제주 농촌관광 방문객의 관광동기에 따른 시장세분화

• 영문명: Segmentation of Jeju Rural Tourism Visitors by Motivations
• 발행기관: 한국관광학회
• 저자명: 朴德秉 文善姬 尹裕植
• 간행물 정보: 『관광학연구』제34권 제4호, 203~227쪽, 전체 25쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2010.06.30

영문 초록

This study aimed to segment rural tourism visitors of Jeju Island by their motivations. Data were collected from 308 rural tourism visitors at five rural tourism communities in 2009. Results from a cluster analysis identified three different segmentations of Jeju rural tourism visitors: the multiple benefits seekers (50.4%), nature and relaxation seekers (26.9%), and family togetherness seeker(22.3%). Socio- economic characteristics and preference to on-hand activities of each segmentation were also analyzed. Results of the analyses showed that Jeju tourism visitors seek exotic nature experience and prefer walking tour of Olle regardless of the segmentations. Based on finding of this study, several practical implications for a better Jeju rural tourism were suggested.

목차

Ⅰ. 서론

Ⅱ. 선행연구

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

농촌관광 시장세분화 관광동기 제주 Rural tourism Market segmentation Tourism motivation Jeju