농촌관광 시장 세분화 연구

Segmenting Rural Tourists on Farm Stay in Korea

This study uses the decision tree method to segment rural tourists on farm stay in Korea. The data were collected through interviews and questionnaires given to 104 rural tourists who visited villages in rural Korea. These data were analyzed using the SAS E-Miner program. The CHAID algorithm was used to build the decision tree. The following are the findings of the study. The customers on farm stay were categorized into three groups: “Learners I”, “Learners II”, and “Simple Visitors”. The “Learners I” and “Learners II” tourists include those who prefer to experience various farm activities rather than merely staying in the farm. The “Learners I” and “Learners II” tourists had different personal and travel characteristics from those in the “Simple Visitors” group. Those in the “Learners I” group had different concrete tourist needs and personal characteristics from those in “Learners II”.