리조트 선택속성에 따른 시장세분화에 관한 연구

Abstract

Quality control is important because most of the tourism industry is based on services. Therefore, a lot of research is done on market segmentation, and this leads to implications for effective marketing by market segment. The preceding studies conducted in the tourism market are mostly aimed at analyzing the differences in hotel business, pension business, and selection attributes of tourist destinations by diversifying into the market segment based on tourist benefits and tourism purpose. However, market segmentation by the resort selection attributes is relatively poor, and most of the market segmentation studies are focused on ski resorts.

According to the 2017 Jeju Tourist Survey, most of the tourists visiting Jeju Island reflect the tourism trend that allows them to enjoy their vacations freely with their families. Following this tourism trend, Government of Jeju province is seeking various ways to position itself as a resort based on the natural environment of the region. Recent surveys show that tourists who visit Jeju have the highest percentage of tourists for relaxation and healing. This type of tourist considers geographical factors, nature-friendly elements, or the composition of facilities when they decide an accommodation. However, most of the research on resort business limits targets to complex resorts or ski resorts equipped with leisure facilities. In particular, market segmentation studies based on the resorts for relaxation and healing are very scarce. Under the discussion above, the study is intended to identify the characteristics of customers visiting coastal resorts in Jeju. In other words, this study is trying to provide the theoretical implications of coastal resort as well as management implications for practice through seeking customer's selection attribute on resort. The tourism industry in Jeju needs a quality management plan that can meet the demand for tourism according to the change in tourism trend. The study's objectives derive the factors for the selection attributes of the resort. Second, consider the factors of resort selection attributes and conduct a cluster analysis to identify the characteristics of each sub-market. Third, I would like to provide information useful for Jeju's resort industry to achieve qualitative growth by improving the facilities or services of the resort or proposing an appropriate marketing strategy for the target market.