본 연구는 우리나라 스키리조트를 이용하는 이용객들의 배경변인에 따라 스키리조트의 마케팅믹스, 브랜드자산, 관계품질, 고객충성도의 차이를 비교?분석한 다음, 스키리조트의 마케팅믹스와 브랜드자산, 관계품질, 고객충성도의 관계를 확인하고, 나아가 모형의 적합도를 검증하는 것이 주된 목적이었다.
연구대상은 2018년 현재 운영을 하는 강원권 스키장(용평리조트, 평창휘닉스파크, 홍천 비발디파크)을 이용하는 성인을 대상으로 446명을 최종 분석에 포함하였다. 연구의 목적을 달성하기 위하여 스키리조트 이용객의 인구통계학적 특성에 따른 마케팅믹스, 브랜드자산, 관계품질, 고객충성도의 차이, 스키리조트의 마케팅믹스와 브랜드자산, 관계품질, 고객충성도의 관계, 브랜드자산과 관계품질, 고객충성도의 관계, 관계품질과 고객충성도의 관계, 스키리조트의 마케팅믹스와 브랜드자산, 관계품질, 고객충성도와의 인과관계를 분석하였다.
첫째, 스키리조트 이용객의 인구통계학적 특성에 따른 마케팅믹스의 경우 연령(제품, 촉진, 장소), 학력(제품), 소득(제품, 촉진, 장소), 경력(제품, 촉진, 장소), 월평균 스킹횟수(제품, 장소), 시즌권 유,무(장소), 리조트 위치(제품, 촉진, 가격, 장소)에서 통계적으로 유의한 차이가 나타났다. 인구통계학적 특성에 따른 브랜드자산의 경우 성별(지각된품질), 연령(지각된품질, 브랜드인지도, 브랜드이미지), 학력(브랜드인지도), 소득(지각된품질, 브랜드인지도, 브랜드이미지), 경력(지각된품질, 브랜드인지도, 브랜드이미지), 월평균 스킹횟수(지각된품질, 브랜드이미지), 리조트위치(지각된품질, 브랜드이미지)에서 통계적으로 유의한 차이가 나타났다. 인구통계학적 특성에 따른 관계품질의 경우 연령(관계몰입, 관계만족, 관계신뢰), 소득(관계몰입, 관계만족, 관계신뢰), 경력(관계몰입, 관계만족, 관계신뢰), 월평균 스킹횟수(관계몰입, 관계만족, 관계신뢰), 시즌권유,무(관계만족), 리조트 위치(관계신뢰)에서 통계적으로 유의한 차이가 나타났다. 인구통계학적 특성에 따른 고객충성도의 경우 연령(태도적충성도, 행동적충성도), 학력(태도적충성도, 행동적충성도), 소득(태도적충성도, 행동적충성도), 경력(태도적충성도, 행동적충성도), 월평균 스킹횟수(태도적충성도, 행동적충성도), 시즌권 유,무(행동적충성도), 리조트 위치(태도적충성도, 행동적충성도)에서 통계적으로 유의한 차이가 나타났다.
둘째, 스키리조트의 마케팅믹스와 브랜드자산의 관계는 지각된품질(제품, 촉진, 장소), 브랜드인지도(제품, 촉진, 가격), 브랜드이미지(촉진, 가격, 장소)에서 통계적으로 유의한 차이가 나타났다. 스키리조트의 마케팅믹스와 관계품질의 관계는 관계몰입(제품, 촉진, 장소), 관계만족(제품, 촉진, 장소, 가격), 관계신뢰(촉진, 장소)에서 통계적으로 유의한 차이가 있었다. 스키리조트의 마케팅믹스와 고객충성도의 관계는 태도적충성도(제품, 촉진, 가격, 장소), 행동적충성도(제품, 촉진, 장소)에서 통계적으로 유의한 차이가 있었다.
셋째, 브랜드자산과 관계품질의 관계는 관계몰입(지각된품질, 브랜드인지도, 브랜드이미지), 관계만족(지각된품질, 브랜드인지도, 브랜드이미지), 관계신뢰(지각된품질, 브랜드이미지)에서 통계적으로 유의한 차이가 있었다. 브랜드자산과 고객충성도의 관계는 태도적충성도(지각된품질, 브랜드이미지), 행동적충성도(지각된품질, 브랜드이미지)에서 통계적으로 유의한 차이가 있었다.
