生活形態對旅遊行為及旅遊產品選擇之影響-以韓國觀光客為例-

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(1)國立臺灣師範大學管理學院全球經營與策略研究所碩士論文 Graduate Institute of Global Business and Strategy College of Management National Taiwan Normal University Master’s Thesis. 生活型態對旅遊行為及旅遊產品選擇之影響 – 以韓國觀光客為例 – A Study of the Impact on Vacation Benefit Segmentation, Travel Behavior Attribute, Tourism Product Attribute According to Korean Tourists Lifestyle.. 研究生 : 宋貞雅 SONG, JEONG-AH. 指導教授 : 陳敦基博士 Advisor: DUN-JI CHEN, Ph.D.. 中華民國 109 年 7 月. I.

(2) ABSTRACT Tourism is one of the biggest industry and fast growing up in the world, and is the most economic development option. It is important to understand what tourists’ need for promoting travel product in tourism market. The purpose of this study is examine whether there is a significant influence between lifestyle of Korean tourist and vacation benefit & tourism product attribute or not, as well as also attempt to investigate that there is a mediated effect between lifestyle of Korean tourist and tourism product attribute through vacation benefit segmentation as a mediator variable. The survey of this study was conducted to collect the information from 312 Korean respondents who had a travel experience through the online questionnaire. Base on the survey, we identify four type of Korean tourist lifestyle, including Individual-satisfaction oriented, Social-satisfaction oriented, Trendy oriented, and Family oriented. These four type of lifestyle represent the style of life about Korean tourists well. This study used the segmentation method to classify three type of vacation benefit: Relaxation, Discovery and Interaction, and also identified two type of tourism product attributes, including Feature-Attraction and ActivityPractical.. The result of this study identified that Korean tourists getting changed to not only try to learn new an experience & challenge and share information with other people, but also retain the connection or interchange with people during traveling. The Korean tourist prefers to travel with accompany, such as friends, family, relatives rather than being alone, but enjoy FIT plan without full-package tour schedule. Therefore, it is useful for travel agency companies to develop a new travel partial-package tour product for Korean tourists in Taiwan tourism marketing. Besides, the travel agency need to try diverse campaigns or events, advertise marketing for approaching the intention or motivation of Korean tourist come to Taiwan for traveling.. Keywords: Lifestyle, Vacation Benefit Segmentation, Tourism Product Attribute, Korean tourist, Taiwan travel, Marketing, Tourism Industry. I.

(3) 摘要觀光是全球最大的產業之一、成長迅速、同時亦是一個最具經濟發展的選項。在觀光市場裡為了促進旅遊產品、了解觀光客的需求是很重要的事。本研究的目的是檢視韓國觀光客的生活型態是否會對其旅遊行為及旅遊產品選擇產生影響。本研究調查透過網站的問卷總共收集了 312 個有旅遊經驗的韓國人樣本。從調查得到韓國觀光客的生活型態可分為 4 種：1.個人滿足型、2.社會滿足型、3.流行型、4.家庭型。此四種生活型態足以代表韓國觀光客的生活型態。經由區隔方法得到旅遊的效益及旅遊產品、分別是三種效益：休閒、創獲及交流以及兩類型產品、包括特殊吸引力型及.活動實用型。在這研究裡發現韓國觀光客變成喜歡學新的經驗或挑戰、而且在旅遊時喜歡跟別人分享。韓國觀光客比較喜歡跟旅遊陪伴一起旅行如朋友、家人及親戚，以及比較喜歡無套裝行程的個人獨立旅遊。因此、此一研究發現有助於旅行社開發新部分套裝旅遊產品、進行台灣的觀光行銷此外、亦需要嘗試多種廣告以增進韓國觀光客來台灣旅遊的機動。. 關鍵字：生活型態、旅遊效益區隔、旅遊產品、韓國觀光客、台灣旅遊、行銷、觀光產業. II.

(4) Contents Chapter 1. Introduction -------------------------------------1-1. Research Background. ------------------------------. 1 1. 1-2. Research Purpose ------------------------------------ 4 1-3. Research Scope -------------------------------------. 5. 1-4. Research Content & Framework -------------------------. 5. Chapter 2. Literature Review ---------------------------------. 7. 2-1. Current Tourism Industry in Korea -----------------------. 7. 2-2. Lifestyle Concept and Definition -------------------------. 10. 2-2-1. Sociology Sphere ------------------------------. 10. 2-2-2. Psychology Sphere -----------------------------. 11. 2-2-3. Marketing Sphere ------------------------------. 12. 2-2-4. Korean Researcher -----------------------------. 12. 2-3. Lifestyle Research Development Background ---------------. 16. 2-4. Lifestyle Method ------------------------------------- 17 2-4-1. Psychographic Approach ------------------------- 17 2-4-2. AIO (Activities, Interests, Opinions) Approach --------- 18 2-4-3. VALS (Value and Lifestyle) Approach ---------------. 19. 2-4-4. LOV (List Of Value) Approach --------------------- 21 2-5. Lifestyle Typologies ---------------------------------- 22 2-6. Lifestyle Traits -------------------------------------- 25 2-7. Marketing Segmentation -------------------------------. 26. 2-7-1. Segmentation Analysis --------------------------. 26. 2-7-2. Segmentation Theory ---------------------------. 27. 2-7-3. Advantages of Market Segmentation ---------------- 28 2-7-4. Vacation Benefit Segmentation -------------------- 28 III.

(5) 2-8. Travel Behavior Concept and Definition ------------------- 31 2-9. Travel Behavior Typologies ---------------------------- 32 2-10. Tourism Product Attribute Concept and Definition ----------. 33. 2-11. Tourism Product Typologies --------------------------. 35. 2-12. Tourism Product Attribute: Destination ------------------. 37. 2-13. Tourism Product Traits ------------------------------. 39. Chapter 3. Research Methodology -----------------------------. 41. 3-1. Model and Hyphothesis-------------------------------- 41 3-2. Variable Definition ----------------------------------- 43 3-2-1. Lifestyle ------------------------------------- 43 3-2-2. Vacation Benefit Segmentation -------------------- 43 3-2-3. Travel Behavior Attribute ------------------------ 43 3-2-4. Tourism Product Attribute ------------------------ 44 3-3. Hypothesis Specification ------------------------------- 45 3-4. Survey Plan ----------------------------------------- 49 3-4-1. Survey Construct ------------------------------- 49 3-4-2. Survey Design --------------------------------- 49 3-4-3. Data Analysis Method ---------------------------- 50 Chapter 4. Actual Analysis & Discussion -------------------------. 52. 4-1. General Characteristics Analysis of Samples ---------------- 52 4-1-1. Demographic Characteristics Analysis --------------- 52 4-1-2. Travel Behavior Attributes Characteristics Analysis----- 54 4-2. Investigation the Reliability and Validity of Measurement Variables ---- 55 4-2-1. Factor & Reliability Analysis of Lifestyle ------------. 55. 4-2-2. Factor & Reliability Analysis of Vacation Benefit Segmentation-–. 57. 4-2-3. Factor & Reliability Analysis of Tourism Product Attribute -- 59 4-2-4. Correlation Analysis among Factors ----------------. 61. 4-2-5. Correlation Analysis among Demographic Variables ----. 64. IV.

(6) 4-3. Hypothesis Investigation & Result Analysis----------------- 66 4-3-1. The Influence relationship between lifestyle and vacation benefit segmentation ---. 66. 4-3-2. The influence relationship between vacation benefit segmentation and tourism product attribute ---. 67. 4-3-3. The influence relationship between lifestyle and travel behavior attribute ---. 69. 4-3-4. The mediated effect between lifestyle and tourism product attribute through vacation benefit segmentation as a mediator variable --- 70 4-4. Regression Analysis of Total Factor----------------------. 80. 4-5. One-way ANOVA Analysis between Travel behavior & Tourism Product ---- 83 4-6. One-way ANOVA Analysis between Lifestyle & Demographic Variables ---- 85 Chapter 5. Conclusion ---------------------------------------. 88. 5-1. Conclusion ----------------------------------------- 88 5-2. Limitation of This Study ------------------------------- 90 5-3. Forward Implication ---------------------------------- 91 Reference ------------------------------------------------ 93 Questionnaire --------------------------------------------- 103 Appendix: Statics Data(A Mediated Effect Analysis) ---------------- 108. V.

