북극 관광객의 관광동기 유형에 따른 시장세분화 연구 (Market Segmentation by Tourist Motivation to Arctic Tourism)

서지정보

· 발행기관 : 한양대학교 관광연구소
· 수록지 정보 : 관광연구논총 / 33권 / 2호 / 47 ~ 66페이지
· 저자명 : 최일선, 김민수

초록

우리나라는2021년3월「극지활동진흥법」이제정됨으로써극지관광을포함한국민들의 북극경제활동을 체계적으로 지원할 수 있는 여건이 조성되었다. 우리나라는 2013년북극이사회 옵서버 국가의 지위를 획득한 이후로 북극권 국가와의 협력을 최우선 순위로 두고 있는데, 북극관광은 우리나라가 북극권 국가와 협력할 수 있는 중요한 분야이다. 이에 따라 본 연구는 증가하는 북극관광지에 대한 우리국민의 여행수요 및 국제교류에 대응하고 북극옵서버국가로서한국의북극관광위치를이해하고자기존에연구가부족하였던한국인의북극관광에대한 기초연구를 수행하고자 하였다. 이를 위하여북극관광객의동기에 따른시장세분화와관광동기유형별관광만족도및행동의도간관계를실증연구를통하여분석하였다. 주요 연구결과 북극관광객의 관광동기는 ‘사회적 욕구’, ‘일상탈출’, ‘새로운 환경추구’, ‘자아실현’으로4개의요인이도출되었다. 이를바탕으로관광동기에따른군집분석을실시한결과 ‘다목적 동기 집단’, ‘내재적 동기중심 집단’, ‘외재적 동기중심 집단’으로 구분되었다. 세집단 간 사회-인구통계적 변인에 따른 차이 검증 결과 성별, 연령, 월평균 가구소득, 평소 북극관심도에 따라 집단 간 통계적으로 유의한 차이가 발생하는 것으로 나타났다. 마지막으로관광동기에 따른집단별 관광만족도와 행동의도에는통계적으로 유의한 차이가있음을 밝혔다. 본연구는북극관광활성화에대비한관광상품설계와마케팅전략수립을위한기초자료를 제공하는 것을 목적으로 한다.

영어초록

After the enactment of the「Polar Activities Promotion Act」in March 2021, conditions have been created to support the Arctic economic activities, including polar tourism. Since Korea acquired the status as an observer of the Arctic Council in 2013, cooperation with Arctic countries has been a top priority. Arctic tourism is an important field in which Korea can cooperate with Arctic countries. Accordingly, this study was conducted to respond to the increasing travel demand and international exchange of the Korean people for Artic tourism. In addition, in order to understand the location of Korea’s Arctic tourism as an Arctic observer country, it was attempted to conduct a basic study on Koreans’ Arctic tourism, which had not been previously studied.
This study analyzed market segmentation according to the motivations of Arctic tourists, also the relationship between tourist satisfaction and behavioral intentions was analyzed. As a result of the study, four factors were derived for the tourism motivation of Arctic tourists; ‘social desire’, ‘escape’, ‘pursuing a new environment’, and ‘self-realization’.
Based on this, as a result of conducting cluster analysis according to tourism motivation, it was classified into 3 groups; ‘multipurpose motive group’, ‘intrinsic motivation-centered group’, and ‘external motivation-centered group’. As a result of verifying the difference according to the socio-demographic variables between the three groups, it was found that statistically significant differences occurred between groups according to gender, age, average monthly household income, and degree of interest in the Arctic. Finally, it was revealed that there were statistically significant differences in tourism satisfaction and behavioral intentions by group according to tourism motivation.
The purpose of this study is to provide basic data for tourism product design and marketing strategy establishment in preparation for Arctic tourism.

참고자료

· 없음