농촌지도와개발 (Journal of Agricultural Extension & Community Development)

  • 제28권1호
  • /
  • Pages.13-23
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  • 2021
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  • 1976-3107(pISSN)
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  • 2384-3705(eISSN)
한국농촌지도학회 (Korean Society of Agricultural Extension)
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농촌 치유관광객 시장세분화 연구

Market Segmentation of Rural Healing Tourists

  • 김경희 (농촌진흥청 국립농업과학원) ;
  • 황대용 (농촌진흥청 국립농업과학원) ;
  • 이혜영 (농촌진흥청 국립농업과학원)
  • Kim, Kyung-Hee (National Institute of Agricultural Sciences, Rural Development Administration) ;
  • Hwang, Dae Yong (National Institute of Agricultural Sciences, Rural Development Administration) ;
  • Lee, Hye Young (National Institute of Agricultural Sciences, Rural Development Administration)
  • 투고 : 2020.11.16
  • 심사 : 2021.03.21
  • 발행 : 2021.03.30
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초록

This study aims to examine the market segmentation of rural healing tourists. A two-stage cluster method was used to segment the market of rural healing tourists, and the difference in satisfaction by segmented market was identified. In this study, a total of 433 cases were used for analysis. A total of four clusters of rural healing tourists were derived based on the purpose of visit and involvement with rural healing tourism. The names of each cluster were determined as 'high involvement, daily escape purpose type', 'high involvement, stress relief purpose type', 'low involvement, daily escape purpose type', and 'high involvement, exotic experience purpose type.' Each groups were found to have significant differences according to educational level, purpose of visit, companion, and expenditure. The satisfaction and the behavioral intention of rural healing tourists was highest in the group of 'high involvement, stress relief purpose type.' The results of this study suggest that the characteristics and satisfaction of rural healing tourists were differ according to the segmented group. This study suggests useful information for target marketing strategies for each segmented market according to the characteristics of rural healing tourists.

키워드

과제정보

본 연구는 농촌진흥청 국립농업과학원 농업과학기술 연구개발사업(PJ01349902)의 지원에 의해 이루어진 것임

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피인용 문헌

  1. 펫푸드(반려동물 식품) 선택속성에 대한 소비자 특성 분석 vol.28, pp.2, 2021, https://doi.org/10.12653/jecd.2021.28.2.0085