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The purpose of this paper is to segment ski resort visitors based on ski resort selection attributes and compare segmented markets in terms of demographics, behavioral characteristics, and motivation. For this, we develop through literature reviews a self-administered questionnaire which contains items measuring research concepts. We conduct on-site surveys at 5 ski resorts in Gangwon Province to collect data from conveniently selected sample. A total of 560 questionnaires are collected, but 546 questionnaires are used for data analysis after getting rid of 14 incomplete questionnaires. We analyze data in terms of frequency analysis, descriptive analysis, Chi-square analysis, principal component analysis, cluster analysis, and ANOVA with Duncan post-hoc test with SPSS 19.0 program. The following is major findings: first, ski resort visitors can be clustered into four groups, and the solution is found to be appropriate. Second, there are some statistically significant differences among groups in terms of demographics and behavioral characteristics and motivations. Third, each segment has some distinguishing characteristics from the other segments that may be used for the managerial and marketing strategies for ski resorts. In conclusion, we summed up the result of this research, and discussed about its implication and alternative, based on the result. #Behavioral Characteristics #Demographic Characteristics #Market Segmentation #Selection Attributes #Ski Resort #Travel Motivations

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