럭셔리 크루즈 산업에서 체험경제이론에 따른 고객 세분화 및 특성에 관한 연구

Many previous studies have focused on the concept of experience economy in tourism industry because of its huge impacts on academic and industrial fields. The purpose of this study was (1) identify what kinds of experience economy there are in the luxury cruise industry, (2) find whether or not patrons can be grouped into distinct subsegments based on experience economy, and (3) investigate whether or not there are statistical differences among the subsegments based on demographic characteristics. The data were collected from 342 passengers who had a luxury cruise experience within 3 months. The results of confirmatory factor analysis showed that there were four factors of experience economy (i.g. education, entertainment, aesthetics, and escapism). Second, this study classified respondents into four segments based on the four dimensions of experience economy through K-means cluster analysis (Cluster 1 = entertainment, n = 92; Cluster 2 = education, n = 166; Cluster 3 = escapism, n = 61; Cluster 4 = aesthetics, n = 23). Lastly, Pearson"s chi-squared test indicated that there were statistical differences in gender, age, race, occupation, and frequency of cruise travel). The results of this study would help luxury cruise manager in developing marketing strategies.