A Study on Trends and Strategic Directions for the Growth of the Korean Musical Theater Industry : Focusing on SWOT-AHP Analysis

Purpose - The purpose of this study is to determine whether there are differences in preferences for hedonic and utilitarian products depending on the uniqueness needs and collection experience of tourism product consumers.Design, data, and methodology -This study targeted 219 respondents, and data analysis was performed using the SPSS Win 25 statistical program. Frequency analysis, Cronbach's α, descriptive statistics, T-test, and analysis of variance were conducted.Result - According to the research results, consumers had a higher preference for hedonic products than utilitarian products when the product type was high or low, and when the need for uniqueness was high or low, the preference for hedonic products was greater, and the classification of experience purpose did not affect the product type.Conclusions -In this study, we aim to find out whether tourism consumers prefer unique things, and if so, whether their tendency to pursue unique things makes a difference in their individual purchasing tendencies for hedonic or utilitarian products. In addition, we would like to find out whether there are differences in the types of products preferred by consumer s depending on their experience purpose.