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http://dx.doi.org/10.7851/ksrp.2014.20.3.045

A Study on the Types of Visitors to Experiential Fishing Villages - Focused on the Case of Tae An-Gun in Chung Nam Province -  

Kim, Jong-Hwa (Dept. of Rural & Agricultural Research, Chungnam Development Institute)
Cho, Eun-Jung (Dept. of Rural and Bio-systems Engineering, Chonnam National Univ.)
Publication Information
Journal of Korean Society of Rural Planning / v.20, no.3, 2014 , pp. 45-53 More about this Journal
Abstract
This study classifies the types of visitors to experiential fishing villages and analyses the features and target marketing strategies by categorical groups. Seven factors are extracted by Factor Analysis and the results of Cluster Analysis indicate the classification of five groups. The first group puts emphasis on the family connection, so family centered facilities and programs are necessary. The second group is composed of surrounding area residents whose purpose of visit is unclear. So environmentally friendly village development programs to encourage local patriotism are necessary. The third group puts emphasis on the necessary facilities and programs for experiencing the fishing village and traditional play, etc. The fourth group emphasizes programs related with the region and the means to satisfy visitor's aesthetic desires. Finally, the fifth group aims at various desires that are generally felt in experiential fishing villages. So this group requires marketing strategies from the public point of view. The existing research mostly surveys rural tourism villages, but this study highlights the difference in dealing with fishing villages as opposed to rural villages, from the perspective of industry and settlement.
Keywords
Characteristics of Visitors; Cluster Analysis; Experiential Fishing Village; Factor Analysis; Target Marketing Strategy;
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Times Cited By KSCI : 2  (Citation Analysis)
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