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한국 전통주 관광객 동기유형 군집별 관광지 선택속성 차이연구
고재윤(Jae Youn Ko),정용해(Yong Hae Chung),고동섭(Dong Sub Ko),김현영(Hyun Young Kim) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.2
Korean traditional wine destinations keeps growing in various regions around the country. One of the major reasons for increased interest in Korean traditional wine tourism are due to shifts in societal values and preferences. In this study, the motivation and destination selection attributes of Korean traditional wine destination were examined to provide the segmented groups using factor-cluster analysis. A factor analysis delineated three dimensions of motivation for traditional wine destinations(learning of traditional wine/cultural experiencers, sociality, enjoyment and recreation), and also delineated three dimensions of destination selection attributes (active recreation/construction of destination, professional education of traditional wine, and tasting traditional foods/experiences of traditional wine. From the cluster analysis with three motivation factors, three segmented groups were identified such as highly, moderately, and low motivated group. the results of ANOVA concluded that the highly motivated group shows more importance of destination selection attributes than the other two groups. More detailed theoretical/practical discussion and implication provides in the conclusion section.