(7) List Of Table Table-1: Korean Tourists (Outbound) Statistic ---------------------- 7 Table-2: Lifestyle Concept & Definition ------- ------------------- 14 Table-3: Lifestyle Analysis Method ------------------------------ 17 Table-4: Life Style Dimensions --------------------------------- 19 Table-5: VASL Motivation Classify ------------------------------ 20 Table-6: LOV Survey Form ------------------------------------ 21 Table-7: General-Lifestyle Typologies --------------------------- 22 Table-8: Specific-Lifestyle Typologies --------------------------- 23 Table-9: Tourism Product Attribute Concept & Definition ------------. 34. Table-10: Components of Destination Attributes -------------------- 38 Table-11: Difference between General & Service Product ------------- 40 Table-12: Survey Composition ---------------------------------- 50 Table-13: Demographic Characteristics analysis of Participants --------- 53 Table-14: Travel Behavior Attributes Characteristics analysis ---------- 54 Table-15: KMO & Bartlett’s TEST<Lifestyle> ---------------------- 55 Table-16: The Analysis Result of Reliability & Validity<Lifestyle> ------- 56 Table-17: Measurement Question in Each Factors<Lifestyle> ----------- 57 Table-18: KMO & Bartlett’s Test<Vacation Benefit Segmentation> ------- 57 Table-19: The Analysis Result of Reliability & Validity<Vacation Benefit Segmentation> ---- 58 Table-20: Measurement Question in Each Factors<Vacation Benefit Segmentation> ---- 59 Table-21: KMO & Bartlett’s Test<Tourism Product Attribute> ---------- 59 Table-22: The Analysis Result of Reliability & Validity<Tourism Product Attribute> --- 60 Table-23: Measurement Question in Each Factors<Tourism Product Attribute(Destination)>---- 60 Table-24 The Correlation Relationship & Coefficient Each Variable ------ 62. VI.

(8) List Of Table Table-25: The Correlation Relationship Analysis(Demographic Variables) --64 Tabel-26: The Result of Regression Analysis(Lifestyle Factors & Vacation Benefit Segmentation Factors) ---- 67 Table-27: The Result of Regression Analysis(Vacation Benefit Segmentation Factors & Tourism Product Attribute Factors) ---- 68 Table-28: The Result of Regression Analysis(Lifestyle & Tourism Product Attribute Factors) ---- 70 Table-29: A Step of Mediated Effect ------------------------------ 71 Table-30: The Result of Med iate d Eff ect(I nd ivid ual -Re laxation,Discovery,Inte raction -Feature)---- 72 Table-31: T h e R e s u l t o f M e d i a t e d E f f e c t ( I n d i v i d u a l - I n t e r a c t i o n - A c t i v i t y )---- 74 Table-32: T h e R e s u l t o f M e d i a t e d E f f e c t ( S o c i a l - D i s c o v e r y , I n t e r a c t i o n - F e a t u r e )---- 74 Table-33: T h e R e s u l t o f M e d i a t e d E f f e c t ( S o c i a l - I n t e r a c t i o n - A c t i v i t y ) ---- 75 Table-34: T h e R e s u l t o f M e d i a t e d E f f e c t ( T r e n d y - D i s c o v e r y , I n t e r a c t i o n - F e a t u r e )---- 76 Table-35: T h e R e s u l t o f M e d i a t e d E f f e c t ( T r e n d y - I n t e r a c t i o n - A c t i v i t y )---- 77 Table-36: T h e R e s u l t o f M e d i a t e d E f f e c t ( F a m i l y - D i s c o v e r y - F e a t u r e ) ---- 77 Table-37: T h e R e s u l t o f M e d i a t e d E f f e c t ( F a m i l y - I n t e r a c t i o n - A c g t i v i t y )---- 78 Table-38: Regression Analysis of Total Factors --------------------- 80 Table-39: Regression Analysis of Total Factors(Lifestyle-Vacation Benefit Segmentation-Tourism Product Attribute) ---- 81 Table-40: The Result of ANOVA Analysis(Travel Behavior Attribute Factors & Tourism Product Attribute Factors)---- 83 Table-41: T h e R e s u l t o f A N O V A A n a l y s i s ( L i f e s t y l e F a c t o r s & D e m o g r a p h i c V a r i a b l e s )---- 85. VII.

(9) List Of Figure Figure-1: Research Framework ------------------------------ 6 Figure-2: VALS Framework --------------------------------- 20 Figure-3: Marketing Segments ------------------------------- 28 Figure-4: Tourism Product Components ------------------------ 36 Figure-5: Model Structure ---------------------------------- 42 Figure-6: The Result of Med iate d Eff ect(I nd ivid ual -Re laxation,Discovery,Inte ractio n-Feature) - 73 Figure-7: T h e R e s u l t o f M e d i a t e d E f f e c t ( I n d i v i d u a l - I n t e r a c t i o n - A c t i v i t y ) – 74 Figure-8: T h e R e s u l t o f M e d i a t e d E f f e c t ( S o c i a l - D i s c o v e r y , I n t e r a c t i o n - F e a t u r e )- 75 Figure-9: T h e R e s u l t o f M e d i a t e d E f f e c t ( S o c i a l - I n t e r a c t i o n - A c t i v i t y ) - 75 Figure-10: T h e R e s u l t o f M e d i a t e d E f f e c t ( T r e n d y - D i s c o v e r y , I n t e r a c t i o n - F e a t u r e )- 76 Figure-11: T h e R e s u l t o f M e d i a t e d E f f e c t ( T r e n d y - I n t e r a c t i o n - A c t i v i t y )- 77 Figure-12: T h e R e s u l t o f M e d i a t e d E f f e c t ( / f a m i l y - D i s c o v e r y - F e a t u r e )- 78 Figure-13: T h e R e s u l t o f M e d i a t e d E f f e c t ( F a m i l y - I n t e r a c t i o n - A c t i v i t y )- 78 Figure-14: The Result of Mediated Effect(Lifestyle-Vacation Benefit Segmentation-Tourism Product Attribute)- 82. VIII.

(10) Chapter 1 Introduction 1-1. Research Background Tourism is one of the biggest currently and widest part of industries in the world and is a rapidly growing sector at the same time. The international tourism industry has been growing for 9 consecutive years from 2010 to 2018. In 2017, the tourism industry grew 7% compared to 2016, and it was the largest growth rate since 2010. The number of worldwide tourists in 2018 surpassed over 1.4 billion and was increased by more 4% in 2019. The number of tourists, as a result, has increased by an average of 5.1% over the past 10 years. As of 2018, tourism revenues totaled $ 1,462 billion, up 4.9% ($ 11.2 billion) from 2017. Travelers using Airline (58%) to holiday and Leisure (56%) accounted for over than half of a total, most of the majority of tourists are traveling to Europe (51%), subsequently is Asia and Pacific countries (25%) (UNWTO, 2020). Besides, according to World Travel and Tourism Committee (WTTC, www.wttc.org), the tourism and travel sector in 2019 was developed at 3.5%, which is a growth rate higher than the global economic growth rate of 2.5% for the 9th consecutive years. It announced that it has created about 25% (1/4 of the total) of new jobs during the last five years, making it the best sector to help government employment policies. According to CNN Travel(MarieemO’Hare, 2020), the United Kingdom(UK) law firm 'Henley Passport Index' announced the passport index rankings for the number of countries that can enter and leave the country in 2020. The first country is a Japan where is freeentry without a visa and leave to be possible into 101 countries, the second country is Singapore, where is free-entry without a visa and leaves to be possible into 190 countries. Germany and ‘Korea’ is the third country where is free-entry without a visa and leave to be possible into 189 countries. In ‘the world passport power rankings’, Korea where is the top 3rd in the ranking, can enter and leave without a visa to 120 countries out of a total of 170 countries and can be applied for a visa and received when arrived in 20 countries. And 28 countries are required to apply for a visa(Passport Index, 2020). It may be indicated that Korea is a fairly convenient and free system for overseas travel. As a number of tourists in the tourism industry is increasing, all the tourism industry in each country has maintained mutual relationships. But, the tourism industry is a range of comprehensive activities according to various travelers, the part of concept and definition still have limited in terms of generalization in academic and industrial sectors. The tourism industry has many unclear characteristics because of the specificity that changes from the travel activity of tourists, and the industry was decided by tourists that is, as consumers. In general, the tourism industry is divided into pure tourism such as travel, accommodation, -1-.

