For a successful development of Korean integrated resorts run by the government, this study aims to identify construct components that will make our resorts more competitive compared to other foreign countries and to select priorities for those compon... For a successful development of Korean integrated resorts run by the government, this study aims to identify construct components that will make our resorts more competitive compared to other foreign countries and to select priorities for those components for introduction. Since this is the first integrated resorts project in Korea involving a large investment, there must be a strategic approach at the planning stage for a successful development. Hence, attractive construct components of facilities for the development of integrated resorts were identified through an initial investigation by experts and, based on the results of this investigation, potential domestic and foreign customers were surveyed to find out which facilities should be introduced first by rating the importance of each item. In consideration of each panels’ expertise in integrated resorts development and their appropriateness, 26 panels were selected for the expert investigation and their ideas were collected to identify 55 items for attractive facilities. Based on the 79 items suggested by preceding research that included integrated resorts facilities, descriptive statistical analysis was conducted to exclude items that scored four or less out of seven; even if an item scored higher than four, items to be less attractive enough were eliminated, producing a final number of 58 for facility items. Based on this, a valid sample was created comprising 683 potential customers (324 Koreans and 359 foreigners) of the integrated resorts to prioritize the facilities to adopt. First, a descriptive statistical analysis was performed to find out how customers rated the importance of each item; to find out the facility preference, multiple-response frequency analysis was performed. Then, for a conformational cause analysis, 14 integrated resort components and 51 facility items were identified; for improved customer satisfaction, IRPA and IAA analyses—the newest analysis method—were performed to select priorities for each item. Originally, these analysis methods were used for satisfaction, but since this study does not apply to an actual integrated resorts, it was impossible to analyze the satisfaction level; therefore, it was modified to analyze the importance. Analysis results were as follows: the study looked at how customers rated the importance of components that make up the integrated resorts and the attractiveness of preferred facilities through a descriptive statistical analysis, and found that both Koreans and foreigners valued standard facilities, such as “five-star hotel,” “duty free shops,” “healing spa,” and “international theme park,” etc. In the multiple-response frequency analysis for facility preference, the top five preferred facilities were the same for Koreans as for foreigners, but after the sixth, differences in preferred facilities started to appear. Koreans showed a preference for facilities that can be enjoyed anywhere, such as “water park,” “unique park,” and “world renowned brand restaurants,” whereas foreigners preferred “night market,” “domestic famous chef zone,” “Korean facilities like Insadong/Andong” or “special exterior of buildings” that can only be enjoyed in Korea, showing a clear difference between Koreans and foreign customers. Also, results from the IRPA analysis were similar to those from the multiple-response frequency analysis, identifying “five-star hotel,” “duty free shops,” “healing spa,” “international theme park,” “traditional culture experience center,” “unique park,” “swimming pool bubble club and poolside bar,” and other facilities to be adopted first since they showed a relatively significant impact on the importance of construct components of the integrated resorts and on the achievement level for each attribute. As for IAA analysis, classification by IA value allowed the categorization of components of integrated resorts. The four items that showed the highest importance were “4 season sports facilities,” “joint tourist programs with other region,” and “swimming pool bubble club and poolside bar.” In addition, respondents indicated that the facilities must be placed in each site appropriately, considering their businesses’ characteristics and strategies. This study is the first to conduct both qualitative and quantitative analysis on integrated resorts. The expert group that contributed to this study included companies that participated multiple public offerings for integrated resorts projects, tourism/resort companies, and construction companies, as well as an investment analyst, all of whom were closely related with integrated resorts projects, which their opinions on various aspects reflected. Thus, it is regarded that results of this study should be directly helpful for those who are working to establish successful strategies for integrated resorts. Since the sample population used in the quantitative analysis was not limited to Koreans but included foreigners from nearby countries, differences between Koreans and foreigners could be observed. By using IRPA and IAA analysis methods that are not commonly used in the field of tourism, this study was further able to suggest a new way to identify priorities, making the results academically significant. In addition, the IRPA and IAA analysis results identified the facility items that investments should focus on first, which is practically significant; these results showed differences between Koreans’ and foreigners rating of importance and preference regarding integrated resort facilities, this study provides fundamental data to develop strategies for specific markets. However, since IRPA and IAA analysis methods were originally intended to analyze customers’ satisfaction but were used to analyze importance in this study, the difference in the analysis methods and characteristics remain as their limitations. Hence, another study on customers’ satisfaction after the opening of the integrated resort will be of even greater value. ，韩语毕业论文，韩语论文 |
