Family tourism development in the new era of tourism: Korean tourists’ domestic trip preferences for accommodation, travel duration, destination, and natural environment

In this study, the main choice of the potential Korean family travelers using the selection experiment (CE) was calculated, and the intention to pay for each characteristics was calculated. As a result, it was revealed that there was a difference in the selection pattern depending on the income level and the presence of children. Family travelers have a short travel time, the travel period of 2 nights, 3 days, a resort condominium, a place with little exposure to media and SNS, and a natural landscape and relaxation. prefer. In addition, those who like natural landscapes and relaxation have drawn the highest limit description (MWTP), regardless of income levels and children. This study provides an appropriate value evaluation of each attribute through MWTP evaluation, provides important basic data for setting the right price of tourism products, and is also important in academic.

Similar content being viewed by others

Exploring motivation via three-stage travel experience: how to capture the hearts of Taiwanese family-oriented cruise tourists

Archive release August 15, 2023

The benefits of tourism for rural community development

Open Authority Open Access March 31, 2023

The influence of rural tourism landscape perception on tourists’ revisit intentions—a case study in Nangou village, China

May 13, 2024 Open Authority Open Access < SPAN> In this study, the main selection characteristics of the potential Korean family travelers using the selection experiment (CE) will be clarified, and how much for each characteristics. We calculated whether there is an intention to pay the amount. As a result, it was revealed that there was a difference in the selection pattern depending on the income level and the presence of children. Family travelers have a short travel time, the travel period of 2 nights, 3 days, a resort condominium, a place with little exposure to media and SNS, and a natural landscape and relaxation. prefer. In addition, those who like natural landscapes and relaxation have drawn the highest limit description (MWTP), regardless of income levels and children. This study provides an appropriate value evaluation of each attribute through MWTP evaluation, provides important basic data for setting the right price of tourism products, and is also important in academic.

Introduction

Archive release August 15, 2023

Open Authority Open Access March 31, 2023

Literature review

Domestic family travel decision-making process

May 13, 2024 Open Authority Open Access In this study, the main selection characteristics of potential Korean family travelers using the selection experiment (CE) will be paid for each characteristics. I calculated whether there was a will. As a result, it was revealed that there was a difference in the selection pattern depending on the income level and the presence of children. Family travelers have a short travel time, the travel period of 2 nights, 3 days, a resort condominium, a place with little exposure to media and SNS, and a natural landscape and relaxation. prefer. In addition, those who like natural landscapes and relaxation have drawn the highest limit description (MWTP), regardless of income levels and children. This study provides an appropriate value evaluation of each attribute through MWTP evaluation, provides important basic data for setting the right price of tourism products, and is also important in academic.

Archive release August 15, 2023

Open Authority Open Access March 31, 2023

May 13, 2024 Open Authority Open Access

The world's tourism industry has been facing a crisis in recent years due to infectious diseases and health issues (abdi et al., 2023; abURUMMAN, 2020; Keter and Avraham, 2021). The COVID-19 may temporarily limit the movement of people between countries, but the substitute effect is likely to increase demand for domestic tourism (Demicco et al., 2021, Volgger et al. According to the Korean Culture and Tourism Institute (KCTI), 45, 8%of respondents answered that they were going to engage in domestic travel, despite the continuation of COVID-19. (KCTI, 2020). According to a mobile survey conducted by the Gyeonggi Research Institute, 39, 4 % of respondents traveled to Korea after the outbreak of Cobid 19. The reason for travel was a stress of socially alienated, accounting for 50, 8 % (CHEUNG and Lee, 2020). This occurrence seems to be a compensatory consumption to avoid outdoor activities. COVID-19 discussions on how to transform society and sightseeing, discussing the crisis, but verification of the behavior of family travelers (or intentions) in Japan based on empirical data analysis. There are only a few researches (Alvares-Diaz, 2023? And the need and importance of research to deepen domestic travel behavior is emphasized in many studies (Suzuki et al., 2023. ) There are not many studies that analyze the preferences of important factors that make up the domestic factors, and the purpose of this study is relative importance to various domestic family travel (SP). This method is to measure the limit description (MWTP) for the characteristics of post-cooved-19 in the new era of domestic families in the new era. It is suitable for understanding the potential trad e-off of tourists and identifying the proposed attributes. It is also intended to understand the difference pattern of preferences incorporated into the group based on the presence or absence of children. Facing the crisis for illness and health (ABDI et al., 2023; 2020; Keter and AVRAHAM, 2021). It may be, but the substitute effects are likely to increase demand for domestic tourism (Demicco et al., 2021, Volgger et al.) COVID-19 is sustained. Despite the fact that he was engaged in domestic travel, 45, 8%of respondents answered "yes" (KCTI, 2020). According to the results, 39, 4 % of the respondents said that they traveled to Korea after the outbreak of Cobid 19, which was 50, 8 % due to social alienation (CHEUNG and Lee, 2020). However, there are many researchers in the country traveler in Japan, although this outbreak is a compensation consumption to avoid outdoor activities. There are only a few studies to verify the actions (or intentions) based on the data analysis (Albares-Diaz, 2023? Although the importance is emphasized in many studies (Suzuki et al., 2023), there are not many research that analyzes the taste of important factors that make up domestic factors. Therefore, the purpose of this study is that the relative importance of various domestic family travel characteristics is used using priority election (SP) selection experiments, and the limit description of the characteristics that constitutes domestic families travel in the new era of postcobid-19. It is to measure (MWTP). Compared to other research methods, this method is suitable for understanding the potential trad e-off of tourists between domestic tourist attributes and identifying their opinions. This method helps to identify the relative importance of the proposed attributes. It is also intended to understand the difference pattern of preferences incorporated into the group based on income levels and children. In order to develop domestic travel in the COVID-19 era, the world's tourism industry has recently faced crisis due to infectious diseases and health problems (abdi et al., 2023; abURUMMMAN, 2020; Keter and AVRAHAM , 2021). The COVID-19 may temporarily limit the movement of people between countries, but the substitute effect is likely to increase demand for domestic tourism (Demicco et al., 2021, Volgger et al. According to the Korean Culture and Tourism Institute (KCTI), 45, 8%of respondents answered that they were going to engage in domestic travel, despite the continuation of COVID-19. (KCTI, 2020). According to a mobile survey conducted by the Gyeonggi Research Institute, 39, 4 % of respondents traveled to Korea after the outbreak of Cobid 19. The reason for travel was a stress of socially alienated, accounting for 50, 8 % (CHEUNG and Lee, 2020). This occurrence seems to be a compensatory consumption to avoid outdoor activities. COVID-19 discussions on how to transform society and tourism by discussing the crisis, but verification of the behavior of family travelers (or intentions) in Japan based on empirical data analysis. There are only a few researches (Alvares-Diaz, 2023? And the need and importance of research to deepen domestic travel behavior is emphasized in many studies (Suzuki et al., 2023. ) There are not many studies that analyze the preferences of important factors that make up the domestic factors, and the purpose of this study is relative importance to various domestic family travel (SP). This method is to measure the limit description (MWTP) for the characteristics of post-cooved-19 in the new era of domestic families in the new era. It is suitable for understanding the potential trad e-off of tourists and identifying the proposed attributes. It is also intended to understand the difference pattern of preferences incorporated into the group based on the presence or absence of children.

