In the 21 century global competition age, the tourism industry plays the role of promoting the international understanding, and its influence is on a rapid increase as the industry of world economy along with the state-of-the-art science and environme...
In the 21 century global competition age, the tourism industry plays the role of promoting the international understanding, and its influence is on a rapid increase as the industry of world economy along with the state-of-the-art science and environmental industry. Among the tourism industries like these, the sports tourism is recognized as one of fast-growing industrial sectors due to the potential value covering a variety of fields, including social, cultural, economic, political fields, etc.
Under these circumstances, Taekwondo as the sports tourism resource differentiating Korea from other advanced tourism countries is the Killer Contents of sports tourism possessed by only Korea that can attract the foreign tourists owing to the worldwide recognized cultural uniqueness and rich human resources.
Tourism market for Taekwondo is the market with a good quality concentrated in the OECD 30 countries holding a population of 7 million trainees, so there has been raised the necessity to generate a sports tourism income through Taekwondo and sublimate it as a cultural product representing Korea, that is to say as Korea's representative brand. The academic study on Taekwondo tourism field which can lead the Taekwondo tourism market developing gradually must necessarily precede, and particularly the desires of Taekwondo tourists getting diverse must be segmented through market segmentation and the in-depth analysis of consumption behavior must also precede.
Thus, the purpose of this study is to conduct a market analysis on the targeted Taekwondo tourists domestic and foreign aiming at Taekwondo tourism and also analyze the consumption behavior of Taekwondo tourists based on these segmentation results, such as intention of re-tourism, preference factors of tourism, and preferred tourism activities.
As the subject of this study, the researcher set as a parent population the tourists who came to see the ‘2012 Taekwondo demonstration performance’ hosted by Seoul Metropolitan City and supervised by Kukkiwon, the national sport center, and using the convenience sampling method among non-probability sampling methods the researcher conducted a questionnaire survey by distributing 100 copies of questionnaires prepared to each targeted group of Korean tourists, Japanese tourists, Chinese tourists, American tourists (in English version), European tourists (in German and French version), respectively, distributing 500 copies in total for a period of about 3 months who watched the Taekwondo demonstration performance held in a traditional Korean-style house village, Namsangol Seoul from July 18, 2012 to Oct. 07, 2012.
At the time of a questionnaire survey, the researcher checked the reservation status of foreign tourists among tourists to watch the Taekwondo demonstration performance in advance, and explained personally together with 2 assistant researchers, tour guides from H-tour, N travel agency, the particular cautions when filling out the questionnaire, purpose and contents of questions in detail to the targeted tourists for whom we expected to make a questionnaire survey a lot among the questionnaires prepared in 5 languages except Korean language, asking them to fill out the questionnaire in self-administration method, and collected the completed questionnaires.
In case of this study, using the IBM-SPSS 20.0, the researcher used the frequency analysis, exploratory factor analysis, reliability analysis, two-stage cluster analysis, cross-tabulation analysis, one-way ANOVA & post-hoc, and correspondence analysis depending on the purpose of analysis,
The results of this study are as follows:
First, the researcher conducted the market analysis according to the classification of Taekwondo tourism type domestic and foreign.
Specifically, according to demographic characteristics and tourism motivation of Taekwondo tourists, they were classified into 3 groups, that is, “a type to pursue the sociality through Taekwondo tourism”, “a type to pursue a new experience through Taekwondo tourism” and “a type to pursue the improvement of skills through Taekwondo tourism”. In addition, there were differences among the group types according to demographic characteristics, and the multi-dimensional spatial location of each group type was represented differently according to the demographic characteristics.
Second, the consumption behavior was represented differently according to the group type of segmented groups. Specifically, the intention of re-tourism for each group type was represented differently in the multi-dimensional space. In addition, the priorities in preference factors of tourism for 3 group types by group type were represented in the order of diverse attractions to see like the festival/performance, etc., foods delicious and agreeable to the taste, a variety of shopping places, and the convenience of shopping, comfortable and well-equipped accommodation, impressive historic monuments and historic sites. In addition, the priorities in preferred tourist activities for 3 group types by group type were represented the highest in food experience/gourmandism, and the next priorities were represented in the order of shopping, performance watching, festival/event participation, amusement park/theme parks.
Generalizing the results like these, we can see that there exist the characteristics of Taekwondo tourists domestic and foreign by group, and that there also exist the priorities in intention of re-tourism, preference factors of tourism, and preferred tourism activities differently among the groups.
In case of Taekwondo tourism market, a special sports tourism market which our country may have in the recently spot-lighted sports tourism market, it may be considered as the contents which can be differentiated from other advanced sports tourism countries.
Accordingly, we can say that it is required to utilize the Taekwondo tourism strategies suitable for this purpose, and we should establish a robust cornerstone to achieve the activation and development of Taekwondo tourism market domestic and foreign by presenting the new, well-matched Taekwondo tourism strategies after analyzing the structure of segmented Taekwondo tourists along with existing sports tourism strategies.
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