문화관광객의 가치에 따른 시장세분화와 선택행동분석

Analysis for Value Segment and Choice Behavior in Cultural Tourism

The purpose of this study is to examine the choice behavioral characteristics of cultural tourists being segmented by value. The survey conducted from Aug. 15th through Aug. 30th in 1999. Total of 800 questionnaires were distributed to the respondents in the selected 25 Gus in Seoul, and 715 were collected and 680 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 find out the characteristics of segmented clusters, ‘value’. The one-way ANOVA were used to present relationships between value and cultural tourists’ choice features. The regression analysis presented relationships between selection features of 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 have freedom-oriented value factor took a serious view of experiential cultural tourism. On the other hand, the tourists who have traditional value factor avoided experiential cultural tourism. They help to find which selection features influencing cultural tourists in terms of revisit intention.