Tourists’ preferences in post COVID-19

It would be a valuable academic endeavor to clarify the choice characteristics of tourists related to domestic travel and how they make decisions.

This study fills the research gap by using CE, which considers tourists' preferences as various other determinants that affect the decision-making process (Álvarez-Díaz et al. 2019). Qui et al. (2020) also estimated Chinese residents' willingness to pay (WTP) to reduce Covid-19 tourism-related risks. In terms of methodology, this study is one of the first to use triple binary choice valuation (CVM), but CVM has the limitation of estimating individuals' WTP only according to changes in the intrinsic attributes of a specific resource (Bennett and Adamowicz, 2001). In contrast to CVM, CE allows the measurement of MWTP values ​​for different levels of multiple traits (Louviere et al. 2019).

Park (2020) defined family travel as "intentional time spent together as a family group (which may include extended family), engaging in activities outside of the usual routine that are enjoyable but sometimes involve compromises and conflicts" (p. 2). Here, we follow their definition of family travel but exclude day trips because this study also seeks to explore preferences regarding the type of accommodation during Covid-19. This study also covers family travel during weekends and short vacations, including long holidays, which require long time, cost, and schedule adjustments in advance.

Understanding the decisio n-making process of family trips is very important for the promotion of the tourism industry and the academic development of the tourism field (Kang et al.) A trip decision is to meet various needs. It is a process of selecting and purchasing a trip, and can be regarded as a multifaceted decision that takes place in the process of moving and staying at the destination (etgar, 1978). Specifically, (1) desire for travel, (2) exploration and evaluation of options, (3) final decisio n-making, (4) participation in travel activities, (5) Return to evaluate the entire travel experience (Jeng and FesenMaier, 2002). Therefore, in order to be a series of consciousness systems that occur before and after tourism, it can be considered to have a sequence and hierarchical structure (Mayo and Jarvis, 1981). The first step, a travel desire, is a step that perceives travel needs, such as whether you want to go on a trip, where you want to go, and how long you want to do it. The first step is the general decisio n-making steps to decide whether to go or not. In addition, it is also affected by the internal factors in the family and the external social environment (JENG and FESENMAIER, 2002). Maditinos and vassiliadis (2008) classifies the external events in sightseeing into four categories: (1) natural disasters, (2) terrorism, (3) (3) political anxiety and war, and (4) infectious diseases. During the epidemic of infectious diseases, people tend to travel due to social distance and sel f-isolation. Therefore, COVID-19 has an impact on the travel decision process from the first stage, and is considered to be one of the above travel restrictions in this study. According to a survey on Korean sightseeing at the time of MERS, which was implemented in June 2015, 52, 9 % of respondents answered that they had canceled the travel scheduled for MERS. It accounts for more than half. When MERS continues, 64, 8 % of respondents have answered that "cancel the planned travel" or "avoid going out" (Choe et al., 2021). In this way, in light of past experiences, fashion has a significant impact on people's decisio n-making processes. < SPAN> Understanding the decisio n-making process of family trips is very important for the promotion of the tourism industry and the academic development of the tourism field (Kang et al.) A variety of needs. It is a process of selecting and purchasing a trip to satisfy, and can be regarded as a multifaceted decision that takes place in the process of moving and staying at the destination (etgar, 1978). Specifically, (1) desire for travel, (2) exploration and evaluation of options, (3) final decisio n-making, (4) participation in travel activities, (5) Return to evaluate the entire travel experience (Jeng and FesenMaier, 2002). Therefore, in order to be a series of consciousness systems that occur before and after tourism, it can be considered to have a sequence and hierarchical structure (Mayo and Jarvis, 1981). The first step, a travel desire, is a step that perceives travel needs, such as whether you want to go on a trip, where you want to go, and how long you want to do it. The first step is the general decisio n-making steps to decide whether to go or not. In addition, it is also affected by the internal factors in the family and the external social environment (JENG and FESENMAIER, 2002). Maditinos and vassiliadis (2008) classifies the external events in sightseeing into four categories: (1) natural disasters, (2) terrorism, (3) (3) political anxiety and war, and (4) infectious diseases. During the epidemic of infectious diseases, people tend to travel, as social distance and sel f-isolation are promoted. Therefore, COVID-19 has an impact on the travel decision process from the first stage, and is considered to be one of the above travel restrictions in this study. According to a survey on Korean sightseeing at the time of MERS, which was implemented in June 2015, 52, 9 % of respondents answered that they had canceled the travel scheduled for MERS. It accounts for more than half. When MERS continues, 64, 8 % of respondents have answered that "cancel the planned travel" or "avoid going out" (Choe et al., 2021). In this way, in light of past experiences, fashion has a significant impact on people's decisio n-making processes. Understanding the decisio n-making process of family trips is very important for the promotion of the tourism industry and the academic development of the tourism field (Kang et al.) A trip decision is to meet various needs. It is a process of selecting and purchasing a trip, and can be regarded as a multifaceted decision that takes place in the process of moving and staying at the destination (etgar, 1978). Specifically, (1) desire for travel, (2) exploration and evaluation of options, (3) final decisio n-making, (4) participation in travel activities, (5) Return to evaluate the entire travel experience (Jeng and FesenMaier, 2002). Therefore, in order to be a series of consciousness systems that occur before and after tourism, it can be considered to have a sequence and hierarchical structure (Mayo and Jarvis, 1981). The first step, a travel desire, is a step that perceives travel needs, such as whether you want to go on a trip, where you want to go, and how long you want to do it. The first step is the general decisio n-making steps to decide whether to go or not. In addition, it is also affected by the internal factors in the family and the external social environment (JENG and FESENMAIER, 2002). Maditinos and vassiliadis (2008) classifies the external events in sightseeing into four categories: (1) natural disasters, (2) terrorism, (3) (3) political anxiety and war, and (4) infectious diseases. During the epidemic of infectious diseases, people tend to travel due to social distance and sel f-isolation. Therefore, COVID-19 has an impact on the travel decision process from the first stage, and is considered to be one of the above travel restrictions in this study. According to a survey on Korean sightseeing at the time of MERS, which was implemented in June 2015, 52, 9 % of respondents answered that they had canceled the travel scheduled for MERS. It accounts for more than half. When MERS continues, 64, 8 % of respondents have answered that "cancel the planned travel" or "avoid going out" (Choe et al., 2021). In this way, in light of past experiences, fashion has a significant impact on people's decisio n-making processes.

Consuming family behavior as a consumer has attracted a lot of academic attention (SRNEC et al, many studies, shopping timing, location, travel destination, time, expenditure, transportation, travel activities Focusing on various lowe r-ranking factors that affect the decision on family trips, such as accommodation facilities and children (Backhaus et al.)

Martin (2014) has mentioned prices as a paramount factor that affects these decisions, and some participants have expressed WTP, which is expensive for excellent travel products. However, in the context of COVID-19 Pandemic, safety from contact with others has emerged as the most important factor in family trips (Minnaert, 2021).

