관광시설 선호도에 따른 힐링관광객 시장세분화- 강원도 평창지역을 중심으로 -

Abstract

The purposes of this study were to examine difference in healing tourists’ demographic and behavioral characteristics according to potential tourists’ facility preference and their intention to use each type of theme facilities. and ultimately to derive implications for marketing through segmenting the market for different groups of healing tourists. As the results of market segmentation through factor analysis and cluster analysis, first, among tourist facilities, theme parks were classified into two clusters ‘rest seeking type’ and ‘play and healing seeking type,’ and while the cluster of rest seeking type was preferred by provincial residents, the cluster of play and healing seeking type was preferred by Seoul residents. Second, among different types of tourist facilities, farms were classified into three clusters ‘experience seeking type,’ ‘nature-unfriendly type,’ and ‘nature-friendly type.’ While the cluster of experience seeking type was preferred by residents in the capital area and women, that of nature-friendly type was preferred by men. Third, resorts, which were most preferred among tourist facilities, were classified into four clusters ‘sightseeing and landscape seeking type,’ ‘water/spa concentration type,’ ‘indifference type,’ and ‘sightseeing concentration type.’ All of the four clusters were preferred by residents in the capital area, and accommodations in recreational forests were preferred. The cluster of ‘water/spa concentration type’ was preferred by young people who were found to love massage, hot spring, and spa. The cluster of sightseeing concentration type was preferred by middle-aged people who loved experiencing quiet healing. The results of this study, which show that healing tourists’ intention to use is different for tourist facilities employing healing contents according to the tourists’ preference and characteristics, are expected to be useful for more efficient marketing and sales promotion.