(11) and aviation, etc. which most rely on the tourism industry, and partial tourism such as shopping, transportation, food and beverages, etc. which are not directly rely on the tourism industry, however, are directly related to tourism activities.(KIET, D, W. HA., 2017) In a history of the tourism industry in Korea, a meaning of tourism began as a modern concept in the 1950s, when the first travel agencies and airlines were established, however, because of the Korea-War, it became a travel permit and passport issued within a limited range of the purpose overseas travel, except for only the social and economic insecurity. After the 1960s, the government was continued to regulate and restrict oversea travel to prevent foreign currency wasting from oversea travel. As a result, the travel industry was limited to development in a stagnant state for a while. In the 1980s, through the 86 Asian Games and the 88 Olympic Games, it changed to be a globalized and internationalized society, finally, overseas travel liberalization was implemented in 1989, because the economy was growing up and the living life became to improve. (NAK, 2017) As compare between overseas tourism in the past and in current, was only possible under complicated conditions and limited in the past, is perceived as one of the basic human rights with the development of economy, so that everyone can enjoy traveling freely now. The definition of tourism is expressed in various concepts according to individuals, the viewpoint of scholars and researchers. It is difficult to give universally accurate concepts because still there is no generalized concept yet. According to GuyerFeuler (1905) who has defined a concept of tourism for the first, described tourism as following: “A phenomenon unique to modern time which is dependent on the people’s increasing need for a change and relaxing, the wish of recognizing the beauties of nature and art and the belief that nature gives happiness to human beings and, which helps nations and communities’ approaching to each other thanks to the developments in commerce and industry and the communication and transportation tools’ becoming excellent.” Also by Manish Srivastava(2006), from the concept of tourism of Hunziker and Kraft. (1942) described that tourism is as a totality of a phenomenon and relationship arising from the traveling and staying of strangers, is providing that the staying does not indicate an establishment of permanent residence and, is not related to their remunerative a position. A concept of “Tourism Society of England in 1976”(Beaver and Allan, 2002), was described as the short period or temporary movement of people to a destination out of from a places where generally living & working, and on the other words, activities during the staying at every destination including movement for all purposes. At the “World Conference on Tourism”, In Manila (1980), World Tourism stated that the tourism is considering an essential activity to a life of the nation because of it is directly affect on an education, culture, economic and social sectors of their international relations and national societies. According to them, define what -2-.

(12) tourism means is important to understand and research the consequent need by increasing and widening impact on society. WTO Ottawa Conference on Travel and Tourism Statistics in 1991 described that the tourism is a movement of persons to travel and staying in some new spots from out of their ordinary circumstances for less than one consecutive year for doing business, holiday, leisure, and other some purposes. (WTO, 1995) According to C, R. Goeldner., et al. (2009), that a tourism is the composite of services, industries and activities that deliver the travel experience; transportations, accommodation, drinking, food, shopping, activity facilities, entertainment, and other hospitality services are available for a personal or groups that are traveling away from the house. Tourists are important as a mediator and essential factors according to that tourism values, perceptions and behavior are changed. The tourism industry is also reflected in the change of travelers. Before understanding the Korean tourism industry, understanding Korean tourists as a consumer is important. The tourism industry in Korea, the role of the consumer has a great influence on tourism, as it has been changed from the past form that was decided by the supplier, to the form that is decided by the consumer. The three elements of tourism are ‘tourists’ as the main subjects of tourism, ‘tourism resources’ as the objects of tourism, and ‘tourism industry’ as tourism mediator. And these three elements may be complementary to each other. In general, tourism classified as (1) Domestictourism that tourists travel through their own country, (2) International-tourism that tourists travel across international borders. International-tourism may divide into inbound-tourism, outbound, and foreigner-tourism. In this study, the relationship between consumer lifestyle which is as a subject(Independent) variable of travel in the process of travel, and tourism product which is as an object(Dependent) variable of travel. Through the vacation benefits and variety of travel behaviors that are considered as a mediator variable during travel, and intend to analyze the relationship whether there are relevant or not between lifestyle and tourism product through vacation benefits and travel behaviors. Depending on the lifestyle of the tourist, that is, as a life-style of the consumer, the various vacation benefits and travel behaviors as a mediator variable is used to determine the tourism products. The most important part of this process is how to analyze the lifestyle of tourists and classify the types by criteria. Although many Korean people who had already an experience to go oversea traveling, some studies had been conducted to analyze the lifestyle of Korean tourists and to determine the appropriate tourism product to Korean tourist who visited Taiwan for traveling. To attract Korean tourists sustainably, a proper customized tourism product must be developed to attract tourists. Therefore, in this study, based on these requirements, and research previous studies on lifestyle and vacation benefit, travel behavior and tourism product. By -3-.

(13) analyzing the relationship between each characteristic of Korean tourists' lifestyle and vacation benefit, travel behavior and tourism product, it may help to develop the travel products for Korean tourists in the tourism marketing, intend to provide it as a basic information that can give directions to the marketing strategies for promoting the tourism products for Korean tourists.. 1-2. Research Purpose Based on previous researches, this study intend to identify the components of the lifestyle and classify the types, and according to the categorized these types, determined the relationships among vacation benefit, travel behavior, and tourism product which are considered from when tourists traveling. As values and perceptions of Korean tourists have diversified, determined that the elements of vacation benefit and travel behavior which is important through lifestyle, and also determined the components which are considered when tourist selecting tourism product for the traveling. Based on this data, this study intends to help for developing new trendy tourism products that is a proper to Korean tourists and sustainable development in Taiwan tourism market. The purpose is as follows: . . . .  . . First, based on the previous studies(oversea and Korea), is considered the background of theoretical research, model of study, hypothesis which related to lifestyle, vacation benefit, travel behavior, and tourism product. Second, for empirical study, investigate the reliability & validity of each factor and the characteristic of main factors from the empirical analysis based on the collected data. Third, based on the lifestyle of Korean tourists, the goal of this study is to analyze preferred travel behaviors and types of vacation benefits during traveling and determined the composition of attributes that are important when Korean tourists selecting tourism products. Fourth, analyzes whether there is the correlation between the lifestyle of Korean tourists and their vacation benefit, travel behavior, and tourism product or not. Fifth, analyze whether there is a positive impact among vacation benefit, travel behavior, and tourism product according to lifestyle or not. Sixth, investigate whether the vacation benefit and travel behavior as a mediator variable has an significant effect when input lifestyle as an independent variable to tourism product as a dependent variable or not. Seventh, based on the results of theoretical analysis, suggest a direction to develop a new appropriate customized tourism product that can fulfill the needs of Korean tourists, and helping steadily attract potential Korean. -4-.

