국내관광의 지각된 가치에 따른 관광객 세분시장별 만족도 및 충성도 특성 분석

Segmentation of Korean Domestic Tourism Market and Analysis of Satisfaction and Royalty of Each Segment

This study was to identify the segments of Korean domestic tourism market based on the domestic tourists perceived value. It also analyzed the socio-demographic characteristics, level of satisfaction and royalty to domestic tourism of each segment. Data were collected from 229 residents of Seoul metropolitan city from November to December 2009. Results of a cluster analysis, which was based on perceive values of Korean domestic tourism(i.e., monetary, emotional, functional value), suggested three segments of domestic tourism markets: emotional monetary value segment, emotional functional value segment, low domestic tourism value segment. Results af MANOVA analysis identified statistical significant differences between the segments with regard to the level of satisfaction and loyalty, the socio-demographic variables(age, age, income level), and the visitors' behavioral variables(tourism expenditure, tourism information source). Theoretical and managerial implications were discussed in the conclusion.