고택체험 잠재방문객의 방문동기유형별 특성과 선택속성, 선호활동의 차이 분석

Differences in Selection Attributes and Preferred Activity between Types of Visitors’s Motivations in Potential Visitor Traditional Old House Stay in Andong City

Traditional old house, which is called as 'Gotaek' in Korean, has been received some attentions as a culture tourism resource from local and central government. However, not many studies to date have provided basic marketing information of the Gotaek experience tourism market. This study was to segment the Gotaek experience tourism market in terms of the visitor motivation. The data used in this study were collected from 212 visitors of Andong City. Results of a cluster analysis suggested four different types of Gotaek experience tourism visitors(Gotaek experience seekers, relaxation seekers, education seekers. and the disinterested). Results also showed that there were significant differences among the four groups in terms of their Gotaek choice attributes and preferred activities.