• Journal of Agricultural Extension & Community Development
• /
• v.23 no.3
• /
• pp.321-334
• /
• 2016

Food is one of the essential elements of the tourist experiences. The study aims to segment food tourists for benefit sought. This study attempted to segment tourists who had experienced local food at tourist destinations by their benefit sought to meet local food. A self-administered survey was obtained from 498 visitors in the study areas. Results from the factor analysis show that the most explained variances of benefit sought were food taste (17.2%) and refresh (12.9%). Five distinct segments were identified based on the benefits; family seeker (17.6%), passive seeker (15.1%), want-it-all seeker (23.1%), raw material seeker (31.8%), gastronomic seeker (12.4%). In addition, a significant difference in the characteristics of tourists who had tasted local food at tourist destinations was observed in terms of occupation, income, education, expenditure for food, and tour distance. Implications are discussed relative to marketing strategies.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.27 no.2
• /
• pp.29-40
• /
• 1999

Tourism marketing begins with understanding tourists' needs. However, understanding tourists' needs should be expressed by specific utility values rather than simple preference order for the purpose of developing tourism marketing strategies. This study aims at identifying tourist's stated preference of vacation destination attributes by using the conjoint analysis. In addition, this study is purposed to define relationship between attitude and preference, and to suggest implications to tourism marketing strategies. It was found that stated preference to such attributes as 'quality of accommondation', 'recreation activities' and 'accessibility' among the attitude segments was significantly different but stated preferences to diverse profiles made of these three attributes showed significant differences only in such attributes as 'quality of accommodation' and 'recreation activities'. This results make it possible to identify the function of preference to destination attributes in the vacation destination choice decision. It also embodies the relationship between tourist's attitude and vacation destination attributes.

• International Commerce and Information Review
• /
• v.12 no.4
• /
• pp.345-362
• /
• 2010

It is necessary to develop new competitive products under the world economic downturn. The medical tourism industry a good example and it has grown rapidly for last couple of years. This paper aims to investigate socio-demographic proxies of inbound medical tourists in Korea. In particular, the medical tourist behaviors are modeled by considering the factors such as acquisition process of medical tourism information, service level of medical tourism industry and the choice attributes. The results of this study are summarized that: 1) Moot inbound medical tourists are over 40-years old with professional occupation accompanied with families; 2) The information resources are mainly acquired from travel agents and WOM(Word of Mouth) such as friends and relatives; 3) Current problems are lack of various promotion channels and the competitiveness of medical coots; 4) The inbound medical tourists are not homogeneous but vary in different segments. The study suggests that various marketing strategies should be implemented for target market segments to promote Korea as a medical tourism hub.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.17 no.1
• /
• pp.25-37
• /
• 2015

본 연구의 목적은 해외여행 동기에 따라 여행자들의 집단을 나누고 각 집단별로 해외여행시 구매하는 상품이나 이용 매장의 특성을 비교하는데 있다. 문헌연구를 통해 여행동기와 구매상품의 종류와 속성, 쇼핑장소의 유형과 속성에 대한 주요 문항들을 추출하였다. 20-50대 해외여행 경험자 431명을 대상으로 설문조사를 실시하였고 K-평균 군집분석을 통해, 적극적 집단, 소극적 집단, 자연 쾌락추구 집단, 가족 발견추구 집단의 4개의 군집이 확인되었다. 적극적인 여행자들은 해외에서 구매하는 모든 상품종류에 대해 가장 높은 관심을 보였으며 다른 세 집단보다 유의하게 차이가 있었다. 특히 소극적인 여행자나 자연 쾌락추구 여행자들보다 패션 사치품이나 기념품 구매를 중요하게 생각하는 것으로 나타났다. 또한 상품 속성에서 디자인과 명성, 실용성, 가격과 품질 등의 요인들을 중요하게 고려하였다. 구매 장소 측면에서는 적극적 집단은 지역 시장, 패션매장, 선물매장 순으로 선호하였으며 소극적인 여행자들은 패션매장을 더 선호하는 것으로 나타났다. 구매장소 속성의 중요도는 편의성, 디스플레이, 매장위치 및 판촉활동 순으로 중요시되었으며 적극적인 여행자들은 다른 세 집단 여행자들보다 매장 편의성에 대한 관심이 유의하게 높았다. 가족 발견중심 여행자와 자연 쾌락추구 여행자 집단은 쇼핑행동이 비슷하거나 일부 요인에서만 차이가 있었다. 소극적 여행자들은 나머지 세 집단과 구별되게 모든 쇼핑행동에 대한 관심이 낮았다. 여행동기에 근거한 시장세분화는 서로 다른 쇼핑행동을 예측할 수 있는 변별력이 있음을 보여주었다.

