Journal of Environmental Science International (한국환경과학회지)

The Korean Environmental Sciences Society (한국환경과학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Development of Fruit Tree Experience Programs Based on User Segmentation

  • Kwon, O Man (Department of Architecture Design, Kyung Dong University) ;
  • Lee, Junga (Department of Forestry and Landscape Architecture, Sanghuh College of Life Sciences, Konkuk University) ;
  • Jeong, Daeyoung (Division of Environmental Science & Ecological Engineering, College of Life Sciences and Biotechnology, Korea University) ;
  • Lee, Jin Hee (Department of Environmental Landscape Architecture, Sangmyung University)
  • Received : 2018.10.08
  • Accepted : 2018.10.22
  • Published : 2018.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

Fruit trees are a key part of agriculture in rural areas and have recently been a part of ecotourism or agrotourism. This study analyzes user segmentation based on user motivation to determine characteristics of potential customers in fruit tree farms, and thereby develop fruit tree experience and educational programs. We conducted a survey of 253 potential customers of fruit tree experience programs in September 2017. Data were evaluated using factor and cluster analyses. The results of the cluster analysis identified four distinct segments based on potential customers' motivations, that is, activity-oriented, learning-oriented, leisure-oriented, and purchase-oriented. These clusters showed that significant differences in the preference of potential customers exist. Different markets were segmented based on the benefits sought by users. The segments' characteristics were identified and activities relevant to each segment were proposed for rural tourism. Lastly, this study suggests directions for development of fruit tree farm experience and educational programs.

Keywords

References

  1. Fodness, D., 1994, Measuring tourist motivation, Annals of Tourism Research, 21(3), 555-581. https://doi.org/10.1016/0160-7383(94)90120-1
  2. Jang, B. K., Choi, Y. J., Hwang, J. I., 2011, Needs Assessment for Urban Agricultural Program, Journal of Agricultural Extension and Community Development, 19(3), 511-529.
  3. Kim, W. I., 1994, Preferences for tourist areas choice-decision: A positive study. Annals of Tourism Research, 18(1), 1-22. https://doi.org/10.1016/0160-7383(91)90035-A
  4. Kim, Y. R. and Park, S. H., 2013, Rural Tourism Demand and Market Size 2012, Agri-Policy Focus 37, Korea Rural Economic Institute., Naju, Korea.
  5. Kwon, O. M., Lee, J. H., 2016, Development of applicational garden model used fruit tree, Proceeding of the Institute of Society for People, Plants, And Environment Conference, Daegu, 173.
  6. Lee, B. J., Jung, K., 2009, The impacts of festival participants' satisfaction level of hands-on activities on their intent of revisit and recommendation, Annals of Tourism Research, 33(6), 215-236.
  7. Lee, H., 2006, The structure system model of lived festival experience, Annals of Tourism Research, 30(1), 29-46.
  8. Lee, H. H., Park, D., Lee, M., 2006, Investigating rural tourist's activity preferences, The Journal of Culture & Tourism Research, 8(1), 305-326.
  9. Life Lab Science Program, 2018, http://lifelab.org.
  10. National Statistical Office, 2015, http://kostat.go.kr/portal/korea/index.action
  11. Park, J., Lee, M., 2011, Effect of visitor's motivation for festival participation program on their commitment and satisfaction. Event & Convention Research, 7(2), 39-57.