생태관광 동기에 따른 세분시장별 선호 체험프로그램

Ecotourist Segmentation by Motivation: Case of Saemangum

Ecotourism as a alternative tourism destination has to adapt to current market mechanisms, which is becoming extremely competitive and which are dominated by communication and promotion strategies and techniques. We need to know the causative factors and influences by which tourists are motivated to become included in various market segments. The primary purpose of this study is to segment and profile the motivations of ecotourist, so as to enable a better understanding of ecotourism in Korea. A self-administered survey was collected from 200 tourists in the study area. A factor-clustering method identified four distinct segments: want-it-all seeker, passive seeker, aesthetic seeker, value sharing seeker. We conclude by considering the relevant of our findings to ongoing discussions of ecotourists’ market segmentation.