드라마 촬영지 관광객의 라이프스타일과 관광동기 및 만족도에 따른 시장세분화 연구 = A study on Market Segmentation of Tourists Visiting a Drama-Shooting Sites according to Lifestyle, Motivation and Satisfaction

다국어 초록 (Multilingual Abstract)

This study proposes how the lifestyle of the tourists and their motivations affect their Satisfaction. Of the 300 total questionnaires distributed to customers, 38 were invalid so a total of 262 questionnaires were used for this analysis. To explore the relationship between Lifestyle according to the type of community, a One-Way ANOVA and Ducan’s multiple range test was conducted. The results were as follows: Firstly, the lifestyle of the tourists were grouped into five dimensions. Secondly, three clusters were conducted by clustering analysis including ``active group``, ``intellectual group`` and ``passive group. Thirdly, the three clusters of tourists showed differences as well which were statistically significant in two dimensions of tourist motivation, namely attractiveness of location and Seeking something new. Finally, what``s the relationship between motivation of tourist and their satisfaction, only attractiveness of location correlates their satisfaction. The results of the study villages were displaced by cheonghodong Abai village under the influence of visual media become tourist attractions, but in order to develop sustainable tourist destination tourist products and tourist route linking development, expansion of tourism facilities can conclude that urgent.