워케이션 관광경험 시장세분화에 따른 지출 비용 차이: 경북 지역을 중심으로

Expenditure Differences by Market Segmentation of Workation tourism experience : Focusing on the Gyeongsangbuk-do

This study segmented workation tourists visiting Mungyeong, Sangju, and Andong in Gyeongsangbuk-do, and analyzed differences in their spending patterns across identified clusters. A total of 519 valid responses were collected through a structured survey. Analytical methods included descriptive statistics, K-means clustering, hierarchical cluster analysis, discriminant analysis, cross-tabulation with chi-square testing, and one-way ANOVA. The findings revealed three distinct tourist segments: the ‘autonomous type’, ‘improvised–autonomous type’, and the ‘improvised–localized type’. Significant differences in expenditure were found between clusters, with the ‘improvised–autonomous type’ recording the highest spending levels. These insights enhance understanding of workation tourism demand in the Gyeongbuk region and provide strategic guidance for developing targeted tourism products and policies. Moreover, the study contributes academically and practically by offering empirical data that can inform efforts to attract high-spending tourists and support local economic revitalization through differentiated market strategies.