Stated preference (SP) choice experiment

The decisio n-making process is often affected by which members of the family, such as spouses, husbands, and children, are responsible for their choices or collective initiatives involving the whole family (backhaus et al, 2023). As a result, many studies have focused on clarifying the roles of family members in the family's decisio n-making process. In advance research in the 1980s, this process suggested that her husband plays a more dominant role (Ritchie and FiliaTrault, 1980; VAN RAAIJ and Francken, 1984), but recent studies have husbands and children. It is suggested that it shifts in the direction of dominant role (Backhaus et al. Schänzel and Yeoman (2015), discussing this tendency in family tourism and targeting consumer in the family tourism category. < SPAN> Consumer considering that the child's importance is increasing, has a lot of academic attention (SRNEC ET AL, many studies. Focusing on various under determination factors that affect family travel decisions, such as places, payment methods, travel destinations, expenditures, transportation, travel activities, accommodation facilities, and whether or not children (Backhaus et al) ...)

Martin (2014) has mentioned prices as a paramount factor that affects these decisions, and some participants have expressed WTP, which is expensive for excellent travel products. However, in the context of COVID-19 Pandemic, safety from contact with others has emerged as the most important factor in family trips (Minnaert, 2021).

Methodology

Attributes and attributes level

The decisio n-making process is often affected by which members of the family, such as spouses, husbands, and children, are responsible for their choices or collective initiatives involving the whole family (backhaus et al, 2023). As a result, many studies have focused on clarifying the roles of family members in the family's decisio n-making process. In advance research in the 1980s, this process suggested that her husband plays a more dominant role (Ritchie and FiliaTrault, 1980; VAN RAAIJ and Francken, 1984), but recent studies have husbands and children. It is suggested that it shifts in the direction of dominant role (Backhaus et al. Schänzel and Yeoman (2015), discussing this tendency in family tourism and targeting consumer in the family tourism category. Examining the increasing importance of children has been a great deal of attention as a consumer (SRNEC ET Al, many research timings and places. Focusing on various lowe r-ranking factors that affect family travel decisions, such as payment methods, time, spending, expenditures, transportation, travel activities, accommodation facilities, and children (Backhaus et al.)

Martin (2014) has mentioned prices as a paramount factor that affects these decisions, and some participants have expressed WTP, which is expensive for excellent travel products. However, in the context of COVID-19 Pandemic, safety from contact with others has emerged as the most important factor in family trips (Minnaert, 2021).

Choice sets and CE design

The decisio n-making process is often affected by which members of the family, such as spouses, husbands, and children, are responsible for their choices or collective initiatives involving the whole family (backhaus et al, 2023). As a result, many studies have focused on clarifying the roles of family members in the family's decisio n-making process. In advance research in the 1980s, this process suggested that her husband plays a more dominant role (Ritchie and FiliaTrault, 1980; VAN RAAIJ and Francken, 1984), but recent studies have husbands and children. It is suggested that it shifts in the direction of dominant role (Backhaus et al. Schänzel and Yeoman (2015), discussing this tendency in family tourism and targeting consumer in the family tourism category. It emphasizes that the importance of children is increasing.

Tourists tend to consider domestic tourism safer than international tourism (Matiza, 2020). This is called "home country bias is safer than abroad" (Wolff et al., 2019), and it is suggested that tourism stakeholders may need to focus on promoting domestic tourism as a short-term measure to revitalize their own country's tourism industry and revitalize the international tourism industry in the medium to long term (Matiza, 2020). Before promoting domestic tourism, tourism stakeholders need to continuously understand travelers' behavioral demands/preferences for products such as tourism type, travel needs, accommodation, destinations, and activities (Matiza, 2020). The current literature on travelers' behavior and preferences after COVID-19 is described below.

Data collection and participants’ profile

First, it is expected that safety and hygiene will emerge as important factors in selecting tourist destinations and facilities. Although safety and hygiene are important elements of tourism services, their value and importance will be much higher than before COVID-19 to mitigate and reduce tourists' stress caused by COVID-19 (Chebli and Said, 2020). For example, Jiang and Wen (2020) suggest that hotel professionals should offer and sell accommodation services that are safe in terms of hygiene and cleanliness. As a result, the demand for luxury tourism with guaranteed safety and hygiene will increase and interest in shared accommodation will decrease. Secondly, the demand for outdoor and nature-oriented travel will increase (Aslam et al., 2020; Seraphin and Dosquet, 2020). The long-term spread of COVID-19 is expected to increase interest in mental and physical health, and to increase the demand for health-oriented tourism such as wellness tourism, therapeutic tourism, and leisure tourism (Castellvi et al.). Seraphin and Dosquet (2020) supported the role of placebo mountains and second-home tourism during the post-COVID-19 lockdown. They also stated that this would be of great help to people's mental and physical stability. Tourists tend to consider domestic tourism safer than international tourism (Matiza, 2020). This is called "home country bias is safer than abroad" (Wolff et al., 2019), and it has been suggested that tourism stakeholders may need to focus on promoting domestic tourism as a short-term measure to revitalize their own country's tourism industry and to revitalize the international tourism industry in the medium to long term (Matiza, 2020). Before promoting domestic tourism, tourism stakeholders need to continuously understand travelers' behavioral demands/preferences for products such as tourism type, travel needs, accommodation, destinations, and activities (Matiza, 2020). The current literature on the expected behaviors and preferences of travelers after COVID-19 is described below.

First, safety and hygiene are expected to emerge as important factors in selecting tourist destinations and facilities. Although safety and hygiene are important elements of tourism services, their value and importance will be much higher than before COVID-19 to ease and reduce tourists' stress due to COVID-19 (Chebli and Said, 2020). For example, Jiang and Wen (2020) suggest that hotel professionals should offer and sell accommodation services that are safe in terms of hygiene and cleanliness. As a result, the demand for high-end tourism with guaranteed safety and hygiene will increase, and interest in shared accommodation will decrease.

Secondly, the demand for outdoor and nature-oriented travel will increase (Aslam et al., 2020; Seraphin and Dosquet, 2020). The long-term spread of COVID-19 is expected to increase interest in mental and physical health, and thus the demand for health-oriented tourism such as wellness tourism, therapeutic tourism, and leisure tourism (Castellvi et al.). Seraphin and Dosquet (2020) supported the role of placebo mountain and second-home tourism during the post-COVID-19 lockdown. They also stated that this would go a long way in helping people feel better mentally and physically. Tourists tend to consider domestic tourism safer than international tourism (Matiza, 2020). This is called "home bias is safer than abroad" (Wolff et al., 2019), and it is suggested that tourism stakeholders may need to focus on promoting domestic tourism as a short-term measure to revitalize their own country's tourism industry and revitalize the international tourism industry in the medium to long term (Matiza, 2020). Before promoting domestic tourism, tourism stakeholders need to continuously understand travelers' behavioral demands/preferences for products such as tourism type, travel needs, accommodation, destinations, and activities (Matiza, 2020). The current literature expecting travelers' behavior and preferences after COVID-19 is described below.

First, it is expected that safety and hygiene will emerge as important factors in selecting tourist destinations and facilities. Although safety and hygiene are important elements of tourism services, their value and importance will be much higher than before COVID-19 in order to alleviate and reduce tourists' stress caused by COVID-19 (Chebli and Said, 2020). For example, Jiang and Wen (2020) suggest that hotel professionals should offer and sell accommodation services that are safe in terms of hygiene and cleanliness. As a result, the demand for luxury tourism with guaranteed safety and hygiene will increase, and interest in communal accommodation will decrease.

