방문객의 특성에 따른 카지노리조트 패키지상품 선택속성에 관한 연구

초록

This study aims to develop the most profitable resort package that can contribute resort profit and visitor's satisfaction. For this reason, this study try to analysis casino resort determinant attributes importance and it's determinant attributes level utilities by visitor's demographics and behavioral characteristics.. The collected questionnaires were analysed by frequency analysis and conjoint analysis using SPSS Win 15. The result of conjoint analysis shows that casino resort determinant attributes importance and it's determinant attributes level utilities are varied by visitor's demographic characteristics and behavioral characteristics. Results are first, females are more important in room and beverage than malse are important in local tour, second, to the 30s-40s years groups local tour is more important than the 50s years group. And the 50s years group's level utility is more higher in group tour than individual tour. Third, there are many difference in determinant attribute's importances and level utilities according to visitor's marital status, average income, using lodging facility, visiting purpose, stay period, companion and package using experience. Consequently the package planner should consider this results in the process of making package.

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