컨조인트분석을 이용한 어촌관광 선택속성에 관한 연구- 동해안 어촌체험마을을 중심으로 -

초록

This study aims to develop the Fishing Village Tourism Package that can be most suitable for the tourist. For this reason, tourist's determinant attributes and their level utility were analyzed through conjoint analysis. The determinant attributes of Fishing Village Tourism Package were extracted by referring to documents of Fishing Village Tourism's motivation and activity. Of these attributes, four main determinant attributes and two or three attributes levels for each determinant attribute were chosen for conjoint analysis. Twelve model package were made using fractional factorial design, and presented to the tourists, who were asked to reply in order of their like. Also demographic and activity characteristics were investigated. The sample of this study were extracted at random from the tourists of four Fishing Village Experience Tourism in east coast. The results of the questionnaire were analyzed to do frequency analysis, conjoint analysis using SPSS Win 10.The result of conjoint analysis shows that the most important attributes for tourist were in order of fishing and biology experience activity, reports activity, food and price.

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