• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.472-485
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• 2011

The purpose of this study is to look through consumer perception and image positioning, present the thoughts over the competitive strength and make better the efficiency of long-term communication strategy. It is analyzed that consumers realized differentiated value choice on seasonal destination for honeymoon. MDS is applied to provide the marketers with the framework to develop marketing strategy for destination positioned in the mind of consumer and make products efficient to create and keep the desirable position. The data was collected from the honeymooner who have planned to travel or have experienced traveled 7 different types of honeymoon destinations(Guam/Saipan, Australia/New Zealand, China, Japan, Hawaii, Thailand and Europe). It is hoped that these results will be useful for tourism and organizer to develop marketing strategy for products.