As the lifestyles of individuals vary according to social and economic development, lifestyle type analysis is also an important factor in the tourism industry. A study which is an analysis about what behavior of travel is traveler prefer depends on each different individual-lifestyle, how different they feel in vacation benefit, and what is attributes of tourism products affect satisfaction during the travel, will be an important resource in new product development. Therefore, this study intends to analyze the correlation of each element (lifestyle, travel behavior attribute, vacation benefit segmentation, tourism product attribute) in the travel process.
3-1. Model and Hypothesis
The purpose of this study is to investigate a relationship between components of lifestyle and vacation benefit segmentation and travel behavior attributes on the selection of tourism product attributes. For understanding this, design the model structure as like, [Figure-5]. First, examine the relationships that lifestyle components are positively related to vacation benefit segmentations[H1], and that vacation benefit segmentations are positively related to tourism product attributes[H2]. Second, examine the relationships that lifestyle components are positively related to tourism product attributes directly[H3]. Third, attempt to analyze whether there is a significant mediated effect relationship between lifestyle and tourism product attributes through vacation benefit segmentation as a mediator or not[H4]. Lastly, attempt to analyze whether there is a more positive impact between lifestyle and tourism product attributes from when input together vacation benefit segmentation as a moderator or not[H5].
For this analysis, lifestyle is configured as an independent variable, vacation benefit segmentation and travel behavior attributes are configured as a mediator variable, and tourism product attributes are configured as dependent variables in this research.
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Figure-5: Model Structure Lifestyle
Vacation Benefit Segmentation
Tourism Product Attributes [Destination]
H1 H2
H3
(Accept) H5 (Accept)
(Accept)
(Accept)
(Not Accept)
H4
- 43 - 3-2. Variable Measurement
3-2-1. Lifestyle
Lifestyle is a combination of individual-related traits and as a mediator between social structure & personal resources(Voges, et al., 1988), in this study, as reviewed in the previous research, the lifestyle is set from the perspective of AIO, according to Kotler(1991) was mentioned as a whole life-way of individuals related to activities, interests, and opinions’. By Tigert & Well(1971), Zin(1998), Lee(2008), and Kang(2018) extracted variables of lifestyle. From this, divide total of four types of lifestyle, are (1)Individual-Satisfaction Oriented, (2)Social-Satisfaction Oriented, (3)Trendy Oriented, (4)Family Oriented. The part of lifestyle in the survey was composed a total fifteen questions from the extracted variables with demographic variables basic six questions by checking 5-point [Likert].
3-2-2. Vacation Benefit Segmentation
Tourists may seek differently and observe different benefits from the same product or service. Vacation benefit segmentation is useful for applying to specific products or services. In particular, may determine consumers’ diverse in terms of their preference, desire of product or service in the tourism industry. Vacation benefit segmentation is reflected in each personal characteristic and social structure. Each component of vacation benefit segmentation are extracted from several kind of researches, Garau-Vadell, et al(2002) who explores the possibilities of the segmentation based on the benefits sought by tourists, Birdir(2015) who segmented tourists who visit Istanbul and analyzed tourist profiles based on demographics and travel characteristics. Choi, et al(2016) who studied the benefits sought by US pleasure travelers to Hawaii by using a factor cluster market segmentation, and Zecevic, et al(2016) who studied assesses tourist preferences for summer package vacation benefits. From these studies, classified three types of vacation benefit segmentation, as (1)Relaxation, (2)Discovery, and (3)Interaction based on the 2006 travel and activity motivation survey which examined the benefits of vacation or a pleasure travel(Cromption, et al, 2006). The part of vacation benefit segmentation in the survey composed total nine questions by checking 5-point [Likert].
3-2-3. Travel Behavior Attribute
Travel behavior attributes are important to understand the factor reflect the satisfaction of travelers during the travel. Travel behavior attributes are different
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depends on many factors, such as; demographic, social, and psychological. Travel behaviors attributes have extracted some studies from Mayo(1981) approached travel and the motivation of the personal traveler represents a new direction in the tourism industry. They studied the effect of the tourist characteristic on travel behavior. Lee(1999) who analyzed the trend and factor of the travel plan, decision making, destination, behavior for the marketing of overseas travel products.
Lee(2008) who defined that travel behavior is a complex concept of traveler’s action, travel motivation, and consumer’s action. Fu(2016) who studied to find out the effect of the values on lifestyle of Chinese people and identified the effect of travel behavior in the relationship between values and lifestyle. According to 2018 Korea National Tourism Survey (KTO), reported that they decided the types of travel behavior into pre-travel and during travel. From these researches, this study is divided into four types of travel behavior attributes, as (1)Travel Period, (2)Travel Purpose, (3)Travel Type, and (4)Travel Accompany. The part of travel behavior attributes in the survey composed total of four questions to check by self on the correct answers.
