• Journal of Agricultural Extension & Community Development
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• v.31 no.1
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• pp.1-11
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• 2024

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.

• The Korean Journal of Applied Statistics
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• v.30 no.4
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• pp.555-566
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• 2017

For multivariate datasets with large number of variables, classical dimensional reduction methods such as principal component analysis may not be effective for data visualization. The underlying reason is that the dimensionality of the space of variables is often larger than two or three, while the visualization to the human eye is most effective with two or three dimensions. This paper proposes a working procedure which first partitions the variables into several "latent" clusters, explores individual data subsets, and finally integrates findings. We use R pakacage "ClustOfVar" for partitioning variables around latent dimensions and the principal component biplot method to visualize within-cluster patterns. Additionally, we use the technique for embedding supplementary variables to figure out the relationships between within-cluster variables and outside variables.

• The Journal of Society for e-Business Studies
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• v.26 no.4
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• pp.133-154
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• 2021

Today smart phone is the most common media with a vehicle called 'application'. In order to understand how media users select applications and build their repertoire, this study conducted two-step approach using big data from smart phone log for 4 weeks in November 2019, and finally classified 8 media repertoire groups. Each of the eight media repertoire groups showed differences in time spent of mobile application category compared to other groups, and also showed differences between groups in demographic distribution. In addition to the academic contribution of identifying the mobile application repertoire with large scale behavioral data, this study also has significance in proposing a two-step approach that overcomes 'outlier issue' in behavioral data by extracting prototype vectors using SOM (Sefl-Organized Map) and applying it to k-means clustering for optimization of the classification. The study is also meaningful in that it categorizes customers using e-commerce services, identifies customer structure based on behavioral data, and provides practical guides to e-commerce communities that execute appropriate services or marketing decisions for each customer group.

• Journal of agriculture & life science
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• v.50 no.3
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• pp.69-80
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• 2016

The present study was to survey the site environment, vegetation structure and soil characteristics in the wild habitats of Acer tegmentosum Maxim. and offers basic information for habitats conservation and restoration. Most of the wild habitats were located at altitudes between 605~1,413m with inclinations ranged as 8~30°. The bare rock rate were 8~50%. The vegetation structure by the PC-ORD based on the Two Way Cluster Analysis were divided into three groups Community I(Acer tegmentosum - Quercus mongolica), Community II(Acer tegmentosum - Carpinus cordata), Community III(Quercus mongolica - Tilia amurensis). The species diversity(H') was highest in Community II as 1.474, Community I was 1.471, Community III was 1.219. The soil textures were Clay loam, The average soil pH was 4.8, Soil organic matter was 15.15% and available phosphorus was 2.33ppm. Ordination analysis result by soil characteristics, community, characteristic species showed that the greatest effect factors were slope, altitude, tree and shrub's cover rate, organic matter, total-nitrogen, calcium, magnesium. Correlation analysis between environment factor result showed that O.M. - (T.N., K+, Mg2+, CEC, EC), T.N. - (K+, Mg2+, CEC, EC) were positive correlations.

• Journal of Agricultural Extension & Community Development
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• v.28 no.1
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• pp.13-23
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• 2021

This study aims to examine the market segmentation of rural healing tourists. A two-stage cluster method was used to segment the market of rural healing tourists, and the difference in satisfaction by segmented market was identified. In this study, a total of 433 cases were used for analysis. A total of four clusters of rural healing tourists were derived based on the purpose of visit and involvement with rural healing tourism. The names of each cluster were determined as 'high involvement, daily escape purpose type', 'high involvement, stress relief purpose type', 'low involvement, daily escape purpose type', and 'high involvement, exotic experience purpose type.' Each groups were found to have significant differences according to educational level, purpose of visit, companion, and expenditure. The satisfaction and the behavioral intention of rural healing tourists was highest in the group of 'high involvement, stress relief purpose type.' The results of this study suggest that the characteristics and satisfaction of rural healing tourists were differ according to the segmented group. This study suggests useful information for target marketing strategies for each segmented market according to the characteristics of rural healing tourists.

• Korean Journal of Environment and Ecology
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• v.28 no.3
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• pp.331-341
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• 2014

The present study was to survey the site environment, vegetation structure and soil characteristics in the wild habitats of Wikstroemia ganpi in Goheung, Busan and Ulsan, and offers basic information for habitat conservation and restoration. Most of the wild habitats were located at altitudes between 28~242m with inclinations ranged as $0{\sim}40^{\circ}$. The canopy openness was 57.56%. The vegetation structure by the PC-ORD based on the Two Way Cluster Analysis were divided into three groups Community I(Castanea crenata-Pinus densiflora), Community II(Quercus dentata-Pinus thunbergii) and Community III (Pinus thunbergii). The species diversity was 1.3650, and evenness and dominance were found recorded as 0.8666 and 0.1333, respectively. The soil textures were silty loam and sandy loam. The average soil pH was 5.5, electric conductivity was 0.15dS/m, soil organic matter was 2.60% and available phosphorus was 4mg $kg^{-1}$. Correlation coefficients based on environmental factors, vegetation and soil analysis were showed that positive correlations between species diversity and evenness, organic matter and total nitrogen, whereas species slop degree and coverage of herb, diversity and dominance were showed negative correlations.

