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This study classifies the types of visitors to experiential fishing villages and analyses the features and target marketing strategies by categorical groups Seven factors are extracted by Factor Analysis and the results of Cluster Analysis indicate the classification of five groups The first group puts emphasis on the family connection so family centered facilities and programs are necessary The second group is composed of surrounding area residents whose purpose of visit is unclear So environmentally friendly village development programs to encourage local patriotism are necessary The third group puts emphasis on the necessary facilities and programs for experiencing the fishing village and traditional play etc
The fourth group emphasizes programs related with the region and the means to satisfy visitors aesthetic desires Finally the fifth group aims at various desires that are generally felt in experiential fishing villages So this group requires marketing strategies from the public point of view The existing research mostly surveys rural tourism villages but this study highlights the difference in dealing with fishing villages as opposed to rural villages from the perspective of industry and settlement

1 서론
2 어촌체험마을의 정의 및 정책
3 자료수집 및 관측 변수
4 분석 및 방문객 유형화