(14) tourists through the development of tourism products and promotion in the Taiwan tourism marketing is main purposed of this study.. 1-3. Research Scope This study aims to achieve a purpose of research through literature research and empirical research for the relationship among vacation benefit, travel behavior, tourism product according to lifestyle typologies. First, it is intended for Korean tourists who have a traveling experience. To analyze the factors influencing the selection of tourist destinations, classify factors constituting vacation benefit and travel behavior. By analyzing that the tourism products attribute have a direct impact on travel satisfaction. This study aims to help develop appropriate travel products based on factors that are important for Korean tourists' choice of travel destinations.. 1-4. Research Contents & Framework Based on the scope, this study consists of a total of five chapters, (1)Introduction, (2)Literature-Review, (3)Research-Methodology, (4)Case study Analysis & Discussion, (5)Conclusion, and the research composition and contents of each chapter are as follows:  . . . . Chapter 1. The introduction, which is explained the background, purpose, scope, framework & contents of this study. Chapter 2. Literature-Review, which is organized concepts, types, and components through prior studies related to the main variables of this study: lifestyle, vacation benefit, travel behavior, and tourism product. Chapter 3. Research-Methodology, which is presented the method of manipulation of variables, the establishment of the research model and research hypothesis, questionnaire preparation, sample design, and analysis methods through the theoretical preliminary research. Chapter 4. Case study Analysis & Discussion, which is conducted empirical analysis and analyzed the results to verify the established research model and research hypothesis. Chapter 5. The conclusion, which summarizes the result of the research based on the analyzed results, and suggests future research directions by analyzing the limitations and implications of this study.. The progress of the study constituting in this study is as shown in [Figure-1].. -5-.

(15) Introduction Background, Purpose Scope, Framework. Literature Review Lifestyle. Definition Background Typologies Traits. Benefit Segment. Definition Advantage Vacation benefit segmentation. Travel Behavior. Tourism Product Attribute. Definition Typologies Traits. Definition Typologies Traits. Research Methodology Model Structure Variable Definition Hypothesis Specification Survey Plan. Case Study Analysis & Discussion Survey Statistic (Reliability & Validity) Factor Analysis (Lifestyle, Vacation Benefit Segmentation, Tourism Product Attribute) Hypothesis Model Calibration Result Analysis. Conclusion. Figure-1: Research-Framework. -6-.

(16) Chapter 2 Literature Review 2-1. Current Tourism Industry in Korea Currently, Korea's GDP is 1,626.54%, ranking 12th in the world and 4th in Asia after China, Japan and India, GDP (PPP) is 2,418.10%, ranking 14th in the world and 5th in Asia, behind China, Japan, India and Indonesia(International Monetary Fund, 2019). A number of tourists who travel to abroad have been rise steadily since 2010, and a number of tourists who travel to abroad in 2019 is 28,714,247, and the number of tourists traveling to Asian countries including Japan, China, Vietnam, Thailand, Philippines, Hong Kong, Taiwan, etc., getting an increase. According to, KTO report of 2019, may realize that Korean tourists constantly increase go to overseas travel. Here, is refer total and to Taiwan statistic data.. Table-1: Korean Tourists (Outbound) Statistic Year. Total Outbound. Increase rate(%). To Taiwan. Increase rate(%). 2013. 14,846,485. 8.1%. 351,301. 35.6%. 2014 2015 2016 2017. 16,080,684 19,310,430 22,383,190 26,496,447. 8.3% 20.1% 15.9% 18.4%. 527,684 658,757 884,397 1,054,380. 50.2% 24.8% 34.3% 19.2%. 2018 2019. 28,695,983 28,714,251. 8.3% 0.1%. 1,019,122 1,081,931. -3.3% 18.9%. Resource: KTO, Korea Tourism Statistic Report.. According to data, the total number of outbound in Korea has been increased since 21 century. The life-style of Korean people has changed to be globalization or international from the development of economic and society, life level also has been to be stable. Because of those changings in life, Korean people has been start to go oversea for traveling. However, the increasing of outbound or travel to Taiwan was suddenly decreased in 2018. At this point, found a case of THAAD(Terminal High Altitude Area Defense) which is the air defense system designed for protecting against from the missile attacks of enemy. The United State government want to set up THAAD in Korea for protecting Korea and United State from the nuclear-missile threat of North Korea. However, China not agree with this THAAD arrangement case with Korea. Eventually Korea government permit THAAD arrangement and China government completely forbid all Korean -7-.

(17) tourists to visit China for traveling. The impact of THAAD arrangement can be explained that why the rate of Korean tourists who travel to Taiwan had decreased during 2017 to 2018. The highest increase rate (34.3%) in 2016 to Taiwan, and according to this data, it may be explained that many Korean tourists still prefer to travel to Taiwan during these few years. There are factors that led tourist travels to Taiwan. For example, in Korea, the cultural phenomenon of “Hallyu(韓流)” is affecting the world culture in various ways. Among them, it can be said to be one of the factors influencing the tourism market. Through this, it has developed into a phenomenon that informs the image of Korea and visits Korea from various countries(Li., 2013). As such, Hallyu(韓流) in Korea is a factor that continues to have an effective influence on a tourism industry these days. In the case of Taiwan, a time when Korean tourists started to travel to Taiwan, can be "Grandfather over Flowers <in Taiwan>” which is a Korean reality broadcast travel program in 2013. A backpacking travel program that introduces information or images about the country to travel, it is a new type of program that leads to viewers' interested and curiosity about travel rather than just for a simple fun-oriented way by showing the actual situation different from the existing entertainment program. In 1992, Korea ended up establishing diplomatic relations with China, after the inevitable dismissal from Taiwan, most of the people did not have much information or awareness about Taiwan. By previous studies related to the Hot-Trendy and impact of this program, it is a real variety travel program that adds fun to entertainment shows and mainly introduces overseas attractions and hidden tourist spots. In fact, a survey report showed that 64.7% of people who watched this program influenced their plans for overseas travel(KTO, 2004). It can be explained that there is an indirect effect that induces tourist motives from positive images by exposure to new types of programs from the limitations in movies and dramas(Seo., et al, 2018). According to the statistics for the last three years (2017 to 2019), Korea Tourist Departure Status that annual growth rate is an average 89% (Reference: Table-1). It is possible to grasp that more than half of the people have experience abroad, and modern tourists who have an abundant travel experience tend to get accurate information about travel destinations, most are affected by the Internet or travel programs. As a representative example, the syndrome boom through “Grandfather over Flowers <Reality Travel Program>” had a great impact on the Korean travel market(Kim., 2016). In addition, as the number of programs based on tourist destinations filmed in overseas backgrounds increased, it developed into a tourism product. According to the Korea Tourism Organization, 53.8% of tourists visited Taiwan within one year after watching “Grandfather over Flowers”, and tourists who want to travel to Taiwan since this program broadcasted has been increased -8-.

(18) from 250,000 tourists in 2012 to more than 500,000 tourists in 2014. As such, it can be represented that overseas travel programs have a high influence on the selection of destinations. In conclusion, the positive image of the reality travel program shows a positive attitude toward a destination, and it can be explained that it has a positive correlation with the intention to travel(Cho., 2016). In addition, travel products are intangible service products that cannot be predicted or satisfied before experiencing them in person, making it easy to obtain information through travel programs and also may affecting tourism motives. Among the video media that can be easily accessed due to the development of the mass media, the travel program does not simply provide information, it shows the local experiences more vividly. This means that travel programs can affect consumers' travel needs(Qin., 2017). Focusing on Taiwan travel, as Korean tourists who prefer to travel to Taiwan began to increase, by analyzing the factors that select Taiwan as a destination. The point of failure rate is low in the first free travel by the facts such as, the short distance, cheap prices, free entry, national security, and convenient information, etc. was the most influential in considering the destination. In Taiwan, most tourists prefer free travel rather than package travel, so it is closely related to the safety of the destination(Lee., 2017). In general, tourists visiting Taiwan have positive effects on image, experience, and satisfaction, so they may consider revisiting or recommend it to acquaintances. It can be demonstrated that traveling to Taiwan have a positive effect on Korean tourists. As such, because the Korea tourism industry developed, Korean tourists have also been changed their social, cultural and values, giving meaning to the tourism industry in many ways, it may be indicated that from the concept and activity of seeing and hearing on a simple trip. It has been changed to a feeling and experience of a multi-purpose customized activity that proper each person's value creation and propensity. This phenomenon can be accompanied by changes in the value of tourism because a lifestyle of the tourist who is consumers in tourism, is also changing by developing the economy. The improvement in the quality of life and distinction of individual values are influenced by countless factors in tourism which as a service industry for intangible products.. -9-.

