Analysis on STP Strategies of Pyeong Chang Alpensia Resort

• 발행기관: 한국스포츠과학회
• 저자명: Oak-Lan Park Won-Jae Seo Seung-JIn Han
• 간행물 정보: 『The Journal of Sport and Applied Science』Vol.2 No.2, 11~19쪽, 전체 9쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2018.12.30

영문 초록

With the rapid increase of tourists for sport participation, sporting resort is becoming popular and a related industry is improving. However, sporting resorts have been faced managerial challenges to survive in the competitive sport tourism markets. One of the key issues is to develop an effective marketing mix for resorts to be suitable for sporting tourists. Hence, the current study analyzed a marketing mix of sporting resort, identified its strategies for segmentation, targeting, and positioning, and finally suggested the effective methods for STP. For the study, PyeongChang Alpensia Resort is selected as a case. The study reviewed the documents and online journals that have covered Alpensia Resort. Via literature review, current marketing mix of Alpensia Resort was identified and its current strategies of STP further were analyzed. For the validity of the results, three experts reviewed the results. Given the decent procedures, firstly, the study suggested that Alpensia Resort needs to seek to develop products that can appeal to MICE industry. Second, Alpensia needs to build all-in-one image by providing products and accommodations including lodging, shopping, ski and related sport programs. Third, Alpensia can seek to enhance marketing mix for inbound sport tourists. Conclusions and implications are further discussed.

목차

1. 서론

2. 연구방법

3. 연구결과

4. 논의 및 결론

References

키워드

Participation sport tourism STP PyeongChang Alpensia Resort Marketing mix