Abstract
The present study investigated which choice factors are most valued by Korean college skiers and snowboarders in choosing a domestic ski/snowboard destination. The results of the conjoint analysis with 205 college skiers and snowboarders found that the snow quality, average lift wait time, travel time, cost, and the number of ski trails/slopes, in that order, influenced the choice of a winter sport destination. Findings also indicated group differences in prioritized choice factors between skiers and snowboarders. Cluster analysis was conducted to identify benefit-based market segments and suggested four clusters of skiers/snowboarders based on the similarities in their preferences for the five choice factors: (a) fun and safety, (b) ski variety, (c) cost-conscious, and (d) time-conscious.
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