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http://dx.doi.org/10.5762/KAIS.2011.12.7.3006

Neo-Han Ryu Market Segmentation based on Psychographic profile among Chinese and Japanese visitors  

Jung, Hee-Jin (Dept. of Hotel and Tourism Management, Kyung Hee University)
Back, Yong-Chang (Dept. of Information, Hyechon University)
Lee, Gye-Hee (Dept. of Hotel and Tourism Management, Kyung Hee University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.12, no.7, 2011 , pp. 3006-3015 More about this Journal
Abstract
Psychological involvement, belief, and attitude as important variables in explaining tourism behavior have been widely examined in the tourism context for its usefulness in differentiating markets. This study investigated foreign tourists' Neo-Han Ryu related trip behaviors based on their psychological involvement, belief, and attitude toward Neo-Han Ryu. A self-administered on-site survey was conducted in January 2010. Three distinctive clusters were identified from cluster analysis. These three segment show sharp contrast in terms of their psychological involvement, attitude and belief about Neo-Han Ryu and thus differ from each other with respect to their behaviors, including satisfaction, intention to revisit, recommendation, and trip expenditure. The results clearly indicate that the segment with a high Neo-Han Ryu involvement reported stronger intention to revisit and recommendation to others compared to the less involved segments. The findings provides important implications to the marketers regarding how to utilize Neo-Han Ryu to expand Korean inbound market and how to select target markets.
Keywords
Neo-Han Ryu; Psychological Involvement; Belief; Attitude; Recommendation; Revisit;
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