Results

Model estimation results without covariates

Second, the demand for outdoor and nature-oriented travel will increase (Aslam et al., 2020; Seraphin and Dosquet, 2020). The long-term spread of COVID-19 is expected to increase interest in mental and physical health, and thus the demand for health-oriented tourism such as wellness tourism, therapeutic tourism, and leisure tourism (Castellvi et al.). Seraphin and Dosquet (2020) supported the role of placebo mountain and second-home tourism during the post-COVID-19 lockdown. They also stated that this would be of great help to people's mental and physical stability.

Third, there is a tendency to personalize and downsize the type of trip. Due to the impact of Covid-19, there is a clear tendency to prefer small-scale trips over group package tours that involve a lot of contact with others (Chebli and said 2020). Wen et al. (2020) reported that Chinese tourists are also more likely to travel alone or in small groups to ensure safety. Fourth, Covid-19 is expected to increase tourists’ preference for less known destinations (Chebli and Said, 2020; Karl et al.). Tourists will also prefer domestic destinations with sufficient capacity and less crowding (Karl et al. (Chebli and Said, 2020) Fifth, the demand for routine travel, where the destination is close to home, will increase. Researchers predict that if people face certain problems or unexpected situations during their trip, they will prefer situations where they can easily return to their home in order to reduce the psychological burden (Cheung and Lee, 2020). Furthermore, in situations of increased stress and uncertainty, nearby destinations may be considered lower risk (Romagosa, 2020) $$

CE is one of the most important and widely used methods among the three SP methods: CE, CV, and best-worst scaling (Aizaki et al., 2014). SP SP is a survey method that measures an individual's preferences for options based on decision-making in hypothetical scenarios (Adamowicz et al., 1994). SP methods have been often used to estimate the economic value of non-market, non-use goods that are impossible or difficult to measure, such as the environment and natural resources (Adamowicz et al., 1994). CE is a method that challenges respondents to choose between opposing level changes by presenting two or more hypothetical alternatives with various attributes and WTP. This has the great advantage of providing a similar situation faced by resource users in the decision-making process, thereby allowing for a better understanding of the actual behavior of consumers._{Unlike CV attribution, which derives utility and MWTP from a single dynamic attribute, CE has the advantage of being able to measure people's preferences and MWTP using multiple attributes and different levels of each attribute (Louviere et al., 2000). In other words, CV relies on a single factor to determine the value of a good or service, whereas CE considers multiple factors and their different levels to assess value. Thus, CE presents a choice or set of options that include one or more measured attributes and directly contrasts the respondent's monetary valuation of the given good. The respondent's utility function can be inferred from the answers obtained, and the monetary value of multiple utility function attributes can also be estimated (Van Ommeren et al.).}One of the most important processes in the CE method is to identify the attributes to be used in the model and the levels of each attribute (Pike et al., 2022). The attributes in this study were developed through previous research, consultations with various stakeholders in the tourism industry, and the 2019 National Travel Survey Report, which is published annually by the Ministry of Culture, Sports and Tourism of Korea. First, telephone focus group interviews were conducted with 30 people, aged 20 to 60, three men and three women per age group, based on attributes selected from the 2019 National Travel Survey Report. The interviews included questions about travel: whether they had traveled before or after the COVID-19 outbreak, their motivations and purposes for travel, the environment of the destination, whether they had travel companions, the means of transportation, travel anecdotes, types of accommodation, types of travel expenses, number of destinations, media and SNS exposure of the destination, and whether travel preferences and behaviors have changed due to COVID-19. 19 The interview results were shared with three tourism experts, including two from travel agencies and two professors from the Faculty of Tourism Management. Table 1 Features and feature levels₁In this study, six features and two to four levels are included, resulting in a total of 648 (3 × 3 × 3 × 4 × 2 × 3) options in a full factorial design. However, it is not feasible to present all 648 options to examine respondents' preferences. Therefore, a data generation process designed to uncover factors that influence respondents' choices is necessary. Instead of presenting all 648 combinations, a fractional factorial design with orthogonal main effects was used to extract a controlled number of representative profiles and reduce the cognitive burden on participants (Hensher et al., 2000). Although Louviere et al. (2000) argued that certain fractional designs are inevitably affected by statistical information loss, the orthogonal main effects model explained most of the described variance, with a percentage ranging from 70% to 90%. Furthermore, using CE in this orthogonal design has a significant advantage over random utilities, which are known to be highly correlated with each other (Hanley et al., 1998). However, presenting all 72 pairs of options would also impose an excessive cognitive burden on respondents. Therefore, by dividing the questionnaire into eight versions using the block design technique, we were able to present 9 pairs of plus. On the other hand, respondents who give up on choosing any of the options may be witnessed if they do not like any of the options. Taking into account such characteristics of respondents, this study focused on ① going on family trip type A, ② going on family trip type B, and ③ going on family trip type C. The choice set included the options 3) to choose either type, 4) to choose neither, and 5) to choose neither. The no-choice option is related to the alternative concrete constant (ASC), and the model estimation results can confirm whether the respondent really wants to choose a product from two options or wants to abandon the market (Hensher et al., 2005).₉In the tourist market, the family has a unique feature different from other market segments (SRNEC et al, 2016) and accounts for the largest consumption segment in the consumer market (Kim, 2020). Therefore, the sample of this research is a married Korean aged 30 to 40 years old. This age group is known to be a decisive maker for family trips and has financial resources (Bae and Chang, 2021). In fact, Bae and Chang (2021) discovered that the effects of perceptional behavior control for no n-fac e-t o-face tourism intentions are stronger in married people. They say this result is that married participants generally make decisions on family units.₁₀In this study, six features and two to four levels are included, resulting in a total of 648 (3 × 3 × 3 × 4 × 2 × 3) options in a full factorial design. However, it is not feasible to present all 648 options to examine respondents' preferences. Therefore, a data generation process designed to uncover factors that influence respondents' choices is necessary. Instead of presenting all 648 combinations, a fractional factorial design with orthogonal main effects was used to extract a controlled number of representative profiles and reduce the cognitive burden on participants (Hensher et al., 2000). Although Louviere et al. (2000) argued that certain fractional designs are inevitably affected by statistical information loss, the orthogonal main effects model explained most of the described variance, with a percentage ranging from 70% to 90%. Furthermore, using CE in this orthogonal design has a significant advantage over random utilities, which are known to be highly correlated with each other (Hanley et al., 1998). However, presenting all 72 pairs of options would also impose an excessive cognitive burden on respondents. Therefore, by dividing the questionnaire into eight versions using the block design technique, we were able to present 9 pairs of plus. On the other hand, respondents who give up on choosing any of the options may be witnessed if they do not like any of the options. Taking into account such characteristics of respondents, this study focused on ① going on family trip type A, ② going on family trip type B, and ③ going on family trip type C. The choice set included the options 3) to choose either type, 4) to choose neither, and 5) to choose neither. The no-choice option is related to the alternative concrete constant (ASC), and the model estimation results can confirm whether the respondent really wants to choose a product from two options or wants to abandon the market (Hensher et al., 2005).₁₂The online survey was conducted from February 18 to February 24, 2021 through a research company with the largest number of customers in Korea. The sample of this survey is a married person between the ages of 30 and 49, who has traveled to Korea with his family before and after the occurrence of COVID-19. Participants who did not match the screen questions were excluded from the survey. Prior to the start of the online survey, we asked for screening questions to evaluate the characteristics and levels of appropriateness and confirm the mistakes in the questionnaire. A total of 632 questionnaires were collected and used for data analysis. Table 2 shows the summary of the population statistical characteristics of the participants. The average age was 39, 62, and the average household income was about 4. 000 won. About 23 % of respondents had no children and had one or two children. The highest respondents with preschoolers aged 3 years or older (30, 4 %). < SPAN> In the tourist market, the family has a unique feature different from other market segments (SRNEC et al, 2016), and accounts for the largest consumption segment in the consumer market (Kim, 2020). Therefore, the sample of this research is a married Korean aged 30 to 40 years old. This age group is known to be a decisive maker for family trips and has financial resources (Bae and Chang, 2021). In fact, Bae and Chang (2021) discovered that the effects of perceptional behavior control for no n-fac e-t o-face tourism intentions are stronger in married people. They say this result is that married participants generally make decisions on family units._{Unlike CV attribution, which derives utility and MWTP from a single dynamic attribute, CE has the advantage of being able to measure people's preferences and MWTP using multiple attributes and different levels of each attribute (Louviere et al., 2000). In other words, CV relies on a single factor to determine the value of a good or service, whereas CE considers multiple factors and their different levels to assess value. Thus, CE presents a choice or set of options that include one or more measured attributes and directly contrasts the respondent's monetary valuation of the given good. The respondent's utility function can be inferred from the answers obtained, and the monetary value of multiple utility function attributes can also be estimated (Van Ommeren et al.).}The online survey was conducted from February 18 to February 24, 2021 through a research company with the largest number of customers in Korea. The sample of this survey is a married person between the ages of 30 and 49, who has traveled to Korea with his family before and after the occurrence of COVID-19. Participants who did not match the screen questions were excluded from the survey. Prior to the start of the online survey, we asked for screening questions to evaluate the characteristics and levels of appropriateness and check the mistakes in the questionnaire. A total of 632 questionnaires were collected and used for data analysis. Table 2 shows the summary of the population statistical characteristics of the participants. The average age was 39, 62, and the average household income was about 4. 000 won. About 23 % of respondents had no children and had one or two children. The highest respondents with preschoolers aged 3 years or older (30, 4 %). In the tourist market, the family has a unique feature different from other market segments (SRNEC et al, 2016) and accounts for the largest consumption segment in the consumer market (Kim, 2020). Therefore, the sample of this research is a married Korean aged 30 to 40 years old. This age group is known to be a decisive maker for family trips and has financial resources (Bae and Chang, 2021). In fact, Bae and Chang (2021) discovered that the effects of perceptional behavior control for no n-fac e-t o-face tourism intentions are stronger in married people. They say this result is that married participants generally make decisions on family units._{Most of the FGI respondents said they wanted to avoid sightseeing spots and crowds, as expected. Consumers with children in their 30s and 40s can see relatively many changes in people's preferences and behaviors. On the other hand, there was no significant change in the taste of tourists than in their 30s and 40s, in their 20s and children in their 50s and 60s. This may be due to the high level of behavior control in the age group in the 1920s and 50/60s, and the low cognitive constraints (BAE and Chang, 2021). The sample of this research is a married Korean man who is married 30-40, which is based on the above evidence.}The online survey was conducted from February 18 to February 24, 2021 through a research company with the largest number of customers in Korea. The sample of this survey is a married person between the ages of 30 and 49, who has traveled to Korea with his family before and after the occurrence of COVID-19. Participants who did not match the screen questions were excluded from the survey. Prior to the start of the online survey, we asked for screening questions to evaluate the characteristics and levels of appropriateness and confirm the mistakes in the questionnaire. A total of 632 questionnaires were collected and used for data analysis. Table 2 shows the summary of the population statistical characteristics of the participants. The average age was 39, 62, and the average household income was about 4. 000 won. About 23 % of respondents had no children and had one or two children. The highest respondents with preschoolers aged 3 years or older (30, 4 %).

