혼자여행자의 개인가치에 따른 여행상품속성의 선호도 지각 차이 분석

An Analysis of Perceptual Differences of the Solo Travellers' Personal Values on Travel Product Attributes

The rapid growth of single-person households in Korea has been one of the reasons behind the rise in solo travel in the country. This trend calls for an in-depth investigation into its implications for the hospitality and tourism industry. Personal values have been a widely used variable in many research areas of social science because it's been proven to play a prominent role as the determinants of human attitudes and behaviour. The aim of this study was to investigate whether the perceived preference of travel product attributes differed by the personal values of solo travellers. The results from the factor analysis, cluster analysis and one-way ANOVA implied that the perceptual differences exist in their personal values on travel product attributes. Application of the solo travellers' personal value to the development of tourism marketing strategy and academic implications are discussed.