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E-ISSN : 2586-6028
Vol.2 No.2
Abstract
Prior literature has posited that the sport industry has been effective method to drive the economic growth. Given the rationale, this study sets China as a research object with a quarterly data from the first quarter of 2003 to the fourth quarter of 2017 to explore how the sport industry affects economic growth. This study employed Johansen cointegration test and dynamic ordinary least squares as methods for an empirical analysis. The input of sport industry, the labor input, the capital input, and the economic growth are used as research variables. The results show that there is a long-run relationship among them. Johansen cointegration test's estimation indicated that 1% increase in the input of sport industry will lead to 0.064% increase in economic growth. Dynamic ordinary least squares' estimation showed that whenever in the one lead, in the one lag and in the present period, the input of sport industry always poses a positive effect on economic growth. Labor input also has a positive effect on economic growth. The capital input has a negative effect on economic growth. Finally, even though the input of sport industry has a positive effect on economic growth, its impact on economic growth is relative weak.
Abstract
With the rapid increase of tourists for sport participation, sporting resort is becoming popular and a related industry is improving. However, sporting resorts have been faced managerial challenges to survive in the competitive sport tourism markets. One of the key issues is to develop an effective marketing mix for resorts to be suitable for sporting tourists. Hence, the current study analyzed a marketing mix of sporting resort, identified its strategies for segmentation, targeting, and positioning, and finally suggested the effective methods for STP. For the study, PyeongChang Alpensia Resort is selected as a case. The study reviewed the documents and online journals that have covered Alpensia Resort. Via literature review, current marketing mix of Alpensia Resort was identified and its current strategies of STP further were analyzed. For the validity of the results, three experts reviewed the results. Given the decent procedures, firstly, the study suggested that Alpensia Resort needs to seek to develop products that can appeal to MICE industry. Second, Alpensia needs to build all-in-one image by providing products and accommodations including lodging, shopping, ski and related sport programs. Third, Alpensia can seek to enhance marketing mix for inbound sport tourists. Conclusions and implications are further discussed.
