Understanding Tourist Diversity in South Korea’s Inbound Outdoor Market: A K-Prototype Segmentation of Tourists from Japan, Singapore, and the USA

This study segments the inbound outdoor tourism market in South Korea, and identifying key target groups using the K-Prototype algorithm. Recognizing the high-involvement nature of this market, the study integrates psychological, demographic, and behavioral variables to enhance segmentation accuracy. Two segmentation models were compared: Model A (motivation-based) and Model B (Plog's venturesomeness-based), both incorporating demographic and behavioral factors. Utilizing data from 607 experienced outdoor tourists from Japan, Singapore, and the USA (sourced from the Korea Tourism Organization's “Outdoor Tourism Marketing Survey”), the results showed that Model A demonstrated superior clustering validity. Four distinct clusters were identified; notably, “Outdoor Challengers” and “Well-being Seeking Explorers” emerged as the primary segments, accounting for over 72% of the sample. The analysis revealed significant differences among clusters regarding overall satisfaction, activity-specific satisfaction, expenditure, and travel frequency. Furthermore, regression analysis confirmed that the impact of satisfaction on behavioral intentions varied by cluster, demonstratingthe heterogeneity of post-consumption behavior. The findings indicate that motivation-based segmentation is more effective than venturesomeness-based segmentation for this market, validating the value of an integrated approach. This study offers practical implications for developing tailored marketing strategies and strategic management within the global outdoor tourism sector.