포스트 코로나 시대 관광활동에 따른 시장세분화 연구

Abstract

Purpose – The purpose of this study is to understand and predict changes in the behavior of domestic tourists by implementing market segmentation according to tourist activities in the post Covid-19 era, and identifying the demographic characteristics and tourist behaviors of each segment. Design/Methodology/Approach – A two-step cluster analysis was conducted by applying eight items from the data of the 'Korea National Tourism Survey 2021', and then the five types of 'Gourmet tasting (GT)', 'Eco-healing (EH)', 'Recreational activities (RA)', 'Shopping experience (SE)', and 'History exploration (HE)' were derived. As a result of cross-tab and ANOVA, there were obvious differences in demographic characteristics and tourist behaviors among types. Specifically, the results of estimating the core determinants of each segmented market through the multinomial logit model are as follows. Findings – First, popularity of tourism destinations and website information are important for GT tourists. Second, ET tourists have high satisfaction with transportation convenience, human service, and tourism destination crowdedness, but spend less on tourist expenditures and the number of trips. Third, RA tourists place value on lodging trips with families, but the participation of those in their 50s and older tends to be low. Fourth, SE tourists have a lot of high-income earners residing in non-metropolitan areas, and are dissatisfied with the tourism destination crowdedness. Fifth, HE tourists consider the popularity of tourism destinations and family lodging trips as important. Research Implications – In this study, a single type regarding the natural tourism resource was not derived. However, there was a high correlation between GT, EH, and RA types, which implies that an appreciation of nature and scenery functions as a foundational element of tourism activities.