Journal of the Korean Institute of Landscape Architecture (한국조경학회지)

The Korean Institute of Landscape Architecture (한국조경학회)
권호 표지
DOI QR코드

DOI QR Code

Ecotourism Visitors' Motivation/Attitude-Based Market Segmentation - Focused on Visitors at the Daebu Haesolgil, Gyeonggi Province -

생태관광지 방문객의 동기 및 태도에 따른 시장세분화 - 경기도 대부 해솔길 방문객을 중심으로 -

  • Jeong, Yoonjeong (Dept. of Forest Sciences, College of Agriculture and Life Sciences, Seoul National University) ;
  • Kim, Seong-il (Dept. of Forest Sciences, College of Agriculture and Life Sciences, Seoul National University)
  • Received : 2018.03.07
  • Accepted : 2018.05.28
  • Published : 2018.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

To increase knowledge regarding the ecotourism market in Korea, this study conducted a market segmentation based on tourists' motivations and attitudes. An onsite survey of visitors to Daebu Haesol 1 gil, Gyeonggi Province, was conducted from late November 2016 to early January 2017. An exploratory factor analysis and K-means cluster analysis were employed to identify market segments by using data collected from 434 respondents. The results showed three distinct segments labelled 'Nature Seeking Responsible Tourists', 'Passive Nature Seeking Tourists' and 'Nature/Cohesion Seeking Responsible Tourists.' All three segments had different levels of 'escape', 'health' and 'cohesion' motivations but commonly they all had a relatively high level of 'nature' motivation. As they also differed from each other in terms of sociodemographic and travel related characteristics as well as satisfaction level, it was concluded that motivation and attitudes of responsibility can be used for ecotourism market segmentation. A significant implication is that this research confirmed that the indicators on tourists' attitude of responsibility toward local communities are useful in segmenting visitors to ecotourism sites, which have been rarely studied in previous ecotourism market studies.

이 연구는 우리나라 생태관광지 방문객 시장에 대한 이해를 높이기 위하여 우리나라 생태관광지를 방문하는 국내 관광객의 생태관광 동기와 태도를 바탕으로 시장세분화를 실시하였다. 2016년 11월 말부터 2017년 1월 초까지 경기도 대부 해솔 1길을 방문하는 관광객을 대상으로 설문조사를 실시하여 수집된 434명의 응답자료를 분석에 이용하였다. 탐색적 요인분석과 K-means 군집분석을 이용하여 방문객의 동기와 태도를 바탕으로 시장을 세분화하였다. 그 결과, 방문객들을 '자연탐방형 책임있는 관광객', '소극적 자연탐방형 관광객' 그리고 '자연탐방 및 친목도모형 책임있는 관광객'으로 분류할 수 있었으며, 세 개의 세분시장은 공통적으로 '자연탐방' 동기가 두드러졌으나, 각기 다른 수준의 '일상탈출', '건강증진', '친목도모' 동기와 생태관광 태도를 갖는 것으로 나타났다. 또한, 각 세분시장 간에는 인구통계적 특성, 여행 특성, 만족도에서 통계적으로 유의미한 차이를 보이는 것으로 나타나, 이 연구에서 사용된 생태관광 동기와 태도 척도가 생태관광지 방문객 시장을 세분화하는 기준으로 유용하다는 것을 확인하였다. 과거 연구들이 관광객의 환경관련 태도만 측정하여 시장세분화 가능성을 확인한 반면, 이 연구는 지역사회 및 주민에 대한 책임 있는 행동에 대한 태도의 측정과 분석을 포함하고 있다는 점에서 보다 포괄적이고 생태관광지에 특화된 기준으로 시장 세분화의 가능성을 확인했다는데 의의가 있다.

