According to the new tourism trend, fishing village tour has been focused as one of strategies to increase income and the life quality of village residents. But, This study proposes how the lifestyle of the tourists and their fishing village tourism selection attributes affect their satisfaction. This research has conducted literature and empirical studies to attain its purpose. Data were collected from visitors of Hong Sung NamDang fishing village. A total of 248 samples were finally used for the analysis. Data analysis techniques used in this research were Frequency analysis, Factor analysis, Cluster analysis, One-way ANOVA(Analysis of variance), and Regression analysis. The results were as follow: Firstly the lifestyle of the tourists were grouped into five dimensions. Secondly, three clusters were conducted by clustering analysis including ‘the positive-participation group’, ‘leisure-inclination group’, ‘substantiality- pursue group’. Third, lifestyle factor and fishing village tourism selection attributes had positive influence on satisfaction with tourism. The results of the study were that the practical consumer-oriented marketing strategies are developable by using lifestyle of the tourists. and be establishment of fishing village tourism marketing strategy and tourism operation policy as a guideline.
ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 연구
Ⅲ. 연구방법
Ⅳ. 분석결과
Ⅴ. 결론과 제언
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