SIT상품개발을 위한 시장세분화 연구

• 영문명: A Study on Market Segmentation for Development of SIT Products
• 발행기관: 관광경영학회
• 저자명: 박준희(Junhee Park)
• 간행물 정보: 『관광경영연구』제5권 제2호, 50~77쪽, 전체 28쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2001.06.30

영문 초록

The gradually increasing environment of market competition in Korean travel industry and economy crisis have urged travel agents to strive against the low profit with decreasing revenue. To develop right SIT(special interest tourism) product in environment can be offer not only travelers' satisfaction but also agents' profit. The core advantage of segmentation is that customers will be more satisfied with the product because it has been designed with their needs in mind. The purpose of this study is to analyze usefulness psychographics survey for SIT products market segmentation and to suggest useful marketing strategies for development of SIT products. AS a result of collecting questionnaire from the respondents 8 different types are classified in accordance with the characteristics of psychographics style. This study results indicate that psychographics factors are useful to segment SIT market as much as demographic factors. This study has a limitation which can offer the direction of the study in the future. That is limited sample in empirical survey as 20 or 30 ages.

목차

Ⅰ. 서 론

Ⅱ. 연구의 이론적 고찰

Ⅲ. 실증분석

Ⅳ. 결 론

참고문헌