Market Segmentation of Night Tour:Focusing on Visiting Tourists in Jeju (야간관광에 대한 시장세분화에 관한 연구: 제주를 방문한 관광객을 대상으로 )

Chung, Seung-Hoon (정승훈); Yang, Sung Soo (양성수); Lun Yun (육운); Moon-Soo Cho (조문수)

Market Segmentation of Night Tour:Focusing on Visiting Tourists in Jeju

Journal of Tourism Sciences
Abbr : JTS
2009, 33(3), pp.169~186
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Chung, Seung-Hoon ¹, Yang, Sung Soo ², Lun Yun ², Moon-Soo Cho ²

¹제주발전연구원
²제주대학교

Accredited

ABSTRACT

The purpose of study was to suggest the findings on the division and difference about potential night tourists' segment market by night tour attribute. The data ware obtained from survey of 323 tourists in Jeju airport and used statistical methods such as frequent analysis, factor analysis and cluster analysis. As a result of the cluster analysis based on night tour attributes, three groups were classified: high-favor, moderator, and low-favor. Based on demographic variables, night tour related variables, we identified how these variable influence on each of three segmented markets. The results showed that each cluster was described in detail to reveal the overall demographic and behavioral traits. The result of this study will be useful for the tourism marketer which gave needs to establish the marketing strategies.

KEYWORDS

Night tour Market segmentation Cluster analysis

Citation status

* References for papers published after 2024 are currently being built.

[journal] 김미경 / 2007 / Market Segmentation for Rural Tourism Determinants of Rural Tourism Demand / 관광학연구 / 한국관광학회 31(3) : 153~170

[thesis] 김민철 / 2007 / 한국 도서관광의 매력요인 분석-도서의 관광콘텐츠 유형에 따른 관광매력요인의 차이를 중심으로- / 박사 / 한양대학교 대학원

[journal] 김성혁 / 2001 / 관여도에 따른 경마시장세분화에 관한 연구 / 관광학연구 25(2) : 57~77

[thesis] 나재암 / 2007 / 서울시 관광특구 활성화 방안에 관한 연구 / 박사 / 명지대학교 대학원

[journal] 박한식 / 2001 / 온라인 여행상품 구매결정 요인에 근거한 시장세분화 연구 / 관광학연구 25(1) : 101~116

[book] 유필화 / 2009 / 현대 마케팅론 / 박영사.

[journal] 오상훈 / 2008 / A Study of the Golf Tourist Market Segmentation based on Benefit Sought in Jeju / 관광학연구 / 한국관광학회 32(3) : 319~338

[journal] 오상훈 / 2008 / Tourists Segmentation by shopping motivation / 관광연구저널 / 한국관광연구학회 22(4) : 265~281

[thesis] 이영효 / 2009 / 최적 시장세분화 결과 도출을 위한 기존변수와 군집분석 기법의 선정에 대한 연구 / 박사 / 인하대학교 대

[journal] 이민수 / 2006 / A Benefit Segmentation of Tourists in Rural Areas / 관광학연구 / 한국관광학회 30(6) : 219~240

[journal] 이승곤 / 2007 / Market Segmentation by the Tourist Motivation and Image of Visitors to Jeju Island / 관광연구저널 / 한국관광연구학회 21(1) : 21~40

[journal] 이영주 / 2007 / 태국의 재래시장․야시장 운영현황과 속초시에의 시사점 / 강원광장 78

[journal] 이진희 / 2005 / A Study on the Tourism Product Demand of Seogwipo Harbour based on the Concept of Life Style / 관광학연구 / 한국관광학회 28(4) : 173~191

[journal] 이준혁 / 2006 / A Study on Segmenting of Cruiser Customers / Journal of Global Scholars of Marketing Science(마케팅과학연구) / 한국마케팅과학회 16(1) : 73~91

[journal] 이준혁 / 2006 / Satisfaction, Intention to Revisit, Market Segmentation: A Case Study of Kijang-Goon Anchovy Festival / 관광학연구 / 한국관광학회 30(1) : 71~89

[journal] 이태희 / 2002 / Comparisons of Market Segmentation Methods on Involvement Levels Bases in Festival Markets / 관광학연구 / 한국관광학회 26(1) : 135~148

[journal] 전정아 / 2005 / Positioning Strategy in the Market Segmentation of Tourists / 관광연구저널 / 한국관광연구학회 19(2) : 221~230

[book] 정삼철 / 2002 / 충북지역 야간관광명소 개발전략-야간경관요소를 중심으로 / 충북개발연구원

[journal] 최영기 / 2007 / 야간관광상품 개발전략에 관한 탐색적 연구-전주시 중심으로 / 사회과학논총 23(1) : 189~210

[journal] 한승엽 / 2007 / A Study of Market Segmentation for Tourists, based on Attractiveness of a Tourists Site: a ccase of the Tourist Site, registered by Tour Promotion Law, a Cultural Tourism Festival is held / 관광연구저널 / 한국관광연구학회 21(2) : 159~174

[other] 강원도 / 2008 / 야간관광 25시 Zone 시범조성연구

[other] 서울시정개발연구원 / 2004 / 서울시 야간문화관광 프로그램 개발 연구

[other] 한국토지공사 / 2006 / 야간경관계획 및 조명기준연구

[web] / 대만관광청 / http://www.tourtaiwan.or.kr

[web] / 싱가포르 관광청 / http://www.visitsingapore.or.kr

[web] / 중국관광청 / http://www.cnto.or.kr/main/index.htm

[web] / 태국관광청 / http:www.tatsel.or.kr

[web] / 홍콩관광청 / http://www.discoverhongkong.com/kor

[book] Hair, J. F / 2006 / Multi-variate data analysis(6th ed.) / Prentice Hall.

[journal] Hsieh, A. T / 2006 / Shopping and Tourist Night Market in Taiwan / Tourism Management 27(1) : 138~145

[journal] Hu, Y / 1993 / Measuring Destination Attractiveness: A Contextual Approach / Journal of Travel Research 32(2) : 25~34

[book] Kotler,P / 1980 / Principles of marketing,Englewood Cliffs / Prentice-Hall.

[book] Kotler,P / 1997 / Marketing Management:Planing and Control,9th ed / Prentice-Hall.

[journal] Lang, C. T / 1997 / Motivation, Participation and Preference: A Multi-Segmentation Approach of the Australian Nature Travel Market / Journal of Travel & Tourism Marketing 6 : 159~180

[journal] Pike,S / 2005 / Tourism destination branding complexity / Journal of Product and Brand Management 14 : 258~259

[journal] Prideaux, B / 2002 / Marketing and destination growth: a symbiotic relationship or simple coincidence? / Journal of Vacation Marketing 9(1) : 35~51

[book] Swarbrooke,J / 1999 / The Development and Management of Visitor Attractions / Butterworth-Heinemann.

[journal] Tkacznski, A / 2009 / Segmen- tation: A tourism stakeholder view / Tourism Management 30 : 169~175

[journal] Wang,D / 2004 / Hong Kongers' cross-border consumption and shopping in Shenzhen: patterns and motivation / Journal of Retailing and Consumer Service 11 : 149~159

KJCKorea
Journal Central

Journal of Tourism Sciences 2024 KCI Impact Factor : 2.26