Abstract
This study was conducted to determine how the 6P factors of ski resort marketing mix affect participation satisfaction and customer loyalty to provide methods to prevent the departure of existing customers, attract new customers, and strengthen competitiveness with other ski resorts. Therefore, three ski resorts located in Pyeongchang-gun (Yongpyeong, Phoenix Park, Alpensia), where the 2018 Winter Olympics were held, High1 Resort, which was included in the X3 Season Pass, an integrated season ticket in Gangwon-do, and Jisan Resort and Gonjiam Reasort located in Gyeonggi-do, close to the metropolitan area, were selected as a population, and adult men and women in their 20s or older were selected as samples. The survey method used the convenience sampling method among the non-probability sampling methods, and the survey was conducted online using a Google questionnaire. The survey period was conducted from October 7, 2023 to November 7, 2023, and 353 people were selected as valid samples and used for the analysis of the results, excluding data that were deemed to have been omitted for unfaithful answers and part of the survey. For data processing, frequency analysis, exploratory factor analysis, intra-question consistency, correlation analysis, and simple and multiple regression analysis were performed, and the SPSS (ver. 21.0) program was used. As a result of the study, first, it was found that among the 6P factors of ski resort marketing mix, people and products affect participation satisfaction in order. Second, it was found that the participation satisfaction in ski resorts had a statistically significant effect on both attitudinal loyalty and behavioral loyalty of customer loyalty. Third, among the six factors of ski resort marketing mix, people, products, and prices were found to have an effect on attitudinal loyalty, and people, products, and promotion were found to have an effect on behavioral loyalty.
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