(19) 2-2. Lifestyle Concept and Definition As the life type of consumers due to the development of society and the economy have also changed widely, and the quality of life has become more important as consumers' values and individual needs have diversified. By the lifestyle of consumers because of the development in society and the economy has also changed widely, the quality of life has become more important as consumers’ value and individual needs have diversified. Every individual has own particular lifestyle and improves at the same time change by learning through surroundings such as, how a person lives in life, self-image, interests, habits, social status, attitude towards the world and daily activities(Ebad Baig, et al., 2013). Because of this, one approach way to understand consumers’ intrinsic values or needs by analyzing in more detail is research about the lifestyle. The lifestyle concept has helped in marketing to understand consumers and way of livings and presenting products accordingly(Ebad Baig, et. al.). As mentioned previously, most of the lifestyle typologies have made diverse choices with variables depend on the particular lifestyle categories. Lifestyle, because there are inconsistencies in every research associated with a definition of what is meant by lifestyle is a complicated concept to express. Although, these parts had been discussed among the precedent researches, however, still do not make clear typologies and concept of lifestyle by various troubles(Jansen., et al., 2011). The concept of lifestyle began to be used by sociologist Max Weber & psychologist Alfred Adler, and William Lazer introduced it at the American Marketing Association (AMA) in the early 19690s, and at the same time began to actively apply in consumer and marketing fields. On the other hand, Korea started the research of lifestyle for the first time in 1975 by JOONG-ANG Daily and Dong-Yang Broadcasting (JOONG-ANG Daily, 1975), but lack of data due to insufficient research compared to developed countries. At the point of regarding definitions of lifestyle concepts, it is better to understand by dividing and analyzing according to the study sphere. By study sphere, it may be to divide it into three parts: sociology, psychology, and marketing.. 2-2-1. Sociology Sphere Sociologists concentrate on a macroscopic point of view whole of society or group. From the perspective of social class, the term of “lifestyle” was used by Max Weber as a germany sociologist, to study the concept of “the status group”, because just the bourgeois and proletariat were not enough to understand. Sociologists mostly share the collective meaning shared by specific groups and classes, and the concept of lifestyle is used as a comprehensive expression of - 10 -.

(20) social hierarchical differences in people's behavior. According to Max Weber(1968) who is a sociologist, the status group generally founded on regulating own style of life, economically consumption patterns and individual formal education, hereditary or occupational prestige. Social groups relate to their life style, which becomes the traits of a group and belongs to. The decisions of diverse life styles are from the social class, such as occupation and education. Lifestyle is the summation of a response to the social world and depicts clearly the place in social prestige the consumption can provide a specific way of communicating social diversity in life. Feldman and Thielbar(1972) defined that life style is a group phenomenon, life style pervades various aspects of life, life style implies a central life interest, life style varies according to sociologically concerned with variables. Life-style has been explained in contemporary social science research and it has been confused with a status group, subculture and social movement. Zablocki & Kanter(1976) defined a life-style as a given combination that the members are similar to another and different from the other in a distribution of their incomes and movements. According to them, a given life-style may be characteristics such as; a particular subculture, social class, status group but it can be defined as a collectivity that lack social and cultural identity since life-style described just in terms of preferences. By the consumption pattern of the status group, they figured out characteristic amounts of the services, goods obtained for a group of status and mix of these goods and services.. 2-2-2. Psychology Sphere Some psychologists try to approach conclusions by noticing specific impressions, traumas, or instincts but on closer examination, it will be found that these components presupposed the consistent style of the life. Psychologists focus on individual internal psych-state. Individual psychology has figured out no problems in a life that can not be grouped under these three main problems: sexual, social and occupational. It is in react to these three problems that every human being certainly shows their own sense of the life(Adler., 1931). Adler (1969) as a psychologist who believed that humans practice control over their behaviors, it was used the term of “style of life” for the first in psychology described that the style of life is constitutes expressed or imbedded in an attitude, and the attitudes are an expression of the whole attitude to life. Adler study about a statement of individual psychology. By him, the self-consistent personality structure develops into a person’s style of the life and a style of the life is molded from people’s creative power(Adler: Individual Psychology, p.69-70). As he said, the style of life is a unity because it has grown out of the difficulties of the early life and out of the striving for a purpose. Also it found that a style is different from an environment from what we expect. Every human being has an individual life pattern - 11 -.

(21) and, is not merely the mechanical reaction to an environment. It is a key to predict individuals act by individual consistent traits. It includes a self-concept, feelings, a person’s purpose for others and attitude toward to the world. By his theory, lifestyle is a valence-free self-perception that influence emotional reactions, thoughts and behavior, also trust all behavior is useful and purposeful for people’s goals and needs. Allport presents his case for ‘patterned individuality’, he emphasizing the individuality, and this individuality through the personal differences.. 2- 2-3. Marketing Sphere In early 1960, William, Lazer mention the concept of lifestyle. After he introduced ‘lifestyle’ in AMA (American Marketing Association), it starts to applicate in marketing. It has developed by consumer act research, which is about the connection between society, group and individual in diverse parts. Lazer who has introduced a concept of life style patterns and relationships to the marketing defined life style patterns as; ‘a concept of system. It mentions to an unusual style of living, in its broadest sense and aggregative of a whole segment or society thereof. It is relevant to those distinctive ingredients or quality which is described a life-style of some groups or culture, and divide it from others. It symbol a pattern that develop and emerge from the diversity of living in a society(Lazer., 1963).” According to Levy(1963), an individual’s lifestyle is a large complex symbol in motion. He mentioned, it is composed of sub-symbols, and utilizes a characteristic pattern of living space, and act systematically to process objects and events following these values. He focuses on his personal lifestyle. And also point out that marketers have to sell an appropriate product to the consumer’s lifestyle rather than just sell isolated products. Therefore, to increase the number of ways, the marketer fits meaningfully into consumers. Moore(1963) who is focused on family lifestyle as different from Levy, defined the term of lifestyle as a patterned mode of life into which people fit diverse resources, events or products. In 1990, Engel, Brlackwell & Miniard(1990) defined that lifestyle is as a pattern in which people spend time & money and live, and is a function of consumer’s motivations, social class, demographics and other variables. And, also depicted that lifestyle is a summary construct which reflecting the values of consumers.. 2-2-4. Korean Researcher As a dictionary definition, lifestyles represent cultural and psychological differences in all aspects of life in at large form, including a variety of lifestyles, behaviors, and thinking patterns that appear because of individual or family - 12 -.

(22) values(NAVER, 2020). According to domestic literature, it is defined as a concept of different lifestyles among scholars. However, it is common to define the concept of lifestyle as a comprehensive system structure for activities, interests, and opinions. Chae(1992), who presented the lifestyle of Koreans as the first paper, defined the lifestyle as a unique life-style common to members of society. According to Oh(1983), lifestyle is a synthesis of life consciousness, values, and attitudes, and is defined as a specific way of life possessed by the entire society or a part of it. Besides, Yoo(1997) explained that a lifestyle implies how consumers spend time and money, what interests them in their environment, and what opinions they have about their surroundings. Similarly, Yoon(1989) defined lifestyle as a broad concept as a life-style related to how people spend time, what is important in their environment, and what they think about their world around them. In a similar concept, Song(1993) defined lifestyle as first, how people spend their own time, second what they expect to be important in their environment, and third how they think about the environment. On the other hand, Kim(1993) said that as a sum of culture, values, resources, symbols, and behavior patterns, the lifestyle of a particular society or a specific group is reflected through the purchase and consumption of products. Lee(2000) explained that a concept of lifestyle as a result of the formalization of culture, values, symbols, and wealth, is a pattern of using time and money by each individual to develop and pursue life with a concept embodied toward self, others and society. In addition to this, according to prior studies on lifestyles for Chinese people visit Korea. Chang(2010) defined lifestyle as follows, “Lifestyle refers to a system that is mutually integrated with attitude, value consciousness, opinions, interests, and practical actions, and operates from the perspective of AIO analysis that can describe any part of an individual family, generation, group, class, region, and society. It may be defined as an integrated system of interests and opinions and a form of time and money spent in individual and social groups.” Kang(2018) defined a lifestyle as an overall way of living to pursue material or mental happiness in the environment and values given to self from the past an experience to the present. Also, Wang(2018) was defined as a characteristic and discriminatory life-style of a person’s life or social class. Zhang(2019) referred to lifestyle as a unique way of life in which self or group lives, and also specifically, what patterns of consumption consumers have about time and resources, what they interest in the environment, and how thinking about the society. By knowing through this, it reflects the consumer's self-awareness and the thoughts of others in the lifestyle. As a result, by referring to the previous research materials comprehensively, lifestyle can be view as a comprehensive system concept made up of various factors such as values, attitudes, lifestyle, culture, preferences. And it is defined as an overall pattern of life that is centered on activities how to spend time and money, interests what is important in the living environment, and opinions - 13 -.