A summary of the features of Table 2 specimens (n ​​= 632).

According to random use maximization, it can be defined as follows: personal utility can be defined as follows:< 0.05, with the exception of 2–3 h of TRAVEL TIME. An effect coding technique is used to include the categorical choice attributes in the data set, which involves a base category for each attribute that is not included in the model specification, and the base category is computed by the negative sum of the other levels using binary coding (Hensher et al., 2005; Huybers, 2003). For instance, the coefficient evolving within 2 h, which is the base level, in the attribute of TRAVEL TIME is calculated by using the following equation: −( β _startU_ = Asc_j + ㊟ β ㊟ β _ β_3camping_ + β _4hotel_ + ㊟ β_6low β ㊟ β_9 ㊟ varepsilon ㊟ end_{ASC here}j

Model estimation for the segmented sample by income level and children

Is an ASC for detecting the potential of preference for one of the options. Medtt, Longtt, Camping, Hotel, RESORT, Low_media, Cultural, Fun, and Cost are the level of virtualized attributes.

From B

Is a set of parameters calculated for each attribute that affects the utility of the individual.

from

MWTP estimation of each attribute

Is an ASC for the estimated parameters for each specific variable_jIs a ride. And e_IJShortt, syntax, High_media, and relaxing are omitted. The conditional rosit (CL) model was analyzed by the R package using both CES Support and Survival package. Table 3 is an estimation result of a model without a variable.

Table 3 Variables without variables estimation results

Mcfadden's PSEUDO R 2 is well known in the fitting of the rodde model (mcfadden, 1974); Loeviere et al. (2000), when the Pseudo R 2 is larger than 0 or 1 The gender is guaranteed, and the value of R 2 0, 2 to 0, and 4 is reported (Hensher and Johnson, 1981). The Pseudo R breet of this study is 0, 189, and the significance of the estimated results is acceptable. The coefficients of indirect functions are all statistically significant, at least p

Mold

Discussions

+ β

A summary of lon g-term < SPAN> Table 2 specimens (n ​​= 632).

According to random use maximization, it can be defined as follows: personal utility can be defined as follows:

start

U_ = Asc_j + ㊟ β ㊟ β _ β_3camping_ + β _4hotel_ + ㊟ β_6low β ㊟ β_9 ㊟ varepsilon ㊟ end

Theoretical implications

ASC here

Managerial implications

j

Limitations and future studies

Is an ASC for detecting the potential of preference for one of the options. Medtt, Longtt, Camping, Hotel, RESORT, Low_media, Cultural, Fun, and Cost are the level of virtualized attributes.

