보양온천 보건관광만족요인에 의한 시장 세분화

Market Segmentation by Hot Spring Health Tourism Satisfaction Factor

Well-being is the latest trend among people who have become conscious of their physical and emotional health. Springs aimed at recuperation are the tourist spot that can enhance the physical well-being of people, because Springs offer the following benefits: relaxation and recuperation in terms of preventive medicine; medical care and recovery in terms of medical treatment. The springs in Europe and Japan have rather different characteristics from each other, but they are commonly all medical tourist spots with crucial treatment functions in terms of preventive medicine. The springs in Korea, on the other hand, have not been developed as medical tourist spots in the specific aspect. Also, they do not offer differentiated facilities and treatment programs as real hot spring medical tourist spots. To solve this problem, this study identifies the differences between each group in the overall customer satisfaction and loyalty by segmenting the tourists visiting the springs for relaxation, rest, and treatment. SPSS 20.0 statistics program was used to identify the differences of demographic, overall satisfaction and loyalty between each group. There were performed frequency, exploratory factor analysis, cluster analysis, chi-square and T-test. According to the result of these analyses, there became drawn two groups that are segmented by the satisfaction factors. Each name of them is that one is low satisfaction group and the other is high satisfaction group. And demographic characteristics, overall satisfaction and loyalty exist in differences between each segmented group.