여행자의 라이프스타일과 관광지 선택속성, 행동의도 연구

Abstract

Purpose As of 2023, the lifestyle style of the generation aged 60 or older, which accounts for about 23.7% of the total population in Korea, was identified, and the relationship between tourist destination selection attributes and behavioral intentions was investigated. It is intended to provide helpful information for identifying the relationship between these variables and establishing marketing strategies that meet customer base characteristics through in-depth research from a marketing and product planning perspective.
 Methods A survey of 251 tourists aged 60 or older who use package tours with lead guides in Europe and Japan was conducted and the hypothesis was verified by frequency analysis, reliability analysis, factor analysis, and regression analysis using SPSS 22.0.
 Results It was found that the lifestyle was partially significant in the tourist destination selection attribute, the behavioral intention, and the lifestyle was partially significant in the behavioral intent
 Conclusion Senior citizens with family-centered, social participation, and trend-seeking lifestyles prioritize safety, convenience, cultural experience, and hospitality among tourist destination selection attributes, significantly impacting behavioral intentions. It is suggested that a marketing strategy is needed to develop and promote safe, convenient travel, cultural experience, and hospitality products centered on family-oriented and social participation targets such as alumni, clubs, and associations.