An Importance-Performance Analysis of Ski Resort Selection Attributes and CRM Perceptions among University Students Participating in Ski Classes

Although ski tourism is a representative winter tourism industry in Korea, the number of visitors to ski resorts decreased significantly to 4.4 million in the 2023-24 season after the peak of 6.86 million in the 2011-12 season. Six ski resorts, which were open in 2017, when up to 19 resorts were operating, have suspended their operations; only 13 are currently operating. Recognizing that individuals in their twenties, especially university students, represent the core customer base for ski resorts, this study aims to identify effective strategies to encourage greater visitation among this demographic. In particular, since university students who participate in ski classes are more likely to continue engaging in ski tourism in the future, this study was conducted to explore ways to encourage their sustained revisitation to ski resorts. To this end, an Importance-Performance Analysis(IPA) was conducted to assess ski resort selection attributes and perceptions of customer relationship management(CRM). A survey was distributed to university students enrolled in ski classes in December 2024, and 382 valid responses were analyzed. The results classified 31 items into four quadrants: maintaining current performance, requiring intensive improvement, low-priority management, and avoiding excessive effort. The findings provide practical and academic insights to help increase ski resort visitation and expand the ski tourism population.