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http://dx.doi.org/10.12652/Ksce.2022.42.3.0391

Problems and Directions for Improving Transportation Cards Exclusively for Foreigners in the Metropolitan Area  

Lee, Tai Rim (Seoul National University of Science and Technology)
Kim, Si Gon (Seoul National University of Science and Technology)
Publication Information
KSCE Journal of Civil and Environmental Engineering Research / v.42, no.3, 2022 , pp. 391-398 More about this Journal
Abstract
The use rate of M-pass(transportation card for foreigners),developed and sold to provide convenience to foreign tourists, was only 0.0051 % of visitors to Seoul over the past five years. Even this poor sales fell to the 0.024 % level in 2020 due to COVID-19. The cause of the sluggish performance was that the Ministry of land, Transport and Maritime Affairs and the card issuer excluded transportation operating organizations, and problems such as poor public relation, irrationality in pricing, and limitied number of sales locations appeared. In order to solve this problem, the research result showed that business strategies such as the establishment of a digital marketing system, realistic pricing, and the establishment of a mobile sales system that fit the trend, as well as the development of new product that reflect the participation and opinions of all related organizations are necessary. It is expected that this study will not only provide convenience to foreign Seoul tourist in the age of Post Corona, but also help improve the management of subway operating organizations.
Keywords
M-pass; Multifunction mobile transportation card; Digital marketing; Mobile sales system;
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