농촌 치유관광객 시장세분화 연구

Market Segmentation of Rural Healing Tourists

This study aims to examine the market segmentation of rural healing tourists. A two-stage cluster method was used to segment the market of rural healing tourists, and the difference in satisfaction by segmented market was identified. In this study, a total of 433 cases were used for analysis. A total of four clusters of rural healing tourists were derived based on the purpose of visit and involvement with rural healing tourism. The names of each cluster were determined as ‘high involvement, daily escape purpose type’, ‘high involvement, stress relief purpose type’, ‘low involvement, daily escape purpose type’, and ‘high involvement, exotic experience purpose type.’ Each groups were found to have significant differences according to educational level, purpose of visit, companion, and expenditure. The satisfaction and the behavioral intention of rural healing tourists was highest in the group of ‘high involvement, stress relief purpose type. The results of this study suggest that the characteristics and satisfaction of rural healing tourists were differ according to the segmented group. This study suggests useful information for target marketing strategies for each segmented market according to the characteristics of rural healing tourists.