Segmentation of Jeju Rural Tourism Visitors by Motivations (제주 농촌관광 방문객의 관광동기에 따른 시장세분화)

Park, Duk-Byeong (박덕병); 문선희; Yoon Yooshik (윤유식)

Segmentation of Jeju Rural Tourism Visitors by Motivations

Journal of Tourism Sciences
Abbr : JTS
2010, 34(4), pp.203-227
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Park, Duk-Byeong ¹, 문선희 ², Yoon Yooshik ³

¹농촌진흥청
²제주농업기술원
³경희대학교

Accredited

ABSTRACT

This study aimed to segment rural tourism visitors of Jeju Island by their motivations. Data were collected from 308 rural tourism visitors at five rural tourism communities in 2009. Results from a cluster analysis identified three different segmentations of Jeju rural tourism visitors: the multiple benefits seekers (50.4%), nature and relaxation seekers (26.9%), and family togetherness seeker(22.3%). Socio- economic characteristics and preference to on-hand activities of each segmentation were also analyzed. Results of the analyses showed that Jeju tourism visitors seek exotic nature experience and prefer walking tour of Olle regardless of the segmentations. Based on finding of this study, several practical implications for a better Jeju rural tourism were suggested.

KEYWORDS

Rural tourism, Market segmentation, Tourism motivation, Jeju

Citation status

* References for papers published after 2023 are currently being built.

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Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7