ㆍ ㆍ ㆍ Table Equestrian Clubs and Population location variat -ion regular horse riding experiential Seoul Pusan

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1 A study on the selection attributes of experiential horse riding tourism using conjoint analysis Yeo Kyung Yun, Kwang Min Cho*, & Won Yong Jang Yonsei University [Purpose] [Methods] [Results] [Conclusion] Key words:

2 ㆍ ㆍ ㆍ Table Equestrian Clubs and Population location variat -ion regular horse riding experiential Seoul Pusan ,379 Daeku ,420 Incheon 9 9-1,207 16,800 Kwangju ,265 Daejeon ,500 Ulsan ,020 Kyunggi , ,340 Kangwon ,673 51,393 Choongbook ,990 Choongnam ,852 19,862 Jeonbook ,195 13,884 Jeonnam ,107 22,432 Kyungbook ,160 82,456 Kyungnam ,094 30,420 Jeju , ,992 Sejong total , ,153 Table 2. Potential Demand on Horse Riding in 2020 Location Adults Students Seoul 861,054 91,244 Pusan 341,054 31,974 Daeku 181,184 10,020 Incheon 259,726 6,227 Kwangju 116,483 9,652 Daejeon 188,872 10,415 Ulsan 100,179 3,471 Kyunggi 1,134, ,780 Kangwon 140,945 24,737 Choongbook 137,211 9,522 Choongnam 155,146 22,325 Jeonbook 150,598 8,951 Jeonnam 138,288 30,357 Kyungbook 236,959 23,156 Kyungnam 305,173 20,637 Jeju 61,373 5,559 total 4,509, ,007

4 ㆍ ㆍ Table 3. Demographic Information of Research Participants classify contents N % sex age education level occupation income previous horse riding experience visit route companion male female over high school college/university graduate school etc student white collar business blue collar official house wife etc below 1 m. won m. won m. won m. won over 4 m. won none over web surf / SNS advertisement travel agency word of mouth etc family friend / coworker couples group alone total

5 Table 4. Selection Attributes of Precedent Research precedent research Cho et al.(2014) Na et al.(2016) Kim(2014) Kim(2011) Lee & Yang(2013) selection attribute staff, expense, program, convenient facility, environment facility, convenient facility, accessability, service accessability, expense, staff service, safety, reservation, program, parking/convenient facility program, expense, accessability, facility, events program, expense, convenience, environment, service

6 Table 5. Selection Attributes of Equestrian Club factor program expense location staff level safe program proper riding time various activities(package) 10,000 won 25,000 won 50,000 won public transportation convenience accessibility to sight spot road and parking condition professionalism kindness Table 6. Selection Attribute Profiles of Equestrian Club program expense location staff 1 various activities(package) 25,000 road and parking space condition kindness 2 safe program 50,000 road and parking space condition kindness 3 various activities(package) 50,000 public transportation convenience professionalism 4 proper riding time 10,000 road and parking space condition professionalism 5 various activities(package) 10,000 accessibility to sight spot kindness 6 safe program 10,000 public transportation convenience kindness 7 proper riding time 50,000 accessibility to sight spot professionalism 8 safe program 25,000 accessibility to sight spot professionalism 9 proper riding time 25,000 public transportation convenience kindness *10 safe program 10,000 road and parking space condition kindness *11 safe program 25,000 road and parking space condition kindness *12 proper riding time 10,000 road and parking space condition kindness

7 τ Table 7. Relative Importance of Selection Attributes factor program expense location staff level partial value safe program proper riding time various activities(package) ,000 won ,000 won ,000 won public transportation convenience accessibility to sight spot road and parking condition.558 professionalism.009 kindness importance(%) rank τ

8 Table 8. Market Share Results of Selection Attributes profiles program expense location staff max utility market share(%) 1 various activities(package) 10,000 won road and parking space condition professionalism various activities(package) 10,000 won road and parking space condition kindness safe program 10,000 won road and parking space condition professionalism safe program 10,000 won road and parking space condition kindness proper riding time 10,000 won road and parking space condition professionalism proper riding time 10,000 won road and parking space condition kindness BTL Logit

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<C3D6C1BE2DBDC4C7B0C0AFC5EBC7D0C8B8C1F62833322D32C8A3292E687770> 유자차 신제품에 대한 소비자 지불의사액 추정 강혜정 최지현 이기웅 유자차 신제품에 대한 소비자 지불의사액 추정 An Analysis on Estimation of Willingness to Pay for the New Products of Citrus Tea Assessed by Korean Consumers 강혜정* 최지현** 이기웅*** 1) Kang,