본문 바로가기
KERD
논문KCI 등재

의사결정나무분석을 활용한 코로나19 이후 농촌관광객의 선호 특성 세분화 연구

A Study on Segmentation of Preferred Characteristics of Rural Tourists after COVID-19 Using Decision Tree Analysis

이승훈
경영경제연구소 (management & economic research institute)|2023.03|아태비즈니스연구 ((APJB) Asia Pacific Journal of Business)|제14권 제1호|pp. 411-426|DOI https://doi.org/10.32599/apjb.14.1.202303.411

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

COVID-19Decision Tree AnalysisSegmentationRural Tourists

초록

Purpose - The purpose of this study was to explore and diagnose the characteristics and behavioural patterns of rural tourists after COVID-19 using decision tree analysis to classify and identify key segmentation groups. Design/methodology/approach - The CHAID algorithm was used as the analysis technique for the decision tree. The explanatory variables used in the analysis of each decision tree model were demographic variables and rural tourism usage behaviour and perception variables, and the target variables were the preferences of rural tourists' activities after COVID-19. From the Rural Tourism 2020 survey data, 614 samples with rural tourism experience were extracted and used in the analysis. Findings - The variables that significantly explained the preference for each type of rural tourism activity after COVID-19 were rural tourism safety perception, repeated visits to the region, rural tourism priority activity, rural tourism accommodation experience, gender, age group, marital status, occupation, and education level. Among them, rural tourism safety perception was the most important explanatory variable in each analysis model. Research implications or Originality - Overall, to promote rural tourism, it is necessary to enhance the safety image of rural tourism, strengthen loyalty programs for repeat visitors, and develop customized products that reflect the preferred trends of rural tourism.

Abstract

Purpose - The purpose of this study was to explore and diagnose the characteristics and behavioural patterns of rural tourists after COVID-19 using decision tree analysis to classify and identify key segmentation groups. Design/methodology/approach - The CHAID algorithm was used as the analysis technique for the decision tree. The explanatory variables used in the analysis of each decision tree model were demographic variables and rural tourism usage behaviour and perception variables, and the target variables were the preferences of rural tourists' activities after COVID-19. From the Rural Tourism 2020 survey data, 614 samples with rural tourism experience were extracted and used in the analysis. Findings - The variables that significantly explained the preference for each type of rural tourism activity after COVID-19 were rural tourism safety perception, repeated visits to the region, rural tourism priority activity, rural tourism accommodation experience, gender, age group, marital status, occupation, and education level. Among them, rural tourism safety perception was the most important explanatory variable in each analysis model. Research implications or Originality - Overall, to promote rural tourism, it is necessary to enhance the safety image of rural tourism, strengthen loyalty programs for repeat visitors, and develop customized products that reflect the preferred trends of rural tourism.

참고문헌 (48)

