A Study on Health Tourism Market Segmentation: Focus on Reference Variables and Validity of Analysis Techniques
2017, 41(1), pp.183-201
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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The purpose of this research is to draw out the optimized segmentation of the health tourism market by using the BENEMAX(BENEfit MAXimization)program among other various market segmentation ways, and to compare the external validities of those segmentation techniques. To compare external validities of market segmentation, this research will examine validities of analyzing techniques and reference variables that can draw out the results most similar to the reality. This will be achieved by comparing the hit ratios between the segmentation results and actual countries health tourists really choose. This research has the second purpose of carrying out basic research to develop a recommendation program. This program can be used to recommend health tourism destinations appropriate to health tourists based on motivations pursued by individuals and groups. It was found that push factor is the optimal segmentation reference variable in market segmentation among motivation factors according to medical objects. Additionally, through K-means cluster analysis and a comparison, BENEMAX cluster analysis has external validity. It also has a high hit ratio when comparing the segmented results and the real chosen country by health tourists. This result will provide information useful to marketing techniques application and setting the direction of tourism development policies suitable for each country.
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