• Journal of Applied Tourism Food and Beverage Management and Research
• /
• v.10
• /
• pp.159-186
• /
• 1999

This study attempted to present the ways of improving relationship marketing activities of tourist hotels. The field survey was carried out at six deluxe hotels in Seoul to find out their relationship marketing activities and analyze the problems of the activities. The problems were analyzed as follow; 1) lack of adequate understanding of the importance of relationship marketing, 2) poor contents of customer file information, 3) insufficient service encounter management, 4) negative inducement of guests' complaints, 5) insufficient survey of guests' satisfaction, 6) insufficient relationship maintenance programs and regaining program of lost guests. This study relationship marketing activities should be improved with customer information file establishment, service encounter mangement, and communication enforcement as follow; 1. Customer Information File Establishment As relationship marketing Is marketing for individual, it needs customer file information. The guest information files should be made in detail in all the market segments. Hotels have to make use of the information strategically for establishing relationship with their guests. 2. Service Encounter Mnagement Because the guest-oriented mind and professionalism of hotel staff are prerequisite for relationship continuity, hotel should make efforts to make its staff keep the mind and cultivate expert service technique of the staff. 3. Communication Enforcement Communication enforcement consists of communication activities and communication programs which are focused on contact intensity and two-way communication.

• Journal of the East Asian Society of Dietary Life
• /
• v.27 no.5
• /
• pp.558-568
• /
• 2017

This study was conducted to examine the level of exposure, credibility and usefulness of the food tourism information channel perceived by foreign tourists visiting Korea. A total of 230 survey questionnaires were distributed to Japanese and Chinese tourists, who account for the highest percentage of tourists visiting Korea. The results showed that tourists were segmented into three groups based on their participation in food tourism activities: culinary tourists, experiential tourists and general tourists. Japanese tourists participated more actively in food tourism activities than Chinese tourists. The information channel used most frequently by tourists was 'word-of-mouth,' while the least used channel was 'e-mail catalog contains food tourism information.' Culinary tourist most actively used online and offline channels to search for food tourism information. Perceived credibility and usefulness of the food tourism information channel differed by nationality and food tourist segments. This study provides meaningful implications regarding food tourism promotion strategies.

• Journal of the Korean Society of Food Culture
• /
• v.30 no.4
• /
• pp.413-421
• /
• 2015

A travel destination offers a form of novelty to the traveler since it can provide experiences that are not of the everyday variety. Therefore, a search for novelty is important as a motivation factor when planning leisure trips and vacation activities and to identify travel market segments. This study aimed to examine the differences in demographic characteristics, travel style, and preferred food-related activities in accordance with the level of tourists' novelty seeking. This study investigated potential tourists using a self-administered questionnaire survey, which resulted in 300 usable questionnaires. The respondents of this study were classified into two groups according to their level of novelty seeking: Active novelty-seeking group and Passive novelty-seeking group. These two groups were significantly different with respect to demographic characteristics, travel style, and preference of food-related-activity experience. The results show that the Active novelty-seeking group tended to have a higher proportion of females and specialized jobs, a higher level of monthly income and education, more frequent travel, and preference for food-related activity experience than other groups. The result of this study will be helpful for the tourist industry, which needs to develop culinary and food-related experience tour programs and travel market segments.

• The Korean Journal of Community Living Science
• /
• v.21 no.2
• /
• pp.163-177
• /
• 2010

The purpose of this study is to examine the difference between service quality satisfactions according to tourists' preference and segmentation by various motivations. Data were collected from 442 farm stay visitors by field surveys in rural areas. A factor-clustering method identified three distinct segments; want-it-all, overall low motivation, relaxation. MANOVA was used to examine the differences of service quality satisfaction for farm stay visitors' preference and segmentation by motivation. Results show that the type of guest room more significantly influenced farm stay visitors' satisfaction according to those three clusters. It should be noted that we have information on the characteristics and type of satisfaction of the consumers in order to improve the quality of farmstay's service in rural tourism.

• Journal of Global Scholars of Marketing Science
• /
• v.17 no.2
• /
• pp.55-73
• /
• 2007

