실버층의 관광지 선호요인에 관한 연구

A Study on Tourism Destination Preferences of Silver Tourist

  Silver tourism marketing begins with understanding tourists" needs. However, understanding silver tourists" needs should be expressed by specific utility values rather than simple preference order for purpose of developing silver tourism marketing strategies. The purpose of this study is identifying silver tourist"s stated preference of 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 silver tourism marketing strategies. This results make it possible to identify the function of preference to destination attributes in the silver destination choice decision. The results of this study has 8 factors get out of the groove, acquirement of knowledge, take care of health, friendship, the sense of self, compensation and 4 groups health pursuit, leisure pursuit, study on lifetime pursuit, friendly pursuit by attitude. The results of this study has a restriction to be generlized due to the limited number of attributes to be used for the conjoint analysis. Despite the restriction, this study has some findings which would suggest silver marketing implications.