방문객의 농촌체험마을 방문지 선택속성에 관한 연구

A Study on the Selection Attributes of Experience Villages on the Visitors

The purpose of this study aims to estimate selection attrubute, part-worth of rural experience villages through the use of conjoint analysis method. The conjoint analysis is to trace the development of consumer preference among multi-attribute alternatives. The selection attribute was including 4 factors preferred experience, resources(amenity), type of service and payment cost. For this research, a total of 158 questionnaires was collected of which 150 were completed. The research design was a full profile method by orthogonal design then 9 main profiles, 3 holdout sets were created. The results of this research were as follows. Visitors are consider their importance of selection attributes was in order to resources(amenity) of villages(26.21%), payment cost(25.87%), type of service(24.01%), preferred experience(23.91%). The findings of this study have identified 3 clusters for each experience visitors. Each cluster has a different and showed the relative importance or preference values for each accessible attribute of the segmentation.