  1. 김경희, "농촌 치유관광객 시장세분화 연구", 농촌지도와 개발, 28(1), pp.13~23 (2021), 한국농촌지도학회
  2. 김용진, "소셜데이터 분석을 통한 포스트 코로나 시대 농촌관광의 변화와 적용방안", 농촌계획, 27(4), pp.43~54 (2021), 한국농촌계획학회[DOI]
  3. 농촌관광, "농림수산식품교육문화정보원", 1~15, pp.FATI(Farm Trend&Issue) 2 (2022)
  4. 농촌관광실태조사, "농촌진흥청 국립농업과학원", ~ (2022)
  5. 박기용, "의사결정나무모형을 이용한 레스토랑 프랜차이즈 가맹자의 선택요인에 관한 연구", 호텔경영학연구, 15(4), pp.105~117 (2006), 한국호텔외식관광경영학회
  6. 박덕병, "농촌관광 시장 세분화 연구", 관광학연구, 28(2), pp.193~212 (2004), 한국관광학회
  7. "코로나19로 중국 농촌 관광 붐" (2021), 여행신문[URL]
  8. 우은주, "보호동기이론(PMT)과 건강신념모델(HBM)을 이용한 관광객 위기대응 행 동 분석: COVID-19 위기", 아태비즈니스연구, 13(1), pp.301~315 (2022), 경영경제연구소[DOI]
  9. 유준완, "포스트 코로나 시대의 추구편익에 따른 농촌관광 시장세분화 연구", 농촌지도와 개발, 29(4), pp.191~201 (2022), 한국농촌지도학회
  10. 유호종, "의사결정나무분석을 이용한 방한 일본관광객들의 재방문을 위한 예측모형", 상품학연구, 37(1), pp.21~30 (2019), 한국상품학회[DOI]
  11. 윤혜원, "프리미엄 상영관 관람 현황 및 소비자 시장세분화 분석", 문화산업연구, 20(2), pp.73~84 (2020), 한국문화산업학회[DOI]
  12. 이승곤, "농촌관광에 대한 영향인식이 관광사업 지지도에 미치는 영향 비교분석: 1사와 1촌 간의 비교", 관광연구저널, 30(5), pp.5~16 (2016), 한국관광연구학회[DOI]
  13. 이승욱, "코로나19로 인한 충북의 농촌융복합산업(6차산업) 실태와 활성화방안", 한국농공학회지, 62(3), pp.17~23 (2020)
  14. 이승훈, "위드 코로나 시대 트래블 버블의 안전지각이 관광목적지의 이미지, 신뢰와 안전관광 행동의도에 미치는 영향", 관광레저연구, 33(4), pp.99~118 (2021), (사)한국관광레저학회
  15. 이승훈, "OTA(online travel agency)의 선택속성과 특성에 따른 시장세분화 연구", 관광연구저널, 36(8), pp.101~121 (2022), 한국관광연구학회[DOI]
  16. 이승훈, "코로나19의 피로감 인식과 여행관여도가 포스트팬데믹시대 보복여행 욕구와 해외여행 행동의도에 미치는 영향", 관광연구저널, 36(12), pp.111~126 (2022), 한국관광연구학회[DOI]
  17. 이승훈, "코로나19에 따른 건강의식과 JOMO여행 성향이 엔데믹시대 웰니스관광의도에 미치는 영향: ETPB 모델 적용", 관광레저연구, 34(12), pp.69~89 (2022), (사)한국관광레저학회
  18. 전창영, "코로나19 위험인식에 따른 친사회적 관광행동의도 결정과정 : 규범 활성화 모델을 활용하여", 아태비즈니스연구, 12(2), pp.145~159 (2021), 경영경제연구소[DOI]
  19. 정인호, "청년 취업자의 이직의사 예측모형 탐색 연구: 의사결정나무모형을 중심으로", 국정관리연구, 13(3), pp.147~174 (2018), 성균관대학교 국정전문대학원[DOI]
  20. 최찬원, "코로나 19 대응형 농촌관광 유형 특성 및 콘텐츠 개발 연구", 한국공간디자인학회 논문집, 16(3), pp.375~386 (2021), 한국공간디자인학회[DOI]
  21. 포스트 코로나 시대 농촌관광의 패러다임 전환과 정책 과제, "한국농촌경제연구원", ~ (2021)
  22. 포스트 코로나 시대 관광산업의 성장 아젠다와 정책과제, "한국문화관광연구원", ~ (2021)
  23. 황진수, "드론 음식배달 서비스에서 기대편익에 관한 시장세분화 연구: 의사결정나무 CHAID 알고리즘 분석을 중심으로", MICE관광연구, 21(3), pp.47~66 (2021), 한국마이스관광학회
  24. Brozović, D., "The Impacts of Covid-19 on the Tourism Sector : Changes, Adaptations and Challenges", Tourism : An International Interdisciplinary Journal, 70(3), pp.465~479 (2022)
  25. Ceylan, D., "Destination image perception patterns of tourist typologies", International Journal of Tourism Research, 23(3), pp.401~416 (2021)
  26. Chen, J. S., "Market segmentation by tourists' sentiments", Annals of Tourism Research, 30(1), pp.178~193 (2003)
  27. Chin, C. H., "Empirical research on the competitiveness of rural tourism destinations : a practical plan for rural tourism industry post-COVID-19", Consumer Behavior in Tourism and Hospitality, 17(2), pp.211~231 (2022)
  28. Díaz-Pérez, F. M., "CHAID algorithm as an appropriate analytical method for tourism market segmentation", Journal of Destination Marketing & Management, 5(3), pp.275~282 (2016)
  29. Díaz-Pérez, F. M., "Florida state parks : A CHAID approach to market segmentation", Anatolia, 32(2), pp.246~261 (2021)
  30. Ginting, G., "Reformulating a Market-Driven Service Strategy of Community-Based Tourist Destinations Post-Pandemic Covid-19 : Evidence from Indonesia", Ilomata International Journal of Management, 3(3), pp.298~318 (2022)
  31. Honarvar, P., "A spatial approach to mineral potential modelling using decision tree and logistic regression analysis", Doctor, pp.2001
  32. Kass, G. V., "An exploratory technique for investigating large quantities of categorical data", Journal of the Royal Statistical Society : Series C(Applied Statistics), 29(2), pp.119~127 (1980)
  33. Kościółek, S., "Who are the tourists booking their accommodations online? A segmentation study of the Cracow market", Barometr Regionalny. Analizy i Prognozy, 16(3), pp.91~100 (2018)
  34. Lan, Y. F., "Fathers’ predominance in transport arrangements for family tourism : E-CHAID-based profiling in East Asia", Communications-Scientific letters of the University of Zilina, 23(4), pp.13~24 (2021)
  35. Lee, J. E., "Examining the effects of discussion strategies and learner interactions on performance in online introductory mathematics courses: an application of learning analytics", Doctor, pp.2019
  36. Legohérel, P., "Variety-seeking : Using the CHAID segmentation approach in analyzing the international traveler market", Tourism Management, 46, pp.359~366 (2015)
  37. Lončarić, D., "Impact of the COVID-19 Pandemic on Tourism : A Systematic Literature Review", Tourism : An International Interdisciplinary Journal, 70(3), pp.512~526 (2022)
  38. Luo, X., "Study on the Development Path of Rural Tourism in Chengdu in the Post-COVID-19 Era", Urban Studies and Public Administration, 5(2), pp.46~53 (2022)
  39. Pesonen, J. A., "Segmentation of rural tourists : Combining push and pull motivations", Tourism and Hospitality Management, 18(1), pp.69~82 (2012)
  40. Popescu, A., "The impact of COVID-19 pandemic on Romania’s tourist flows in the year 2020", Scientific Papers Series Management, Economic Engineering in Agriculture and Rural Development, 21(1), pp.655~666 (2021)
  41. Rondović, B., "Drivers of E-business diffusion in tourism : a decision tree approach", Journal of theoretical and applied electronic commerce research, 14(1), pp.30~50 (2019)
  42. Rosalina, P. D., "Rural tourism : A systematic literature review on definitions and challenges", Journal of Hospitality and Tourism Management, 47, pp.134~149 (2021)
  43. Sánchez-Cañizares, S. M., "Impact of the perceived risk from Covid-19 on intention to travel", Current Issues in Tourism, 24(7), pp.970~984 (2021)
  44. Sann, R., "Predicting online complaining behavior in the hospitality industry : Application of big data analytics to online reviews", Sustainability, 14(3), pp.1800~ (2022)
  45. Ulu, E. K., "Food & Beverage Expectations of Potential Tourists Based on Differences Between Generations", Journal of Tourism and Gastronomy Studies, 9(4), pp.2488~2502 (2021)
  46. Wang, J., "Exploring the Factors of Rural Tourism Recovery in the Post-COVID-19 Era Based on the Grounded Theory : A Case Study of Tianxi Village in Hunan Province, China", Sustainability, 14(9), pp.5215~ (2022)
  47. Zaman, U., "The Bridge at the End of the World : Linking Expat’s Pandemic Fatigue, Travel FOMO, Destination Crisis Marketing, and Vaxication for Greatest of All Trips", Sustainability, 14(4), pp.2312~ (2022)
  48. Zhang, Y., "COVID-19’s impact on tourism : will compensatory travel intention appear?", Asia Pacific Journal of Tourism Research, 26(7), pp.732~747 (2021)

