KSCE Journal of Civil and Environmental Engineering Research (대한토목학회논문집)

Korean Society of Civil Engeneers (대한토목학회)
권호 표지
DOI QR코드

DOI QR Code

Problems and Directions for Improving Transportation Cards Exclusively for Foreigners in the Metropolitan Area

수도권 외국인 전용 교통카드 문제점과 개선 방향

  • Lee, Tai Rim (Seoul National University of Science and Technology) ;
  • Kim, Si Gon (Seoul National University of Science and Technology)
  • 이태림 (서울과학기술대학교 철도전문대학원) ;
  • 김시곤 (서울과학기술대학교 철도전문대학원 철도경영정책학과)
  • Received : 2022.01.19
  • Accepted : 2022.03.18
  • Published : 2022.06.01
Download PDF
⟨ Previous Next ⟩

Abstract

The use rate of M-pass(transportation card for foreigners),developed and sold to provide convenience to foreign tourists, was only 0.0051 % of visitors to Seoul over the past five years. Even this poor sales fell to the 0.024 % level in 2020 due to COVID-19. The cause of the sluggish performance was that the Ministry of land, Transport and Maritime Affairs and the card issuer excluded transportation operating organizations, and problems such as poor public relation, irrationality in pricing, and limitied number of sales locations appeared. In order to solve this problem, the research result showed that business strategies such as the establishment of a digital marketing system, realistic pricing, and the establishment of a mobile sales system that fit the trend, as well as the development of new product that reflect the participation and opinions of all related organizations are necessary. It is expected that this study will not only provide convenience to foreign Seoul tourist in the age of Post Corona, but also help improve the management of subway operating organizations.

외국인 관광객의 편의를 제공하기 위하여 개발 판매되었던 M-pass(왹국인 전용카드)의 이용률은 최근5년간 서울방문객의 0.051 %에 불과 하였다. 이렇게 저조한 판매마저도 코로나 19로 인하여 2020년 경우 0.024 % 수준으로 하락하였다. 성과부진의 원인은 국토부와 카드발행사가 교통운영기관을 배제하고 추진하였고 홍보부진과 가격결정의 불합리성, 소수의 판매장소 한정 등이 문제점으로 나타났다. 이러한 문제를 해결하기 위하여 Digital Matketing 체계의 구축과 함께 모든 관련기관의 참여와 의견이 반영된 새로운 상품 개발 등의 경영전략이 필요한 것으로 연구결과 나타났다. 본 연구로 포스트코로나 시대 외국인 서울관광객의 편의 제공 뿐만아니라 지하철 운영기관의 경영개선에 도움이 될 수 있기를 기대 한다.

Keywords

References

  1. Creatrip (2021). Creatrip: Korea Your Way, Available at: https://www.creatrip.com/en (Accessed: March 1, 2022).
  2. Customer Relations Center Tokyo Metro Co., Ltd. (2022). Correspondence to the letter.
  3. Han, U. T. and Na, J. H. (2018). "A study on the developmentof seoul subway: From the perspective of foreign users." Journal of Distribution and Management Research, Vol. 21, No. 6, pp. 13-18 (in Korean). https://doi.org/10.17961/JDMR.21.6.201812.13
  4. Kim, C. R. (2012). The influence of mobile marketing feature upon customers' intention to the permet, Master's Thesis, Yonsei University, pp. 7-8 (in Korean).
  5. Korea Tourism Organization (KTO) (2021). Available at: http://www.knto.or.kr (visitkorea.or.kr) (Accessed: March 1, 2022).
  6. Lee, T. S., Jun, Y. J., Kwon, O. C., Chung, J. K. and Lee, D. W. (2006). "The improved device of seoul subway fare system." The Korean Society For Railway, Vol. 9, No. 2, pp. 200-205 (in Korean).
  7. Mass Transit Railway (MTR) (2022). MTR tourist ticket, Available at: https://www.mtr.com.hk/ (Accessed: March 1, 2022).
  8. Metropolitan Transportation Authority (MTA) (2022). Where to buy a metro card?, Available at: https://new.mta.info/ (Accessed: March 1, 2022).
  9. Ministry of Land Transport and Maritime Affairs etc (MLTM) (2011). Agreement on the promotion of the project for the establishment of the One-day Right of the Ministry of Land (in Korean).
  10. Seoul Tourism Foundation, Seoul Metropoltan City (2018). Seoul metropolitan government survey on outpatient tourist, Available at: https://data.seoul.go.kr (Accessed: February 6, 2022) (in Korean).
  11. Seoul Tourism Foundation, Seoul Metropoltan City (2019). Seoul metropolitan government survey on outpatient tourist, Available at: https://data.seoul.go.kr (Accessed: February 6, 2022) (in Korean).
  12. Seoul Tourism Foundation, Seoul Metropoltan City (2020). Seoul metropolitan government survey on outpatient tourist, Available at: https://data.seoul.go.kr (Accessed: February 6, 2022) (in Korean).
  13. Seoul Tourism Foundation, Seoul Metropoltan City (2021). Seoul metropolitan government survey on outpatient tourist, Available at: https://data.seoul.go.kr (Accessed: February 6, 2022) (in Korean).
  14. Seoulmetro (2021). Cost analysis (in Korean).
  15. Tmoney (2021). Available at: https://www.t-money.co.kr/ (Accessed: March 1, 2022).
  16. T-Money Company's (2018). M-pass analysis data (in Korean).
  17. Travelvui (2021). Available at: https://www.travelvui.com/southkorea/seoul/seoul-special-transportation-cards/ (Accessed: March 1, 2022).
  18. Trazy (2021). Available at: https://www.trazy.com/ko/things-to-do/seoul/transport-and-wi-fi (Accessed: March 1, 2022).
  19. Yim, C., Lee, Y. S. and Yoon, K. M. (2013). "Study on the improvement and effect of the metro fare system." The Korean Society For Railway, Vol. 16, No. 6, pp. 297-303 (in Korean).