(23) expressing thoughts about social and cultural surroundings. The following is a brief summary of domestic prior materials related to the definition of previous lifestyle concepts.. Table-2: Lifestyle Concept & Definition. Researchers. Concept & Definition. Wilensky (1970). A pattern of behavior and attitude that persists through more than one generation and coheres enough to crosscut diverse spheres of life. Wind and Green (1974). The overall manner in people live and spend time, money. Murphy (1974) Schutz., et al. (1979) Sessoms (1980) Entwistle (1981) Tulloch., et al (1982) Bosserman (1983) Earl (1983) Glyptis (1984)/(1988) Gattas, et al. (1986a) Featherstone (1987) Voges, et al. (1988) Miedema (1989) Ruiz (1990). A person’s lifestyle is a pattern of individual behavior Based on personality, cultural, education, family, occupation, income, mode of living The orientation to self, others, a society that each individual develops and follows A mode of expression, The behaviors, attitudes The way one lives’ A package of activities, at work and play, Domestically, politically, culturally All those behaviors over which we do have control A pattern of consumption involving preferences, taste, values A Person’s pattern of choices, activities A pattern determined by personality, by thinking about the world Types of people with similar patterns of behavior A total package of activities from an individual’s daily life Life-style is a sociological concept The distinctive style of life of specific status groups Individuality, self-expression, self-consciousness A combination of ‘person-related traits’, ‘context-related traits’, A mediator between social structure and individual resources The distinctive style of specific status, position groups The personal way in individual organizes daily life The original individualized way - 14 -.

(24) Chae (1992) Oh (1983) Yoo (1997) Yoon (1989)) Song (1993) Kim (1993) Lee (2000). Jang (2010) Gang (2018)) Wang (2018) Jang (2019). A unique lifestyle that members of society have in common A complex of lifestyle, values, and attitudes The unique life-style of the whole and part society How to spend money and time, what interests you in your environment, and what opinions you have about yourself and your surroundings How do you spend your time, what do you think is important in your environment, and what are you thinking about your surroundings How to spend time, what to expect from the environment, what to think about the environment Total of culture, values, resources, symbols, and behavior Reflecting the lifestyle of a specific society and group through product purchase and consumption activities The formalized result of culture, values, symbols and wealth Patterns of time and money spent on living A system integrated with attitude, value consciousness, opinion, interest and practical behavior An integrated system of activities, interests and opinions, as well as a way of using time and money in individual and social groups Living way of pursuing material or mental happiness in the environment and values A characteristic and discriminatory way of life or social class A unique way of life in which live self or in group Reflecting consumers' self-awareness and other people's thoughts in lifestyles that consumers learn through time, resource consumption patterns, environmental interests, and thoughts about society. Resource(Reference Previous Research and Re-citation): A, J. Veal. (2000). Leisure and Lifestyle (a review and annotated bibliography), Online bibliography No.8, School of Leisure, Sports & Tourism, UTS, p.102-104.. Comprehending the existing studies, the concept and definition of lifestyle were explained differently according to the purpose and interest of the researcher. In this study, the concept of lifestyle is defined as a pattern of the life in which individuals and communities coexist, which can be influenced by individual ideas and values, cultural and environmental factors, and can change into the influence of a specific group in the social aspect.. - 15 -.

(25) 2-3. Lifestyle Research Development Background In general, demographics variables used in the tourism market for segmentation before lifestyle conception start to use commonly. However, demographics variables such like; gender, age, education, occupation, income, etc. have restricted to explain the segmented market characteristics by the change of diverse consumer. Lifestyle is useful to understand the market and to express more clearly the consumer than demographics. Lifestyle is the crucial component to affect consumer product selection, and it may depict as an individual value organization by personal culture, society level, groups, family influence. The background of lifestyle appearance is followed as: 1. As consumers’ values and behaviors become more complex, as the demand for more useful explanation principles increases, it becomes to be important to start the study of lifestyle. 2. Lifestyle variables will help segmentation in the field of tourism marketing for a large number of unspecified consumer markets. 3. From perspective of shaping and expanding a new lifestyle is the background of lifestyle development(Kim., 2007). By lifestyle variables, can determine from microscopic view like personality to macroscopic view such as, society status, groups, family that what consumer wants, what is needed to consume specific tourism production, Lifestyle help to the marketer to segment market, and useful for development travel production, attract tourists and satisfied the consumer’s consistently changing needs in the tourism market. This is the reason that lifestyle has developed in market research including the tourism market.. - 16 -.

(26) 2-4. Lifestyle Method Because the lifestyle concept is abstract, it is impossible to measure the quantities. However, it may be to measure with demographics approach method. And also possible search on big scale, the research reliable and validity from the analysis can be higher. There are two ways of analysis method in lifestyle depends on the view of analysis. It is a macroscopic analysis method and microscopic analysis method. The macroscopic analysis method is a way to figure out a comprehensive trend lifestyle in society or certain society by objective data. This is for understanding a feature in society as one group. As a macroscopic way, there is a social trend approach which is the main purpose that determines the factor relative with lifestyle in social tendency by Yankelovich monitor, and Society trend prediction approach which is focused on that how the social change depends on need, value, belief by SRI (Standard Research Institute). Another one, microscopic analysis method is a psycho measure way and is predict social trend from lifeneed type and personal value by subjective. This is for understanding a feature sub-group, which consists of society. So, the microscopic analysis method is better to use in marketing or aspect of a consumer than a macroscopic analysis method. There is a psychographic approach, AIO(Activities, Interests, Opinion) approach, VALS(Value and Lifestyle Survey) approach RVS (Rokeach Value Survey), and LOV(List of Value) approach.. Table-3: Lifestyle Analysis Method. Type. Objective. Subjective. Macroscopic. Society indicator Quality of life Demographics trend. Society psycho Consumption demand Social-tendency Prediction society trend. Microscopic. Segmentation: Demographic, society & economic Pattern. Psychographic AIO, VALS, LOV Life system. Resource: J, H. Chang. (2010). A study on the travel product selection attributes according to the lifestyle of chines tourists. Han-Yang University. Korea. 2-4-1. Psychographic Approach A psychographic approach is a way to supplement quantity measure variables such as; activities, interests, opinions, values, attitudes, needs, a personality in the - 17 -.

