글로벌 복합리조트로의 성장전략에 관한 연구: 강원랜드를중심으로

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