Festivals are an indispensable feature of cultural tourism(Formica & Uysal, 1998). Cultural tourism festivals are increasingly being used as instruments promoting tourism and boosting the regional economy. So much research related to festivals is undertaken from a variety of perspectives. Plans to revisit a particular festival have been viewed as an important research topic both in academia and the tourism industry. Therefore festivals have frequently been leveled as cultural events. Cultural tourism festivals have become a crucial component in constituting the attractiveness of tourism destinations(Prentice, 2001). As a result, a considerable number of tourist studies have been carried out in diverse cultural tourism festivals(Backman et al., 1995; Crompton & Mckay, 1997; Park, 1998; Clawson & Knetch, 1996). Much of previous literature empirically shows the close linkage between tourist satisfaction and behavioral intention in festivals. The main objective of this study is to investigate the effects of evaluation attributes of cultural tourism festivals on satisfaction and behavioral intention. accomplish the research objective, to find out evaluation items of cultural tourism festivals through the literature study an empirical study. Using a varimax rotation with Kaiser normalization, the research obtained four factors in the 18 evaluation attributes of cultural tourism festivals. Some empirical studies have examined the relationship between behavioral intention and actual behavior. To understand between tourist satisfaction and behavioral intention, this study suggests five hypotheses and hypothesized model. In this study, the analysis is based on primary data collected from visitors who participated in '2006 Gwangju Kimchi Festival'. In total, 700 self-administered questionnaires were distributed and 561 usable questionnaires were obtained. Respondents were presented with the 18 satisfactions item on a scale from 1(strongly disagree) to 7(strongly agree). Dimensionality and stability of the scale were evaluated by a factor analysis with varimax rotation. Four factors emerged with eigenvalues greater than 1, which explained 66.40% of the total variance and Cronbach' alpha raging from 0.876 to 0.774. And four factors named: advertisement and guides, programs, food and souvenirs, and convenient facilities. To test and estimate the hypothesized model, a two-step approach with an initial measurement model and a subsequent structural model for Structural Equation Modeling was used. The AMOS 4.0 analysis package was used to conduct the analysis. In estimating the model, the maximum likelihood procedure was used.In this study Chi-square test is used, which is the most common model goodness-of-fit test. In addition, considering the literature about the Structural Equation Modeling, this study used, besides Chi-square test, more model fit indexes to determine the tangibility of the suggested model: goodness-of-fit index(GFI) and root mean square error of approximation(RMSEA) as absolute fit indexes; normed-fit index(NFI) and non-normed-fit index(NNFI) as incremental fit indexes. The results of T-test and ANOVAs revealed significant differences(0.05 level), therefore H1(Tourist Satisfaction level should be different from Demographic traits) are supported. According to the multiple Regressions analysis and AMOS, H2(Tourist Satisfaction positively influences on revisit intention), H3(Tourist Satisfaction positively influences on word of mouth), H4(Evaluation Attributes of cultural tourism festivals influences on Tourist Satisfaction), and H5(Tourist Satisfaction positively influences on Behavioral Intention) are also supported. As the conclusion of this study are as following: First, there were differences in satisfaction levels in accordance with the demographic information of visitors. Not all visitors had the same degree of satisfaction with their cultural tourism festival experience. Therefore it is necessary to understand the satisfaction of tourists if the experiences that are provided are to meet their expectations. So, in making festival plans, the organizer should consider the demographic variables in explaining and segmenting visitors to cultural tourism festival. Second, satisfaction with attributes of evaluation cultural tourism festivals had a significant direct impact on visitors' intention to revisit such festivals and the word of mouth publicity they shared. The results indicated that visitor satisfaction is a significant antecedent of their intention to revisit such festivals. Festival organizers should strive to forge long-term relationships with the visitors. In addition, it is also necessary to understand how the intention to revisit a festival changes over time and identify the critical satisfaction factors. Third, it is confirmed that behavioral intention was enhanced by satisfaction. The strong link between satisfaction and behavioral intentions of visitors areensured by high quality advertisement and guides, programs, food and souvenirs, and convenient facilities. Thus, examining revisit intention from a time viewpoint may be of a great significance for both practical and theoretical reasons. Additionally, festival organizers should give special attention to visitor satisfaction, as satisfied visitors are more likely to return sooner. The findings of this research have several practical implications for the festivals managers. The promotion of cultural festivals should be based on the understanding of tourist satisfaction for the long- term success of tourism. And this study can help managers carry out this task in a more informed and strategic manner by examining the effects of demographic traits on the level of tourist satisfaction and the behavioral intention. In other words, differentiated marketing strategies should be stressed and executed by relevant parties. The limitations of this study are as follows; the results of this study cannot be generalized to other cultural tourism festivals because we have not explored the many different kinds of festivals. A future study should be a comparative analysis of other festivals of different visitor segments. Also, further efforts should be directed toward developing more comprehensive temporal models that can explain behavioral intentions of tourists.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.25 no.2
• /
• pp.303-314
• /
• 2001

The purposes of this study were 1) to identify different sub-segments of tourism market in Cheju island based on fashion image of clothing souvenir and 2) to provide manufactures with useful information for developing cultural fashion goods related to Cheju island. The data were collected via a self-administered questionnaire from 192 female tourist(20-59 years old) in Cheju and analyzed by factor analysis, cluster analysis, one-way ANOVA and $\chi$$^2$-test. Six factors of fashion image were found image were found and labeled as: Sexy/feminine, wild/mannish, easy/simple, Cheju, ecology, natural image. Four factors of benefit sought were also identified: Practicality/economic-value, fashionability/preference of design, reputation and souvenir-value. Three groups were identified based on fashion image sought: Image of primitive nature(G1: 37.7%), image of nature in the city(G2: 20.1%), sexy/feminine image(G3: 42.2%). There were significant differences among sub-groups in age, fashion innovation, benefit sought and intention of buying Gal-ot. Younger females(20-30 ages) were included more in group 1 than group 2 while older females(40-50 ages) were included more in group 2. Group 1 had a higher score of fashion innovation comparing group 3. Group 1 had the highest scores on practicality/economic-value and souvenir-value. However, group 2 placed the highest importance on reputation as well as practicality/economic-value and group 3 had the lowest scores on all types of benefit. Group 1 and group 2 had intention of buying Gal-ot more than group 1. Based on the results of this study, manufactures may implement target marketing strategies on group 1 which sought the image of primitive nature and group 2 which sought the image of nature in the city.