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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 호텔리조트연구 호텔리조트연구 제14권 제4호
발행연도
2015.1
수록면
255 - 272 (18page)

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초록· 키워드

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The objective of this study was to analyze characteristics of market segments of beach visitors using the concept of psychic distance to provide implications for marketing strategy. A survey was conducted July 4–12, 2015, at major department stores located in Seoul. SPSS20.0 was used for the statistical analysis of the survey results, specifically, for frequency analysis, factor analysis, clustering analysis, and cross-tabulation. Four market segments were identified according to psychic distance: a practical group, a passive group, a complex group, and a safety-oriented group. The results are as follows. First, the fact that groups other than the passive group showed a high average score for safety factors indicates that the public’s perception of maritime safety has improved since the sinking of the Sewol ferry. Second, the fact that the passive group showed a low average score for safety factors indicates that young participants in the group had a low level of perception with respect to safety and that safety needs to be promoted for young visitors to the beach. Third, the fact that all groups exhibited relatively high average scores for cultural factors indicates that having cultural activities on the beach, including events, festivals, and entertainment, is an important factor for visitors to the beach in addition to having traditional activities such as sea bathing.

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