막걸리관광 선택속성의 분석에 관한 연구

A Study on the Analysis of Select Properties of Makgeolli Tourism

Makgelli is very affinity with Koreans for years and become one of a tourism resources competing in the global. This study is to analyze the importance and satisfaction of select properties for Makgelli tourism and identify the consumer's behavior in buying Makgelli. This research is to be contributed in development of Makgelli tourism as well as to be used for niche marketing of Makgelli. To achieve the purpose of this study, there are specific research objectives as following: First, specific factors in Makgelli tourism is needed to be derived and classified as select properties. Secondly, Kano model analyze is used for comparing the results. Third, consumer's behavior in buying Makgelli is needed to identified the importance. Marketing tourism implications based on the empirical results were presented in detail.