• The Journal of Fisheries Business Administration
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• v.49 no.4
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• pp.53-68
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• 2018

The industrial structure of Chuja Island is mainly occupied by fisheries. Since the fisheries resources have been depleted and the marine environment has been changed, the fishery industry has been hard to survive. It is the time when residents are looking for a breakthrough in the tourism industry. Market segmentation is a valuable tool in the establishment of marketing strategies. Segmentation of tourists by the same desire and motivation is an essential factor in identifying the characteristics of tourists. The research on market segmentation of tourism sector focuses mainly on demographic subdivision, psychological subdivision, and behavioral subdivision, so it is urgent to study geographical market segmentation. The purpose of this study is to present data that can be used to establish a marketing strategy for tourism promotion in Chuja Island by analyzing the tourism activities via subdivision market according to demographic characteristics, tourism behavior characteristics, and tourism motivation after grasping the geographical segment of tourists through empirical analysis. In this study, 285 valid samples were analyzed by frequency analysis, ${\chi}^2$ test, cluster analysis and ANOVA test.

• International Commerce and Information Review
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• v.11 no.4
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• pp.129-149
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• 2009

The interest in wine has been increasing because of raised standard of living, increased leisure time, raised interest in health. Therefore, a few wine related tourism product has introduced to public including wine train to Young-dong region and overseas wine tour package. This study focused on motivation to visit overseas wine tour package in order to segment target wine tourism countries. As a result, three different markets were segmented and they showed different characteristics with regard to demographics, tourism behavior, and preferred wine tourism countries.

• 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.

• 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.

• Journal of Agricultural Extension & Community Development
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• v.22 no.3
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• pp.245-260
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• 2015

Since the Discussion on responsible tourism sector began in the 1980s, the interest in responsible tourism has increased. Responsible tourism aims to preserve the local culture and environment, and make the benefits return benefits to local stakeholders. This study aims to obtain an empirical understanding of the responsible tourism market by using a segmentation approach to provide better information for responsible tourism marketers in Korea. A self-administered survey was obtained from 471 tourists in seven responsible tourism sites. As for the motivations of responsible tourism, seven factors ('faimly togetherness', 'escape relaxation', 'personal growth', 'social interaction', 'various experience', 'learning' and 'natural experience') were extracted. Six distinct segments were identified based on the motivation: escape from daily life relaxation seekers (19.15%), overall low motivation (7.8%), family togetherness seekers (21.18%). various experience seekers (12.77%), noverlty learning seekers (22.46%) and want-it-all (16.55%). Socio-demographic characteristics and tourism behaviors of each segmentation were also analyzed. The findings should be of interest to practitioners of responsible tourism marketing and operation.

• Journal of Agricultural Extension & Community Development
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• v.29 no.3
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• pp.155-172
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• 2022

Ecotourism as a alternative tourism destination has to adapt to current market mechanisms, which is becoming extremely competitive and which are dominated by communication and promotion strategies and techniques. We need to know the causative factors and influences by which tourists are motivated to become included in various market segments. The primary purpose of this study is to segment and profile the motivations of ecotourist, so as to enable a better understanding of ecotourism in Korea. A self-administered survey was collected from 200 tourists in the study area. A factor-clustering method identified four distinct segments: want-it-all seeker, passive seeker, aesthetic seeker, value sharing seeker. We conclude by considering the relevant of our findings to ongoing discussions of ecotourists' market segmentation.

• Journal of Korean Society of Rural Planning
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• v.20 no.2
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• pp.115-126
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• 2014

The purpose of this study is to segment foreign tourists who are visiting rural tourism village based on importance attributes of rural experiences tourism. From the literature review, rural experience tourism and its' importance attributes were discussed and these are, peculiar cultural experience, rural experience tourism price, food, natural scenery, accessibility, accommodation and convenient facility. On-site survey was conducted to collect the data from 8 rural tourism villages and a total of 258 useful samples were collected and analyzed. Frequent, cluster analysis, MDA, and MANOVA were performed to produce the results. The cluster analysis showed that three clusters solution was appropriate and named as moderated satisfaction group, high satisfaction group, and highly satisfaction group. The results of MANOVA showed that there were differences among the groups in terms of satisfaction and loyalty of rural experiences tourism. Theoretical and practical implications were discussed in the conclusion section.

• International Area Studies Review
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• v.14 no.1
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• pp.257-277
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• 2010

Rural tourism is considered one of the main components of travel today. This may explain the emerging interest in tourist behavior at rural sites. Nevertheless, it can be argued that research on tourists' motivation as well as segmentation for visiting rural sites is still in its infancy. The purpose of this study has three main objectives: (1)to adjust the motivations of rural tourism to the general motivations for all travelers and find the core factors for rural tourists. (2)to show the segmentation of korean rural tourists, and (3)to suggest the characteristics of rural tourists' typology. This paper was conducted through two studies: a literature review and a survey for empirical exploration of the ideas. The empirical data are extracted through convenience, and the valid questionnaires totaled to 828. The Frequency, Descriptive, Factor, Cluster, Discriminant, Cross-tabulation analysis were used for the data analysis. The results of analysis indicate that the rural tourists' motivation is consisted of 14 factors. the key elements play a major role in rural tourism. and the rural tourists' market was divided into 5 different groups. The results of this study will not only contributes to a better understanding of rural tourism due to clarification of tourist motivations but also have implication for the development and management of rural sites.

• Journal of Korean Society of Rural Planning
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• v.16 no.2
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• pp.21-29
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• 2010

This survey was performed with 262 dwellers who live in the city from April 1 to 30, 2009. The following analysis methods were executed; frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. This study analyzed the relationship between rural tourism motivation and rural experiential tourism program preference of city dwellers. Rural tourism motivations are novelty experience, advantageousness, self-attainment, aesthetics, deviation, relationship, relaxation, and nature-scenery. And rural experiences are divided into farmhouse life experience, traditional rural culture experience, outdoor activities experience, wellbeing healthcare experience. Authors found that rural tourism motivations affect rural experiential tourism program preference. So, authors argue that rural tourism needs market segmentation strategy.

• Journal of Agricultural Extension & Community Development
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• v.29 no.4
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• pp.191-201
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• 2022

This study aims to segment the rural tourists markets according to benefits sought after the COVID-19 outbreak. Data were collected from 284 usable visits in 20 rural tourism village. Results show that it was classified into three clusters from factor-cluster analysis, The first cluster was 'negative participation type', and the overall pursuing benefit factor was low. The second cluster was 'complex pursuit type', and all the pursuing benefit factors were higher than the average. The third cluster was 'experience-seeking type', and the benefits of pursuing rural experiences, special experiences, and intimacy were high. Each cluster showed differences in educational background, age, residential area, type of visit, awareness, satisfaction, and behavioral intention of rural tourism villages.