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:
ㆍ ㆍ ㆍ Table 1. 2016 Equestrian Clubs and Population location 2016 2015 variat -ion regular horse riding experiential Seoul 2 2-25 - Pusan 8 7 1 464 16,379 Daeku 5 5-358 2,420 Incheon 9 9-1,207 16,800 Kwangju 7 8 1 380 1,265 Daejeon 2 5 3 114 3,500 Ulsan 9 8 1 549 7,020 Kyunggi 119 112 7 15,431 129,340 Kangwon 24 16 8 2,673 51,393 Choongbook 20 18 2 757 40,990 Choongnam 34 34-2,852 19,862 Jeonbook 28 22 6 3,195 13,884 Jeonnam 29 33 4 3,107 22,432 Kyungbook 66 60 6 7,160 82,456 Kyungnam 47 50 3 5,094 30,420 Jeju 69 67 2 4,069 434,992 Sejong 1 1-36 - total 479 457 22 47,471 873,153 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 1,134,211 112,780 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 4,509,043 421,007
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 63 24.4 female 195 75.6 20-29 16 6.2 30-39 79 30.6 40-49 147 57.0 over 50 16 6.3 high school 40 15.5 college/university 191 74.1 graduate school 24 9.3 etc. 3 1.2 student 12 4.7 white collar 61 23.6 business 18 7.0 blue collar 32 12.4 official 22 8.5 house wife 97 37.6 etc. 16 6.2 below 1 m. won 51 19.8 1-2 m. won 27 10.5 2-3 m. won 49 18.6 3-4 m. won 48 18.6 over 4 m. won 83 32.2 none 104 40.3 1-2 102 39.5 3-4 25 9.7 over 5 27 10.5 web surf / SNS 102 39.5 advertisement 4 1.6 travel agency 7 2.7 word of mouth 135 52.3 etc. 10 3.9 family 199 77.1 friend / coworker 44 17.1 couples 7 2.7 group 3 1.2 alone 5 2.0 total 258 100.0
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
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
τ Table 7. Relative Importance of Selection Attributes factor program expense location staff level partial value safe program -.223 proper riding time -.484 various activities(package).706 10,000 won.771 25,000 won.461 50,000 won -1.232 public transportation convenience -.432 accessibility to sight spot -.126 road and parking condition.558 professionalism.009 kindness -.009 importance(%) rank 28.330 2 47.678 1 23.562 3.431 4 τ
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 100.0 18.6 29.7 2 various activities(package) 10,000 won road and parking space condition kindness 0.0 18.5 29.2 3 safe program 10,000 won road and parking space condition professionalism 0.0 16.1 11.7 4 safe program 10,000 won road and parking space condition kindness 0.0 16.1 11.5 5 proper riding time 10,000 won road and parking space condition professionalism 0.0 15.4 9.0 6 proper riding time 10,000 won road and parking space condition kindness 0.0 15.4 8.9 BTL Logit
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