일본관광객의 라이프스타일ᆞ개인가치에 따른 메뉴선택속성 연구

A Study on the Selective Behavior of Dining out Menu According to Lifestyle, Personal Value of Japanese Consumers: Focused on Busan Area

From the personal value influenced by the fundamental motives which has been becoming customer purchasing behavior and life style explaining the setting-up of standard of market segmentation and customer behaviors, we are able to establish effective marketing strategies. This study aims to present marketing materials for Japanese tourists by understanding and analyzing their selective attributes based on their life style and personal value. For the purpose, a questionnaire survey shows Japanese tourists’ opinions about whether they are influenced by selecting the menu based on their life style and personal value. 370 Japanese tourists visiting Busan city in Korea from Aug. 1. 2011 to Sep. 1. 2011 were givens questionnaires in order to get the data for the study. The results of the study were as follows: First, it showed that their life style ha 10 main factors including brand-oriented intention and they selected the menu with their different preferences based on them. Second, it pointed out that there were 5 types of selective attributes and their psychological motive was very important factor when choosing the menu. Third, it showed that personal value influenced greatly on their choosing menu.