관광동기에 따른 한국인의 크루즈여행 시장세분화에 관한 연구

A Study on the Market Segmentation of Korean Cruise Traveler based on Travel Motivation

This study aims to understand the travel motivations of the Korean cruise source market and, based on these motivations, to segment the market in order to identify the characteristics of each segment. To achieve this objective, both a literature review and an empirical survey were conducted. The online survey targeted Koreans aged 20 and older who had prior cruise experience and had traveled abroad within the past two years. A total of 293 valid responses were collected and analyzed. SPSS 22.0 was used to perform frequency analysis, factor analysis, cluster analysis, discriminant analysis, and cross-tabulation. The analysis revealed four dimensions of cruise travel motivation, and from these, three market segments were identified. They were labeled as the “Social Recognition and Relaxation Seeking” segment, the “Relationship and Experience Seeking” segment, and the “Relaxation and Experience Seeking” segment. In the conclusion and implications, the study confirmed the unique motivations specific to cruise tourism and highlighted differences among clusters, particularly across generations. Marketing implications for each cluster were suggested. Finally, the study acknowledges the limitations of relying on an online survey and proposes follow-up research to address potential sampling constraints.