濟州訪問 日本人 觀光客의 追求便益에 따른 市場細分化 戰略에 관한 연구

Abstract

The purposes of this study are to identify Japanese tourists' market segmentation of Jeju Island, Korea, using benefit sought variables and to suggest the marketing strategies in the perspective of destination marketing and tourism policy based on the market segmentation results. This study explores the benefit sought of the segment market of Japanese tourists of Jeju employing basic variables analysed with demographics and travel behavioral characteristics. The survey was performed at the Jeju International Airport for two weeks from October 23 to November 4 of 2013. As a result, 207 of the total valid sample were collected. From factor analysis, 5 benefit sought factors of 'nature and culture', 'rest and destination attractions', 'self-realization', 'meeting and cultural exchange', and 'traveling together and activity' are extracted. The result of hypothetical test showed that demographical and travel behavioral segmentation of Japan tourist who visited Jeju Island were partly accepted(H1 and H2). Especially, respondents of Tokyo area perceived the 'nature and culture' benefit sought factor strongly compared with other area such as Osaka, Nagoya, and Fukuoka. On the other hand, the Fukuoka residents of this survey perceived the 'meeting and cultural exchange' benefit sought factor and 'traveling together and activity' factor. These findings suggested that Japanese tourists of Jeju Island had their own benefit soughts when they visited Jeju and there were different characteristics according to demographical segmentation like residence area(departure airport of Japan tourist). Thus this study may contribute to the practical and strategical destination marketing and tourism policy of Jeju Island for Japan tourists.