온천관광지의 다차원 포지셔닝 연구

A Study on the Multidimensional Positioning for Spa Destination: Case of Korea's top rated seven Spa

Using the multidimensional scaling method, this study was to position Korea's top seven spas in terms of visitors' preference attributes. Based on a review of related literature, five different dimensions of spa preference attributes(e.g., quality of spa water, travel cost, spa facility) were employed for the multidimensional scaling. Data were collected from 283 visitors of the top seven spas on January 2011. Results showed that Deoksan Spa and Bugok Spa had similar image as a spa destination. In addition, Onyang, Asan, and Suanbo Spa also had similar image, while Yuseong spa had different image as spa destination from all the other spas. Results also showed that Suanbo Spa had competitiveness in terms of its cost as a spa destination, while Yuseong and Asan Spa had competitiveness in terms of its tourism environmental condition as a spa destination. However, in terms of the quality of hot spring only Suanbo Spa had competitiveness.