(27) demographic approach used by Demby(1974). According to him, psychographics is a quantitative research procedure to express why people behave as they do and why they hold their current attitudes. And it is from the socioeconomic, demographic and user/non-user analysis and employs. Also, he mentioned that psychographics may be viewed as a behavior to marketing research and an appropriate application of social sciences. It can measure the consumer’s predisposition to buy a product, the influences that stimulate buying behavior and the relationship between the consumer’s perception of a product benefits and lifestyle, needs and self-concept(Demby., 1974). The other words is a way including characteristics related to individual personality or disposition in lifestyle. It is measure quantitatively psychological character. Therefore, psychographics refers to people’s lifestyle characteristics whereas demographics refer to certain social and the physical characteristics of people. Market researchers were presented with the challenge of measuring consumer lifestyles and psychographics start to use in marketing. Psychographics supplement demographics by adding the richness of the social and behavioral sciences to standard demographic descriptions of people. This way could not only describe the types of people that buy their products but also could consider more systematically the reason why people buy them. It can obtain information concretely because it offers quantitative data about psychological characters by using objective investigation.. 2-4-2. AIO (Activities, Interests, Opinions) Approach AIO approach is one way to use for measuring and analysis of lifestyle these days. It was developed from Wells & Tigert in 1971. AIO is one parameter to carry out psychographic, which does a market segmentation based on a psychology of the customers. AIO including Activities, Interests, Opinion and demographic variables like age, income, gender, education. Occupation. The user of activity, interest and opinion variables has the option of employing a large, highly diversified or of using a more limited multi-item scale. The multi-item scale approach is favored by a psychometric tradition because properly constructed scales are invariably more reliable than individual items. The relationships between AIOs and the products are merely surface manifestations of more demographics, So, the market increasingly uses for segmentation more on psychological, social and an attitudinal criteria than on the traditional bases of geography and demography(William., 1971). AIO approach can measure thoroughly lifestyle relative with specific products or services. Plummer(1974) is a scholar who starts to research demographics data mixed AIO factors in lifestyle analysis. The method of measuring life style pattern and their relationship to consumer behavior have been developed and refined since 1963, the most commonly used approach to life style measurement have been AIO rating statements. Life style segmentation research measure peoples’ activities in - 18 -.

(28) terms of (1)how they spend their time, people’s interests in terms of (2)what they place importance in their immediate surroundings, (3)people’s opinion (view of themselves and the world around) in terms of some basic characteristics such as education, income, a stage in life cycle and where they live(Joseph., 1971).. Table-4: Life Style Dimensions Activities. Interests. Opinions. Demographics. Work Hobbies Social events Vacation Entertainment Club membership Community Shopping Sports. Family Home Job Community Recreation Fashion Food Media Achievements. Themselves Social issue Politics Business Economics Education Products Future Culture. Age Education Income Occupation Family size Dwelling Geography City size Stage in life cycle. Resource: Joseph, P. Plummer. (1974). The Concept and Application of Life Style Segmentation. P.34. There are general AIO items and special AIO items to figure out a relationship between lifestyle and action, and search consumers’ personal information in AIO approach. General AIO was used to define comprehensive lifestyle patterns and special AIO is measure certain product or trademark associate with activities, interests and opinions. It is a better way to put together with general and special AIO for market segmentation in more detail.. 2-4-3. VALS (Value and Lifestyle) Approach The VASL based on a consumer’s value and lifestyle, this approach refers to market research developed by Mitchell(1983) who is a social scientist at SRI(Stanford Research Institute) in 1978. VALS which is developed from “Maslow’s hierarchy”, has been used for psychographic segmentation. Two concepts for understanding the target consumers in VASL research. Two concepts are Primary motivation and resources, which determined can be expected of a consumer in a marketplace. VALS offers a lot of information about the consumers by using. Primary motivation express the attitudes and behaviors of consumer and including motivations for understanding consumers’ behavior, such as; ideal, achievement and self-expression. Ideals are related to knowledge and principle, achievement - 19 -.

(29) look for products and services, self-expression desire physical, risky and social activity, etc. These motivations offer basic information for applications. A resource is that people consume services and goods by demographics, like age, income and education, etc. Also is a key that demographics decide a person’s resources by psychological characters, such as; energy, novelty-seeking, leadership, etc. various resources come from a person’s primary motivation(US Framwork and VALS types, 2020). VASL based on the concepts of three basic motivations: Ideals(Principle), Achievement(Achievers), Self-expression (Self Expressers) and resources with eight sub-groups(Solomon., 2016).. Table-5: VASL Motivation Classify Motivation. Typology. Ideals. Thinkers Believers Achievers. Achievement Strivers Experiencers Makers Innovator Survivors. Self-Express. Characteristic Good education, mature, satisfied Belief Principle Conservative, conventional, Motivated by the desired Goal-oriented lifestyle Approval Opinions Motivated by achievement Success from trendy, fun, money Look for variety, excitement Desire Risk Enough ski, energy, experience Successful, sophisticated with self-esteem Narrowly focused lives, no motivations. Resource: Psychographic Segments. (Source from SRI). Figure-2: VALS Framework High. Innovators. Resources Ideals. Achievement. Self-Expression. Thinkers. Achievers. Experiencers. Believers. Strivers. Makers. Low Resources. Survivors. Resource: Psychographic Segments. (Source from SRI). - 20 -.

(30) 2-4-4. LOV(List Of Value) Approach LOV was examined as a measurement approach to values, the List of Values by Kahle(1983). VALS emphasized the combined demographics segmentation, life style variables and values, whereas LOV is theoretically tied to social adaptation theory, in which personals are conceptualized as adapting to various life roles, based on values fulfillment. LOV including a sense of belonging, excitement, fun and enjoyment in life, warm relationships with others, self-fulfillment, being wellrespected, a sense of accomplishment, security, and self-respect which can classify on Maslow’s hierarchy(Beatty., et al., 1985). These values can be classified as external values(sense of belonging, being well-respected, security) and internal values(warm relationships with others, sense of accomplishment, fun and enjoyment in life, self-respect, self-fulfillment, excitement). Internal values are much more individualistic whereas, external values are more concerned with a social group and its approval. LOV is a better methodology than VALS for predicting consumer behaviors. LOV provides a more parsimonious measurement of personal values. The LOV has been figured out to provide a higher percentage of items that personal said influence their lives and also considered more easily translatable and relates more closely to daily life and consumers’ behavior(Watkins., et al., 2005). It is significantly important that LOV which is, measure lifestyle and values can approach to measure cultural values which getting change diversely and may be offered the opportunity to a marketer in the market(Park., 2008).. Table-6: LOV Survey Form Rate each thing on how important it is in your daily life. 1 = not at all important / 9 = extremely important Very um-important Very-important Sense of belonging 1-2-3-4-5-6-7-8-9 Excitement 1-2-3-4-5-6-7-8-9 Warm relationship with others 1-2-3-4-5-6-7-8-9 Self-fulfillment 1-2-3-4-5-6-7-8-9 Being well-respected 1-2-3-4-5-6-7-8-9 Fun and enjoyment of life 1-2-3-4-5-6-7-8-9 Security 1-2-3-4-5-6-7-8-9 Self-respect 1-2-3-4-5-6-7-8-9 A sense of accomplishment 1-2-3-4-5-6-7-8-9 Resource: The questionnaire format for the List of Values from L, R. Kahle. & P, Kennedy.(1989). Using the list of value(LOV) to understand consumers, The Journal of Consumer Marketing, 6(3), p.8.. - 21 -.

(31) 2-5. Lifestyle Typologies Lifestyle related to consumer’s activities, interests, opinions and consumption, so it is helpful to segment a market if marketers can understand the type of consumer’s lifestyle. By segmenting in the market, it can establish the strategy for each marketing part, and also may be developed new appropriate products or services for consumer needs. There are two kinds of types to classify in lifestyle. The first is a general lifestyle approach for dividing type of consumer lifestyle and second is a specific lifestyle approach for dividing type relate to certain situations or particular products(Huong., 2016). Bei(2000) also pointed out that two methods for applying lifestyle to market segmentation exist a general lifestyle research and a specific lifestyle research. A general lifestyle research focuses on a personal activity, interest and opinion of consumers in their daily lives, whereas a specific lifestyle research emphasizes the consumers about a particular production(Bei., 2000). By referencing previous studies, general lifestyle typologies are following as: Table-7: General-Lifestyle Typologies. Researchers. Titles. Typologies of General-Lifestyle. Izeki (1975). Life-style Types and Consumer Choice Patterns in Japan. Open-minded innovators, Established conservatives, Steadfast conformists, Young pleasure-seekers, Close-minded retreaters, Apathetics indifferents, Anti-establishment malcontents. Darden, et, al. (1976). A study of vacation lifestyle. Budgeters, Adventurers, Homebodies, Vacationers, Moderates. Life-style analysis to profile women in international markets. Home, Social, Frustration, Innovation, Intellectual, Role. The Modern Feminine Life Style. Modern-Orientation Traditional-Orientation. Douglas, et., al. (1977) Reynolds, et., al. (1977) Mitchell (1983). Sustainers, Survivors, Belongers, Emulators, Achievers, the I-Am-Me, Experientials, Socially -Conscious, Integrated. The nine American lifestyle.. - 22 -.

