여행목적지의 포지셔닝 분석에 있어서 다차원척도법의 적용 = An Application of MDS Method to the Positioning Analysis of Tourist Destinations

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine many kinds of analysis methods used in positioning analysis in the field of the marketing study, and to experimental multidimensional scales in used to find the strength and weakness of domestic tourist destinations. For doing positioning study of tourist destinations, factor analysis, discriminant analysis, and conjoint analysis have been used widely. But among all of the methods MDS has been appeared most effective analysis method, and it was also found in this paper the multidimensional scaling as a methodology is a convenient way of implementing positioning analysis The positioning study of the tourist destination including Cheju, Kyungju, Sulak, Heaundae shows that cheju is competitive with Kyungju, and Kyungju do has not any competitive relation with Heaundae. In customers` perception and preference, Cheju is appeared the most high in relation to tourist destination attribution.