야간관광에 대한 시장세분화에 관한 연구

• 영문명: Market Segmentation of Night Tour: Focusing on Visiting Tourists in Jeju
• 발행기관: 한국관광학회
• 저자명: 鄭丞勛 梁誠修 陸雲 趙文秀
• 간행물 정보: 『관광학연구』제33권 제3호, 169~186쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2009.06.30

영문 초록

The purpose of study was to suggest the findings on the division and difference about potential night tourists' segment market by night tour attribute. The data ware obtained from survey of 323 tourists in Jeju airport and used statistical methods such as frequent analysis, factor analysis and cluster analysis. As a result of the cluster analysis based on night tour attributes, three groups were classified: high-favor, moderator, and low-favor. Based on demographic variables, night tour related variables, we identified how these variable influence on each of three segmented markets. The results showed that each cluster was described in detail to reveal the overall demographic and behavioral traits. The result of this study will be useful for the tourism marketer which gave needs to establish the marketing strategies.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

야간관광 시장세분화 군집분석 Night tour Market segmentation Cluster analysis