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자료유형
학술저널
저자정보
저널정보
한국관광산업학회 Tourism Research Tourism Research 제38권 제3호
발행연도
2013.1
수록면
137 - 156 (20page)

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Recently, restaurant has been discussed to have potential as a medium for extending the range of consumers’ information sources. The present research examined sources of information search by segmenting the market of consumers according to lifestyle of consumers, and examined reliability on information sources. The results of this research is summarized, it is as follows. First, as a result of executing factor analysis by type of lifestyle were deduced in values, so a total of 17factors were deduced. And as a result of executing the cluster analysis with 17 factors, it was divided into 4 kinds of group. Second, The present research found out a type of information search according to lifestyle that was not handled previously, and examined behaviors of consumers by more segmentation of information sources. Third, The results of this study would be meaningful for marketers or managers in the restaurant business to identify targeting customer segmentation so that they could make ideal marketing strategies and ‘integrated marketing communication’ strategies. This study will provide significant insights for the effective communication strategies for the consumer information providers such as marketers.

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