3-2-4. Tourism Product Attribute
Travel-related products and all services included in travel products for selling by a travel agency to tourists based on tourism resources. Because the tourism product is a combination of various elements, each component is sold individually or as a comprehensive product. Among the various tourism products, variables of destination as one of the important factors are set for analysis during traveling.
From Moscardo, et al(1995) and I, McDonnell., et al.(2004), divide total type of tourism product attribute[destination] variables, are (1)Feature-Attraction of Destination, (2)Activity-Practical of Destination. The part of tourism product attributes in the survey composed a total seven questions from previous research and by checking 5-point, [Likert].
- 45 - 3-3. Hypothesis Specification
The hypothesis is a sentence that describes the relationship between two or more variables in a form that can be verified (Chae, 2004). This study set the following hypotheses to investigate the effects of Korean lifestyle on vacation benefits segmentation, and tourism product attributes. Based on the research model [Figure-5] and previous research, this study attempts to establish and test hypotheses as follows,
Hypothesis 1: Lifestyle will has a positive impact (+) on Vacation Benefit Segmentation(Relaxation, Discovery, Interaction).
Zin(1988) examined four psychographic tools which is personal values, lifestyle, vacation style and benefits sought in tourism. It investigate a relationship between psychographic concepts revealed significant and essential correlations. Each of the four psychographic concepts show a direct or indirect influence on the choice of theme hotels. He found that each of the eight vacation-style dimensions can be significantly explained by a lifestyle factors, and benefits are heavily influenced by lifestyle and vacation-style components. Choi(2016) et al, delineates the benefits sought by US pleasure travelers to Hawaii by using a segmentation and enabling marketers to develop marketing strategies. It identified three distinct segments: active travelers, relaxation seekers and traditional tourists. From those previous study, this study attempt to the correlation relationship between lifestyle factors and vacation benefit segmentations of Korean tourists. Therefore, the hypothesis about lifestyle and vacation benefit segmentation following as,
H-1: Individual-Satisfaction Oriented will has a positive impact (+) on vacation benefit segmentation.
H1-2: Social-Satisfaction Oriented will has a positive impact (+) on vacation benefit segmentation.
H1-3: Trendy Oriented will has a positive impact (+) on vacation benefit segmentation.
H1-4: Family Oriented will has a positive impact (+) on vacation benefit segmentation.
Lifestyle Vacation Benefit
Segmentations H1
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Hypothesis 2: Vacation Benefit segmentations will has a positive impact (+) on Tourism Product Attributes(Destination).
Zecevic and Kovacevic(2016) assesses tourists preferences for summer package vacation benefits. The purpose is to classify summer package tourists based on preferred benefits they seek from their vacation. They found that benefits related to the destination attractions and activities are beautiful beaches/natural attraction, interesting cultural attractions, good choice of destination activities, recreation infrastructure. They found that a segmentation based on benefits tourists seek could help to choice a destination. Sarigollo and Huang(2014) presents an effective segmentation of Latin American tourists and provides for destination marketers.
They are identified four distinct segments based on the benefits sought. These segments can also be reached via specialized tour agencies that focus on customized tours. From these previous studies, this study attempt to investigate that the correlation any effective relationship between vacation benefit segmentation and tourism product attribute for choosing a destination to Korean tourists. Therefore, the hypothesis about vacation benefit segmentation and tourism product attribute(destination) following as,
H2-1: Relaxation will has a positive impact (+) on tourism product attributes(destination).
H2-2: Discovery will has a positive impact (+) on tourism product attributes(destination).
H2-3: Interaction will has a positive impact (+) on tourism product attributes(destination).
Vacation Benefit segmentations
Tourism Product Attributes H2
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Hypothesis 3: Lifestyle will has a more positive impact (+) on Tourism Product Attributes (Destination) directly.
According to Huong(2016), at the point of that the travel product affect depends on lifestyle which is a subjective characteristic of consumer, analyzed the relationship of a travel product selection attribute depends on lifestyle of Vietnam tourists who visit to Korea. The result show significant differences on travel product selection attributes to classified lifestyle groups. Also a study of Zhang(2010) found that there is a difference between lifestyle of Chinese tourists and the travel product selection attributes according to the flow of tourism market.
Kang(2018) also indicate the result of study that the lifestyle of tourists is impact on the travel product selection attribute. Therefore, this study also attempt to investigate that the significant influence between lifestyle of Korean tourists and tourism product attribute(destination) directly or indirectly. The hypothesis about lifestyle and tourism product attribute(destination) following as,
H3-1: Individual-Satisfaction Oriented will has a more positive impact (+) on tourism product attributes(destination) directly.
