Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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A Comparatibe on Selection Attributes of Airport throught traditional IPA and revised IPA -Focusing on the Gwangju and Muan Airport-

  • In, Ok-Nam (Dept. of Airline Service, Kwangju Womes's University) ;
  • Park, Eun-Hye (Dept. of Airline Service, Kwangju Womes's University)
  • Received : 2020.10.14
  • Accepted : 2020.11.02
  • Published : 2020.11.30
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Abstract

Gwangju Airport and Muan International Airport are planned to merge in 2021 while the aviation market is suffering an unprecedented prolonged crisis due to COVID-19 and therefore it is necessary to revitalize the airport to keep up with the passenger's demands. The study conducts an empirical research survey on the passengers of both airports regarding the importance, satisfaction, and overall satisfaction to derive a strategic marketing direction. The results show that to establish a strategic marketing direction, an urgent improvement is required for all "Commercial Facility and Diversity," "Rest Facility and Comfort," "Facilities for the Transportation Vulnerable," "Latest Facility" factors, and "Air Route Diversity." On the other hand, it is required to stop further investing and improving in "Publicity and Marketing" and "Flight Schedule". The results of this study demonstrate academic and practical importance through the comparison of two IPA models, based on Gwangju Airport and Muan International Airport before their integration, to provide substantive and meaningful marketing strategies.

최근 항공 여객시장이 코로나-19의 장기화로 인해 사상 초유의 위기를 겪고 있는 가운데 광주공항과 무안국제공항은 2021년 통합을 앞두고 공항의 여객수요 창출을 위한 공항 활성화 방안이 필요한 시점이다. 이에 본 연구는 양 공항의 이용객을 대상으로 중요도-만족도, 중요도-전반적 만족도에 대한 실증연구를 통해 전략적 마케팅방안을 도출했다. 연구결과 '상업시설 구비 및 다양성', '휴게시설 구비 및 쾌적성', '교통약자 편의시설', '최첨단 시설', '운항노선의 다양성'의 경우 시급한 개선과 투자가 필요한 것으로 나타났다. 본 연구의 결과는 통합을 앞둔 광주-무안국제공항을 대상으로 두 개의 IPA 모델의 비교연구를 통해 보다 실질적이고 의미 있는 마케팅 방안을 제시했다는데 학문적·실무적 의의가 있다.

Keywords

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