체화 ······················································································ 165
3) 전략적인 Publicity활동 수행 ·································································· 166
4) 브리핑 제도 개선 ···················································································· 166
5) 행정 소식지를 통한 PR활동의 개선 ······················································ 167
6) 배포대상 문제 ·························································································· 168
7) 행정홍보 조직체계 재정비 ······································································ 170
8) 인터넷을 통한 홍보방향 ········································································· 172
9) 내부 커뮤니케이션의 활성화 ································································ 173
10) 홍보예산의 탄력적 운용 ········································································· 174

<참고문헌> ··················································································································· 175
* 부 록
1. 설문지 ··············································································································· 177
2. 분석표 ··············································································································· 205

정책선거문화 조성을 위한 공약분석 - 제주지역 6.27·6.4 지방선거를 중심으로 -

<목 차>
제 1 장 연구 개요 ···································································································· 1
1. 연구 목적 ················································································································ 1
2. 연구 범위 및 방법 ································································································ 2
3. 용어 정의 ················································································································ 2

제 2 장 북제주지역의 문화관광 잠재력 분석 ············································ 7
1. 문화관광자원 현황 ································································································ 7
2. 현황 분석의 시사점 ···························································································· 17

제 3 장 해외 사례 연구 ······················································································· 18
1. 벨기에 문화관광자원 ·························································································· 18
2. 프랑스 사부아(Savoie)지방의 문화관광자원 ················································ 19
3. 독일의 문화패키지 전문 투어여행사 ····························································· 20
4. 아일랜드의 Muckross House ··········································································· 20
5. 사례 조사의 시사점 ···························································································· 21

제 4 장 관광객 의견조사 ···················································································· 23
1. 조사개요 ················································································································· 23
2. 조사결과 ················································································································· 26
3. 시사점 및 평가 ···································································································· 65

제 5 장 문화관광상품 개발 제안 ···································································· 72
1. 관광상품 선정의 기준 ························································································ 72
2. 북제주군이 개발 가능한 관광상품 ································································· 73
3. 제주도에서 개발할 관광상품 ··········································································· 78
<참고문헌> ······················································································································ 84
부록(설문지) ····················································································································· 85

<목 차>
Ⅰ. 서 론 ·············································································· 1
1. 연구의 배경 및 목적 ········································································ 1
2. 연구의 범위와 방법 ·········································································· 2

Ⅱ. 발전이론의 전개 과정 ······················································ 4
1. 전통적인 발전이론 ············································································ 4
1) 경제성장론 ································································································ 4
2) 근대화론 ···································································································· 5
2. 전통적인 발전이론에 대한 문제 제기 ·········································· 8
1) 실증경제학에 대한 비판 ········································································ 8
2) 종속이론적 문제 제기 ············································································ 9
3) 환경론적 문제 제기 ·············································································· 10
3. 규범적 발전이론 또는 인간주의적 발전이론 ···························· 12
1) 방향의 설정 ···························································································· 12
2) 규범적 발전이론에 관한 기존의 논의 ·············································· 13
3) 인간주의적인 발전이론의 성장, 분배, 환경이라는 세 가지 가치 ······· 16
4. 규범적 발전이론 또는 인간주의적 발전이론의 과제 ·············· 17

Ⅲ. 발전의 전략이론 ······························································ 19
1. 성장지향적(growth-oriented) 발전전략 ······································ 19
2. 분배지향적(distribution-oriented) 발전전략 ······························ 22
3. 환경지향적(environment-oriented) 발전전략 ···························· 26
4. 가치조정적 발전전략 ······································································ 28

Ⅳ. 삶의 질과 사회능력제고 ················································ 31
1. 21세기 제주발전 이념의 설정 ······················································ 31
2. 내부적 관점에서의 근거지움 ························································ 33
3. 외부적 관점에서의 근거지움 ························································ 33

Ⅴ. 사회능력제고와 governance이론 ·································· 35
1. 정부기능의 축소 ·············································································· 35
2. 시장기능의 강화 ·············································································· 37
3. 시민사회의 대두 ·············································································· 39
4. governance이론 ··············································································· 40

Ⅵ. 지역 정체성 또는 제주정신과의 연관성 ···················· 46
1. 정체성(identity)의 철학적 의미 ··················································· 46
2. 제주의 문화 정체성과 제주정신 ·················································· 49

