철도 여행객의 여행 동기에 따른 시장 세분화 연구

The railway does not only provide a means of transportation, but has also become a critical component in enhancing the traveler's experience. Therefore it is important to develop marketing strategies that aim to satisfy railroad travelers. Meanwhile, behavioral segmentation such as motivation-based segmentation, has been regarded as the best starting point for market segmentation and adopted by numerous studies. In this context, this study attempts to segment the railroad traveler's using cluster analysis by their motivations for using the train. The three groups were identified: low-level motivation group, middle-level motivation group and high-level motivation group. There were significant differences among the groups in terms of satisfaction with the train, intention to reuse the train, and perceived temporal and spatial accessibility to the train station. Furthermore, high-level motivation group shows the highest percentage of prior railroad traveling experience, which depicts that prior railroad traveling experiences are able to strongly motivate traveler's to use the train. Moreover, the result shows that all of them have a high level of motivation of escape and uniqueness. Based on these results, this study provides theoretical and practical implications.