여행사 서비스 비용과 고객 충성도 관계 분석

An Analysis of Market Segments and Behavior Choice in Regard to Value of Cultural Tourists

The purpose of this study is to examine the purchasing behavior of cultural tourists segmented by value. A survey was conducted from August 15 through to August 30, 1999 by distributing a total of eight hundred questionnaires to respondents in 25 selected Gus in Seoul. Of the total, seven hundred and fifteen were collected and six hundred and eighty were usable and analyzed. The data analysis was done by SPSS/WIN Ver.6.0 and SAS/WIN VER.6.12 software packages. Factor analysis and cluster analysis were employed to determine the characteristics of segmented clusters, ‘value’ and selected attribution of cultural tourism. The one-way ANOVA was used to present relationships between value and cultural tourists’ selection features. A regression analysis presented relationships between selection features of a cultural tour and ex post facto behavior (revisit intention) after purchasing. The findings are as follows: Value group was divided into 4 clusters-logical, self-realizing, religion-oriented, and conservational. The tourists who had a freedom-oriented value factor took a serious view of experiential cultural tourism. On the other hand, the tourists who had a traditional value factor avoided experiential cultural tourism. This study helps to determine which selection features influence cultural tourists in terms of revisit intention.