• 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.

• The Journal of the Korea institute of electronic communication sciences
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• v.8 no.8
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• pp.1171-1177
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• 2013

Since existing location-based services suggest a search result, not considering user's environment, intention, or preference, situational awareness is required to resolve this problem. In this paper, an Android-based situational-awareness dynamic scheduling will be suggested and a tourist information service application will be embodied and tested. In other words, a real-time tourist scheduling service that calculates an estimated travel time from user's location to destination and reminds a user before the expected departure time will be developed. In addition to tourist information, an added scheduler provides convenience and improves its functionality.

• Journal of the Korean Society of Food Culture
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• v.33 no.3
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• pp.217-228
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• 2018

This study aimed to develop unique, local "food tourism" products by finding specialized items that combine tourist attractions, such as folklore or hot springs. Traditional ingredients were analyzed with ancient texts for the methods of research. A brand image was made possible utilizing hot spring lore and other regional stories. The tofu products were produced using local specialty beans. Products, such as tofu residue cake and willow bean tea, were made with the tofu residue. After the products were completed, the sensory test began at the local tourist attraction. Asan City's food tourism product willow tofu was made with beans that were given as compensation for building the Onyang temporary palace according to the Annals of the Joseon Dynasty and the willow tree that appears in Sunshin Lee's anecdotes. After the preference test between normal tofu and willow-extract tofu was conducted to measure the product potential of willow tofu, among the sample extracts, 0.04% of the willow extract showed a significant preference. The hot spring tofu-residue cake was baked using tofu residue and vegetable olive oil to substitute for animal oil, such as butter, or margarine. After the sensory test targeting the adults was conducted, both products displayed significant product potential with average scores above 5.0. Willow tree bark, which has antioxidation and anti-inflammatory effects without a bitter taste or strong smell, was proven to bean appropriate ingredient for leached tea. The nutty flavor of leached tea was enhanced by roasted green kernel black beans and willow tree bark. The sensory test showed that the leached tea and tofu received a high preference rating on both color and flavor.

• The Journal of the Convergence on Culture Technology
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• v.7 no.1
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• pp.272-283
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• 2021

The purpose of research is to suggest the direction of rural tourism and food products by looking at the relevance of the intrinsic motivation and food preference. Through the analysis, factors of 'leisure oriented', 'family oriented', 'relationship oriented', 'health oriented', and food preference 'cooking health', 'material function', 'local resource' and 'consume experience' were extracted. Through the correlation analysis, 'leisure and health oriented' was found to be significant with cooking health, 'relationship and health oriented' was significant with material function, 'leisure, family and relationship oriented' was significant with local resource and 'relationship oriented' was significant with consume experience. Therefore, tourists who want rest, healing and health need to provide healthy dishes, tourists who want family and leisure provide local or special dishes, and tourists who want to have a relationship with people need to provide functional foods or herbal medicine dishes. Food products that meet the needs of tourists will induce revisit by increasing tourist satisfaction and bring economic revitalization of the region through the expansion of rural tourism.

• Journal of the Korean Society of Food Culture
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• v.22 no.6
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• pp.794-800
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• 2007

The purpose of this study was to measure the tourists' preference for alternative restaurants with different combinations of 4 attribute levels: origin description, food type, price and service guarantee. A total of 210 questionnaires were completed from tourists who visited Kwangyang, Suncheon and Yeosu during Jan. 2 - Jan. 15, 2007. Conjoint experiment method was used to develop hypothetical restaurants. Ordinal probit model was used to measure the effects of attribute levels on the tourists' preference. Results of the study demonstrated that the ordinal probit model analysis result for the data indicated excellent model fit. The effects of attribute levels (origin description, traditional food, fusion food, price, service guarantee) on the tourists' preference were statistically significant. As expected, estimates of marginal willingness to pay for origin description(3.063), food type(2.349), and service guarantee(2.356) were statistically significant. Moreover, tourists were more willing to pay for origin description than other attribute levels. Tourists also considered the origin description as the very important attribute. In conclusion, based on conjoint analysis, a model was proposed of marginal willingness to pay of attribute levels. It should be noted that the original model was modified and should, preferably, be validated in future research.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.3
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• pp.407-413
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• 2020

