포스트 코로나 시대의 추구편익에 따른 농촌관광 시장세분화 연구

• 영문명: Segmentation of Rural Tourist by Benefit Sought in the Post COVID-19
• 발행기관: 한국농촌지도학회
• 저자명: 유준완 황대용
• 간행물 정보: 『농촌지도와 개발』29권 4호, 191~201쪽, 전체 11쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

This study aims to segment the rural tourists markets according to benefits sought after the COVID-19 outbreak. Data were collected from 284 usable visits in 20 rural tourism village. Results show that it was classified into three clusters from factor-cluster analysis, The first cluster was ‘negative participation type’, and the overall pursuing benefit factor was low. The second cluster was ‘complex pursuit type’, and all the pursuing benefit factors were higher than the average. The third cluster was ‘experience-seeking type’, and the benefits of pursuing rural experiences, special experiences, and intimacy were high. Each cluster showed differences in educational background, age, residential area, type of visit, awareness, satisfaction, and behavioral intention of rural tourism villages.

목차

1. 서론

2. 선행연구

3. 연구방법

4. 분석결과

5. 결론

참고문헌

키워드

rural tourism post COVID-19 market segmentation benefit sought