고객반응성을 고려한 고객세분화 방법에 관한 연구 -농촌체험관광 만족도 영향요인을 중심으로- = The Segmentation Based on the Customer Response -with Factors Influencing the Satisfaction of Farm Tourism-

다국어 초록 (Multilingual Abstract)

In this study, we suggest the mixture regression as a new method of segmenting a market. We discussed its benefits and shortcomings in comparison with typical K-means method. We applied both methods to segmenting the rural tourism market. Unlike K-means method, mixture regression method is a kind of objective oriented method. In this study, we conduct segmentation so as to classify the market into several segments in terms of the level of overall satisfaction. Variables measuring the quality of experience are used as the segmentation bases. The segmentation results of both methods are quite different. The basis variables are not significantly related with overall satisfaction in the segments made by K-means method. However, the variables in the segments made by mixture regression method are significantly related with the overall quality of experience. Since K-means method simply groups the tourists in terms of the similarity of basis variables, the variation of basis variables are not useful in predicting the level of overall satisfaction. K-means method does simply apply the Euclidean distance among variables without considering their associated relationship. However, the mixture regression method classify the market in terms of predictability of overall satisfaction, considering the association among segmentation variables. Thus, the segments done by the mixture regression method are easy to apply marketing strategy related with overall satisfaction. In sum, if there is an objective target variable, the mixture regression method is useful. Otherwise, the simple K-means method is valid for segmentation. However, since the segmentation is an marketing activity preceeding the marketing plan and strategy intended, the mixture regression method would be more appropriate than K-means method in general.

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