문화유산의 가치 연구의 목적
문화재와 같은 공공재적 성격이 큰 자원은 시장기구에 의해 그 가치가 형성되지 못함.
문화유산은 관광자원에서 매우 중요한 요소
→ 훼손의 문제 발생 → 원형유지 필요.
과거: 문화유산은 재산적, 법적 가치를 중시 소유와 관리가 중시되는 개념
최근: 시민의 참
Designed characteristics and packaging
Service component
Image and reputation
Branding
Positioning
Benefits bestowed
Guarantees and after-sales services
Quality
List price or normal price
Discounts
Concessions
Value for money
The cost of travelling to and from the attraction
Method of payment
Credit
Price/quality trade-off
To attract more first time visito
Summary
Concept of ‘Economies of Scope’
Economies of scope are cost advantages that result when firms provide a variety of products rather than specializing in the production or delivery of a single product or service. Firms with economies of scope curtail the cost of production through utilizing common platform
There are four methods of economies of scope : M&A, related diversificat
Shock of 9/11, 2001
Affected airline industry
Fear for terrorist is prevailing
On going War with Iraq
As of March 20, 2003.
Death toll continues to rise
Threats of S.A.R.S
On February 2003
Travel warnings outstanding
APV (Adjusted Present Value) method?
: When there is no target ratio given, text book suggests using APV method instead of using WACC and NPV.
APV = Base
cost
4. Marketing MIX
1) Product
Jin Air’s product is transportation service. It has 3 flight service routes: to Jeju island, Bangkok and Guam. To Jeju Island, they serve 24 flights a day. To Bangkok and Guam, 7 flights a week, everyday. For the in-flight service, it provides economical and practical flight service and set a different concept from other regular airlines. All the flight atte