Data availability

From B

References

• Is a set of parameters calculated for each attribute that affects the utility of the individual.
• from
• Is an ASC for the estimated parameters for each specific variable
• j
• Is a ride. And e
• IJ
• Shortt, syntax, High_media, and relaxing are omitted. The conditional rosit (CL) model was analyzed by the R package using both CES Support and Survival package. Table 3 is an estimation result of a model without a variable.
• Table 3 Variables without variables estimation results
• Mcfadden's PSEUDO R 2 is well known in the fitting of the rodde model (mcfadden, 1974); Loeviere et al. (2000), when the Pseudo R 2 is larger than 0 or 1 The gender is guaranteed, and the value of R 2 0, 2 to 0, and 4 is reported (Hensher and Johnson, 1981). The Pseudo R breet of this study is 0, 189, and the significance of the estimated results is acceptable. The coefficients of indirect functions are all statistically significant, at least p
• Mold
• + β
• Summary of the characteristics of the lon g-term table 2 specimens (n ​​= 632).
• According to random use maximization, it can be defined as follows: personal utility can be defined as follows:
• start
• U_ = Asc_j + ㊟ β ㊟ β _ β_3camping_ + β _4hotel_ + ㊟ β_6low β ㊟ β_9 ㊟ varepsilon ㊟ end
• ASC here
• j
• Is an ASC for detecting the potential of preference for one of the options. Medtt, Longtt, Camping, Hotel, RESORT, Low_media, Cultural, Fun, and Cost are the level of virtualized attributes.
• From B
• Is a set of parameters calculated for each attribute that affects the utility of the individual.
• from
• Is an ASC for the estimated parameters for each specific variable
• j
• Is a ride. And e
• IJ
• Shortt, syntax, High_media, and relaxing are omitted. The conditional rosit (CL) model was analyzed by the R package using both CES Support and Survival package. Table 3 is an estimation result of a model without a variable.
• Table 3 Variables without variables estimation results
• Mcfadden's PSEUDO R 2 is well known in the fitting of the rodde model (mcfadden, 1974); Loeviere et al. (2000), when the Pseudo R 2 is larger than 0 or 1 The gender is guaranteed, and the value of R 2 0, 2 to 0, and 4 is reported (Hensher and Johnson, 1981). The Pseudo R breet of this study is 0, 189, and the significance of the estimated results is acceptable. The coefficients of indirect functions are all statistically significant, at least p
• Mold
• + β
• Lon g-term
• ) = -(-0, 017 - 0, 302) = 0, 32. The positive coefficient sign of ASC indicates that the respondents preferred the alternative family travel option as opposed to the baseline category of "no travel". The negative sign of the TIME TO TRAVEL attribute indicates that the respondents assigned negative utility to the longer travel time of the baseline category of less than 2 hours. The positive sign of the DURATION OF TRAVEL attribute indicates that the respondents were in favor of staying 2 nights instead of 1 night. This interpretation also applies to the respondents who prefer to stay 3 nights or more over 1 night. The positive signs of HOTEL and RESORT/APARTMENT indicate that tourists prefer to stay in both HOTEL and RESORT/APARTMENT rather than B& B (base category). The coefficient of RESORT/APARTMENT is higher than that of HOTEL, so the respondents tend to prefer to stay in RESORT/APARTMENT rather than in HOTEL. Similarly, the negative coefficient for camping/glamping/caravanning indicates that respondents do not prefer camping/glamping/caravanning compared to retirement. With regard to the MEDIA/SNS EXPOSURE attribute, respondents seem to prefer low media/SNS exposure destinations/locations compared to high media/SNS exposure destinations/locations (key
• Table 4 shows the results of the CL model of the subdivision group. Most of the coefficients of the conditional CL model are statistically significant, suggesting that the preferences of the respondents have a heterogeneous taste (Pike et al. TRAIN (2009)). In order to identify the cause, it is recommended that the respondents are divided into groups using rational subdivision standards, and this study is based on the income level and the presence of children. We have classified them and confirmed that each group has different domestic travel preferences.
• Table 4 CL pattern estimation by groups divided by income level and children
• The lo w-income group defined the monthly income of 1 million to 5 million won, and the hig h-income team was more than 5 million won respondents. Other coefficients match the coefficients of the composite model, except for the level of the hotel in lo w-income groups. The coefficients of lo w-income hotels changed negatively and lost their significance. The resort preference was not significant. The result means that lo w-income earners do not like hotels, resorts and condominiums in retirement (bass line), contrasting the pooled samples and hig h-income earners. Hotels and resort condominiums are known as hig h-end accommodations compared to pensions, and are considered relatively large for lo w-income earners. In addition, if you do not like staying for 3 nights or more, it is contrasting with the pool samples and hig h-income groups, which can also be interpreted as a result of expenditure. The average / SNS exposure characteristic coefficient of the hig h-income layer was not significant, contrasting with the pool specimens and the lo w-income layer. This shows the results of the CL model of the subdivision group. Most of the coefficients of the conditional CL model are statistically significant, suggesting that the preferences of the respondents have a heterogeneous taste (Pike et al. TRAIN (2009)). In order to identify the cause, it is recommended that the respondents are divided into groups using rational subdivision standards, and this study is based on the income level and the presence of children. We have classified them and confirmed that each group has different domestic travel preferences.
• Table 4 CL pattern estimation by groups divided by income level and children
• The lo w-income group defined the monthly income of 1 million to 5 million won, and the hig h-income team was more than 5 million won respondents. The signs of other coefficients matched the coefficient codes of the composite model, except for the level of the hotel in lo w-income groups. The coefficients of lo w-income hotels changed negatively and lost their significance. The resort preference was not significant. The result means that lo w-income earners do not like hotels, resorts and condominiums in retirement (bass line), contrasting the pooled samples and hig h-income earners. Hotels and resort condominiums are known as hig h-end accommodations compared to pensions, and are considered relatively large for lo w-income earners. In addition, if you do not like staying for 3 nights or more, it is contrasting with the pool samples and hig h-income groups, which can also be interpreted as a result of expenditure. The average / SNS exposure characteristic coefficient of the hig h-income layer was not significant, contrasting with the pool specimens and the lo w-income layer. This shows the results of the CL model of the subdivision group. Most of the coefficients of the conditional CL model are statistically significant, suggesting that the preferences of the respondents have a heterogeneous taste (Pike et al. TRAIN (2009)). In order to identify the cause, it is recommended that the respondents are divided into groups using rational subdivision standards, and this study is based on the income level and the presence of children. We have classified them and confirmed that each group has different domestic travel preferences.
• Table 4 CL pattern estimation by groups divided by income level and children
• The lo w-income group defined the monthly income of 1 million to 5 million won, and the hig h-income team was more than 5 million won respondents. Other coefficients match the coefficients of the composite model, except for the level of the hotel in lo w-income groups. The coefficients of lo w-income hotels changed negatively and lost their significance. The resort preference was not significant. The result means that lo w-income earners do not like hotels, resorts and condominiums in retirement (bass line), contrasting the pooled samples and hig h-income earners. Hotels and resort condominiums are known as hig h-end accommodations compared to pensions, and are considered relatively large for lo w-income earners. In addition, not to stay for 3 nights or more is contrasting with the pool samples and hig h-income groups, which can be interpreted as the result of the expenditure burden. The average / SNS exposure characteristic coefficient of the hig h-income layer was not significant, contrasting with the pool specimens and the lo w-income layer. this is
• In the case of su b-groups due to the presence or absence of children, the codes of the other coefficients match the codes from the pool model, but the two groups are slightly different from the total sample for the two characteristics, including travel periods and means/SNS exposure. Showed me a good choice. In addition, the coefficient of Trip Length three nights or more did not show significance in groups without children. The result is a significant level of 10 %, and many married groups without children do not like a long family trip of 3 nights or more and prefer two days and two days. The lo w-level coefficient "Media/SNS Report" could not be significant. The results were different from the result of the pooled sample and the results of a group with children. This suggests that in a group without children in this study (mainly adults), exposure to the media / SNS may be due to a decrease in risk avoidance. 。 Adults, especially those who are not responsible for raising children, are rarely discouraged by the risks related to pandemic travel, regardless of the popularity of travel destinations and the risks that the exposure to media/SNS will affect. Maybe.
