농촌관광 시장세분화와 수요결정요인 연구

Market Segmentation for Rural Tourism and the Determinants of Rural Tourism Demand

The purpose of this study is to segment rural tourism market based on tourists’ motivation to participate in rural tourism and to investigate the determinants of rural tourism demand by each segment. Three different market segments of rural tourism were identified: Rural-centric Tourist, Passive Rural Tourist, and Visiting Family and Relatives (VFR) Rural Tourist Segment. There were significant differences across motivation-based segments for rural tourism market in terms of the ourists’ demographic characteristics, trip characteristics, and perception on rural resources. This study also revealed that the three market segments differ with respect to the factors affecting the frequency of participation in rural tourism.