생태관광 동기에 따른 세분시장별 선호 체험프로그램

• 영문명: Ecotourist Segmentation by Motivation: Case of Saemangum
• 발행기관: 한국농촌지도학회
• 저자명: 박희원 이민수 박덕병
• 간행물 정보: 『농촌지도와 개발』29권 3호, 155~172쪽, 전체 18쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2022.09.30

영문 초록

Ecotourism as a alternative tourism destination has to adapt to current market mechanisms, which is becoming extremely competitive and which are dominated by communication and promotion strategies and techniques. We need to know the causative factors and influences by which tourists are motivated to become included in various market segments. The primary purpose of this study is to segment and profile the motivations of ecotourist, so as to enable a better understanding of ecotourism in Korea. A self-administered survey was collected from 200 tourists in the study area. A factor-clustering method identified four distinct segments: want-it-all seeker, passive seeker, aesthetic seeker, value sharing seeker. We conclude by considering the relevant of our findings to ongoing discussions of ecotourists’ market segmentation.

목차

1. 서론

2. 선행연구

3. 연구방법

4. 연구결과

5. 결론

참고문헌

키워드

ecotourism market segmentation tourism motivation experience program Saemangum