문화관광객 세분시장의 구매행동 분석

An Analysis on Purchasing Behavioral Characteristics of Cultural Tourists Segmentation : A Benefit Sought Approach

As the importance on cultural tourism grows, researches on psychological characteristics influencing tourists’ behavior have gradually increased. The purpose of this dissertation is to examine the purchasing behavioral characteristics of cultural tourists being segmented by benefit sought. This research is divided into two categories; one is the demographic characteristics, the other is the benefit sought. The study on purchasing behavioral characteristics includes problem recognition, information search, alternative evaluation, purchase, ex post facto behavior after purchasing cultural tourism. The survey conducted from September 1th through 15th. Total of 300 questionnaires were distributed to the respondents in the selected 25 Gus in Seoul, and 245 were collected and 213 were usable and analyzed. The data analysis was done by SPSS Ver. 6.0. Factor analysis and cluster analysis were employed to find out the characteristics of segmented cluster; benefit sought. Cross tab and one-way ANOVA were used to present relationships among cultural tourists’ selection features. Therefore, tourists behavior can be accounted to the benefits they want to obtain and market is required to be segmented by the benefits consumers want to obtain.