소비가치 세분화에 의한 선호관광활동 비교

Comparison of Preference Tour Activities based on Segmentation of Consumption Values: Focused on Users of 'Rail-ro' Free Rail Pass

This study identifies the consumption values of domestic tourists who used 'Rail-ro' free rail pass. This study analyzes the difference of preference tour activities among the classified group. For this empirical survey, 213 tourists who used the 'Rail-ro' free rail pass from January 21st to 25th, and February 26 to 28, visiting five selected cities, were selected as the sample group through face-to-face surveys. The results can be summarized as follows: Firstly, five factors for the consumption values were extracted such as “functional value”, “social value”, “emotional value”, “epistemic value” and “conditional value”. Secondly, four cluster groups were segmented based on five factors by cluster analysis: “multi-purpose type”, “simple type”, “substantial type”, and “deviational type”. Thirdly, there was a difference among the four groups in preference for their tour activities. Such findings can be helpful to promote domestic tourism in young people who are relatively inexperienced domestic tourists, as well as enhance the marketing strategy for the Rail-ro free rail pass.