Korean journal of applied entomology (한국응용곤충학회지)

Korean Society of Applied Entomology (한국응용곤충학회)
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Prediction of Market Segment for Ptecticus tenebrifer Experience Programs in Accordance with Insect Experience Orientation

곤충체험 지향성에 따른 동애등에 체험 프로그램의 세분시장 예측

  • Yang, Jong-Im (Department of Tourism, Soong Eui Women's College) ;
  • Hwang, Dae-Yong (Department of Agro Industry management, RDA (Rural Development Administration)) ;
  • Lee, Jung-Kyu (Department of Global Tourism Management, Shinhan University)
  • Received : 2015.10.08
  • Accepted : 2015.11.04
  • Published : 2015.12.01
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Abstract

This study aimed to summarize the characteristics of visitor experience for different market segments based on insect experience orientation in order to develop Ptecticus tenebrifer (Diptera: Stratiomyidae [Walker]) experience programs using local resources in the insect industrial market. A total of 325 effective samples were collected, and the attributes of insect experience orientation were connected to education, emotion, society, and ego. The survey respondents were students and parents of school-age children. Cluster analysis showed that the respondents were classified into two or three groups that were all found to be high in the prediction validity and discriminant analysis. Based on this result, the respondents were properly subdivided into three clusters for final analysis. Those three groups were: the passive group, the moderate group, and the active-orientation group. As a group aiming for various insect experiences, the active-orientation group consisted of parents whose children range in age from either 5 to 9 or from 10 to 14. This group was willing to spend 7 ~ 8,000 won on each experience program, and they preferred emotional experience programs. The passive and moderate orientation groups were most interested in having an educational experience. In order to increase people's interest in experience programs, education-oriented programs should be developed and promotional marketing should be reinforced. The results and implications of this study may be useful for the development of insect experience programs that can meet various visitor experience orientations as basic data that can contribute to the vitalization of the 6th industrialization plan for the insect industry.

본 연구는 곤충산업 시장에서 지역자원을 활용한 동애등에 체험프로그램을 개발하기 위해 체험객의 곤충체험 지향성에 따라 세분화 하고 세분화된 체험객의 특성을 프로파일 하고자 수행되었다. 문헌연구를 바탕으로 곤충체험 지향성의 주요 속성을 도출하였으며, 곤충 체험객과 곤충체험 박람회의 참석자를 대상으로 설문조사를 실시하였다. 총 325부의 유효표본을 수집하여 실증분석에 사용하였으며 체험 지향성의 속성은 교육 지향성, 정서 지향성, 사회 지향성, 자아 지향성과 연관되었다. 응답자는 학생들과, 자녀가 있는 부모를 대상으로 설문조사에 응답하도록 하였다. 군집분석 결과 2개와 3개의 군집으로 분류되었으며, 예측타당성 및 판별분석 결과 모두 높게 나타나 최종 분석을 위해 응답자를 3개의 군집으로 적절하게 세분화하였다. 3개의 군집은 체험에 소극적, 중도적, 적극적 지향 집단으로 명명하였으며, 적극적 지향 집단은 곤충체험에 대해 다양하게 지향하는 집단으로 5 ~ 9세와, 10 ~ 14세의 자녀를 둔 부모는 감성적 체험 프로그램을 선호하고 체험 프로그램 비용으로 7 ~ 8천원의 지불의사를 밝혔다. 세분 집단의 특성을 살펴본 결과 소극적 지향 집단과 중도지향적 집단은 교육적 체험에 가장 높게 지향하는 것으로 나타났으나 이들을 체험 프로그램에 관심을 갖게 위해서는 교육 지향적 프로그램을 개발하고 홍보마케팅을 강화한다면 참가의도가 높아질 수 있을 것으로 보인다. 본 연구의 결과와 시사점은 곤충산업의 6차 산업화 활성화에도 기여할 수 있는 기초자료로 다양한 지향성을 충족시킬 수 있는 곤충체험 프로그램 개발에 유용하게 사용될 수 있을 것으로 기대된다.

Keywords

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