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국내 지방공항의 마케팅 정책 연구
DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | 김순은 | - |
dc.contributor.author | 엄승모 | - |
dc.date.accessioned | 2017-07-19T08:08:01Z | - |
dc.date.available | 2017-07-19T08:08:01Z | - |
dc.date.issued | 2014-08 | - |
dc.identifier.other | 000000021962 | - |
dc.identifier.uri | https://hdl.handle.net/10371/130617 | - |
dc.description | 학위논문 (석사)-- 서울대학교 행정대학원 : 공기업정책학과, 2014. 8. 김순은. | - |
dc.description.abstract | 우리나라 15개 공항 중 인천, 김포, 김해, 제주를 제외한 11개 공
항은 만성적인 적자를 기록하고 있다. 이러한 어려움에 처해있는 지방공항이 SOC로서의 기능을 효율적으로 수행하고, 소재지역의 발전을 견인하기 위해서는 상당히 체계적이고 종합적인 접근을 요 한다. 본 연구는 지방공항 활성화의 Key issue인 항공수요가 어떠한 메 커니즘과 특성을 가지고 있는지를 파악하여, 항공수요 증대를 위 한 공항운영자의 마케팅 활동 방향에 대해 정책대안을 제시하고자 하였다. 이를 위해 시계열분석방법 중의 하나인 ARIMA 모형을 이용하여 신규노선 개설 후의 항공수요를 예측하고, 이를 실제 운송실적자 료와의 비교를 통해 그 차이를 노선용량 증가에 따른 유발수요로 확인하였다. 김해-홍콩 노선 등 3개 지방공항 노선의 자료를 바탕으로 모형을 설정하고, 항공수요를 예측하였다. 예측값 대비 총수요 증가율이 평균 22%에서 145%를 기록하여 노선의 추가 공급으로 인한 유발 수요의 효과가 상당히 크게 나타났음을 확인하였다. 이를 통해 공 급이 수요를 창출한다는 세이의 법칙이 항공운송수요에 적용된다 는 것을 확인하였으며, 일반적인 경제현상과는 달리 항공수요 메 커니즘은 공급의 중요성이 상대적으로 큰 것을 실증하였다. 이에 대한 원인으로는 첫째, 교통인프라 추가 공급에 따른 해당 항공노선의 선순환 구조 생성을 들 수 있다. 이는 여러 대체운송 수단(육상교통, 철도, 선박 등) 중 항공여행을 선택하는 계기가 되 고, 항공여객 수요의 증가로 이어지게 된다. 두 번째 원인으로는 여행(관광) 목적의 항공여객 구성 비중이 다 른 목적에 비해 월등히 많은 특성에서 찾아 볼 수 있다. 레저를 목적으로 한 여행(관광)수요는 항공운임에 매우 민감하고, 관광 코 스와 스케줄 구성의 편리성에 따라 수요가 탄력적이 된다. 마지막 원인으로는 우리나라의 항공정책 변화에 따른 항공시장 증대를 꼽을 수 있다. 항공자유화 확산과 저비용항공사 출현은 항 공시장의 수요 자체를 확대 시켰으며, 노선과 운임의 다양성은 잠 재수요를 유발수요로 폭발시키는 촉매제가 되었다. 공급이 수요를 창출시키는 항공수요의 메커니즘 확인과 이에 대 한 원인진단 후에는, 이를 활용한 지방공항 마케팅 정책의 시사점 을 제시하였다. 첫째는, 공급력 확대를 통한 항공여객 선순환 구조 구축이다. 저 비용항공사의 지방공황 취항유도 뿐만 아니라, 소형항공기 운송사 업 육성 및 지역항공 네트워크 구성도 필요하다. 둘째는, 취약노선 공급이 계속 될 수 있도록 유지전략을 구사해 야 한다. 지방공항 여객수요가 취약한 노선에 대해서 공익노선화 를 하여 공공주도형 지방공항 활성화를 추진해야 한다. 마지막으로, 관광과 연계한 항공수요 창출에 노력을 기울여야 한 다. 관광산업과 항공수요는 매우 밀접한 관계로, 지방공항 활성화 를 위한 중요 정책적 대안으로 대두되고 있다. 국내 지방공항의 잠재수요 자극을 위한 관광업계와의 협업 확대를 추진해야 하며, 항공수요 창출이 관광수요 촉진으로 이어지는 선순환 협력수요 발 굴이 필요하다. | - |
dc.description.tableofcontents | 제 1 장 서 론 ····························································· 1
제 1 절 연구의 배경 및 목적 ············································ 1 제 2 절 연구의 설계와 구성 ·············································· 2 제 2 장 이론적 배경과 선행연구의 고찰 ············· 6 제 1 절 항공운송수요의 특성 ············································ 6 1. 항공운송수요의 특성 ··························································· 6 2. 항공운송수요의 결정요인 ··················································· 9 제 2 절 유발수요의 이론적 고찰 ······································ 11 제 3 절 항공수요예측의 이론적 고찰 ······························ 14 1. 예측의 개념 ··········································································· 14 2. 수요예측의 기능 ··································································· 15 3. 항공수요 예측 ······································································· 16 제 4 절 공항마케팅 정의 및 개념 ···································· 18 1. 공항마케팅의 정의 및 개념 ··············································· 18 2. 