The purpose of study was to suggest the findings on the division and difference about potential night tourists' segment market by night tour attribute. The data ware obtained from survey of 323 tourists in Jeju airport and used statistical methods such as frequent analysis, factor analysis and cluster analysis. As a result of the cluster analysis based on night tour attributes, three groups were classified: high-favor, moderator, and low-favor. Based on demographic variables, night tour related variables, we identified how these variable influence on each of three segmented markets. The results showed that each cluster was described in detail to reveal the overall demographic and behavioral traits. The result of this study will be useful for the tourism marketer which gave needs to establish the marketing strategies.
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론
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