리조트의 시장세분화와 포지셔닝에 관한 연구 = A Study on the Market Segmentation and the Positioning of Resorts

다국어 초록 (Multilingual Abstract)

Most of the tourist resort facilities in our country cannot be used in the winter season, and only a few spa resorts and sky resorts are available in the winter. To ameliorate this problem, various types of winter resort facilities have been constructed since 1970s and the massive development of winter resort facilities changed the resort market from a seller's market to a buyer's market. There has been however,few researches on marketing strategies for winter resorts, and there is a growing need for a rational method to maximize tourists' satisfaction and developers'profit at the same time. This research aims to develop a positining strategy to engance the marketability of winter resorts by classifying the resort market with the self-image types of users, and by analyzing the structure of the market, users' preferences, and locational factors. A survey was conducted with cases of Yong-Pyung resort, Mu-Ju resort, Alps resort, Bears resort, Back-Am spa resort, Su-An-Bo spa resort, and I-Chon spa resort. A list of questions in five categories -- similarity, characteristics, preferences, self-image, and personal characteristics of the respondents -- was constructed and tested. Among the 750 copies of questionnaire distributed, 700 were returned by only 378 were analyzed after screening missing or reckless answers. The statistical analysis of the data were conducted using techniques of correlation analysis, frequency analysis, factor analysis. Factor analysis and cluster analysis were used to group the cluster of self-image and a discriminant analysis were used to confirm this classification. The demographical characteristics were identified by frequency analysis, and resorts attributes were analyzed by oneway ANOVA analysis. Multidimensional scaling methods such as KYST, PROFIT, and PREFMAP were used for the positioning strategy.