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추진요인(Push factors)과 유인요인(Pull factors)의 관계를 활용한 관광시장 세분화에 관한 연구

Tourist Market Segmentation based on the Relationships between Push and Pull Factors

표성수
한국관광산업학회 (Korean Tourism Industry Research Association)|2012.06|Tourism Research|제34호|pp. 115-138|DOI http://dx.doi.org/

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키워드

인바운드관광관광 시장 세분화추진 요인유인 요인정준 상관 분석inbound tourism of Koreatourist market segmentationpush factorpull factorcanonical correlation analysis
주제분류관광학

초록

Appropriate market segmentation contributes to the effectiveness and resources saving in implementing tourist destination marketing strategies. Understanding push and pull attributes in destination segments is particularly attractive since the market segments could have clues about why tourists travel and what they do in destinations. Canonical correlation analysis is an appropriate method to connect the two sets of attributes. The contribution of this study is showing new market segmentation procedure that combines the market segments using the canonical variates. The paper successfully demonstrated the procedure and finally identified market segments of inbound tourism of Korea. Two cannonical variates were obtained in the analysis: escaping/comfort and seeking/activity. Using the two variates, two segmentation procedures were performed and compared. The first segmentation followed previous studies and the other used cluster analysis to combine the segments. By combining the market segments, the marketer can have simpler quantified measures about the market and have greater access information to the target market. Although the study results can not be generalized due to small number of respondents with a convenient sampling method, some implications of the study could be made. Korea may need to target the inbound market with combined needs of seeking/activity and escaping/comfort. The market could be supported with diverse shopping and night life opportunities while providing convenient facilities and quality services.

Abstract

Appropriate market segmentation contributes to the effectiveness and resources saving in implementing tourist destination marketing strategies. Understanding push and pull attributes in destination segments is particularly attractive since the market segments could have clues about why tourists travel and what they do in destinations. Canonical correlation analysis is an appropriate method to connect the two sets of attributes. The contribution of this study is showing new market segmentation procedure that combines the market segments using the canonical variates. The paper successfully demonstrated the procedure and finally identified market segments of inbound tourism of Korea. Two cannonical variates were obtained in the analysis: escaping/comfort and seeking/activity. Using the two variates, two segmentation procedures were performed and compared. The first segmentation followed previous studies and the other used cluster analysis to combine the segments. By combining the market segments, the marketer can have simpler quantified measures about the market and have greater access information to the target market. Although the study results can not be generalized due to small number of respondents with a convenient sampling method, some implications of the study could be made. Korea may need to target the inbound market with combined needs of seeking/activity and escaping/comfort. The market could be supported with diverse shopping and night life opportunities while providing convenient facilities and quality services.

참고문헌 (57)

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