중국 템플스테이 참여자의 참여동기와 만족도에 따른 시장세분화 연구

A Study on Market Segmentation Based on the Participation Motives and Satisfaction of Chinese Temple Stay Participants

Purpose - This study aims to segment the market based on the participation motivations of Chinese temple stay participants, assess the satisfaction levels across various demographic characteristics, and propose targeted marketing strategies for each identified segment. Design/Methodology/Approach - Field research was conducted at temples in Hebei Province, China, where a total of 270 participants were surveyed, yielding 248 valid responses. The data were analyzed to identify distinct clusters of motivations among participants. Findings - Four participant clusters were identified: multi-benefit, nature-oriented, cultural, and passive seekers. Multi-benefit seekers should experience Korean temple stays with local activities. Nature seekers could benefit from healing programs involving Korea-China exchanges. Cultural seekers can be reached via social media. Passive seekers require marketing that emphasizes the uniqueness of Korean temple stays. Research Implications - The study provides foundational data for revitalizing the domestic temple stay tourism industry, and offers valuable insights for the development of effective, segmented marketing strategies tailored to Chinese temple stay participants.