뉴실버세대의 필요와 욕구에 기초를 둔 혁신적 웰니스관광 콘텐츠 개발 및 포지셔닝전략 방안 모색

Exploring Innovative Wellness Tourism Contents and a Strategy for Positioning Based on the Needs and Wants of the New Silver Generation

The purpose of this study is to explore innovative wellness tourism contents based on the needs and wants of the new silver generation to seek a strategy for positioning. The data were collected from the silver generation who was recommended by the researcher’s acquaintances, family members, and relatives from March 15 to 21, 2020. The data collection was conducted using an on-line survey system. The scope of the survey was expanded to over 40s because there were several limitations in collecting on-site data due to the spread of infectious diseases(Corona-19). The data were analyzed by such statistical tests as independent two sample t-test, linear regression, univariate analysis, and multivariate analysis. The results revealed that the wants of wellness tourism are significantly related with the importance of the selection attribute of wellness tourism and intention to use. The study also identified the differences in the influence relationship between the research variables according to the type of wellness tourism group (e.g., necessary vs. unnecessary). The findings suggested that experts with the wellness tourism should input more efforts and attentions to develop innovatory contents which would be able to bring out the value and balance of life and preventive health care of the silver generation. In particular, the products and services of wellness tourism focusing on the variety and expertise tourism products and convenience of medical facilities must be run for the first to sustain continued development and market expansion of wellness tourism in the world tourism market.