A Study on the Development of Fruit Tree Experience Programs Based on User SegmentationA Study on the Development of Fruit Tree Experience Programs Based on User Segmentation
- Other Titles
- A Study on the Development of Fruit Tree Experience Programs Based on User Segmentation
- Authors
- 권오만; 이정아; 정대영; 이진희
- Issue Date
- 2018
- Publisher
- 한국환경과학회
- Keywords
- Fruit tree; Experience program; Motivation; User Segmentation
- Citation
- 한국환경과학회지, v.27, no.10, pp.865 - 874
- Indexed
- KCI
- Journal Title
- 한국환경과학회지
- Volume
- 27
- Number
- 10
- Start Page
- 865
- End Page
- 874
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/131870
- DOI
- 10.5322/JESI.2018.27.10.865
- ISSN
- 1225-4517
- Abstract
- Fruit trees are a key part of agriculture in rural areas and have recently been a part of ecotourism or agrotourism. This study analyzes user segmentation based on user motivation to determine characteristics of potential customers in fruit tree farms, and thereby develop fruit tree experience and educational programs. We conducted a survey of 253 potential customers of fruit tree experience programs in September 2017. Data were evaluated using factor and cluster analyses. The results of the cluster analysis identified four distinct segments based on potential customers' motivations, that is, activity-oriented, learning-oriented, leisure-oriented, and purchase-oriented. These clusters showed that significant differences in the preference of potential customers exist. Different markets were segmented based on the benefits sought by users. The segments’ characteristics were identified and activities relevant to each segment were proposed for rural tourism. Lastly, this study suggests directions for development of fruit tree farm experience and educational programs.
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Collections - College of Life Sciences and Biotechnology > Division of Environmental Science and Ecological Engineering > 1. Journal Articles
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