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초록 |
The railway does not only provide a means of transportation, but has also become a critical component
in enhancing the traveler's experience. Therefore it i s important to develop marketing strategies that aim
to satisfy railroad travelers. Meanwhile, behavioral segmentation such as motivation-based segmentation, h as
been regarded as the best starting point for market segmentation and adopted b y numerous studies. In this
context, this study attempts to segment the railroad traveler's using cluster analysis b y their motivations for
using the train. T he three groups w ere identified: low-level motivation group, middle-level motivation group
and high-level motivation group. There were significant differences among the groups in terms o f
satisfaction with the train, intention to re use the train, and perceived temporal and spatial accessibility to
the t rain station. Furthermore, high-level motivation group s hows t he highest percentage of prior railroad
traveling experience, which depicts t hat prior railroad traveling experiences a re able to strongly motivate
traveler's to use the train. Moreover, the result shows that a ll o f them h ave a high level of motivation o f
escape and uniqueness. Based on these results, this study provides theoretical and practical implications. |
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