공항마케팅 전략 ··································································· 21 3. 공항의 대(對) 항공사 마케팅 활동 ·································· 22 제 5 절 우리나라 공항 및 마케팅 현황 ·························· 24 1. 우리나라 공항 현황 ····························································· 24 2. 공항공사의 지방공항 마케팅 현황 ··································· 27 3. 지방자치단체의 지방공항 마케팅 현황 ··························· 30 제 6 절 선행연구 ··································································· 33 1. 교통분야 유발수요 연구 ····················································· 33 2. 시계열모형을 이용한 항공분야의 연구 ··························· 35 제 3 장 시계열 모형을 이용한 항공수요 분석 ··· 38 제 1 절 모형설명 ··································································· 38 제 2 절 김해-홍콩 노선 분석 ············································ 40 1. 노선자료 분석 ······································································· 40 2. 모형추정 및 실증분석 ························································· 41 3. 예측결과 분석 ······································································· 44 제 3 절 청주-제주 노선 분석 ············································ 47 1. 노선자료 분석 ······································································· 47 2. 모형추정 및 실증분석 ························································· 48 3. 예측결과 분석 ······································································· 51 제 4 절 군산-제주 노선 분석 ············································ 55 1. 노선자료 분석 ······································································· 55 2. 모형추정 및 실증분석 ························································· 56 3. 예측결과 분석 ······································································· 58 제 4 장 항공수요 특성과 공항 마케팅 ················· 62 제 1 절 항공수요 메커니즘 분석 및 도출 ····················· 62 1. 공급의 수요창출 ··································································· 62 2. 원인분석 ················································································· 65 제 2 절 지방공항 마케팅 정책 시사점 ···························· 70 1. 지금까지의 마케팅 정책 평가 ··········································· 70 2. 지방공항 마케팅 정책 시사점 제시 ································· 72 제 5 장 결 론 ···························································· 78 제 1 절 연구결과 요약 및 의의 ······································78 제 2 절 연구의 한계 및 향후과제 ··································80 참고문헌 ········································································81 Abstract ········································································85 | - |
dc.format | application/pdf | - |
dc.format.extent | 1899461 bytes | - |
dc.format.medium | application/pdf | - |
dc.language.iso | ko | - |
dc.publisher | 서울대학교 대학원 | - |
dc.subject | 지방공항 | - |
dc.subject.ddc | 352 | - |
dc.title | 국내 지방공항의 마케팅 정책 연구 | - |
dc.type | Thesis | - |
dc.description.degree | Master | - |
dc.citation.pages | vi, 86 | - |
dc.contributor.affiliation | 행정대학원 공기업정책학과 | - |
dc.date.awarded | 2014-08 | - |
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