earticle

영어

This study aims at promoting product and service quality that resort enterprises provide and establishing the basis for setting up customer-oriented marketing strategy through looking into the systemized motives of tourists that visit various types of resort. Thereupon, this study focused on analyzing the characteristics of tour motives by resort types and the relationships between tour motives and the attributes of resort choice on the tourists who use four types of resort: golf, ski, spa, and seashore, and derived the following issues: Firstly, in case of the tourists who visit resorts for the purpose of rest, comfort, and health, it is shown that they prefer golf-type or spa-type resorts through which they can restore their minds and bodies and pursue re-creative activities. Secondly, no matter what type of resort the tourists choose, the attributes of resort choice have common characteristics; whatever the type of resort the tourists may choose, it is shown that the factors they consider in the evoke set are common. Thirdly, there are significant relationships between the caused tourism motivations and the choice attributes of resort; it is shown that the pushing- factors of tourists influence the pulling- factors and there are differences between pulling- factors in accordance with the factors that induced the choice.