Keywords

References

  1. Ajzen, I. (2005) Attitudes, Personality and Behavior, Open University Press. In: Maidenhead.
  2. Cvelbar, L. K., B. Grün and S. Dolnicar (2017) Which hotel guest segments reuse towels? Selling sustainable tourism services through target marketing. Journal of Sustainable Tourism 25(7): 921-934. https://doi.org/10.1080/09669582.2016.1206553
  3. Diamantopoulos, A., B. B. Schlegelmilch, R. R. Sinkovics and G. M. Bohlen (2003) Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research 56(6): 465-480. https://doi.org/10.1016/S0148-2963(01)00241-7
  4. Dolnicar, S. and F. Leisch (2008) Selective marketing for environmentally sustainable tourism. Tourism Management 29(4): 672-680. https://doi.org/10.1016/j.tourman.2007.07.010
  5. Formica, S. and M. Uysal (2001) Segmentation of travelers based on environmental attitudes. Journal of Hospitality & Leisure Marketing 9(3-4): 35-49. https://doi.org/10.1300/J150v09n03_04
  6. Hultman, M., A. Kazeminia and V. Ghasemi (2015) Intention to visit and willingness to pay premiumfor ecotourism: The impact of attitude, materialism, and motivation. Journal of Business Research 68(9): 1854-1861. https://doi.org/10.1016/j.jbusres.2015.01.013
  7. Juvan, E. and S. Dolnicar (2014) The attitude-behaviour gap in sustainable tourism. Annals of Tourism Research 48: 76-95. https://doi.org/10.1016/j.annals.2014.05.012
  8. Kamata, H. and Y. Misui (2015) The difference of Japanese spa tourists motivation in weekends and weekdays. Procedia-Social and Behavioral Sciences 175: 210-218. https://doi.org/10.1016/j.sbspro.2015.01.1193
  9. Kang, M. H. and G. Moscardo (2006) Exploring cross-cultural differences in attitudes towards responsible tourist behaviour: A comparison of Korean, British and Australian tourists. Asia Pacific Journal of Tourism Research 11(4): 303-320. https://doi.org/10.1080/10941660600931143
  10. Kang, M. H. (1999) Ecotourists' Travel Motivations and Attitudes in Korea: Scales Development and Comparative Analysis on Tourists Groups. Ph.D. Dissertation, Seoul National University. Korea.
  11. Kang, M. H., N. J. Kim and S. D. Choi (2002) Identification of Ecotourists' Distinctive Characteristics by Comparing with Mass Tourists: Focusing on Travel Motivations and Attitudes.
  12. Kim, L. C. J. and T. Baum (2007) Motivation factors of ecotourists in ecolodge accommodation: The push and pull factors. Asia Pacific Journal of Tourism Research 12(4): 349-364. https://doi.org/10.1080/10941660701761027
  13. Kim, S. I. (2017a) Park Recreation. Seoul: Seoul National University Press.
  14. Kim, S. I. (2017b) Ecotourism as future power engines. Naeil Shinmoon. Retrieved April 5, 2018, from https://www.naeil.com/news_view/?id_art=233896
  15. Kim, S. I. and M. H. Kang (2002) Ecotourism. Seoul: Travel Analyst.
  16. Kim, S. J. (2002) Study on Ecotourism Promotion Strategy. Seoul: Korea Culture and Tourism Institute.
  17. Kollmuss, A. and J. Agyeman (2002) Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research 8(3): 239-260. https://doi.org/10.1080/13504620220145401
  18. Korea Culture and Tourism Institute (2015a) 2014 International Visitor Survey.
  19. Korea Culture and Tourism Institute (2015b) 2014 Korea National Tourism Survey.
  20. Korea Culture and Tourism Institute (2016) 2015 Korea National Tourism Survey.
  21. Korea Culture and Tourism Institute (2017) 2016 Korea National Tourism Survey.
  22. Korea Tourism Organization (2018) Foreign Tourist Statistics. Retrieved, April 27, 2018, from http://openapi.nsdi.go.kr/nsdi/eios/OperationSumryDetail.do;jsessionid=EaHR7c00fOtfCALT-Au5gW58.openapi11.
  23. Kotler, P., J. T. Bowen, J. C. Makens and S. Baloglu (2006) Marketing for Hospitality and Tourism (Vol. 893): Prentice hall Upper Saddle River, NJ.
  24. Matheson, C. M., R. Rimmer and R. Tinsley (2014) Spiritual attitudes and visitor motivations at the Beltane Fire Festival, Edinburgh. Tourism Management 44: 16-33. https://doi.org/10.1016/j.tourman.2014.01.023
  25. Ministry of Environment (2014) Ecotourism Resident and Visitor Satisfaction questionnaire.
  26. Northeast Michigan Council of Governments (2012) Ecotourism on the Sunrise Coast: AMarketing Report for Alpena, Alcona, & Presque Isle Counties.
  27. Oh, M. J. and S. Y. Lee (2008) Segmentation of ecotourist’s motivation by traveler’s types and satisfaction. International Journal of Tourism and Hospitality Research 22(1): 277-290.
  28. Palacio, V. (1997) Identifying ecotourists in Belize through benefit segmentation: A preliminary analysis. Journal of Sustainable Tourism 5(3): 234-243. https://doi.org/10.1080/09669589708667288
  29. Park, H. Y. and H. J. Yang (2006) A study on the market segmentation of eco-tourism: Focused on eco-tourists of the Kanghwa tidal flat. Journal of Tourism Management Research 10(1): 137-159.
  30. Park, J. Y., K. O. Hong and B. I. Seo (2010) Understanding of Tourist Behavior (3 ed.). Seoul: Namdu Doseo.
  31. Queensland Government (2013) Queensland Ecotourism Plan 2013-2020.
  32. Shouf Biosphere Reserve (2009) Shouf Biosphere Reserve Ecotourism Strategy.
  33. Smith, W. R (1956) Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing 21(1): 3-8. https://doi.org/10.2307/1247695
  34. Song, J. J (2015) SPSS/AMOS Statistical Analysis (2 ed.). Paju: 21 Segisa.
  35. The International Ecotourism Society (2006) The TIES Global Ecotourism Fact Sheet. In: International Ecotourism Society Washington, DC.
  36. The International Ecotourism Society (2015) What is Ecotourism? Retrieved from http://www.ecotourism.org/what-is-ecotourism.
  37. UNEP and UNWTO (2012) Tourism in the Green Economy- Background Report. UNWTO, Madrid.