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A Study on the Development of Fruit Tree Experience Programs Based on User Segmentation

  • Kwon, O Man (Department of Architecture Design, Kyung Dong University) ;
  • Lee, Junga (Department of Forestry and Landscape Architecture, Sanghuh College of Life Sciences, Konkuk University) ;
  • Jeong, Daeyoung (Division of Environmental Science & Ecological Engineering, College of Life Sciences and Biotechnology, Korea University) ;
  • Lee, Jin Hee (Department of Environmental Landscape Architecture, Sangmyung University)
  • Received : 2018.10.08
  • Accepted : 2018.10.22
  • Published : 2018.10.31

Abstract

Fruit trees are a key part of agriculture in rural areas and have recently been a part of ecotourism or agrotourism. This study analyzes user segmentation based on user motivation to determine characteristics of potential customers in fruit tree farms, and thereby develop fruit tree experience and educational programs. We conducted a survey of 253 potential customers of fruit tree experience programs in September 2017. Data were evaluated using factor and cluster analyses. The results of the cluster analysis identified four distinct segments based on potential customers' motivations, that is, activity-oriented, learning-oriented, leisure-oriented, and purchase-oriented. These clusters showed that significant differences in the preference of potential customers exist. Different markets were segmented based on the benefits sought by users. The segments' characteristics were identified and activities relevant to each segment were proposed for rural tourism. Lastly, this study suggests directions for development of fruit tree farm experience and educational programs.

Acknowledgement

Supported by : National Research Foundation of Korea (NRF), Rural Development Administration (RDA)

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