영문초록
This study aims to develop the most preferable resort attribute packages that can contribute to effective resort management and benefit the local economy by combining resort components and local tourist attractions. To achieve this aim, selected resort attributes and tourists` preferred utility levels were analyzed by using Conjoint Analysis. Based on the pilot study, five important attributes and a total of 10 attribute levels related to casino resorts were chosen. Then twelve attribute packages were selected by using fractional factorial design. Study participants were selected from Kang Won Land visitors. Participants were given a questionnaire which asked about demographic information, the respondents` ranking of twelve attribute packages, and other information related to their trip. Frequency and Conjoint Analysis (SPSS Win 15) were used to analyze the collected data. The results of Conjoint Analysis showed that respondents ranked the most important attributes in order as room, local tours (attractions), price, and amenities of the casino and F&B. The results also showed that participants preferred to stay in a hotel rather than in a timeshare (called a condominium in South Korea). A free F&B was preferred over a 20% discounted F&B. Free usage of the resort amenities was preferred over 50% discounted amenities. Individual tours were preferred over group tours, and a cheaper package (200,000 won) was preferred over a more expensive package (300,000 won). The study`s practical and theoretical contribution was discussed in the conclusion.
분야
50500597.pdf [무료 PDF 뷰어 다운로드]
