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논문 상세정보

당일여가용 Recreation시설의 포지셔닝에 관한 연구 -서울시를 중심 으로

Application of Market Positioning to One-Day Use Recreation Areas in Seoul and Its Suburbs

Abstract

the purpose of this study was to suggest managemental strategies for one-day use recreational area in public sector under competitive environment with private sector. Data was collected from citizens of Seoul, and 10 recreational areas were determined by a preliminary survey. Theses areas were regarded as "products", then positioning was applied to these products. Perceptual map was produced by multidimensional scaling to identify degree of competition among areas. Properties, which were developed by the Kelly Repertory Grid, were utilized to understand the strong and weak points of each area. Ideal types of recreational areas were analyzed by PREFMAP, then the size and distribution of recreation market of Seoul were found by grouping of individual ideal point by cluster analysis. Several strategies were suggested to enhance the competitive power for public recreation areas, and a few comments were described to improve this method for future research.

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이 논문을 인용한 문헌 (5)

  1. 1994. "Destination Choice Behavior for Recreation Areas : Application of Generalized Logit Models" 한국조경학회지 = Journal of Korean institute of landscape architecture, 22(3): 1~12 
  2. 1995. "Application of importance-performance analysis to management of urban parks - Case study in the children's Grand park-" 한국조경학회지 = Journal of Korean institute of landscape architecture, 23(3): 94~105 
  3. 1995. "Application of Hybrid Conjoint Analysis to Improve Competitive Power of Theme Parks in Seoul and Its Suburbs" 한국조경학회지 = Journal of Korean institute of landscape architecture, 23(2): 1~16 
  4. 1997. "A Study on Choice Behavior of Theme Park Visitors - Application of Nested Logit Model -" 한국조경학회지 = Journal of Korean institute of landscape architecture, 24(4): 96~111 
  5. 1998. "A Study on the Market Segmentation and the Positioning of Resorts" 한국조경학회지 = Journal of Korean institute of landscape architecture, 25(4): 1~17 

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