문화관광객 유형분류에 의한 세분시장 분석

Segmentation of Cultural Tourists: An Application of Two-step Cluster Analysis Based on Travel Type and Preferred Destination

This study was to segment cultural tourists based on their preferred cultural tourism selection attributes and travel type and to analyse their socio economic characteristics. A total of 227 useable survey questionnaire were collected from tourists visiting Gongju and Buyeo, very well-known historical and cultural tourism destinations in Korea, on October 2008. Results of two step cluster analysis identified 6 segmented groups which had different characteristics in their preferred cultural tourism destination selection attributes, travel type(individual, group, family) and preferred destination (domestic, foreign). Moreover, results of importance analysis of destination selection attributes revealed that 6 segmented groups perceive its importance differently. Based on the results, managerial implications were discussed in the conclusion.