A Study on the Analysis of Complex Resort Use Status Through IPA

Abstract

This study is intended to suggest marketing strategies for complex resort by identifying selection attributes of complex resorts from IPA as well as to identify factors of selection attributes of complex resorts recognized by users. For the study, survey was distributed to 400 complex resort users. Survey was conducted from August 1 to 31, 2019, in weekdays and weekends. Especially, survey was conducted on various age groups to well reflect opinions of complex resort users. Total 347 copies of survey were distributed, and 23 copies with incomplete answers were excluded that total 324 copies (80.1%) were used for empirical analysis. As a result of analysis, selection attributes of complex resort were derived to be seven factors of reliability, convenience, facilities, food and beverage, natural environment, employee service, and program. In addition, convenience and facilities turned out to be factors to be continuously maintained from IPA followed by natural environment as a factor to avoid excessive effort, program with low priority, and food and beverage and reliability in need of concentrated effort. According to these results, it seems that there shall various efforts to restore reliability and improve food and beverage of complex resorts.