카지노訪問客의 라이프스타일에 의한 市場細分化와 그 決定要因 硏究

A Study on the Marketing Segmentation by Visitor's Life Style and Deciding Factors for Kangwon Land

The purpose of this research is to segment KangwonLand Casino's visitors by their lifestyle and understand the impact of some independent variables on each of segmented markets, which are demographic characteristics, types of leisure activities and motivation. Total size of the sample was 350, 317 valid reponses of which were utilized to analyse the opinions of lifestyle, leisure activities and motivation of KangwonLand's visitors. Based on demographic variables, KangwonLand related behavior characteristics, types of leisure activities, motivation variables, this study would identify how these variables influence on each of four segmented markets. As a result, this study found out the factors related to each market, positively and negatively, and which are implicated for KangwonLand to set its own marketing strategy for its visitors.