중국 템플스테이 참여자의 참여동기와 만족도에 따른 시장세분화 연구

• 영문명: A Study on Market Segmentation Based on the Participation Motives and Satisfaction of Chinese Temple Stay Participants
• 발행기관: 한국무역연구원
• 저자명: 왕펑(Peng Wang) 노정희(Jeong-Hee Noh) 우현아(Hyun-A Woo)
• 간행물 정보: 『무역연구』제21권 제2호, 267~284쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2025.04.30

국문 초록

Purpose - This study aims to segment the market based on the participation motivations of Chinese temple stay participants, assess the satisfaction levels across various demographic characteristics, and propose targeted marketing strategies for each identified segment. Design/Methodology/Approach - Field research was conducted at temples in Hebei Province, China, where a total of 270 participants were surveyed, yielding 248 valid responses. The data were analyzed to identify distinct clusters of motivations among participants. Findings - Four participant clusters were identified: multi-benefit, nature-oriented, cultural, and passive seekers. Multi-benefit seekers should experience Korean temple stays with local activities. Nature seekers could benefit from healing programs involving Korea-China exchanges. Cultural seekers can be reached via social media. Passive seekers require marketing that emphasizes the uniqueness of Korean temple stays. Research Implications - The study provides foundational data for revitalizing the domestic temple stay tourism industry, and offers valuable insights for the development of effective, segmented marketing strategies tailored to Chinese temple stay participants.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

References

키워드

Chinese Temple Stay Participants Market Segmentation Participation Motivation Satisfaction Temple Stay