고창 청보리 경관농업지역 방문자 선호도 분석

Abstract

This study was conducted via survey to establish a marketing strategy for the Gochang Green Barley scenic agriculture by analysing the importance and usefulness of the marketing factors (products, price, program, and promoting). The results of the analysis were as follows. The importance of the attributes were shown to be equal in all factors (33%), and their usefulness was generally high in the variables of scenic agriculture products, experience events, and oral promoting. When we separated the visitors group into two clusters by age, education level and monthly income, the first cluster was characterized by showing a preference for scenic agriculture products, experience and cultural events, and oral promoting, while the second cluster expressed a preference for specialized agriculture products, product discount, food fair, and promoting by radio/TV. The first cluster represented couples or family visitors in their 30s and more than 50s, highly educated, and with more than a monthly income of 4 million won, while the second group young people as couples or friends in their less than 20s, not highly educated, and with less than a monthly income of 3 million won. The first cluster was found to be showing the revitalization potential of a scenic agriculture in the area of Gochang, in which cluster a return visitor or long range visitor were included.