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초록 |
The purpose of this study was to segment rural tourism visitors using two-stage cluster analysis and to identify cluster differences by delineated motivation, place of residence, and visit experience. Three different clusters were identified and labeled as ‘external-experience village visitors’, entire-experience village visitors’, and ’region-experience village visitors‘ group. And there were significance among these three segmented groups in terms of monthly income, visit type, the day or stay, the main purpose, and preference type of rural tourism destination.
The findings will be helpful for rural tourism marketers and government to understand rural tourism visitors while theoretical and managerial implications were discussed.
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