Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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Segmenting Responsible Tourists by Motivation - Focusing on Domestic Tourism -

공정관광객의 방문 동기에 따른 시장세분화 - 국내 공정관광객을 대상으로 -

  • Kim, Kyung-Hee (National Institute of Agricultural Science, Rural Development Administration) ;
  • Lee, Sun-Min (National Institute of Agricultural Science, Rural Development Administration)
  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 이선민 (농촌진흥청 국립농업과학원)
  • Received : 2015.08.08
  • Accepted : 2015.09.12
  • Published : 2015.09.30
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Abstract

Since the Discussion on responsible tourism sector began in the 1980s, the interest in responsible tourism has increased. Responsible tourism aims to preserve the local culture and environment, and make the benefits return benefits to local stakeholders. This study aims to obtain an empirical understanding of the responsible tourism market by using a segmentation approach to provide better information for responsible tourism marketers in Korea. A self-administered survey was obtained from 471 tourists in seven responsible tourism sites. As for the motivations of responsible tourism, seven factors ('faimly togetherness', 'escape relaxation', 'personal growth', 'social interaction', 'various experience', 'learning' and 'natural experience') were extracted. Six distinct segments were identified based on the motivation: escape from daily life relaxation seekers (19.15%), overall low motivation (7.8%), family togetherness seekers (21.18%). various experience seekers (12.77%), noverlty learning seekers (22.46%) and want-it-all (16.55%). Socio-demographic characteristics and tourism behaviors of each segmentation were also analyzed. The findings should be of interest to practitioners of responsible tourism marketing and operation.

Keywords

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