관광동기에 따른 세계자연유산지구 방문객 시장세분화

Market segmentation of the World Natural Heritage Site visitors using tourism motivation: A case study of Geomunoreum

This study was design to segment visitors of Jeju Geomunoreum, a World Natural Heritage, based on the visitors' motivation profile. It also examined the socio-demographic and visit characteristics of each segmented groups. Data were collected from 373 visitors of Jeju Geomunoreum from July 10 to August 8, 2010. Results of a K-mean cluster analysis, which was based on five visitor motivations, yielded three different clusters solution of the visitors: sociability-seekers, escape-seekers and multi-purpose seekers. Results also showed that there were significant difference among the groups in terms of their socio-demographic and visit behaviors. From the result of the study, marketing strategies and political implications were also suggested.