항공사별 기내면세품 카달로그 내용분석에 관한 연구

국문 초록 (Abstract)

여행 산업의 지속적인 발전과 시대에 따른 소비패턴 및 의식의 변화로 인해 항공여객시장은 꾸준히 성장 하고 있다. <한국 항공 진흥 협회>에 따르면 2012년 국내 항공수송실적에서 국제선 이용객은 11.9%의 증감률을 보였으며, 2002년 이후 현재까지 국제선 항공이용객의 평균증감률은 8%에 달하고 있다고 한다. 이처럼 항공이용객이 늘어나면서 항공사의 부대수입 중 큰 부분을 차지하고 있는 기내 면세품 판매 사업에 이미 전 국내 항공사가 뛰어 들었으며 이를 활성화시키는 방안을 다각도로 모색하고있다.
기내 현장구매에 이어 인터넷 면세점 운영 및 모바일 면세점 신설,사전주문 예약 제도와 기내 선 결제 시스템의 도입 등은 꾸준히 성장하고있는 항공사의 기내면세품 판매 마케팅의 일환이라 할 수 있다. 국내 K항공사는 특정 항공기에 세계최초 기내 면세품 전시공간을 마련했으며 국내A항공사는 기내 선 결제 시스템을 도입하여 현장 구매 이용객에게 할인구매의 기회를 제공하고 있다. 그러나 이와 같은 마케팅은 특정 항공기와 이 제도를 사전 신청하는 고객에게 국한되는 서비스인 것이 사실이다.
이처럼 아직까지 현장 구매라는 것이 기내 면세품 구매의 일반적인 구매경로로 시행되어지고 있고 현장 구매 시 고객과의 거의 유일하다고 여겨지는 첫 번째 접점인 기내 면세품 카달로그의 역할은 아주 크다고 볼 수 있다. 이에 본 연구에서는 글로벌 항공사의 기내 면세품 판매 현장에 상품정보 매개체로 사용되고 있는 각 항공사의 기내 면세품 카달로그를 내용분석법1)을 적용하여 면세품 카달로그의 내용적 특성과 구성적 특성을 파악하고 범주화하여 각각의 범주의 속성 및 내용을 분석해 보았다. 이를 통해 기내면세품 카달로그의 트렌드 현황을 되짚어보고 또한, 항공사들의 카달로그 개발 및 제작에 있어 시사점을 찾고자 하였다.
본 연구를 통해 얻어진 결론은 다음과 같다.
첫째, 국내 두 항공사를 비롯하여 아시아권 항공사들이 소비자의 구매의사결정에 있어 도움을 줄 수 있는 내용적 특성 관점의 연구에서 우세한 모습을 보이고 있음을 알 수 있었다. 총 상품 수, 가격표시 화폐 수, 상품명 사용언어 수, 상품 상세 설명 사용 언어 수 등 내용적 정보 구성이 소비자의 선호에 적합하게 제작되어 있고 상품에 대한 정보를 소비자에게 전달하는 정보원으로서의 역할을 충실히 수행하는 정보환경을 조성하고 있음을 알 수 있다. 이와는 반대로 유럽권, 북아메리카권, 중동권 항공사들은 내용적 정보 구성에 있어서 약세를 보이고 있음을 알 수 있었다.
둘째, 카달로그의 구성적 특성을 살펴본 결과 전체 페이지 수, 무게, 전면광고 등 소비자의 정보탐색에 관련한 연구에서는 유럽권, 북아메리카권, 중동권 항공사들이 조금 더 가벼운 종이를 사용하고 페이지 수가 적으며 전면광고율이 낮은 더욱 효율적인 제작 형태를 보이고 있었다. 기내면세품 판매는 항공사의 주요 부대수입원으로 항공사의 매출에 영향을 끼치고 있지만 매월 발행하는 두껍고 무거우며 고급화된 기내면세품 카달로그는
항공사에게 제작에서나 중량증가로 인한 유류비 측면에서 큰 비용부담이 아니라고 말할 수 없을 것이다. 소비자에게 자세하고 다양한 정보제공을하고 있는 아시아권 항공사의 내용적 특성과, 효율적이고 친환경적인 유럽권, 북아메리카권, 중동권 항공사들의 구성적 특성을 효과적으로 접목시켜 더욱 효율적인 매체로써 제작하는 것이 바람직하다고 생각된다.

목차 (Table of Contents)

• 목 차
• 요 약 (국문초록) ·····························································································ⅰ
• 표 차례 ··················································································································ⅲ
• 그림 차례 ··············································································································ⅳ
• 제 1 장 서 론 ··················································································································· 1
• 제 1 절 연구의 배경 ····························································································· 1
• 제 2 절 연구의 목적 ····························································································· 3
• 제 2 장 기내면세점에 대한 고찰 ············································································· 5
• 제 1 절 기내면세품 판매의 개요 ···································································· 5
• 1. 기내서비스의 프로세스 ············································································ 5
• 2. 기내면세품 판매의 개념 ·········································································· 7
• 3. 기내면세품 판매의 프로세스 ································································· 7
• 4. 기내면세품 구매의 다양한 채널 ··························································· 8
• 제 2 절 기내면세품 카달로그의 개요 ···························································· 9
• 1. 기내면세품 카달로그의 개념 ································································· 9
• 2. 기내면세품 카달로그의 구성 ······························································· 11
• 3. 기내면세품 카달로그의 역할과 영향력 ··········································· 11
• 제 3 장 연구방법 ·········································································································· 13
• 제 1 절 연구범위 ································································································· 13
• 제 2 절 연구대상 ································································································· 15
• 1. 연구대상 항공사(지역적 구분) ···························································· 15
• 2. 연구 대상 항공사 매출 순위 ······························································· 17
• 제 3 절 연구방법 ································································································· 19
• 제 4 절 연구의 신뢰성 ······················································································ 21
• 제 4 장 분석 결과·········································································································· 22
• 제 1 절 기내 면세품 카달로그의 내용적 특성 분석 ····························· 22
• 1. 총 품목 수 ·································································································· 22
• 2. 카테고리별 상세상품 수 및 비율 ······················································ 25
• 3. 카테고리별 최고가격 및 최저가격 ···················································· 32
• 1) 카테고리별 최고가격 ·········································································· 32
• 2) 카테고리별 최저가격 ·········································································· 35
• 4. 가격표시 국가별 화폐 수 ································