(32) Dalen (1989). Research into values and consumer trends in Norway. Modern materialists, Modern idealists, Traditional idealists, Traditional materialists. Zins (1998). Leisure Traveler Choice Models of Theme Hotels Using Psychographics. Hedonism, Work, Leisure, Creativity, Health/Environment, Cocoon, Social-Oriented, Egocentrism. A comparison of attitudes toward internet advertising among lifestyle segments in Taiwan. Experiencers, Traditionalists, Self-Indulgent. Kenneth Yang (2004). Progressives, Disengaged, Young Pleasure Seekers, New Greens, Quiet Lifers, Success Driven Extroverts, Traditional Family Values. Leah The New Zealand Watkins, et., Consumer Lifestyle al. (2015) Segments. As the typologies of specific lifestyle relate with particular products and certain situations, applied in tourism. Specific lifestyle of tourists divided by follow as:. Table-8: Specific-Lifestyle Typologies. Researchers. Typologies of SpecificLifestyle(Tourists). Titles. Cohen (1972). Towards a sociology of international tourism. Plog (1977). Why destination areas rise and fall in popularity. Perreault, et., al. (1979). Cohen (1979). A psychological classification of vacation lifestyles. A phenomenology of tourist experience. - 23 -. The original mass tourists, The individual mass tourists, The explorer, The drifter Psychocentrics(Dependable), Near-psychocentrics, Mid-centrics, Near-allocentrics Allocentrics(Adventure) Budget travelers, Adventurous tourists, Homebody tourists, Vacationers, Moderates The The The The. recreational tourist, diversionary tourist, experiential tourist, existential tourist.

(33) Gallup & American Express (1989) Smith(ed.) (1989). Unique four national travel study reveals traveler types. Hosts and Guests: The anthropology of tourism. Adventurous, Dreamers, Economisers, Indulgers Explorers, Elite tourists, Off-beat tourists, Incipient mass tourists, Mass tourists, Charter tourists Cultural heritages tourists, Ravers, Shirley valentines, Heliolatrous, Lord Byrons. Sickens (2002). The scared and the profane: a tourist typology. Weaver (2001). Ecotourism as mass tourism: contradiction or reality?. Hard ecotourist, Soft ecotourist. The global market for nature-based tourism. Committed nature tourists, Interested nature tourists, Casual nature tourists, Nature tourists with specific cultural interest, Sports/Adventure tourists, Hunting/Fishing tourists. A needs-functions model of tourism distribution. Package, Independent, Customized. Arnegger, et., al. (2010). Toward a product-based typology for nature-based tourism: a conceptual framework. By motivations, Nature conservation, Nature experience, Sports/Adventure, Hedonistic By Products, Independent, A la carte, Customized, Standardized. Hasoly (2011). An Exploratory Study to Develop a Geotourism Typology Model Based on the Experience and the Importance of Geotourism in the Decision to Visit a Destination. Escape-seeking group, Knowledge and novelty-seeking group, Novelty-seeking group, Socialization. Strasdas (2006). Pearce (2008). - 24 -.

(34) 2-6. Lifestyle Traits Understanding the traits is the first step for researching lifestyle. There are six dimensions that we can understand the lifestyle traits, as follows: 1. Lifestyle is an assembling system of life-consciousness, life-behavior, values, and attitudes that are structural aspects of life. 2. It can be grasped through the analysis of purchase possession of living goods, usage patterns, a distribution of expenses, time allocation, and usage patterns of living space. 3. Lifestyle is not a primary, is a multi-dimensional qualitative and quantitative expression. Lifestyle is a form of expression of life that has objective meaning and value for a group that not only has a subjective meaning and value according to the behavior of the life-person who composes and expresses it but also shares the style of that lifestyle 4. Lifestyles can be investigated and analyze across multiple levels from a specific individual to the entire society. 5. The lifestyle of living people may be classified into several types. 6. Lifestyle may be regarded as a system. The lifestyle as a system tends to change itself by adapting to environmental changes, while tend to maintain the conventional lifestyle by minimizing the influence from the environmental change as much as possible, this is, that the extent of strength differ depends on the lifestyle type of the living person. Market segmentation can be approached by analyzing and analyzing how these lifestyle characteristics affect the life-style and behaviors of members of society and, as a result, how they relate to lifestyle and purchasing behavior. The segmentation of the lifestyle market is one of the ways to correctly identify lifestyles and develop products or services to link them with marketing strategies. Lifestyle is a new approach to market understanding, customer understanding, and response strategy development(Hou., 2012).. - 25 -.

(35) 2-7. Marketing Segmentation Businesses may not be satisfied with all customers every time, because each customer has different needs and customers do not have identical preferences so that all people rarely satisfy one product. So most companies apply a strategy that dividing the market into segments and developing products and services for target marketing. This strategy focuses on consumers’ needs and values. Target marketing includes the market segment, which is businesses focus on. A market segment is a group of personal, groups or organizations that may share the same interests, characteristics and traits, and consumer segments may have similar expectations and needs. For this, the businesses have to figure out what is the most appropriate way to distinguish to various segments(Camilleri., 2018). Marketing is a key to companies in business for their target consumer who wants the greatest value. The American Marketing Association(AMA) had defied that marketing is the activity, set of institutions and processes for delivering, communicating, creating and exchanging offerings that have value for partners, clients, customers and a society at large(2007). A market segment is associated with individuals, groups, and communities who can share the same traits, characteristics and interests. The business has to figure out the most appropriate ways to determine the segments because the consumer segments may be have a similar expectations and needs. And also it is important for developing products and mixing marketing for particular consumers(Carmilleri., 2018). People have been selling products to other people there has been some form of the marketing. Marketers knows that people are varied and do thing differently for various reasons. Therefore, it needs to identify to understand better for diverse groups(Topfer., et al., 2015). According to Tynan & Drayton(1987), marketing segmentation is because it is to delineate and identify market segments, a crucial strategy in the marketing. By S, R. Smith(1956) defined that the segmentation is based on developments on the demand in the market and represents a rational application of product and marketing effort to a consumer for needs. Marketing segmentation is particularly important for predicting consumers’ purchasing behavior.. 2-7-1. Segmentation Analysis The segmentation is used a combination of two or more components, is rarely used alone. The diverse components are may be distinguished by demographic, geographic, psychographics, psychological and behavioral variables.. - 26 -.

(36) 1. Geographic segmentation which is divided by geographic units(nation, region, local) 2. Demographic segmentation based on sex, age, family, socio-economic, lifestyle, occupation, education and income variables. 3. Psychological segmentation is as a basis for predicting consumers’ behavior, attitudes, motivation, individual traits, etc. 4. Psychographic segmentation is based on lifestyle, activities, interests, opinions, values, needs. 5. Behavior segmentation is divided by usage rate, a response from the customer, brand loyalty, benefits sought, states and situation. 6. Industrial segmentation consists of geographic, demographic, psychological, psychographics and behavioral variables. 7. Product segmentation is for cluster products, useful for identifying gaps for new product opportunities. 2-7-2. Segmentation Theory Market segmentation is the procedure that marketers organize and determine their customers who want the best products or services and particular attention. (Victor & Middleton, 1994). Market segmentation includes a division of similar segments. Philip Kotter mentioned that the best proper marketing is aimed at a particular market with a high probability of success rather than targeting the entire market. Market segmentation is a strategy for accurately grasping the needs of different customers by segmenting the market. It means that identify the best position of a certain market, which is attractive to the consumer rather than try to reach everyone. Generally, can be to classify three stages about operating in a market(Nynne, Larsen, 2010).. 1. Mass Marketing: Mass producing, distributes, promotes a product to all consumers, segmentation is helpful for variety in each consumer. Business. Product. - 27 -. Mass Market.