스마트폰 관광정보서비스 이용 속성에 따른 시장세분화 연구

This study was to segment and profile travel information service attributes with which provide through smart-phone. Based on the literature review, 16 important attributes were identified when tourists utilize smart-phone to search travel information regarding travel destination of information. These are related to each to search, usefulness of information search, easiness and credibility. A total of 473 useful samples were collected from on-site survey at 7 different random sites in Seoul. Respondents who had an experiences of travel information search through smart-phone were asked to participate in this research survey. The results of cluster analysis showed that three cluster solutions are appropriate to segment respondents (positive, moderative, and negative consideration group). Moderative groups were highly recognized easiness. On the other hand, Positive groups and negative groups were highly recognized usefulness. In order to profile each segment, Chi-square analysis was conducted. Theoretical and managerial implications was discussed in the conclusion.