Journal of Korean Society of Rural Planning (농촌계획)

Korean Society of Rural Planning (한국농촌계획학회)
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A Study on the Types of Visitors to Experiential Fishing Villages - Focused on the Case of Tae An-Gun in Chung Nam Province -

어촌체험마을 방문객 유형화에 관한 연구 - 충남 태안군 어촌체험마을을 중심으로 -

  • Kim, Jong-Hwa (Dept. of Rural & Agricultural Research, Chungnam Development Institute) ;
  • Cho, Eun-Jung (Dept. of Rural and Bio-systems Engineering, Chonnam National Univ.)
  • 김종화 (충남발전연구원 농촌농업연구부) ;
  • 조은정 (전남대학교 지역바이오시스템공학과)
  • Received : 2014.07.28
  • Accepted : 2014.08.23
  • Published : 2014.09.30
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Abstract

This study classifies the types of visitors to experiential fishing villages and analyses the features and target marketing strategies by categorical groups. Seven factors are extracted by Factor Analysis and the results of Cluster Analysis indicate the classification of five groups. The first group puts emphasis on the family connection, so family centered facilities and programs are necessary. The second group is composed of surrounding area residents whose purpose of visit is unclear. So environmentally friendly village development programs to encourage local patriotism are necessary. The third group puts emphasis on the necessary facilities and programs for experiencing the fishing village and traditional play, etc. The fourth group emphasizes programs related with the region and the means to satisfy visitor's aesthetic desires. Finally, the fifth group aims at various desires that are generally felt in experiential fishing villages. So this group requires marketing strategies from the public point of view. The existing research mostly surveys rural tourism villages, but this study highlights the difference in dealing with fishing villages as opposed to rural villages, from the perspective of industry and settlement.

Keywords

References

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