A Study on Strategy for the Market Fractionation of Tourist Business Marketing

- Centering around the consumer's procurement conduce-

CHO, BYOUNG HEE

Major in Marketing

Department of Tourism Administration

Kyung Hee University

Since the marketing activities of contemporary business is always being object of market aimed at, correct grasping of market aimed is very important. Particularly while started to induce fixed directional marketing for the consumers a system of the consumers as a user of the tourist is a buyer of tourism goods or sightseeing decission maker of proceedings are being established, but followed by the increasement of consumers group the consumers nowadays have a declining of fractionalting tendency to the disticitive feature of 'hetero consumer' the preference extent to be standaridzed at the same time trend toward pluralized.

This is also came from declining to take a serious view of quality of life, a new notion so called a 'Life Style' has entered on the stage in a way of connecting the enterpriser with the consumer according to the necessity of it should be comprehended as a living person other than comprehending as a consumer on which based upon economical foundation.

Therefore, even tourism business also requires to analysis of behavior and thorough survey for why the consumers are prcuring the goods, what kind of leveled people are conusming our products shall be and essential factor to establish marketing plan.

Particularly, for the consumers survey so far, to qualitative analysis, it is remarkably inadequate to estimate mainly used vital statistic, social economical, consumer's behavior analysis. Accordingly, in this survey signified to establish adequate marketing strategy through survey or analysis related with the concreteness of life style and special feature of tourism behavior.

Stuided in this thesis, laid stress on fractionating market in marketing strategy, examined on what kind of special feature for the place to making trip depending upon consumer's life style for the specific character of tourism behavior, then analyzed and examined contering around depending upon their selection of specific trourist agency and to procure traveling goods.

Purpose of the concrete study lies in as below :

1. For the options of traveling goods of the traveler or options of specified place to be traveled, what kind of basic advantage they have depending upon variables of the demographic and life style?

2. What kind of primary factor infuluenced between motive to travel and treveling behavior according to the demographic pages and life style?

3. What kind of concreteness be shown for the procuring behavior of conusmer's overseas tranveling goods?

4. What is the characteristics of traveling behavior dpending upon life style?

Purpose of this study lies in improvement of the basic materials of concrete marketing depending upon the fractionation by different concretness of life style after presentation of the characteristics of tourist behavior examined the above.

* How To Study.

In order to accomplish the purpose of this study conducted the combined method of documentary study and questionaire survey for the verification. For the documentary analysis referred to the publication issued by the, industry of Transportation, Korean Tourist Corporation, Tourism Association, thesis of related colleges and internal and external related organizations.

For the verification survey, analyzied the valid materials of 243 responded questionaires after distributed total 400 sheets as well as conducted the quedtionaire survey through the random sampling process.

Also uitlized the SPSS PC+ for the statistical treatment of the collected materials, utilized Frequences for the sampling characteristics, and uilized ANOVA for the different varification between average of over two groups.

* Result of Study.

If examine the result of verification for the life style by different characteristics in vital statistics, it was found out that the result were vital statistical character of each places of traveled which is the commodities of the tourist company and according to the life style.

Firstly, due to the differencies between traveling places according to the vital statistics, for the European district showed to be a declining tendency of preferred by the female than the male, and the Souht-east Asia district the United States of America and Japan district were preferred by the female, the Australian district were preferred more by the female.

For the European district, thought it has occupies the biggest ration among each level of occupations, but the most interested level were the people those are engaged in the professional work, and showed in the order of students in the American district government officials in Australia, office and technical occupation in Japan, and the people of self-management in the South-East Asian countries.

Seconldy, as a reulst of analysis by the different places to travel according to their life style is as below :

In Europe, there were the biggest number of people of life style centering around in economics, and in the order of centering around in practical uses, social participating directional to the community system, tranditional conservative type, etc.

Also in the South-East Asian idstrict, showed almost no differencies random concreteness, and in the American district showed the people living centering around in practical uses were the most preferred.

In the other district and African district showed the people of fixed directional of the community system, in Japan the most popele preferred by the participating type in the society.

As stated above, the consumer behavior depending upon life style showed individualy different preferance. Therefore the improvement and applicable strategy of traveling goods of the tourist company have to establish its direction through more concretely and fractionated conusmer's fixed direction in the future.