서비스스케이프를 이용한 코리빙하우스 체류형 관광객 시장세분화 연구

초록

The market for co-living housing has experienced rapid growth as a long-stay tourism destination. Co-living houses influence the decision-making of long-stay tourists through offerings such as flexible contract terms, communal spaces, and community programs. However, there is a lack of research on co-living housing in tourism, particularly regarding its market segmentation, which is crucial for targeted marketing efforts. Unlike traditional accommodation facilities, co-living houses possess unique characteristics such as specialized living spaces, community programs, and surroundings, all of which influence users’ choice attributes. Consequently, it is challenging to categorize this type of housing into a single market. Therefore, this study aims to segment the tourist market of co-living houses, analyze differences among the segmented groups, and develop marketing and sales strategies tailored to each group. The findings of this research can contribute to the future growth of the co-living housing market by facilitating the planning and operation of stay-over spaces and community programs that cater to the needs of segmented markets. Additionally, these findings can aid in establishing effective marketing and sales strategies targeting long-stay tourists.

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