The purpose of this study was to extract soft phased suggestions for market subdivision and marketing, etc., in the development of green-tour destinations in Jeonnam in the future through performing an empirical analysis of the preference and efficacy for major attributes of potential tourists' green-tour destinations by utilizing the conjoint analysis technique.
For this purpose, this study subdivided attributes of green-tour destinations into three of accommodation, tourism activity and pleasantness, and under these attributes, by extracting three sub-attributes respectively from those types of accommodation, convenience facility within the accommodation, types of services, experiencing activity, cost, neighboring area's tourism conditions, etc., this study profiled them to analyze these attributes.
Looking into the results of the analysis, with respect to the attributes, tourists placed high importance on the aspects of the types of services and cost. Also, it was found that with respect to the efficacy of the attribute of accommodation, high preference lay on fully independent lodgings at a private house, with respect to convenience facility preference on middle class accommodation, for the tourism activity and pleasantness preference on health preservation experience, cost within 50,000won and 100,000won, sufficient neighboring area's tourism conditions, and pleasant surroundings.