컨조인트 분석을 활용한 농촌 체재형 가족농원 관광상품개발

Recreational tourism products development of farms: An application of conjoint analysis

Using conjoint analysis method, this paper aims to develop new recreationoriented farm products, an application to allotment garden with log cabin. The data were obtained from a sample of latent users of allotment garden during the year of 2007. Conjoint method has been used to estimate the relative importance of those attributes and to determine the existence of users segments with similar preference profiles. Results show that level of facilities is the most important attributes for the choice of allotment garden with bungalow, followed by management types, size of area and structure of bungalow. Three groups of latent users were identified through cluster analysis, according to preferences for allotment garden with bungalow.