넷째, 관계품질과 고객충성도의 관계는 태도적충성도(관계몰입), 행동적충성도(관계몰입, 관계만족, 관계신뢰)에서 통계적으로 유의한 차이가 있었다.
다섯째, 스키리조트의 마케팅믹스와 브랜드자산, 관계품질, 고객충성도와의 인과관계에서는 직,간접적으로 유의한 인과관계가 있는 것으로 나타났다.

The main purpose of this study was to compare and analyze the differences in marketing mix, brand equity, quality of relationship, and customer loyalty of the ski resort according to the background of the users of the ski resort in Korea, and then check the relationship between the marketing mix of the ski resort and the brand equity, quality of relationship and customer loyalty, and further verified the suitability of the model. In 2018, 446 adults were included in the final analysis using the current ski resort in Gangwon-do (Yongpyeong Resort, Pyeongchang Phoenix Park, and Hongcheon Vivaldi Park). To achieve the purpose of the study, differences in marketing mix, brand equity, quality of relationship and customer loyalty according to demographic characteristics of the ski resort users, Relationship between marketing mix of ski resort, brand equity, quality of relationship, customer loyalty, brand equity and quality of relationship, customer loyalty relationship, quality of relationship and customer loyalty, The marketing mix of the ski resort and the causal relationship between brand equity, quality of relationship and customer loyalty were analyzed.
First, in case of marketing mix according to demographic characteristics of ski resort users, there were statistically significant differences in age (product, promotion, place), educational background (product), income (product, promotion, place), Career (product, place), average monthly number of skings (product, place), season-time pass existence and nonexistence (place), and resort location (product, promotion, price, place). For Brand equity according to demographic characteristics, Significant differences were found in gender (perceived quality), age (perceived quality, brand recognition, brand image), educational background (brand recognition), income (perceived quality, brand recognition, brand image), Career (perceived quality, brand recognition, brand image), monthly average number of sking (perceived quality, brand image) and resort location (perceived quality, brand image). In the case of relationship quality, according to the demographic characteristics, There were statistically significant differences in age (relationship immersion, relationship satisfaction, relationship trust), income (relationship immersion, relationship satisfaction, relationship trust), Career (relationship immersion, relationship satisfaction), monthly average number of skings (relationship immersion, relationship satisfaction, relationship trust), season-time pass existence and nonexistence (relationship satisfaction), resort location (relational trust). For customer loyalty according to demographic characteristics, There were statistically significant differences in age (attitude loyalty, behavioral loyalty), educational background(attitude loyalty, behavioral loyalty), income (attitude loyalty, behavioral loyalty), Career (attitude loyalty, behavioral loyalty), monthly average number of skings (attitude loyalty, behavioral loyalty), season-time pass existence and nonexistence (behavioral loyalty), resort location (attitude loyalty, behavioral loyalty).
Second, the relationship between marketing mix and brand equity in a ski resort showed statistically significant differences in perceived quality (product, promotion, place), brand recognition (product, promotion, price), and brand image (promotion, price, place). The relationship between marketing mix and relationship quality of ski resort, There were statistically significant differences in relationship immersion (product, promotion, place), relationship satisfaction (product, promotion, place, price), and relationship trust (promotion, place). The relationship between marketing mix and customer loyalty in ski resort, There were statistically significant differences in attitude loyalty (product, promotion, place, price), behavioral loyalty (product, promotion, place).
Third, the relationship between brand equity and relationship quality of ski resort, There were statistically significant differences in relationship immersion (perceived quality, brand recognition, brand image), relationship satisfaction (perceived quality, brand recognition, brand image), and relationship trust (perceived quality, brand image). The relationship between brand equity and customer loyalty of ski resort, there were statistically significant differences in attitude loyalty (perceived quality, brand image) and behavioral loyalty (perceived quality, brand image).
Fourth, the relationship between relationship quality and customer loyalty in a ski resort showed statistically significant differences in attitude loyalty (relationship immersion), behavioral loyalty (relationship immersion, relationship satisfaction, relationship trust).
Fifth, in the marketing mix of ski resort and causation with brand equity, relationship quality and customer loyalty, there were found to have a significant causal relationship, both directly and indirectly.