A Segmentation of Rural Tourism Village's Selection Attributes which affects Experience Programs Preferences and Behavior Intention in 6th Industry
Yoon, Y.S.; Yang, J.; Lae, J.Y.
Journal of Agricultural Extension and Community Development 20(3): 755-775
2013
ISSN/ISBN: 1976-3107 Document Number: 357607
The study aims to segment rural tourism villages' selection attributes that affect experiences programs preferences and behavior intention in 6th industry. Based on the literature review, the measurement scales were developed and the data collected from on-site survey in 6th industry trade. Cluster analysis with rural tourism villages' selection attributes were conducted and MDA was run to verify segmented group rate. T-tests were conducted to see if there were any differences between segmented groups in terms of experiences programs preferences and behavior intention. More detailed discussion were provided in the conclusion.