Factors influencing the college skiers and snowboarders’ choice of a ski destination in Korea: A conjoint study

Doyeon Won, Sunhwan Hwang

Research output: Contribution to journalArticlepeer-review

21 Scopus citations

Abstract

The present study investigated which choice factors are most valued by Korean college skiers and snowboarders in choosing a domestic ski/snowboard destination. The results of the conjoint analysis with 205 college skiers and snowboarders found that the snow quality, average lift wait time, travel time, cost, and the number of ski trails/slopes, in that order, influenced the choice of a winter sport destination. Findings also indicated group differences in prioritized choice factors between skiers and snowboarders. Cluster analysis was conducted to identify benefit-based market segments and suggested four clusters of skiers/snowboarders based on the similarities in their preferences for the five choice factors: (a) fun and safety, (b) ski variety, (c) cost-conscious, and (d) timeconscious.

Original languageEnglish
Pages (from-to)14-27
Number of pages14
JournalManaging Leisure
Volume14
Issue number1
DOIs
StatePublished - Jan 2009

Keywords

  • Cluster analysis
  • Conjoint analysis
  • Ski destination

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