• Journal of Global Scholars of Marketing Science
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• v.17 no.3
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• pp.1-19
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• 2007

1. Purpose Rural tourism is made by individuals with different characteristics, needs and wants. It is important to have information on the characteristics and preferences of the consumers of the different types of existing rural accommodation. The stud aims to identify the determinants of consumer preference by type of accommodations. 2. Methodology 2.1 Sample Data were collected from 1000 people by telephone survey with three-stage stratified random sampling in seven metropolitan areas in Korea. Respondents were chosen by sampling internal on telephone book published in 2006. We surveyed from four to ten-thirty 0'clock afternoon so as to systematic sampling considering respondents' life cycle. 2.2 Two-step cluster Analysis Our study is accomplished through the use of a two-step cluster method to classify the accommodation in a reduced number of groups, so that each group constitutes a type. This method had been suggested as appropriate in clustering large data sets with mixed attributes. The method is based on a distance measure that enables data with both continuous and categorical attributes to be clustered. This is derived from a probabilistic model in which the distance between two clusters in equivalent to the decrease in log-likelihood function as a result of merging. 2.3 Multinomial Logit Analysis The estimation of a Multionmial Logit model determines the characteristics of tourist who is most likely to opt for each type of accommodation. The Multinomial Logit model constitutes an appropriate framework to explore and explain choice process where the choice set consists of more than two alternatives. Due to its ease and quick estimation of parameters, the Multinomial Logit model has been used for many empirical studies of choice in tourism. 3. Findings The auto-clustering algorithm indicated that a five-cluster solution was the best model, because it minimized the BIC value and the change in them between adjacent numbers of clusters. The accommodation establishments can be classified into five types: Traditional House, Typical Farmhouse, Farmstay house for group Tour, Log Cabin for Family, and Log Cabin for Individuals. Group 1 (Traditional House) includes mainly the large accommodation establishments, i.e. those with ondoll style room providing meals and one shower room on family tourist, of original construction style house. Group 2 (Typical Farmhouse) encompasses accommodation establishments of Ondoll rooms and each bathroom providing meals. It includes, in other words, the tourist accommodations Known as "rural houses." Group 3 (Farmstay House for Group) has accommodation establishments of Ondoll rooms not providing meals and self cooking facilities, large room size over five persons. Group 4 (Log Cabin for Family) includes mainly the popular accommodation establishments, i.e. those with Ondoll style room with on shower room on family tourist, of western styled log house. While the accommodations in this group are not defined as regards type of construction, the group does include all the original Korean style construction, Finally, group 5 (Log Cabin for Individuals)includes those accommodations that are bedroom western styled wooden house with each bathroom. First Multinomial Logit model is estimated including all the explicative variables considered and taking accommodation group 2 as base alternative. The results show that the variables and the estimated values of the parameters for the model giving the probability of each of the five different types of accommodation available in rural tourism village in Korea, according to the socio-economic and trip related characteristics of the individuals. An initial observation of the analysis reveals that none of variables income, the number of journey, distance, and residential style of house is explicative in the choice of rural accommodation. The age and accompany variables are significant for accommodation establishment of group 1. The education and rural residential experience variables are significant for accommodation establishment of groups 4 and 5. The expenditure and marital status variables are significant for accommodation establishment of group 4. The gender and occupation variable are significant for accommodation establishment of group 3. The loyalty variable is significant for accommodation establishment of groups 3 and 4. The study indicates that significant differences exist among the individuals who choose each type of accommodation at a destination. From this investigation is evident that several profiles of tourists can be attracted by a rural destination according to the types of existing accommodations at this destination. Besides, the tourist profiles may be used as the basis for investment policy and promotion for each type of accommodation, making use in each case of the variables that indicate a greater likelihood of influencing the tourist choice of accommodation.

• Korean Journal of Culture and Social Issue
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• v.17 no.3
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• pp.321-341
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• 2011

This study examines how anonymity between drivers affects aggressive driving and why, in an anonymous situation, some drive aggressively and others do not. Two surveys were conducted. The first survey covered 200 participants and found that people are more likely to drive aggressively in an anonymous situation than in a face-to-face situation. The second survey covered 384 participants with a history of aggressive driving and found that these aggressive drivers could be classified into three groups using a two-step cluster analysis. Drivers who often exhibit aggressive driving in anonymous situations were found in the second questionnaire to have a high tendency towards driving anger and towards ambivalence over emotional expressiveness. The tendency towards self-defensive ambivalence factor, one of the factors in the ambivalence over emotional expressiveness questionnaire, was also found to be high. Individuals who tended to drive aggressively in an anonymous situation were found to be susceptible to driving anger, usually faced ambivalence over emotional expressiveness, and typically were indecisive. The results of this study suggest that rather than intensifying the enforcement of traffic regulations, a better remedy for those who drive recklessly would be to have them undertake some candid self-reflection.

• Journal of the Korean Geographical Society
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• v.49 no.2
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• pp.221-244
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• 2014

We suggested several implications by examining geochemical properties of sediments in Simjeok, Jangdo, and Hwaeomneup mountain wetlands which are natural preservation areas. Geochemical properties of wetland sediments show that all wetlands were included in the type of fens, but their distribution patterns were different from one another. We classified three sub-groups of sediments using the two step cluster analysis on the ratio of exchangeable cations. Wetland sediments can be grouped into Ca-dominated, Mg-dominated, and K-dominated types. Simjeok wetland have Ca-dominated sediments, while the sediments of Jangdo wetland indicate the Mg-dominated and Ca-dominated characteristics. Hwaeomneup wetland is composed of K-dominated sediment mainly. Different properties in the ratio are affected by various environmental factors such as geological, pedological, and vegetational settings. Because these geochemical properties will be affected by climate change and human impacts, these will be environmental indicator in mountain wetlands and be used in wetland management. This scheme can be used for classification of mountain wetlands. Therefore, we should work on geochemical properties of wetland sediments and classification schemes based on geochemical properties not only to widen understanding in geomorphic system or ecosystem of mountain wetlands but to conserve mountain wetlands properly.