템플스테이 참가자 특성에 따른 세분화 연구-Multiple Correspondence Analysis를 중심으로

초록

The purpose of this paper is a market segmentation by depending on psychographics types of participants. Psychograhpics types, prefered and satisfied programes of Templestay paticipants were collected, and categorical data were presented to area diagrams by using MCA(Multiple Correspondence Anlaysis). Spatial coordinates of demograhpic data were gathered and were illustrated in two dimension through MCA. Then, K-mean cluster analysis was conducted. Analysis results are summarized as follow. First, psychographics types is the important factor to subdivide Templestay participants that select prefered programs and satisfied programes according to psychographics types of psychocentric, midcentric, allcentric. Second, there are differences of the most prefered and satisfied program among types of psychographics. The implications of this study are as follow. First, the research results are meaningful as preliminary study of segmentation by MCA. Second, the cluster analysis method of categorical data and demographic data is suggested. As a result, it is noted that a marketing strategy should be differentiated accoring to segmentation temple stay markets.

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