earticle

영어

Korea is now seeing a rise in silver consumers, with the increase of life expectancy and the baby-boomers generation who started to retire in 2010 year. The generation prefer to travel for their leisure activities after retirement, indicating a potential increase in the demand for traveling. The travel industry interest in the baby-boomer generation. This study classified Korean generation into young class (less 50 age), middle class (51～55 age)[presilver class] and aged class (more 56 age). This study extracted physical travel motivation, social travel motivation and intellectual travel motivation from factor analysis in traveling motivations. Also this study extracted travel commodity, travel place, travel company, guider, transport means, board and lording facilities form factor analysis in travel product selection attributes. This study did regression analysis of travel motivation factors on travel product selection attribute factors through factor loading data in all generation and by generation. The analysis results of the research are as follows. First, travel motivations have significant effects on travel product selection attributes excepting transport means in all generation. Second, travel motivations have significant effects on travel commodity, guider and travel place in young class. Third, travel motivations have significant effects on all travel product selection attributes in middle class (presilver class). Fourth, travel motivations have only significant effects on travel commodity and travel place in aged class. This study configurated that middle class(preserver class) as baby-boomer generation is important objects in travel industry. And travel commodity and travel place is effective travel product selection attributes. In the conclusion We should devide silver consumer market. Also, It is need to surely silver consumers behavior is different with non silver consumer behavior. Until now, studies of the decision-making silver Consumers weak commitment to the children, and argues that the behavior is very passive. However, consumers are very active and modern silver logical decision was floopy. This study showed good characteristics of these consumers given silver consumers in future decision-making and to target marketing strategy is expected to give a big help. Therefore, future researchers should recognize the new silver consumers’ characteristics, thereby emerging as a big market, a new industry of silver to satisfy consumers will adopt it as power. But travel by segmenting the consumer satisfaction of each layer, even if the development of products that can improve the characteristics of the non-silver layer at the same level as the characteristics of the silver layer by handling is not a. Obviously non-silver layer and the silver layer with distinctly different characteristics, but the characteristics differ from the characteristics of active social meanings in every way, not to determine the characteristics of the market as an opportunity not see is that beomhaeseo mistakes. Consumer awareness of these silver from the trip as well as future product development is still hoping to be part of a continuous research is also to be noted.

한국어

출산율은 줄어들고 노인들의 수명은 길어지는 사회에서 고령화는 당연한 결과라고 할 수 있을 것이다. 우리나라는 이미 고령화 사회에 접어들었으며, 고령화의 진행속도가 누구도 예측할 수 없을 정도로 급속하게 진행되고 있으며, 베이비부머 세대가 은퇴의 귀로에서 실버계층에 진입할 문턱에 다가와 있다. 본 연구에서는 이들을 예비실버층으로 규명하였다. 본 연구에서는 11개 문항의 여행동기들에 대한 주성분 요인분석을 통하여 신체적 여행동기 요인, 사회적 여행동기 요인, 지적 여행동기 요인 등 3개의 여행동기 요인들을 추출하였으며, 20개 문항의 여행상품 선택속성들에 대한 주성분 요인분석을 통하여 6개의 여행상품 선택속성 요인들이 추출 하였는데, 이는 여행상품, 여행지, 여행사, 안내원, 교통수단, 숙식시설로 명명하였다. 본 연구에서 요인적 재치를 이용하여 여행상품 선택속성 요인들에 여행동기 요인들을 회귀분석 하였다. 모든 세대들을 대상으로 한 분석결과 에서는 교통수단을 제외한 모든 여행동기 요인들이 여행상품 선택속성 요인들에 유의한 영향을 미치는 것으로 나타났다. 또한 세대별로는 예비실버층(51～55세)에서는 여행동기 요인들이 모두 여행상품 선택속성에 가장 강력한 영향을 미치는 것으로 나타났으나 청년층(50세 이하)에서는 여행상품, 여행지, 안내원에서만 유의하게 영향을 미쳤고. 노년층(56세 이상)에서는 여행상품과 여행지에만 유의하게 영향을 미치는 것으로 나타났다. 여행동기 요인들은 세대별로 각각 다르게 영향을 미치고 있는 것으로 나타났다. 따라서 여행사는 여행동기 요인들에 대한 집중적인 관심을 가져야 하며, 특히 예비실버층을 주 고객으로 한 전략을 수립할 것을 시사하였다.