원문정보
A Study on Market Segmentation for Development of SIT Products
초록
영어
The gradually increasing environment of market competition in Korean travel industry and economy crisis have urged travel agents to strive against the low profit with decreasing revenue.
To develop right SIT(special interest tourism) product in environment can be offer not only travelers' satisfaction but also agents' profit.
The core advantage of segmentation is that customers will be more satisfied with the product because it has been designed with their needs in mind.
The purpose of this study is to analyze usefulness psychographics survey for SIT products market segmentation and to suggest useful marketing strategies for development of SIT products.
AS a result of collecting questionnaire from the respondents 8 different types are classified in accordance with the characteristics of psychographics style.
This study results indicate that psychographics factors are useful to segment SIT market as much as demographic factors.
This study has a limitation which can offer the direction of the study in the future. That is limited sample in empirical survey as 20 or 30 ages.
목차
1. 문제제기와 연구목적
2. 연구범위와 연구방법
Ⅱ. 연구의 이론적 고찰
1. SIT상품의 개념과 특성
2. 여행사의 SIT상품 개발전략
3. 사이코그래픽(psychographic) 시장세분화
Ⅲ. 실증분석
1. 조사설계
2. 설문지 구성
3. 자료수집과 분석방법
4. 자료분석 결과
5. 요인분석
6. 군집분석
7. 사이코그래픽 유형에 따른 차이검증
8. 사이코그래픽 유형별 인구통계적 특성
9. 종합토의
Ⅳ. 결론
참고문헌
ABSTRACT