와인관광동기와 관광지 선택행동에 관한 연구 = The Relationship between Wine Tourist Motivation vel Destination Choice Behavior

다국어 초록 (Multilingual Abstract)

As special-interest tourism, wine tourism is becoming increasingly important for wine growing regions with economic effects. But wine industry and travel industry are faced with a paucity of empirical data when examining wine tourist' characteristics and behaviour. In these lines, authors examine tourists' motivations, segments the wine tourism market and explores differences between segments with respect to destination selection attributes. As research methods factor analysis and cluster analysis were employed. The cluster analysis yielded three groups: wine knowledge seekers, leisure oriented knowledge seekers, cultural experience oriented knowledge seekers. In order to explore differences of selection attributes for wine destination between clusters, ANOVA was used.

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