스키 리조트 속성이 고객만족과 리조트 이미지 및 고객 충성도에 미치는 영향

The customer loyalty is a key success factor for leisure businesses, and applying marketing strategies is required to obtain and keep loyal customers. This study attempts to identify important attributes affecting the customer’s ski resort selection, and analyzes the effects of the attributes on customer satisfaction and resort image, and the ultimate effects on customer loyalty. Data were collected through a survey of 1,130 skiers across six ski resorts in Korea. The data were analyzed by the structural equation modeling. Major findings of this study can be summarized as follows. First, resort image significantly influenced customer satisfaction, and customer satisfaction and resort image had a significant influence on customer loyalty, respectively. Second, all of the ski resort attributes influenced the customer satisfaction. On the basis of path coefficient slope facility was the first, ski instructor the second, entertainment and hotels the third, and then promotion, lift, food and drink, slope management, landscape, and economy followed in order. Third, in influencing the resort image slope facility was the first, landscape the second, entertainment and hotels the third, however, economy factor was not significant. Strategic implications of the results and future research directions were discussed.