Marketability Analysis of Seoul Landmark Pass

• 발행기관: 한국산업경영시스템학회
• 저자명: Junseok Oh(오준석) Sunhee Kwak(곽선희) Hanbyeol Kim(김한별) Heesoo Jeon(전희수 Jonghwa Kim(김종화)
• 간행물 정보: 『산업경영시스템학회지』제40권 제1호, 131~143쪽, 전체 13쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.03.30

영문 초록

As the number of tourists visiting Seoul are continuously increasing, the demand of an integrative tour pass is also increasing. However, only a few tour passes are available for the tourists in Seoul. In this paper, we propose a new tour pass called “Seoul Landmark Pass” targeting foreign individual travelers and investigate the marketability of the proposed tour pass. For the configuration of the Seoul Landmark Pass we listed 17 candidate attractions charging entrance fee in Seoul, referring to e-guidebook on Visit Seoul web site. Among them we selected 6 attractions using the checklist with the attributes that foreign tourists would prefer. We also performed SWOT analyzes on existing tour passes to determine the benefits to be included in the proposed tour pass. To investigate the marketability of the proposed tour pass we have surveyed the foreign individual tourists in Seoul. Using the survey data, we have analyzed the intent of purchase by age, visiting period, visiting purpose, frequency of visit, and nationality to identify target customers. The results show that the intent of purchase is high among the Chinese tourists at the age of twenties who visited Seoul for the first time or second times. Also, the individual tourists prefer to bundle T-money card with the proposed tour pass. Finally, we have provided a brief review of the Price Sensitivity Measurement (PSM) method and applied PSM to determine the acceptable price range and the optimal price of the proposed tour pass. The optimal price of the proposed tour pass is determined at 53,000 won including T-money card.

목차

1. 서 론

2. 서울 랜드마크 패스의 구성

3. 설문조사 결과 분석

4. 랜드마크 패스의 적정 가격 도출

키워드

Marketability Tour Pass Foreign Tourists Survey Price Sensitivity Measurement(PSM)