해외여행객의 라이프스타일에 따른 세분시장별 결정요인 : 유럽방문객을 중심으로

This study examined the relationship between the type of tourism preferred by tourists in the lifestyle of Koreans visiting Europe. The study surveyed 248 Korean tourists who visited Europe and the data were classified into two variables (lifestyle, preferred tourism type). Lifestyle was further categorized into four clusters: passive, stable, individualized, and active. These were based on five factors: challenge-, consumption, health, stable, and individuality-oriented. The preferred tourism type was derived from four factors: purpose, consumption, achievement, and recreation-type. In the analysis, the four types of lifestyle were used as dependent variables (positive type was used as the reference variable). Preferred tourism type, demographic characteristics, socioeconomic factor, and tourist behaviour were also included as independent variables. According to the analysis results, male preference type had a negative influence on the passive market segment. In the stable segment, recreation-type tourism had a positive effect, while purpose and consumption –type tourism had a negative effect. In the individuality-style market segment, males had a more positive impact while the more purpose-type of preferred tourism had a negative impact. Marketing strategies for each segment market based on these results were proposed.