농촌 치유관광객 시장세분화 연구

• 영문명: Market Segmentation of Rural Healing Tourists
• 발행기관: 한국농촌지도학회
• 저자명: 김경희(Kim, Kyung-Hee) 황대용(Hwang, Dae Yong) 이혜영(Lee, Hye Young)
• 간행물 정보: 『농촌지도와 개발』28권 1호, 13~23쪽, 전체 11쪽
• 주제분류: 농수해양 > 기타농수해양
• 파일형태: PDF
• 발행일자: 2021.03.30

영문 초록

This study aims to examine the market segmentation of rural healing tourists. A two-stage cluster method was used to segment the market of rural healing tourists, and the difference in satisfaction by segmented market was identified. In this study, a total of 433 cases were used for analysis. A total of four clusters of rural healing tourists were derived based on the purpose of visit and involvement with rural healing tourism. The names of each cluster were determined as ‘high involvement, daily escape purpose type’, ‘high involvement, stress relief purpose type’, ‘low involvement, daily escape purpose type’, and ‘high involvement, exotic experience purpose type.’ Each groups were found to have significant differences according to educational level, purpose of visit, companion, and expenditure. The satisfaction and the behavioral intention of rural healing tourists was highest in the group of ‘high involvement, stress relief purpose type. The results of this study suggest that the characteristics and satisfaction of rural healing tourists were differ according to the segmented group. This study suggests useful information for target marketing strategies for each segmented market according to the characteristics of rural healing tourists.

목차

1. 서론

2. 선행연구

3. 연구방법

4. 분석결과

5. 결론

참고문헌

키워드

치유관광 시장 세분화 이단계 군집분석 농촌관광 healing tourism segmentation two-stage cluster analysis rural tourism