반려동물 동반 해수욕장의 차별화와 포지셔닝 제안

초록

This study proposes differentiation and positioning strategies for pet-friendly beaches by examining the key aspects of pet-friendly beach experiences. To achieve this purpose, a qualitative content analysis was conducted to explore the major experiential components perceived by individuals who recently visited beaches with their companion animals. The analysis identified five overarching themes —information search, expectation formation, pet-related characteristics, activity experiences, and post-evaluation—comprising sixteen categories. These themes reflect core user-centered values that must be considered to enhance and activate pet-friendly beach experiences. Subsequently, this study employed the MAXMaps function of MAXQDA to construct a co-occurrence network and identify ten differentiation attributes embedded in pet-friendly beach experiences. Each identified attribute has the potential to serve as a Unique Selling Proposition (USP). Among them, the five attributes with the highest co-occurrence frequencies were selected and refined as representative USPs: emotional restoration provided by openness, credibility of information, atmosphere of coexistence based on mutual consideration, emotional bonding with pets, and safety. Building on these USPs, the study developed three positioning scenarios for pet-friendly beaches: Refresh, Trust, and Harmony. This study provides practical implications by systematically identifying the core experiential attributes of pet-friendly beaches through qualitative content analysis and translating them into strategic differentiation and positioning frameworks. The findings contribute actionable insights for practitioners by offering foundational guidance for marketing strategies aimed at enhancing and institutionalizing pet-friendly beach operations. Ultimately, this research demonstrates that experience-based qualitative insights can serve as a meaningful foundation for advancing strategic decision-making in pet-inclusive tourism environments.

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