Segmentation of different types of Hallyu tourists using a multinomial model and its marketing implication

The aim of this study was to classify types of Hallyu tourists based on their preferences for “Korean wave ” products and to identify the factors influencing each tourist type. Results of cluster analysis suggested that the three-cluster solution was the most coherent and interpretable. Cluster 1 was named the “low involvement type, ” and Clusters 2 and 3 were named the “consumption seeking type ” and the “active film-induced tourism seek-ing type, ” respectively. According to the results of the application of the multinomial logit model, the factors influencing the three tourist types were different. Additionally, the mean willingness-to-pay values were distinctive. The results of this study indicate both theo-retical and marketing strategies for the tourism industry. One of the most important marketing implications is that there is a need to develop products including events involv-ing famous television or movie stars, invitations to previews, tours of a television or film set, and honeymoon trips to film locations