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- 저자 : 김철휘(Chul Hwee Kim) (검색결과 2 건)
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조방현(Bang Hyeon Cho),김철휘(Chul Hwee Kim),곽이섭(Yi Sub Kwak) 한국여가레크리에이션학회 2006 한국여가레크리에이션학회지 Vol.30 No.2
The purpose of this study is to present efficient plan and sources for operation of Ski resorts as we analyzed operation status in off seasons. Employees of each Ski resorts, who are working in promotion and marketing department, were trying hard to develop various marketing strategy to bring many customers during off seasons and it is mainly to promote their resorts for high demand seasons. For operators of Ski resorts, attraction of new customers while keeping existing customers is the most important goal. To achieve above goal, much promotional activities are needed and it is essential to compete with other resorts. Many enterprises in Korea currently entered or planning to participate to Ski resort market. Then, supplier oriented market will be changed into user oriented market situation. If so, Ski resort market essentially needs to make proper strategy to operate Ski resort efficiently for whole seasons. We could find out the fact that Korea`s Ski resort industry has rapid marketing strategy change after winter season through responses from participants. As we`ve seen on exceptional discount events and packaged products during off season above, all kind of marketing activities in off seasons are operated for promotion of winter high-demand seasons. To make up this kind of disadvantage, governmental supports will be needed as we have seen on responses from participants. To return the costs that invested for summer seasons, fares in winter seasons should be raised. Then, customers who wanted to enjoy Skiing in winter seasons have to pay for all costs actually. Therefore, if government supports for tax in winter season, many people could enjoy winter sports in comparatively cheap price and they could be provided for good service. Then, Ski resorts also could make proper profit and doesn`t have to operated their resorts for promotion only in off seasons. Furthermore, Ski resorts operators will invest their profit for development of facilities and service to provide excellent service to more people. Therefore, leisure of our country will be developed in positive ways.
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