| Title |
Problems and Directions for Improving Transportation Cards Exclusively for Foreigners in the Metropolitan Area |
| Authors |
이태림(Lee, Tai Rim) ; 김시곤(Kim, Si Gon) |
| DOI |
https://doi.org/10.12652/Ksce.2022.42.3.0391 |
| Keywords |
M-pass(외국인 전용교통카드); 다기능 모바일 교통카드; 디지털 마케팅; 모바일 판매시스템 M-pass; Multifunction mobile transportation card; Digital marketing; Mobile sales system |
| 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. |