코로나시대에 대학생들의 국내여행 선호도 연구 : 컨조인트분석의 적용

Abstract

Through different patterns of Korean college students’ domestic travel, this study investigates the travel features that these students consider important, these features’ order of preference, and the factors that significantly influence these students’ travel plans. Additionally, college students’ reason for travel are examined and classified to investigate the same travel features and preferences by group. The investigation results are as follows. First, Korean college students travel to relax/escape from daily life, spend time with people, boost self-esteem/seek entertainment, and seek self-fulfillment. The desire to spend time with certain people was the most frequently cited reason for travel, followed by boosting self-esteem/seeking entertainment, seeking self-fulfillment, and relaxing/ escaping from daily life. Second, the most influential factors in travel planning, in order of importance, were destination, main activities, accommodation, and transportation. That is, when planning travel, college students choose a place of travel first; then, they plan their main activities, find a place to stay, and decide how to travel to their destination. According to the survey, the respondents preferred Busan the most as a travel destination, tour of tasty restaurants as a main activity, hotels/condominiums as accommodations, and personal or rented cars as mode of transportation. Third, an empirical survey was conducted to examine the most influential factors in planning travel by different groups of college students in accordance with the reason for travel, and the order of influential factors by group. These findings confirmed the results of previous studies stating that college students’ specific reasons for travel serve as important variables in market segmentation related to travel-related decision-making.