관광동기에 따른 세계자연유산지구 방문객 시장세분화

• 영문명: Market segmentation of the World Natural Heritage Site visitors using tourism motivation: A case study of Geomunoreum
• 발행기관: 한국관광학회
• 저자명: 高美英 高桂星 梁弼守
• 간행물 정보: 『관광학연구』제35권 제4호, 11~30쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.05.31

영문 초록

This study was design to segment visitors of Jeju Geomunoreum, a World Natural Heritage, based on the visitors' motivation profile. It also examined the socio-demographic and visit characteristics of each segmented groups. Data were collected from 373 visitors of Jeju Geomunoreum from July 10 to August 8, 2010. Results of a K-mean cluster analysis, which was based on five visitor motivations, yielded three different clusters solution of the visitors: sociability-seekers, escape-seekers and multi-purpose seekers. Results also showed that there were significant difference among the groups in terms of their socio-demographic and visit behaviors. From the result of the study, marketing strategies and political implications were also suggested.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

키워드

세계자연유산지구 거문오름 관광동기 시장세분화 World natural heritage sites Geomunoreum Tourism motivation Market segmentation