시니어 세대 농촌관광객 시장세분화와 특성 분석

• 영문명: Market Segmentation and Characteristics Analysis of Senior Rural Tourists: Focusing on Two-Stage Cluster Analysis
• 발행기관: 한국농촌지도학회
• 저자명: 김경희(Kyung-Hee Kim) 이돈각(Don-Gak Lee)
• 간행물 정보: 『농촌지도와 개발』31권 1호, 1~11쪽, 전체 11쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

This study segmented the market of senior rural tourists and analyzed their characteristics. A two-stage cluster analysis was used to analyze the types of senior rural tourists, and the difference in general characteristics and behavioral intention by segmented market was identified. In this study, data from the fact-finding survey on rural tourism 2022 were used, and 487 cases of senior with rural tourism experience in the past year were used for analysis. A total of three types of senior rural tourists were derived based on the motivation for rural tourism, annual expenditure for rural tourism, experience living in rural areas, and relationship with rural area. The segmentation market of senior rural tourists was found to be ‘rural attachment type’, ‘rural curiosity type’, and ‘rural indifference type’. The results of this study suggest that the general characteristics and behavioral intentions of senior rural tourists differ according to the segment. The results of this study will be useful information in establishing effective marketing strategies targeting senior rural tourists.

목차

1. 서론

2. 이론적 배경

3. 연구방법

4. 연구결과

5. 결론 및 시사점

참고문헌

키워드

시니어 농촌관광 시장세분화 이단계 군집분석 senior rural tourism market segmentation two-stage cluster analysis