농촌관광 방문객의 추구편익에 따른 시장세분화

• 영문명: A Benefit Segmentation of Tourists in Rural Areas
• 발행기관: 한국관광학회
• 저자명: 이민수 박덕병 윤유식
• 간행물 정보: 『관광학연구』제30권 제6호, 219~240쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.12.31

영문 초록

Tourism as one of rural growth engines is destined to adapt to current market mechanisms which are becoming extremely competitive and dominated by communication and promotion techniques. One need to know what and how tourists to rural settings seek their benefits in segmented market. Authors endeavors to segment and profile the benefits of rural tourists so as to provide better policies for rural tourism in Korea. A self-administered survey was obtained from 252 rural tourists in the study area. Five distinct segments were identified based on the benefit sought; passive rural tourists(16.9%), rural-centric tourists(26.0%), want-it-all tourists(24.4%), souvenir seekers (19.8%), and novelty seekers(12.8%), These were profiled with respect to socio-demographics and trip-related features.

목차

I. 서론

II. 추구편익 시장세분화

III. 연구방법

IV. 연구결과

V. 결론

참고문헌

키워드

농촌관광 시장세분화 추구편익 rural tourism market segmentation benefit sought