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오상훈(Sang Hoon Oh),고성효(Seong Hyo Ko),고미영(Mi Young Ko),박인호(Ren Hao Piao) 한국관광연구학회 2008 관광연구저널 Vol.22 No.4
Shopping is considered as attraction in tourist destination choice and a key factor of regional economy development. The purpose of this study is to segment Korean, Japanese, and Chinese tourists in Jeju based on shopping motivation and examine demographic characteristics and travel/shopping behaviour characteristics of segmented groups. To accomplish the study object, theoretical reviews and empirical analysis were jointly carried out. For the empirical survey, a survey was conducted for from Mar. 16 to Apr. 8 in 2007 and total 620 questionnaires were used for the statistical analysis. In the statistical analysis, frequent analysis, factor analysis, cross tab and K-mean cluster analysis were used. As a result of K-mean cluster analysis based on 5 shopping motivation factors, 4 clusters were classified and named as multipurpose shopper, full experience-pursuit shopper, indifferent shopper, and memory-seeking shopper. In demographic and travel/shopping behaviour characteristics, 4 segment showed the significant differences. The results of this study will useful for marketers in mapping out customer-oriented marketing strategy.
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