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라이프스타일에 따른 여행상품 선택 시 위험지각에 관한 연구
김충효(Choong Hyo Kim),서원석(Won Seok Seo),이순구(Soon Gu Lee) 한국호텔외식관광경영학회 2008 호텔경영학연구 Vol.17 No.3
This research verifies difference of travel consumer`s perceptive danger according to their lifestyles when they choose travel goods and is the purpose which the result applies travel marketing sources as travel marketing segmentation strategies. The study uses a question method on paper for verified the study model and construction which is planned. And the result described through the technical statistics and the factor of validity which verified a factor analysis of measured item and the validity. Also, the life style cluster analysis of construction is proved by the range analysis and a ANOVA analysis for a difference between lifestyle and perceive danger about research constructions. This research shows that life style and perceives danger are not treat separating concept and how to know purchase decision process of the travel consumer to gain more creative consequence and understanding easily about purchasing decision process of the travel consumer with travel marketing segmentation and new strategy application value of the travel marketing.