H3-2: Social-Satisfaction Oriented will has a more positive impact (+) on tourism product attributes(destination) directly.
H3-3: Trendy Oriented will has a more positive impact (+) on tourism product attributes(destination) directly.
H3-4: Family Oriented will has a more positive impact (+) on tourism product attributes(destination) directly.
Lifestyle Tourism Product Attributes
(Destination) H3
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Hypothesis 4: Lifestyle will has a more positive impact (+) to Tourism Product Attributes (Destination) through vacation benefit segmentation as a mediator variable.
Kang(2018) investigate the mediated effect about the travel product selection attribute as a mediator variable between lifestyle and tourist satisfaction. The result is that there is a partial mediated effect between lifestyle and tourists satisfaction when input travel product selection attributes as a mediator variable.
Therefore, this study also attempt to investigate whether there is a significant mediated effect between lifestyle and tourism product attribute(destination) when input vacation benefit segmentation as a mediator variable or not. The hypothesis about a mediated effect between lifestyle and tourism product attribute(destination) when input vacation benefit segmentation as a mediator variable following as,
H4-1: Individual-Satisfaction Oriented will has a more positive impact (+) on tourism product attributes(destination) through vacation benefit segmentation as a mediator variable directly.
H4-2: Social-Satisfaction Oriented will has a more positive impact (+) on tourism product attributes(destination) through vacation benefit segmentation as a mediator variable directly.
H4-3: Trendy Oriented will has a more positive impact (+) on tourism product attributes(destination) through vacation benefit segmentation as a mediator variable directly.
H4-4: Family Oriented will has a more positive impact (+) on tourism product attributes(destination) through vacation benefit segmentation as a mediator variable directly.
Lifestyle Tourism Product Attributes
[Destination]
H4 Vacation Benefit
Segmentation
- 49 - 3-4. Survey Plan
3-4-1. Survey Construct
The purpose of this study is to find out whether the lifestyle of Korean tourists affects vacation benefit segmentation and travel behavior attribute, and whether there is an effective correlation with tourism product attributes.
The questionnaire for this study consists of a total five parts, which is for analyzing each of the components in lifestyle, vacation benefit segmentation, travel behavior attributes and tourism product attributes. Lifestyle classified total four typologies, were namely, Individual-Satisfaction Oriented, Social-Satisfaction Oriented, Trendy Oriented, Family Oriented. Using fifteen items as questions to determine the characteristic of Korean tourist’s lifestyle. Vacation benefits by segmenting are classified total three typologies, were namely, Relaxation, Discovery, and Interaction. By nine items as a question to determine the type of travel behaviors that Korean tourists prefer. Travel Behavior Attributes classified total four typologies, were namely, Travel Period, Travel Purpose, Travel Type, Travel, Accompany.
In questions from four items is analyzed the type of travel behavior when Korean tourists travel. Tourism Product Attributes classified a total two typologies, were namely, Feature-Attraction(Destination), Activity-Practical(Destination). From seven items for questions is determined the tourism product attribute which reflected the satisfaction during traveling. And six items for the characteristics of demographics are analyzed the basic data about Korean tourists. A survey is consists of five parts with total forty-one questions in this study.
Lifestyle, vacation benefit segmentation, and travel product attribute used [Likert]'s 5-point scales by checking on the correct answers. And travel behavior attributes and demographic characteristics were just selected by self.
3-4-2. Survey Design
The questionnaire of this study was constructed base on previous research, and an internet survey was conducted to study the relationship between lifestyle, vacation benefit segmentation, travel behavior attribute, and tourism product attributes.
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Table-12: Survey Composition
Part Classification Questions Measure Reference Research
Lifestyle
To analyze the statistic of this study, SPSS what is a statistic-program used for the statistic part of this study, and the main analysis method was conducted with statistics and reliability to grasp the basics of each questionnaire. To test the hypothesis, analysis of variance(ANOVA) and simple & multiple regression analysis was performed to understand a relationship between the variables. Simple regression analysis was conducted to influence a relationship between lifestyle and vacation benefit segmentation, vacation benefit attribute and tourism product attribute, lifestyle and travel behavior attribute, travel behavior and tourism product attribute. And a multiple regression analysis was conducted to analyze a relationship between lifestyle and vacation benefit attribute and tourism product attribute, and lifestyle and travel behavior attribute and tourism product attribute.
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The correlation analysis was conducted to analyze a relationship among each factor of lifestyle, vacation benefit segmentation, travel behavior attribute, and tourism product attribute. Cronbach's alpha test was conducted for the consistency of measurement items, to test the reliability and validity of measurement items exploratory factor analysis and reliability analysis were performed.
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