Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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Tourism Market Segmentation Based on Shopping Information Sources

쇼핑정보원 활용에 따른 해외여행자 시장세분화 및 세분시장 특성 연구

  • Received : 2017.03.11
  • Accepted : 2017.04.06
  • Published : 2017.06.30
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Abstract

This study confirmed the types of shopping information sources during travel abroad, and developed a profile of tourists in terms of demographics, travel, and shopping behavior. Shopping information sources and characteristics of shopping products were identified first. Thereafter, travelers were segmented by their information-seeking behavior. An online survey method was used to get data from Korean vacationers in their 20s-50s, while factor analysis, cluster analysis, ${\chi}^2$ test and ANOVA were applied to analyze data. The results were as follows. First, the shopping information sources of overseas tourists were composed of four factors including sources from travel agents/media, information from travel books and local sources, and word-of-mouth sources. Also, four factors in product types and four product attributes were identified. Second, tourists were clustered into two groups, active and passive shopping information seekers, based on shopping source behavior. Third, two groups differed in terms of demographics, showing an older age and higher income for active shopping source seekers. Active shopping information users tended to join package trips with family members, and they were more satisfied with the trip. With regard to shopping, active shopping source seekers spent more money for shopping and preferred all kinds of shopping goods with an emphasis on travel shopping. In conclusion, shopping information sources seemed to be a meaningful tool for segmenting tourists. Rich, older, family tourists would be an major target market for local retailers.

Keywords

References

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