애견 펜션 선택속성에 관한 반려견 보호자의 주관적 인식 유형 : Q-방법론을 중심으로

Abstract

This study analyzes the subjective perception of pet dog owners regarding the selection attributes of dog-friendly pensions(lodging) using Q-methodology. A total of 27 Q-samples were extracted from prior research as well as in-depth interviews with a dog expert and 2 pet dog owners. Thirty adults who have pet dogs and have experience using dog-friendly pensions were selected as the P-sample. A Q-factor analysis showed three perception types among pet dog owners: “trusts online information,” “values price and accessibility,” and “values comfort.” The respondents of the first type highly valued online reviews as well as information on pension web sites. The second type valued affordable prices and accessible locations, while the third type valued comfort, independent space, and cleanliness. The results of this study will be a useful marketing resource for businesses in the pet dog industry such as dog-friendly pensions and hotels.