평창 동계올림픽 여행상품 선호와 레크리에이션 전문화

• 영문명: Preferences for Travel Products of 2018 PyeongChang Winter Olympic Games and Recreation Specialization: An Approach of Choice Experiment
• 발행기관: 한국관광학회
• 저자명: 류성옥
• 간행물 정보: 『관광학연구』제38권 제7호, 171~191쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

The majority of mega sporting event organizers tend to show a substantial interest in the economic impacts of the expenditures by international tourists. However the successful implementation of the events is heavily dependent upon the enthusiastic and supportive participation of domestic tourists. The intent of this study is to provide useful marketing strategies that can assist the organizers of the 2018 PyeongChang Winter Olympic Games to attract more domestic tourists. With a study sample of Korean skiers and snowboaders, this study also aims to examine their heterogeneous preferences for travel products associated with the Olympic Games. The choice experiment results suggested that the two potential domestic tourist groups segmented based on their levels of recreation specialization revealed different preferences for several travel product attributes. The highly specialized participants showed a higher preference for diverse travel opportunities to sightsee various tourist attractions near the host region; the casual participants placed a greater importance on more skiing and snowboading experiences. This study proposes several marketing strategies.

목차

I. 서론

II. 문헌 고찰

III. 연구방법

IV. 분석 결과

V. 결론

참고문헌

키워드

평창 동계올림픽 여행상품 속성 레크리에이션 전문화 선택 실험법 PyeongChang winter olympic games Travel product attributes Recreation specialization Choice experiment