IDEAS home Printed from https://ideas.repec.org/a/ags/jordng/90685.html
   My bibliography  Save this article

Conjoint Analysis of Choice Attributes and Market Segmentation of Rural Tourists In Korea

Author

Listed:
  • Yun, Hee-Jeong

Abstract

This study aims to analyze the attributes considered in choosing rural sites for tourism purposes by city dwellers and the market segmentation of rural tourism from a rural tourism demand perspective. For this purpose, this study investigates the attributes of rural areas considered in the selection of rural tourism destinations by urban dwellers using a conjoint model as a stated preference model. Based on literature reviews, two questionnaire surveys are conducted. The first questionnaire survey is performed in the 4 cities of Seoul, Daejeon, Suwon and Chuncheon with 408 urban residents. The second questionnaire survey is performed in the 5 cities of Seoul, Chuncheon, Daejeon, Cheonju and Busan with about 1,060 urban residents. The study results suggest that according to part-worth and vector models, the most important attributes in selecting rural areas for tourism are experience programs and facility convenience. The fitness level of the model ranges from 0.917 to 0.986, which is very significant. Among the 5 attribute's levels, the rural residents' obliging service, the traditional and the ecological programs and the facilities about information and accommodation are more critical factors than other levels. Utilities of each level decrease as cost and arrival time increase. Regarding the result of market segmentation, respondents having intention to visit can be divided into 4 groups; (1) facility/program-oriented group, (2) service-oriented group, (3) time-oriented group, and (4) simple participants group. These results can provide insightful information for regional planning strategies, such as selection of market segment type and the key factor of facility and space planning.

Suggested Citation

  • Yun, Hee-Jeong, 2009. "Conjoint Analysis of Choice Attributes and Market Segmentation of Rural Tourists In Korea," Journal of Rural Development/Nongchon-Gyeongje, Korea Rural Economic Institute, vol. 32(2), June.
  • Handle: RePEc:ags:jordng:90685
    as

    Download full text from publisher

    File URL: http://purl.umn.edu/90685
    Download Restriction: no

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Marangon, Francesco & Troiano, Stefania & Tempesta, Tiziano & Vecchiato, Daniel, 3. "Consumer Behaviour in Rural Tourism. Conjoint analysis of Choice Attributes in the Italian-Slovenian cross-boundary area," Politica Agricola Internazionale - International Agricultural Policy, Edizioni L’Informatore Agrario, issue 3.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:jordng:90685. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: http://edirc.repec.org/data/kreinkr.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.