• Table 5 shows the MWTP value of each characteristic for all samples and groups that are classified by the income level of the respondents and the presence or absence of children. It is not recommended to compare two segments depending on the size of each model coefficient. In this regard, the MWTP value helps measure the relative importance between the proposed characteristics (HAAB and McConnell, 2002) and the level. In other words, MWTP provides the image of which characteristics/ levels are more preferable or less preferable, based on changing options. In addition, MWTP refers to the amount that customers may pay for specific functions, which is the level of product function. In addition to the amount currently paid, it is also the amount that may be paid for upgrade / change from level A to level B. Mathematically, coefficient (b)
• I
• ) Price attribute (β)
• In the case of a su b-group due to the presence or absence of a child, the codes of the other coefficients match the codes from the pool model, but the two groups have a total sample for two characteristics, including travel periods and means/SNS exposure. He showed a slightly different preference. In addition, the coefficient of Trip Length three nights or more did not show significance in groups without children. The result is a significant level of 10 %, and many married groups without children do not like a long family trip of 3 nights or more and prefer two days and two days. The lo w-level coefficient "Media/SNS Report" could not be significant. The results were different from the result of the pooled sample and the results of a group with children. This suggests that in a group without children in this study (mainly adults), exposure to the media / SNS may be due to a decrease in risk avoidance. 。 Adults, especially those who are not responsible for raising children, are rarely discouraged by the risks related to pandemic travel, regardless of the popularity of travel destinations and the risks that the exposure to media/SNS will affect. Maybe.
• Table 5 shows the MWTP value of each characteristic for all samples and groups that are classified by the income level of the respondents and the presence or absence of children. It is not recommended to compare two segments depending on the size of each model coefficient. In this regard, the MWTP value helps measure the relative importance between the proposed characteristics (HAAB and McConnell, 2002) and the level. In other words, MWTP provides the image of which characteristics/ levels are more preferable or less preferable, based on changing options. In addition, MWTP refers to the amount that customers may pay for specific functions, which is the level of product function. In addition to the amount currently paid, it is also the amount that may be paid for upgrade / change from level A to level B. Mathematically, coefficient (b)
• I
• ) Price attribute (β)
• In the case of a su b-group due to the presence or absence of a compensated child, the codes of the other coefficients match the codes from the pool model, but the two groups are slightly samples for two characteristics, including travel periods and means/SNS exposure. He showed a different preference. In addition, the coefficient of Trip Length three nights or more did not show significance in groups without children. The result is a significant level of 10 %, and many married groups without children do not like a long family trip of 3 nights or more and prefer two days and two days. The lo w-level coefficient "Media/SNS Report" could not be significant. The results were different from the result of the pooled sample and the results of a group with children. This suggests that in a group without children in this study (mainly adults), exposure to the media / SNS may be due to a decrease in risk avoidance. 。 Adults, especially those who are not responsible for raising children, are rarely discouraged by the risks related to pandemic travel, regardless of the popularity of travel destinations and the risks that the exposure to media/SNS will affect. Maybe.
• Table 5 shows the MWTP value of each characteristic for all samples and groups that are classified by the income level of the respondents and the presence or absence of children. It is not recommended to compare two segments depending on the size of each model coefficient. In this regard, the MWTP value helps measure the relative importance between the proposed characteristics (HAAB and McConnell, 2002) and the level. In other words, MWTP provides the image of which characteristics/ levels are more preferable or less preferable, based on changing options. In addition, MWTP refers to the amount that customers may pay for specific functions, which is the level of product function. In addition to the amount currently paid, it is also the amount that may be paid for upgrade / change from level A to level B. Mathematically, coefficient (b)
• I
• ) Price attribute (β)
• compensation
• For example, the MWTP when ACCOMODATION is a hotel is -(0, 167/-0, 0323) ≒ 5171. This amount indicates that the respondent is willing to pay an additional 5171 won to change ACCOMODATION from a boarding house to a hotel. A negative (-) MWTP means that the target level is less preferred by the respondent than the basic level. Therefore, the price must be reduced for the customer to compensate for the downgrade to the lower level (Haab and McConnell, 2002). Similarly, a negative MWTP for TRAVEL TIME suggests that the respondent does not prefer a longer travel time.
• Table 5 MWTP values ​​for the pooled sample and groups divided by income level and children.
• First, the pooled sample was divided by the income level of the respondent. The two groups had similar preferences/patterns for most attributes and levels, but significantly different preferences were found for the ACCOMMODATION attribute. For example, the low-income group had high MWTP for pensions and resorts/apartments, and low MWTP for hotels and camping/glamping/caravans. Meanwhile, the high-income group had the highest MWTP for hotels and resorts/condominiums, while boarding houses and camping/glamping/caravans had negative MWTP. This result shows that the low-income group rejected hotels as accommodation, while the high-income group had a MWTP value of 118.
• Secondly, the group with children also had clearly different preferences for "accommodation." The group without children had a high MWTP for "resorts/apartments" of 12. 768, and a negative MWTP for "retirement." Meanwhile, the group with children had the highest MWTP for pensions, which indicates the highest preference. The reason for such conflicting preferences seems to be that families with children prefer pensions because they provide a relatively independent space and can make noise freely. Furthermore, those without children ranked "travel time" as the third most important feature after "main activity" and "lifestyle." Meanwhile, those with children ranked "travel time" as the second most important, and it can be seen that the most important attributes for family trips for those with children are, in order, 1) "main activity," 2) "travel time," and 3) "stay."
• The purpose of this study is to explore the features of family travelers, and to understand how much the traveler will pay for various features that make up a family travel. In order to achieve the purpose of the research, we conducted a review of pr e-research, FGI, and expert advice, and six selection attributes with a certain level have emerged. According to the survey results, the respondents have the shortest travel time, the travel period is 2 nights and 3 days, the accommodation is a resort/ condominium, the exposure to media/ SNS is low, and the destination is the destination. I prefer natural scenery and relaxation. < SPAN> The purpose of this study is to explore the characteristics of focusing on family travelers and understand how much the travelers will pay for various characteristics that make up a family trip. I am. In order to achieve the purpose of the research, we conducted a review of pr e-research, FGI, and expert advice, and six selection attributes with a certain level have emerged. According to the survey results, the respondents have the shortest travel time, the travel period is 2 nights and 3 days, the accommodation is a resort/ condominium, the exposure to media/ SNS is low, and the destination is the destination. I prefer natural scenery and relaxation. The purpose of this study is to explore the features of family travelers, and to understand how much the traveler will pay for various features that make up a family travel. In order to achieve the purpose of the research, we conducted a review of pr e-research, FGI, and expert advice, and six selection attributes with a certain level have emerged. According to the survey results, the respondents have the shortest travel time, the travel period is 2 nights and 3 days, the accommodation is a resort/ condominium, the exposure to media/ SNS is low, and the destination is the destination. I prefer natural scenery and relaxation.

