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외국인 농촌관광 중요속성 세분화에 따른 만족도 및 충성도 차이연구

A Study of Segmentation of Foreign Rural Tourists based on Rural Tourism Attributes, and Satisfaction and Loyalty

한송희|김용렬|윤유식
한국농촌계획학회 (Korean Society Of Rural Planning)|2014.06|농촌계획 (Journal of Korean Society of Rural Planning)|제20권 제2호|pp. 115-126|DOI http://dx.doi.org/10.7851/ksrp2014.20.2.115

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참고문헌

키워드

Market SegmentationCluster AnalysisForeign TouristsRural Experiences Tourism
주제분류농학

초록

The purpose of this study is to segment foreign tourists who are visiting rural tourism village based on importance attributes of rural experiences tourism. From the literature review, rural experience tourism and its' importance attributes were discussed and these are, peculiar cultural experience, rural experience tourism price, food, natural scenery, accessibility, accommodation and convenient facility. On-site survey was conducted to collect the data from 8 rural tourism villages and a total of 258 useful samples were collected and analyzed. Frequent, cluster analysis, MDA, and MANOVA were performed to produce the results. The cluster analysis showed that three clusters solution was appropriate and named as moderated satisfaction group, high satisfaction group, and highly satisfaction group. The results of MANOVA showed that there were differences among the groups in terms of satisfaction and loyalty of rural experiences tourism. Theoretical and practical implications were discussed in the conclusion section.

Abstract

The purpose of this study is to segment foreign tourists who are visiting rural tourism village based on importance attributes of rural experiences tourism. From the literature review, rural experience tourism and its' importance attributes were discussed and these are, peculiar cultural experience, rural experience tourism price, food, natural scenery, accessibility, accommodation and convenient facility. On-site survey was conducted to collect the data from 8 rural tourism villages and a total of 258 useful samples were collected and analyzed. Frequent, cluster analysis, MDA, and MANOVA were performed to produce the results. The cluster analysis showed that three clusters solution was appropriate and named as moderated satisfaction group, high satisfaction group, and highly satisfaction group. The results of MANOVA showed that there were differences among the groups in terms of satisfaction and loyalty of rural experiences tourism. Theoretical and practical implications were discussed in the conclusion section.

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