Golfers or potential golfers could be divided according to the benefits they seek in a golf resort class or specific resort. Benefit Sought segmentation can be used in golf resort design, advertising, pricing and distribution decisions to better reach the golf resort market. The purpose of this paper is to explore the golfer's benefits and examine some clusters to describe the characteristics of each segment. The data was obtained from survey to 261 golfers just finished their golf tour in Jeju airport and analyzed using statistical methods such as frequent analysis, factor analysis and cluster analysis. The results showed that Jeju golf resort market was comprised of big four segments in terms of benefits sought by golfers. Each cluster was described in detail to reveal the overall demographic and behavioral traits. The findings could be used to develop the target marketing strategies in stagnating Jeju golf resort industry.
I. 서론
II. 이론적 고찰
III. 연구방법
IV. 분석결과
V. 결론
참고문헌