스키장 마케팅믹스 6P 요인이 참여만족 및 고객충성도에 미치는 영향 = The effect of 6P factors in ski resort marketing mix on participation satisfaction and customer loyalty

국문 초록 (Abstract)

본 연구는 스키장 마케팅믹스 6P 요인이 참여만족과 고객충성도에 어떠한 영향을 미치는지를 규명하여 기존 고객의 이탈 방지와 신규 고객의 유치 및 타 스키장과의 경쟁력 강화를 위한 방법을 제공하고자 실시했다. 따라서 현재 전국에서 운영되고 있는 12곳의 스키장 중 2018년 동계올림픽이 개최된 평창군에 위치한 스키장 3곳(용평, 휘닉스파크, 알펜시아)과 처음으로 판매한 강원도 통합 시즌권인 ‘X3시즌패스’에 포함된 하이원리조트, 수도권과 가까운 경기도에 위치한 지산리조트, 곤지암리조트를 이용하는 사람들을 모집단으로 선정했으며, 19세 이상 성인 남녀를 표본으로 선정했다. 조사 방법은 비확률표본추출법 중 편의표본추출법을 이용했고, 조사는 구글 설문지를 이용해 온라인으로 실행했다. 조사 기간은 2023년 10월 7일부터 2023년 11월 7일까지 수행했으며, 회수된 자료 중 불성실한 답변과 조사내용의 일부가 누락됐다고 판단되는 자료를 제외한 353명을 유효 표본으로 선정하여 결과 분석에 이용했다. 자료처리는 빈도분석, 탐색적 요인분석, 문항내적일관성, 상관분석, 단순 및 다중회귀 분석을 실시했으며, SPSS(ver. 21.0) 프로그램을 활용했다. 연구결과 첫째, 스키장 마케팅믹스 6P 요인 중 사람, 제품 순으로 참여만족에 영향을 미치는 것으로 나타났다. 둘째, 스키장의 참여만족이 고객충성도의 태도적충성도와 행동적충성도 모두 통계적으로 유의한 영향을 미치는 것으로 나타났다. 셋째, 스키장 마케팅믹스 6개 요인 중 사람, 제품, 가격이 태도적충성도에 영향을 미치는 것으로 나타났고, 행동적충성도에서는 사람, 제품, 촉진이 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

This study was conducted to determine how the 6P factors of ski resort marketing mix affect participation satisfaction and customer loyalty to provide methods to prevent the departure of existing customers, attract new customers, and strengthen competitiveness with other ski resorts. Therefore, three ski resorts located in Pyeongchang-gun (Yongpyeong, Phoenix Park, Alpensia), where the 2018 Winter Olympics were held, High1 Resort, which was included in the X3 Season Pass, an integrated season ticket in Gangwon-do, and Jisan Resort and Gonjiam Reasort located in Gyeonggi-do, close to the metropolitan area, were selected as a population, and adult men and women in their 20s or older were selected as samples. The survey method used the convenience sampling method among the non-probability sampling methods, and the survey was conducted online using a Google questionnaire. The survey period was conducted from October 7, 2023 to November 7, 2023, and 353 people were selected as valid samples and used for the analysis of the results, excluding data that were deemed to have been omitted for unfaithful answers and part of the survey. For data processing, frequency analysis, exploratory factor analysis, intra-question consistency, correlation analysis, and simple and multiple regression analysis were performed, and the SPSS (ver. 21.0) program was used. As a result of the study, first, it was found that among the 6P factors of ski resort marketing mix, people and products affect participation satisfaction in order. Second, it was found that the participation satisfaction in ski resorts had a statistically significant effect on both attitudinal loyalty and behavioral loyalty of customer loyalty. Third, among the six factors of ski resort marketing mix, people, products, and prices were found to have an effect on attitudinal loyalty, and people, products, and promotion were found to have an effect on behavioral loyalty.

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