제주지역 골프장산업의 경쟁력 강화에 관한 연구 (A Study on the Strategies for Strengthening Competitiveness of Golf Course Industry in Jeju Province)

서지정보

· 발행기관 : 한국체육교육학회
· 수록지 정보 : 한국체육교육학회지 / 15권 / 1호 / 395 ~ 406페이지
· 저자명 : 오만원

초록

본 연구는 제주지역 골프장산업에 대한 전문적 지식이 있는 전문가들을 대상으로 제주도 골프장산업의 변화정도를 알아보고 골프장 수급불균형 대책과 경쟁력 확보 방안을 강구하고자 하였다. 연구대상은 제주지역에서 골프 및 골프장 산업과 관련하여 전문적 지식이 있는 219명의 전문가들이 참여하였다. 연구결과, 전문가들은 제주지역 골프장산업의 환경 변화가 두드러질 것으로 예상하였으며, 골프장 수급불균형에 대한 대책도 시급한 것으로 나타났다. 또한, 제주지역 골프 환경의 장점으로는 아름다운 자연경관, 저렴한 그린피 및 카트요금 등이 높게 나타났으며, 단점으로는 골프 경비 이외의 제반 경비 소요, 심한 기후 변화 등이 높게 나타났다. 특히, 휴양, 관광 상품을 결합한 골프관광 상품 개발, 항공사와의 제휴 등을 통한 골프관광객들의 편의 제공, 제주도와 골프장간의 긴밀한 협조를 통한 타 지역과의 차별화 정책 등 제주지역 골프장산업의 경쟁력 강화를 위한 다양한 마케팅 전략을 수립하고 추진해야 될 것으로 나타났다.

영어초록

The purpose of this study was to investigate the strategies for strengthen competitiveness of golf course industry in Jeju Special Self-Governing Province. Participants(age M=46.69, SD=9.05) were 219 golf professionals of Jeju province. The SPSSWIN 12.0 version for windows were used to analyse frequency, mean, standard deviation. The major findings were as follows: First, it was anticipated the future golf industry environment in Jeju is confronted with various negative changes according to the new survival marketing strategies among the golf course companies and while show the positive remarkable increases of the new golfers throughout country. Second, oncoming development of new golf course in Jeju, before permission it is necessary strict investigation and plan on supply and demand on golfers, and much more to strength golf course industry in Jeju is necessary to build new public golf courses for the common people and a counterplan for unbalanced supply and demand of golf. Third, it was found that Jeju golf industry's strong points were beautiful natural view, low green fee and cart fee, and traffic convenience, but weak points were additional air fare, hotel charges, and irregular weather(windy and rainy days) and difficult management according to overflow golf course constructions. Fourth, it was found to strength the golf course industry in Jeju is necessary to develop the leisure, tour and golf mixed goods for golfers and their families, and provide the convenience of air plane, traffic services and accommodation facilities, another one is Jeju golf course managers must establish and drive forward various different marketing strategies. Additional urgent strategies is Jeju native famous pro-golfer sports star marketing, such W. E. Yang PGA players champion, B. B Song JLPGA champion etc.

참고자료

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