Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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A Growth Strategies as a Global Complex Resort: Focusing on Kangwon Land

글로벌 복합리조트로의 성장전략에 관한 연구: 강원랜드를 중심으로

  • Lee, Jae-Seok (Division of Industrial Convergence, Hanyang University) ;
  • Kim, Ki-Ho (Gangneung-Wonju National University) ;
  • Yi, Chang-Gi (Department of Tourism Management, Gangneung-Wonju National University)
  • 이재석 (한양대학교 산업융합학부) ;
  • 김기호 (강릉원주대학교 관광경영학과) ;
  • 이창기 (강릉원주대학교 관광경영학과)
  • Received : 2018.08.31
  • Accepted : 2018.09.21
  • Published : 2018.09.30
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Abstract

The purpose of this study is to establish the identity of Kangwon Land as an integrated resort and to suggest the future directions for sustainability. In addition, we will explore strategies for revitalizing the local economy and promoting local coexistence by diagnosing social awareness in order to coexist with the local economy. We examined the internal and external environment of Kangwon Land and investigated regional awareness and win-win strategies for Kangwon Land. Also, we analyzed various strategies and business activities that Kangwon Land is carrying out. In order for Kangwon Land to pursue sustainable growth as a global complex resort, it needs to establish (1) new trend management generating new demand that reflects global trends, (2) strategies to build regional tourism clusters, (3) a global network through global investment and partnership, (4) various CSR and regional cooperation strategies, and (5) CI(Corporate Image) improvement strategies.

Keywords

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