Market segmentation of the World Natural Heritage Site visitors using tourism motivation: A case study of Geomunoreum (관광동기에 따른 세계자연유산지구 방문객 시장세분화 - 거문오름 사례를 중심으로 -)

Koh, Mi Young (고미영); Kyesung Ko (고계성); Pilsoo Yang (양필수)

Market segmentation of the World Natural Heritage Site visitors using tourism motivation: A case study of Geomunoreum

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Journal of Tourism Sciences
Abbr : JTS
2011, 35(4), pp.11-30
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Koh, Mi Young ¹, Kyesung Ko ², Pilsoo Yang ¹

¹제주대학교
²경남대학교

Accredited

ABSTRACT

This study was design to segment visitors of Jeju Geomunoreum, a World Natural Heritage, based on the visitors' motivation profile. It also examined the socio-demographic and visit characteristics of each segmented groups. Data were collected from 373 visitors of Jeju Geomunoreum from July 10 to August 8, 2010. Results of a K-mean cluster analysis, which was based on five visitor motivations, yielded three different clusters solution of the visitors: sociability-seekers, escape-seekers and multi-purpose seekers. Results also showed that there were significant difference among the groups in terms of their socio-demographic and visit behaviors. From the result of the study, marketing strategies and political implications were also suggested.

KEYWORDS

World natural heritage sites, Geomunoreum, Tourism motivation, Market segmentation

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Vol.45 No.8
Vol.45 No.7
Vol.45 No.6

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

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