Author information

Authors and Affiliations

1. First, it is suggested that the sign of the travel time is negative, suggesting that the use of a long travel time will be negative, which is consistent with advance research (ROMAGOSA, 2020). The reason that people prefer traveling to a nearby destination is that there is a risk of contact and contamination while traveling, and that COVID-19 can be returned immediately even if the destination spreads. Second, the travel period is a normal mark, indicating that the respondents tend to prefer a longer stay than one night (bass line level). This result is consistent with the results of the Korean domestic travel schedule that reported that the average number of travels was 2 or 47 days on the average number of trips on the Korean national site (cultural and physical education tourism department, 2020) in 2019. Therefore, it can be seen that COVID-19 did not affect the travel period. Similarly, in the United States, 47 % of respondents answered that they would travel by car for weekend vacation, and prefer nearly 2-4 hours (Minnaert, 2021). As a result, in the case of travel hours and travel periods, it is possible to confirm that Korean and US family travelers have the same preference for certain family travel characteristics during the travel period. < SPAN> First, the negative movement time suggests that if the traveling time is long, it will be negative, which is consistent with advance research (ROMAGOSA, 2020). The reason that people prefer traveling to a nearby destination is that there is a risk of contact and contamination while traveling, and that COVID-19 can be returned immediately even if the destination spreads. Second, the travel period is a normal mark, indicating that the respondents tend to prefer a longer stay than one night (bass line level). This result is consistent with the results of the Korean domestic travel schedule that reported that the average number of travels was 2 or 47 days on the average number of trips on the Korean national site (cultural and physical education tourism department, 2020) in 2019. Therefore, it can be seen that COVID-19 did not affect the travel period. Similarly, in the United States, 47 % of respondents answered that they would travel by car for weekend vacation, and prefer nearly 2-4 hours (Minnaert, 2021). As a result, in the case of travel hours and travel periods, it is possible to confirm that Korean and US family travelers have the same preference for certain family travel characteristics during the travel period. First, it is suggested that the sign of the travel time is negative, suggesting that the use of a long travel time will be negative, which is consistent with advance research (ROMAGOSA, 2020). The reason that people prefer traveling to a nearby destination is that there is a risk of contact and contamination while traveling, and that COVID-19 can be returned immediately even if the destination spreads. Second, the travel period is a normal mark, indicating that the respondents tend to prefer a longer stay than one night (bass line level). This result is consistent with the results of the Korean domestic travel schedule that reported that the average number of travels was 2 or 47 days on the average number of trips on the Korean national site (cultural and physical education tourism department, 2020) in 2019. Therefore, it can be seen that COVID-19 did not affect the travel period. Similarly, in the United States, 47 % of respondents answered that they would travel by car for weekend vacation, and prefer nearly 2-4 hours of nearby (Minnaert, 2021). As a result, in the case of travel hours and travel periods, it is possible to confirm that Korean and US family travelers have the same preference for certain family travel characteristics during the travel period.
2. However, internal motivation (fear of infection) is the largest. Therefore, it is necessary to guarantee that it is a safe place for tourists by observing strict quarantine rules in famous sightseeing spots. Fifth surveys have been that natural scenery and relaxation are significantly preferred for the main activities in sightseeing spots (Main Activities) than culture, historical activities and recreation and sports activities. This result is a survey of Chinese tourists who tend to like outdoor spaces, natural landscapes, and quiet sightseeing spots (Fan et al.) COVID-19 COVID-19 Related to mental and physical health. Demand for sightseeing in health consciousness is growing. The travel industry can use this as a niche market and launch tourism products. < SPAN> has the largest motivation (fear of infection). Therefore, it is necessary to guarantee that it is a safe place for tourists by observing strict quarantine rules in famous sightseeing spots. Fifth surveys have been that natural scenery and relaxation are significantly preferred for the main activities in sightseeing spots (Main Activities) than culture, historical activities and recreation and sports activities. This result is a survey of Chinese tourists who tend to like outdoor spaces, natural landscapes, and quiet sightseeing spots (Fan et al.) COVID-19 COVID-19 Related to mental and physical health. Demand for sightseeing in health consciousness is growing. The travel industry can use this as a niche market and launch tourism products. However, internal motivation (fear of infection) is the largest. Therefore, it is necessary to guarantee that it is a safe place for tourists by observing strict quarantine rules in famous sightseeing spots. Fifth surveys have been that natural scenery and relaxation are significantly preferred for the main activities in sightseeing spots (Main Activities) than culture, historical activities and recreation and sports activities. This result is a survey of Chinese tourists who tend to like outdoor spaces, natural landscapes, and quiet sightseeing spots (Fan et al.) COVID-19 COVID-19 Related to mental and physical health. Demand for sightseeing in health consciousness is growing. The travel industry can use this as a niche market and launch tourism products.
3. In order to explain the heterogeneity of the preference between individuals and the variation of MWTP, the alternative mode was specified in consideration of the monthly income and the presence or absence of children, and all the samples were subdivided into two groups and further examined. First, as a result of subdivision by monthly income, the codes of other coefficients match the pool model codes, except that the number of hotel coefficient of lo w-income people has changed. For example, the coefficient of the hotel was negative, lost significance, and the resort / apartment coefficient also lost its significance. In other words, lo w-income earners do not like hotels or resorts / apartments due to the base line pension level. In addition, lo w-income earners do not like staying for 3 nights or more, which is thought to be the burden of travel expenses. The price of the hotel is relatively higher than other accommodations, so it can be seen that the STAY type has a direct correlation with the income of tourists. This resulted in CAI (1999) surveys that hig h-income earners tend to spend more money on accommodation. Therefore, accommodation facilities are greatly related to the income from tourists, and the accommodation needs to be aware of the following points. < SPAN> In order to explain the heterogeneity of personal preferences and the variation of MWTP, the alternative mode was set in consideration of the monthly income and the presence of children, and all the samples were subdivided into two groups and further examined. First, as a result of subdivision by monthly income, the codes of other coefficients match the pool model codes, except that the number of hotel coefficient of lo w-income people has changed. For example, the coefficient of the hotel was negative, lost significance, and the resort / apartment coefficient also lost its significance. In other words, lo w-income earners do not like hotels or resorts / apartments due to the base line pension level. In addition, lo w-income earners do not like staying for 3 nights or more, which is thought to be the burden of travel expenses. The price of the hotel is relatively higher than other accommodations, so it can be seen that the STAY type has a direct correlation with the income of tourists. This resulted in CAI (1999) surveys that hig h-income earners tend to spend more money on accommodation. Therefore, accommodation facilities are greatly related to the income from tourists, and the accommodation needs to be aware of the following points. In order to explain the heterogeneity of the preference between individuals and the variation of MWTP, the alternative mode was specified in consideration of the monthly income and the presence or absence of children, and all the samples were subdivided into two groups and further examined. First, the codes of the other coefficients match the pool model codes, except that the subdivision of the hotel coefficient of lo w-income earners has changed as a result of subdivision by monthly income. For example, the coefficient of the hotel was negative, lost significance, and the resort / apartment coefficient also lost its significance. In other words, lo w-income earners do not like hotels or resorts / apartments due to the base line pension level. In addition, lo w-income earners do not like staying for 3 nights or more, which is thought to be the burden of travel expenses. The price of the hotel is relatively higher than other accommodations, so it can be seen that the STAY type has a direct correlation with the income of tourists. This resulted in CAI (1999) surveys that hig h-income earners tend to spend more money on accommodation. Therefore, accommodation facilities are greatly related to the income from tourists, and the accommodation should be aware of the following points.

1. Therefore, it is natural that this study shows different results depending on the presence or absence of children. These results match the recent research results by Alvarez Diaz (2023). They indicate that social economic characteristics, such as income and the presence of a spouse, differ in the behavior of domestic tourists after the occurrence of COVID-19. Therefore, tourist developers should pay attention to the target of tourists and create tourist spots that both children and adults can enjoy.