SIT상품개발을 위한 시장세분화 연구

A Study on Market Segmentation for Development of SIT Products

The gradually increasing environment of market competition in Korean travel industry and economy crisis have urged travel agents to strive against the low profit with decreasing revenue. To develop right SIT(special interest tourism) product in environment can be offer not only travelers' satisfaction but also agents' profit. The core advantage of segmentation is that customers will be more satisfied with the product because it has been designed with their needs in mind. The purpose of this study is to analyze usefulness psychographics survey for SIT products market segmentation and to suggest useful marketing strategies for development of SIT products. AS a result of collecting questionnaire from the respondents 8 different types are classified in accordance with the characteristics of psychographics style. This study results indicate that psychographics factors are useful to segment SIT market as much as demographic factors. This study has a limitation which can offer the direction of the study in the future. That is limited sample in empirical survey as 20 or 30 ages.