초록 열기/닫기 버튼
Using the 「2019 National Travel Survey」, this study segmented the MZ generation, which has emerged as a core consumer group of the overseas travel market, based on travel experience activities. As a result of the exploratory factor analysis, experiential activities were classified into four factors: historic·culture, downtown·shopping, entertainment·facility, and nature·recreation. Then a cluster analysis confirmed that the MZ generation is classified into three groups: culture·entertainment, nature, and urban experience types. The culture·entertainment type, which actively enjoys various activities, showed a large proportion of high income and a tendency to search for travel information through various channels. The nature experience type, which emphasizes recreation and rest, showed a lower proportion of high-income and higher tendency to live with children. The urban experience type had a large proportion of high-educated and middle-class people, and showed a tendency to intensively enjoy shopping and food experiences in a relatively short period. This study confirmed that the MZ generation can be classified into discriminatory groups based on the destination experience activities and provided information helpful in planning effective marketing strategies.
키워드열기/닫기 버튼
MZ Generation, Overseas Travel, Market Segmentation, Destination Experience Activities
