스포츠산업,경영: 스키리조트 그린소비자 행동유형에 따른 마케팅 접근 = A marketing plan for Ski-resort green consumers` behavior pattern

다국어 초록 (Multilingual Abstract)

This study was intended to identify the difference between the expected and perceived service quality of consumers visiting the ski resort and find out the suggestive points that could present the effective green marketing plan by analyzing diverse relationships such as consumers’ general characteristics. type of choice, type of visit and the like. First, an attempt was made to analyze the choice type of ski resorts. As a result, it was found that college students have recently taken an impromptu trip during the short period of within 3 months rather than taken a tour under a long-term plan. And the younger age group than that of older than 25 years showed a preference for the ski resort. In choosing a destination, it was found that younger children’s opinions or the consensus between family members were becoming more important. Second, an attempt was made to test the difference between the level of expected and satisfied service quality on the ski resort. It was found that they was not so satisfied with the ski resort as they expected. Concretely, consumers having a preference for specialized service showed a great degree of dissatisfaction, feeling more greatly disappointed than they expected in terms of the operation of diverse events, landmarks for convenient use, excellent use-only facility rather than clean indoor environment, excellent incidental facilities. And consumers having a preference for assorted produced service were relatively dissatisfied, feeling more greatly disappointed than they expected in terms of the linkage with the surrounding tourist facility rather than a diversity of entertainment facilities. Third, an attempt was made to test the difference in the level of expectation to service quality preferred by green consumers. As a result, it was found that consumers had the highest level of expectation to factors of active support for participation in the green market segment and of assorted products and services in the market segment. And they showed the highest level of expectation to the factor types such as specialized services and assorted products and services in the market segment of active support for participation. Fourth, an attempt was made to investigate the characteristics of the type of visits by age. As a result, it was found that younger consumers visited the ski resort to engage in sports activity the they liked. On the other hand, older consumers had the increasing tendency to visit the ski resort with family, friends, fellow workers and the like. The type of visits such as relaxation, emotional satisfaction, release of stress and the like were naturally on the increase. Fifth, an attempt was made to test the difference in the type of information source by age of green consumers. As a result, it was found that the relatively younger group of more than 25 years of age had access to a diversity of information sources by engaging in information search of the resort that they would visit through communication media, printed media, individual source and the like.