본문바로가기 푸터바로가기

한국농촌경제연구원 로고

  1. ENG
  3. 사이트맵 열기

    한국농촌경제연구원 로고

    ENG
    사이트맵 끄기
  4. 메뉴열기
메인으로 이동

농촌경제

CONJOINT ANALYSIS OF CHOICE ATTRIBUTES AND MARKET SEGMENTATION OF RURAL TOURISTS IN KOREA

2009.06.01 10401
연구보고서 표지
  • 저자
    윤희정
  • 등록일
    2009.06.01
원문보기
목차

I. INTRODUCTION
Ⅱ. LITERATURE REVIEWS
Ⅲ. METHOD
Ⅳ. STUDY RESULTS
Ⅴ. CONCLUSION
References

요약문

This study aims to analyze the attributes considered in choosing rural sites for tourism purposes by city dwellers and the market segmentation of rural tourism from a rural tourism demand perspective. For this purpose, this study investigates the attributes of rural areas considered in the selection of rural tourism destinations by urban dwellers using a conjoint model as a stated preference model. Based on literature reviews, two questionnaire surveys are conducted. The first questionnaire survey is performed in the 4 cities of Seoul, Daejeon, Suwon and Chuncheon with 408 urban residents. The second questionnaire survey is performed in the 5 cities of Seoul, Chuncheon, Daejeon, Cheonju and Busan with about 1,060 urban residents. The study results suggest that according to part-worth and vector models, the most important attributes in selecting rural areas for tourism are experience programs and facility convenience. The fitness level of the model ranges from 0.917 to 0.986, which is very significant. Among the 5 attribute's levels, the rural residents' obliging service, the traditional and the ecological programs and the facilities about information and accommodation are more critical factors than other levels. Utilities of each level decrease as cost and arrival time increase. Regarding the result of market segmentation, respondents having intention to visit can be divided into 4 groups; (1) facility/program-oriented group, (2) service-oriented group, (3) time-oriented group, and (4) simple participants group. These results can provide insightful information for regional planning strategies, such as selection of market segment type and the key factor of facility and space planning.

This study aims to analyze the attributes considered in choosing rural sites for tourism purposes by city dwellers and the market segmentation of rural tourism from a rural tourism demand perspective. For this purpose, this study investigates the attributes of rural areas considered in the selection of rural tourism destinations by urban dwellers using a conjoint model as a stated preference model. Based on literature reviews, two questionnaire surveys are conducted. The first questionnaire survey is performed in the 4 cities of Seoul, Daejeon, Suwon and Chuncheon with 408 urban residents. The second questionnaire survey is performed in the 5 cities of Seoul, Chuncheon, Daejeon, Cheonju and Busan with about 1,060 urban residents. The study results suggest that according to part-worth and vector models, the most important attributes in selecting rural areas for tourism are experience programs and facility convenience. The fitness level of the model ranges from 0.917 to 0.986, which is very significant. Among the 5 attribute's levels, the rural residents' obliging service, the traditional and the ecological programs and the facilities about information and accommodation are more critical factors than other levels. Utilities of each level decrease as cost and arrival time increase. Regarding the result of market segmentation, respondents having intention to visit can be divided into 4 groups; (1) facility/program-oriented group, (2) service-oriented group, (3) time-oriented group, and (4) simple participants group. These results can provide insightful information for regional planning strategies, such as selection of market segment type and the key factor of facility and space planning.

저자정보
윤희정Yun, Heejeong
저자의 다른 보고서
저자에게 문의
윤희정Yun, Heejeong
저자에게 문의

※ 퇴사하신 분이지만 아래의 내용을 입력해 주시면 관리자가 전달해 드리겠습니다.

구매안내

KREI의 출판물은 판매 대행사 (정부간행물판매센터)와 아래 서점에서 구입 하실 수 있습니다.

판매대행사
(주)정부간행물판매센터 http://www.gpcbooks.co.kr
서울특별시 중구태평로 1가 25번지
TEL02)394-0337, 734-6818 FAX 02) 394-0339
판매서점
농촌경제연구원 cctv 설치현황
교보문고 http://www.kyobobook.co.kr
영풍문고 http://www.ypbooks.co.kr
알라딘 http://www.aladin.co.kr
  • 상세정보 조회
    10401
  • 다운로드
    4

같은 분야 보고서

같은 분야 보고서가 없습니다.

목록으로
다음글
MEASUREMENT OF FARMERS’ ATTITUDE TOWARDS COMPLETE OWNERSHIP OF FARMLAND IN EASTERN ETHIOPIA
이전글
BILATERAL TRADE AND ECONOMIC GROWTH: THE EMPIRICAL EVIDENCE BETWEEN U.S. AND SOUTH KOREA