Participating in exhibitions is one of the major activities for tourists. When selecting their next travel destination after participating in an event, they use map services and social network services, such as blogs, to obtain information about tourist attractions. The map services are location-based recommendations, because they can easily retrieve information regarding nearby places. Blogs contain informative content about tourist attractions, thereby providing content-based recommendations. However, few services consider both location and content. In location-based recommendations, tourist attractions that are not related to the content of the event attended might be recommended. Content-based recommendation has a disadvantage in that events located at a distance might get recommended. We propose an algorithm that considers both location and content, based on information from the Korea Tourism Organization's Linked Open Data (LOD), Wikipedia, and a Korean dictionary. By extracting nouns from the description of a tourist attraction and then comparing them with nouns about other attractions, a content-based relationship is determined. The distance to the event is calculated based on the latitude and longitude of each tourist attraction. A weight selected by the user is used for linear combination with the content-based relationship to determine the preference order of the recommendations.

• Korea Journal of Hospital Management
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• v.15 no.4
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• pp.165-190
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• 2010

Objectives : This study was supposed to investigate factors which influence to preference of medical tourism products of Japanese tourists in Seoul, Korea. Methods : Data were collected from 228 Japanese tourists who visited' Seoul Center for Culture & Tourism' in Myeong-dong, Seoul, Korea. We measured factors which influence to preference for medical tourism. The data were analyzed by T-test, ANOVA, and multiple regression analysis. Results : The major findings were as follows ; Japanese tourists preferred medical products in the order of skin care, oriental medicine treatment, health screening, and scaling & teeth whitening. They considered technical level of medical staff most importantly, followed by safety of medical products, communication during diagnosis and treatment, follow-up service, modernization of medical facilities and equipment, and the reasonable medical expenses. Japanese tourists' preferred medical institutions in the order of a university hospital, a specialty clinic, a special hospital, They said they intend to pay 50,000 to 150,000 yen for medical tourism. The preference to medical tourism products are that single women group in their twenties and thirties for skin care, married people group aged over thirties preferred oriental medicine treatment, and married men aged over forties and high income earners favored health screening. Conclusions : It should be considered carefully that the preference exists on some factors especially for Japanese tourist. Further research about preference on medical tourism products for tourists from the other countries is required appropriately to fulfill the needs.

• Culinary science and hospitality research
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• v.12 no.2 s.29
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• pp.137-150
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• 2006

The aim of this study was to determine the relative importance of a set of attributes which influence purchase decision of leaf mustard kimchi such as color, package, taste, availability and price, and to identify tourist product factor combinations which confer the highest utility to tourists of each age group. Conjoint model was used for this study. The findings from this study were as follows. First, it was found that all age groups regarded taste and price as the very important factor. Second, it was found that the products with different attribute levels were preferred by age groups. Third, it was found that the most preferred product in each age group was significantly different by cluster. Finally, it was found that the most preferred simulation product was different by age groups.

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

• The Journal of the Korea Contents Association
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• v.9 no.5
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• pp.322-331
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• 2009

The purpose of this study is to suggest guidelines for analysis acknowledgement, preference with 19 local foods and 3 Koguryo foods in Dan Yang county. The questionnaires are distributed each 150 residence and tourist who visited in Dan Yang county, collected 261, then used for data analysis 232. The results are as followed. First, 4 items among 22 regional foods' marsh snail broth', 'mixed rice with acorn-starch paste', 'mixed rice with various herb', and 'baked deodeok' are ranked highly in acknowledgement and preference. Second, 4 variables which are sex, age, residence or tourists, and income had significant in acknowledgement. Therefore, making Koguryo food town near movie setting place, introduction geographically mark system, and put Dan Yang mark into merchandise would be increased acknowledgement, and also promoted local economic. Third, 3 variables except income had significant in preference. Therefore, functional effect of each food and taste for young generation would be reinforced in preference.