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Segmenting Rural Tourists on Farm Stay in Korea

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2004, 28(2), pp.193-212
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Park Duk Byeong 1,  Minsoo Lee 2,  김정섭 3

1농촌진흥청농업과학기술원
2재단법인 전북발전연구원
3서울대학교

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ABSTRACT

This study uses the decision tre method to segment rural tourists on farm stay in Korea. The data were collected through and questionnaires given to 104 rural tourists who visited villages in rural Korea. These data were analyzed using the SAS E-Miner program. The algorithm was used to build the decision tree. The following are the findings of the study. The customers on farm stay were categorized into thre “Learners I”, “Learners II”, and “Simple Visitors”. The “Learners I” and “Learners II” tourists include those who prefer to experience various farm activities than merely staying in the farm. The “Learners I” and “Learners II” tourists had diferent personal and travel characteristics from those in the “Simple group. Those in the “Learners I” group had diferent concrete tourist needs and personal characteristics from those in “Learners II”.

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