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http://dx.doi.org/10.12653/jecd.2014.21.3.0025

Segmenting Ecotourism Village Visitors by Motivation  

Kim, Kyung Hee (National Academy of Agricultural Science, Rural Development Administration)
Publication Information
Journal of Agricultural Extension & Community Development / v.21, no.3, 2014 , pp. 25-52 More about this Journal
Abstract
The purpose of this study was to examine the motives of tourists who visited ecotourism villages in Korea. A self-administered survey was obtained from 254 visitors in six ecotourism villages. As for the motivations of ecotourism village visitors, four factors ('relaxation', 'adventure', 'experience natural' and 'family togetherness') were extracted. Three distinct segments were identified based on the motivation : multipurpose seekers (45.3%), relaxation seekers (34.6%), family togetherness seekers (20.1%). Socio-demographic characteristics and tourism behaviors of each segmentation were also analyzed. The findings should be of interest to practitioners of ecotourism village marketing and operation.
Keywords
Ecotourism Village; Motivation; Segmentation;
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