제주 농촌관광 방문객의 관광동기에 따른 시장세분화

Segmentation of Jeju Rural Tourism Visitors by Motivations

This study aimed to segment rural tourism visitors of Jeju Island by their motivations. Data were collected from 308 rural tourism visitors at five rural tourism communities in 2009. Results from a cluster analysis identified three different segmentations of Jeju rural tourism visitors: the multiple benefits seekers (50.4%), nature and relaxation seekers (26.9%), and family togetherness seeker(22.3%). Socio- economic characteristics and preference to on-hand activities of each segmentation were also analyzed. Results of the analyses showed that Jeju tourism visitors seek exotic nature experience and prefer walking tour of Olle regardless of the segmentations. Based on finding of this study, several practical implications for a better Jeju rural tourism were suggested.