자아 이미지 유형별 펜션의 선택속성과 만족도

A Study on the Choice Attributes and Satisfaction of Pension by Self Image Type

Purpose &#8211; The purpose of this study is to identify the optional attributes that are important factors in visiting the pension after segmenting the market by self-image type for tourists who visited the pension in Jeju Island. The relations between with the demographic characteristics, tourism patterns, and the degree of satisfaction are analyzed. In addition, through this, the direction of Jeju pension business are offered for proper marketing establishment of future pension business. Research design, data, and methodology - The data was collected by convenience sampling method. The survey was conducted for pension lodge visitors among Jeju tourists. The questionnaire was designed and distributed to the visitors by self-administered questionnaire (SAQ) .The survey was proceeded from August 16, 2019 to August 23, 2019. A total of 330 copies were distributed and 313 copies were used for analysis. Frequency analysis was performed to identify the general characteristics of the sample. Factor analysis and reliability analysis were conducted to verify the reliability and validity of the attractive factors of tourist destinations. Results &#8211; According to the cross-analysis between selfimage type and demographic characteristics, there was a significant difference between groups by sex, age and occupation, but there was no difference between groups by household monthly average income. According to the location of tourist attractions, beautiful building design, and various accommodations, there was a significant difference (p <0.05) through the one-way dispersion analysis and post-assessment among the tourist attraction selection attributes by the self-image type of Jeju tourist visitors. In terms of facilities, colorful event shows, good access, historical attractions, and friendly staff, there were significant differences among the communities. Conclusions - This study was performed a cluster analysis on factors by self-image type for tourists visiting Jeju Pension, and tried to grasp the intention of revisit according to the demographic characteristics, pension selection attributes, and visitor s satisfaction. In order to increase satisfaction, efforts should be made to enhance the selectivity, perceived value, and self-efficacy of tourism. Most of the factors that are shown to be important to the tourists can be used for policy and marketing planning for Jeju tourism development in the future.