Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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Market Segmentation and Characteristics Analysis of Senior Rural Tourists - Focusing on Two-Stage Cluster Analysis -

시니어 세대 농촌관광객 시장세분화와 특성 분석 - 이단계 군집분석을 중심으로 -

  • Kyung-Hee Kim (National Institute of Agricultural Sciences, Rural Development Administration) ;
  • Don-Gak Lee (National Institute of Agricultural Scienceshsuss, Rural Development Administration)
  • 김경희 (농촌진흥청 국립농업과학원 ) ;
  • 이돈각 (농촌진흥청 국립농업과학원 )
  • Received : 2024.03.07
  • Accepted : 2024.03.26
  • Published : 2024.03.30
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Abstract

This study segmented the market of senior rural tourists and analyzed their characteristics. A two-stage cluster analysis was used to analyze the types of senior rural tourists, and the difference in general characteristics and behavioral intention by segmented market was identified. In this study, data from the fact-finding survey on rural tourism 2022 were used, and 487 cases of senior with rural tourism experience in the past year were used for analysis. A total of three types of senior rural tourists were derived based on the motivation for rural tourism, annual expenditure for rural tourism, experience living in rural areas, and relationship with rural area. The segmentation market of senior rural tourists was found to be 'rural attachment type', 'rural curiosity type', and 'rural indifference type'. The results of this study suggest that the general characteristics and behavioral intentions of senior rural tourists differ according to the segment. The results of this study will be useful information in establishing effective marketing strategies targeting senior rural tourists.

Keywords

Acknowledgement

본 연구는 농촌진흥청 국립농업과학원 농업과학기반기술 연구개발사업(PJ01721101)의 지원에 의해 이루어진 것임

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