Preferences for Travel Products of 2018 PyeongChang Winter Olympic Games and Recreation Specialization: An Approach of Choice Experiment

LYU Seong Ok

Journal of Tourism Sciences

Abbr : JTS
2014, 38(7), pp.171-191
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

LYU Seong Ok ¹

¹동서대학교 관광학부

ABSTRACT

The majority of mega sporting event organizers tend to show a substantial interest in the economic impacts of the expenditures by international tourists. However the successful implementation of the events is heavily dependent upon the enthusiastic and supportive participation of domestic tourists. The intent of this study is to provide useful marketing strategies that can assist the organizers of the 2018 PyeongChang Winter Olympic Games to attract more domestic tourists. With a study sample of Korean skiers and snowboaders, this study also aims to examine their heterogeneous preferences for travel products associated with the Olympic Games. The choice experiment results suggested that the two potential domestic tourist groups segmented based on their levels of recreation specialization revealed different preferences for several travel product attributes. The highly specialized participants showed a higher preference for diverse travel opportunities to sightsee various tourist attractions near the host region; the casual participants placed a greater importance on more skiing and snowboading experiences. This study proposes several marketing strategies.
KEYWORDS

PyeongChang winter olympic games, Travel product attributes, Recreation specialization, Choice experiment
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