관련 논문AI추천

Conjoint Analysis of Choice Attributes and Market Segmentation of Rural Tourists In Korea윤희정한국농촌경제연구원 · 농촌경제2009 · 제32권 제2호외국인 농촌관광 중요속성 세분화에 따른 만족도 및 충성도 차이연구김용렬, 윤유식, 한송희한국농촌계획학회 · 농촌계획2014 · 제20권 제2호제주도의 농촌관광 이미지 유형별 선호 체험활동에 관한 연구강하나, 이진희한국농촌계획학회 · 농촌계획2016 · 제22권 제2호의사결정나무 기법을 이용한 특수목적 관광의 유형별 시장규모 분석전효재한국마이스관광학회 · MICE관광연구2019 · 제19권 제1호이단계 군집분석에 의한 농촌관광 편의시설 유형별 소비자 선호 결정요인박덕병, 윤유식, 이민수한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2007 · 제17권 제3호농촌관광 체험활동이 관광 이미지 및 행동의도에 미치는 영향 연구강순화한국비교정부학회 · 한국비교정부학보2022 · 제26권 제2호

이 간행물의 다른 논문 (26건)

Digital Transformation, Manipulation of Asset Evaluation and M&A Performance: Discussion on the Intermediary Effect of Internal ControlHee-Jung Lee, Xue-Hua Qian, Nan Hui, Chen Chenpp. 1-19Organizational Commitment of Five Working Groups of MNCsJun-Jian Li, Miao Wang, Jong-Wook Kwonpp. 21-39Understanding Consumer Perceptions of Luxury Vintage FashionHeeju Chae, Sijun Sung, Tungyun Liupp. 41-57사회적 책임(CSR)이 기업 성과에 미치는 영향: 중국에서 광고집중 도와 환경오염도의 조절 효과를 중심으로황지연, 곽주영pp. 59-71주식분할 공시에 대한 장 ‧ 단기 효과: 결정요인 분석을 중심으로김경순, 이진훤pp. 73-91
원문 보기