Market Segmentation of Experiential Horse Riding Tourism based on Selection Attributes of Equestrian Club = Market Segmentation of Experiential Horse Riding Tourism based on Selection Attributes of Equestrian Club

다국어 초록 (Multilingual Abstract)

Purpose: The purpose of this study is to conduct market segmentation of experiential horse riding tourism customers based on equestrian clubs’ selection attributes. Performing market segmentation is chosen in expectation of examining effective business strategy for each equestrian clubs and activating horse riding tourism industry ultimately. Method: The methods used in the study are conjoint analysis to find out relative importance of selection attributes of equestrian club and chi-square test followed by cluster analysis to define market segment using SPSS ver. 21.0. Total 12 selection attributes were extracted and used for drawing up a questionnaire. The survey was done from 4th to 19th of June, 2016 in Jeju area. 250 questionnaires were distributed and 222 data were used in the actual analysis. Result: Final 4 groups of customers of horse riding tourism were derived composing 60, 72, 61, 29 people in each groups. The first group included 30-39 aged white-collar workers whose annual salary is 3-4 million won and preferring program attribute when selecting an equestrian club. The second group included 20-29 aged students whose annual salary is less than 1 million won and preferring price attribute when selecting an equestrian club. The third group included 30-39 aged white-collar workers whose annual salary is 2-3 million won and preferring location attribute when selecting an equestrian club. The final group included 30-39 aged house wives whose annual salary is 2-3 million won and preferring staff attribute when selecting an equestrian club. Conclusion: By conducting conjoint analysis, we have found that program is the most important attribute among the customers of horse riding tourism. Followed by program, price and staff were the second and the third important attributes and location was the least important attribute when selecting an equestrian club. This result suggests that people selecting horse riding on the vacation want unique experience and diverse activity. Also, when people on the vacation select an equestrian club, distance or accessibility is less considered because most of them rent a car during the tour. With this conjoint analysis results, market segmentation was conducted and each group had suggestions of their own. Firstly, for the group who considers program attribute when selecting an equestrian club, administrator should offer diverse programs that could be joined with horse riding exercise and suited for white-collar workers. Secondly, for the group who considers price attribute, clubs should offer a reasonable cheaper price and promote this low price strategy targeting student customers. Thirdly, for the group who considers location attribute, free shuttle should be offered if the circumstances permit especially to the white-collar workers in 30s. Finally, for the group who considers staff attribute when selecting equestrian club, staff training is essential to offer kind and caring guide during the tour and coach’s professionalism should be appealed to gather the married women to the club.