카지노 利用客 市場細分化를 통한 마케팅戰略硏究

A Study on Marketing Strategies by Market Segmentation for Casino Visitors - Focused on Life Styles of KangwonLand Visitors -

The purpose of this research is to classify KangwonLand Casino's visitors by their lifestyle and to understand the impact of some independent variables on each of segmented markets, which are demographic characteristics, types of leisure activities and motivation. Therefore, the result of this study would be useful for KangwonLand by supplying delicate information required to set up its marketing strategy. A survey was carried out at Sabuk-eup in Jeongseon. Total size of the sample was 350. Awong them 317 valid reponses were utilized to analyse the opinions of lifestyle, leisure activities and motivation of KangwonLand's visitors. SPSS 12.0 for window was used to analyse the collected data by descriptive statistics, factor analysis, cluster analysis and One Way Anova. Also the LIMDEP(LIMited DEPendent model) Statistic Package 8.0 was used for estimating determinants of the segmented markets for KangwonLand's visitors. Those four groups were classified such as monetary & conservation group, conservation & safety group, challenge & creation group and intelligence & health group. Based on demographic variables, KangwonLand related behavior characteristics, types of leisure activities, and motivation variables, this study identifies how these variables influence on each of four segmented markets. As a result, this study find out the factors related to each market, positively and negatively, and those are implicated for KangwonLand to set its own marketing strategy for its visitors.