A Study of market segmentation on UNESCO World Heritage tourist Motivation Level - focused on Namhansanseong Fortress tourists -

A study of Namhansanseong Fortress identified four key tourism motivation factors that influence visitor behavior: daily life escape, cultural experience, friendship, and fun pursuit. These factors were derived through cluster analysis of 421 valid responses from a survey conducted in late 2015. The findings provide actionable insights for tailoring marketing strategies to different tourist segments, enhancing the site's appeal as both a leisure and sightseeing destination.

Kim, K.-H., Lee, H.-m., & Nam, S.-m. (2018). A Study of market segmentation on UNESCO World Heritage tourist Motivation Level - focused on Namhansanseong Fortress tourists -. Journal of Tourism and Leisure Research, 30(6), 99–116. https://doi.org/10.31336/jtlr.2018.06.30.6.99