국내관광객의 가치, 라이프스타일, 사회계층이 숙박시설 구매의도에 미치는 영향

The Impact of Personal Value, Lifestyle and Social Stratum on Accommodation Purchase Intention of Domestic Tourist

The researches about personal value, lifestyle, social stratum of domestic tourist have not been almost done in the area of accommodations, even if these values are important factors for market segmentation researches. Therefore I studied the impact of personal values, lifestyle and social stratum on accommodation purchase intention of domestic tourist. The survey questionnaires were sent to 300 people in capital area and all of 300 questionnaires were returned. But 292 samples were used for empirical analysis, excluding 8 samples which were not completed. The results from this study are that in the case of hotel purchase intention is changed according to personal value and lifestyle of domestic tourist, in the case of minbak and yogan purchase intention is changed according to social stratum of domestic tourist and in the case of the other accommodations purchase intention is not changed according to personal value, lifestyle, social stratum of domestic tourist.