Ⅶ. 전문가 의견조사 ······························································ 57
1. 조사방법 ···························································································· 57
2. 조사대상자의 일반적 성격 ···························································· 57
3. 분석결과 ···························································································· 58

Ⅷ. 결론 및 요약 ·································································· 72

<목 차>
제 1 장 서 론 ·································································································· 1
제 1 절 문제 제기 ······························································································ 1
제 2 절 연구 목적 ······························································································ 3
제 3 절 연구 방법 및 연구 범위 ······································································ 4
1. 연구 방법 ··································································································· 4
2. 연구 범위 ··································································································· 4

제 2 장 관광조직 관련 이론 연구 ······································································ 7
제 1 절 관광조직 관련 연구동향 ······································································ 7
1. 국외 동향 ··································································································· 7
2. 국내 동향 ································································································· 17
제 2 절 관광시스템과 관광조직의 역할 ························································ 26
1. 관광시스템의 개념과 구성인자 ····························································· 26
2. 관광조직의 개념과 유형 ········································································ 41
3. 관광시스템 활성화를 위한 관광조직 역할 ·········································· 50
제 3 절 관광조직 기초모형의 정립 ································································ 57
1. 관광조직의 구조모형 ·············································································· 58
2. 관광조직의 기능모형 ·············································································· 68
3. 관광조직의 협력모형(갈등모형) ····························································· 75

제 3 장 국내외 관광조직체계 사례분석 ·························································· 89
제 1 절 국외 사례분석 ····················································································· 89
1. 싱가폴 관광청 ························································································· 89
2. 캐나다 관광청 ························································································· 95
3. 호주 관광조직 ························································································· 97
4. 미국 관광조직 ······················································································· 101
5. 홍콩 관광조직 ······················································································· 108
6. 태국 관광청 ··························································································· 113
7. 하와이 관광청 ······················································································· 117
제 2 절 국내 사례분석 ··················································································· 119
1. 문화관광부 관광국 ················································································ 119
2. 한국관광공사 ························································································· 129
3. 광역 지방자치단체 ················································································ 135
4. 한국관광협회중앙회 ············································································ 143
제 3 절 시사점 탐색 ······················································································· 145
1. 구조부문에의 시사 ················································································ 145
2. 기능부문에의 시사 ················································································ 146

제 4 장 제주도 관광조직 체계의 실태 분석 ················································· 148
제 1 절 제주도 관광조직 체계 발전과정 ····················································· 148
1. 지방자치단체 관광행정 ········································································ 148
2. 제주도관광협회 ······················································································ 151
3. 한국관광공사 제주지사 ········································································ 154
제 2 절 제주도 관광조직체계 현황 분석 ······················································ 156
1. 구조 현황 ································································································ 156
2. 기능 현황 ································································································ 170
제 3 절 실증분석을 통한 제주도 관광조직체계 진단 ·································· 184
1. 내부 조사․분석을 통한 진단 ····························································· 184
2. 외부 제3자 조사․분석을 통한 진단 ·················································· 209

제 5 장 제주형 관광조직체계 모형 설계 ························································ 227
제 1 절 제주형 관광조직체계 구축을 위한 준거 설정 ································ 227
1. 구조 준거 ································································································ 227
2. 기능 준거 ································································································ 228
제 2 절 제주형 관광조직체계의 목표 정립 ··················································· 232
1. 궁극 목표 ······························································································ 232
2. 일반 목표 ······························································································ 232
3. 세부 목표 ······························································································ 233
제 3 절 제주형 관광조직체계 구조-기능 설계 ·············································· 237
1. 제주형 관광조직체계의 5대 조직 축(軸) ············································· 237
2. 제주형 정부관광기구(NTO)의 설립 ······················································ 238
3. 제주형 관광정책 조정기구의 설립 ······················································· 246
4. 관광진흥업무 총괄 분장 ········································································ 247

제 6 장 결론 : 정책 제언 ················································································· 254

참고문헌 ·············································································································· 256
별첨 : 1. 내부 진단조사 설문서 ······································································· 265
별첨 : 2. 외부 제3자 진단조사 설문서 ···························································· 271