이단계 군집분석에 의한 농촌관광 편의시설 유형별 소비자 선호 결정요인 = Determinants of Consumer Preference by Type of Accommodation: Two Step Cluster Analysis

국문 초록 (Abstract)

  본 연구에서는 농촌관광 방문객에게 제공되는 편의시설을 유형화하고 어떤 특징을 가진 방문객이 어떤 편의시설을 선호하는지를 규명하기 위한 방법과 그 분석결과를 제시하였다. 이를 위하여 우선 2단계 군집분석법을 사용하여 농촌관광 편의시설을 유형화하였다. 그 다음으로 군집분석에 사용되는 변인이 범주형 변인이 있을 경우 전통적인 군집분석 방법을 적용할 수 없기 때문에 2단계 군집분석을 하였다. 본 연구는 2단계 군집분석법이 범주형 변인으로 측정된 농촌관광의 편의시설을 유형화하는 데 매우 유용하다는 것을 보여 주고 있다. 다중로짓 모형을 사용하여 특정 편의시설 유형을 선호할 확률에 영향을 미치는 농촌관광 방문자의 사회인구학적 특성과 여행특성을 규명하였다. 즉, 다중로짓 모형을 통해 참조항(일반농가형)으로 설정된 편의시설 유형에 비해 특정 편의시설을 선호할 확률에 영향을 미치는 소비자의 특성을 규명할 수 있다는 것이 본 연구의 특징이다.

다국어 초록 (Multilingual Abstract)

  1. Purpose<BR>  Rural tourism is made by individuals with different characteristics, needs and wants. It is important to have information on the characteristics and preferences of the consumers of the different types of existing rural accommodations. The study aims to identify the determinants of consumer preference by type of accommodations.<BR>  2. Methodology<BR>  2.1 Sample<BR>  Data were collected from 1000 people by telephone survey with three-stage stratified random sampling in seven metropolitan areas in Korea. Respondents were chosen by sampling internal on telephone book published in 2000. We surveyed from four to ten-thirty o"clock afternoon so as to systematic sampling considering respondents" life cycle.<BR>  2.2 Two-step cluster Analysis<BR>  Our study is accomplished through the use of a two-step cluster method to classify the accommodation in a reduced number of groups, so that each group constitutes a type. This method had been suggested as appropriate in clustering large data sets with mixed attributes. The method is based on a distance measure that enables data with both continuous and categorical attributes to be clustered. This is derived from a probabilistic model in which the distance between two clusters in equivalent to the decrease in log-likelihood function as a result of merging.<BR>  2.3 Multinomial Logit Analysis<BR>  The estimation of a Multinomial Logit model determines the characteristics of tourist who is most likely to opt for each type of accommodation. The Multinomial Logit model constitutes an appropriate framework to explore and explain choice process where the choice set consists of more than two alternatives. Due to its ease and quick estimation of parameters, the Multinomial Logit model has been used for many empirical studies of choice in tourism.<BR>  3. Findings<BR>  The auto-clustering algorithm indicated that a five-cluster solution was the best model, because it minimized the BIC value and the change in them between adjacent numbers of clusters.<BR>  The accommodation establishments can be classified into five types: Traditional House, Typical Farmhouse, Farmstay House for Group Tour, Log Cabin for Family, and Log Cabin for Individuals.<BR>  Group 1 (Traditional House) includes mainly the large accommodation establishments, i.e. those with Ondoll style room providing meals and one shower room on family tourist, of original construction style house. Group 2 (Typical Farmhouse) encompasses accommodation establishments of Ondoll rooms and each bathroom providing meals. It includes, in other words, the tourist accommodations known as "rural houses." Group 3 (Farmstay House for Group) has accommodation establishments of Ondoll rooms not providing meals and self cooking facilities, large room size over five persons. Group 4 (Log Cabin for Family) includes mainly the popular accommodation establishments, i.e. those with Ondoll style room with one shower room on family tourist, of western styled log house. While the accommodations in this group are not defined as regards type of construction, the group does include all the original Korean style construction. Finally, group 5 (Log Cabin for Individuals)includes those accommodations that are bedroom western styled wooden house with each bathroom.<BR>  First Multinomial Logit model is estimated including all the explicative variables considered and taking accommodation group 2 as base alternative. The results show that the variables and the estimated values of the parameters for the model giving the probability of each of the five different types of accommodation available in rural tourism village in Korea, according to the socio-economic and trip related characteristics of the individuals. An initial observation of the analysis reveals that none of variables income, the number of

목차 (Table of Contents)

• 〈Abstract〉
  Ⅰ. 서론
  Ⅱ. 이론적 배경
  Ⅲ. 연구방법
  Ⅳ. 연구결과
  Ⅴ. 결론
  참고문헌
  

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