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Marketability Analysis of Seoul Landmark Pass

서울 랜드마크 패스의 상품성 분석

  • Oh, Junseok (Department of Industrial Engineering, Konkuk University) ;
  • Kwak, Sunhee (Department of Industrial Engineering, Konkuk University) ;
  • Kim, Hanbyeol (Department of Industrial Engineering, Konkuk University) ;
  • Jeon, Heesoo (Department of Industrial Engineering, Konkuk University) ;
  • Kim, Jonghwa (Department of Industrial Engineering, Konkuk University)
  • 오준석 (건국대학교 산업공학과) ;
  • 곽선희 (건국대학교 산업공학과) ;
  • 김한별 (건국대학교 산업공학과) ;
  • 전희수 (건국대학교 산업공학과) ;
  • 김종화 (건국대학교 산업공학과)
  • Received : 2017.02.22
  • Accepted : 2017.03.22
  • Published : 2017.03.31

Abstract

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.

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