Fruit trees are a key part of agriculture in rural areas and have recently been a part of ecotourism or agrotourism. This study analyzes user segmentation based on user motivation to determine characteristics of potential customers in fruit tree farms, and thereby develop fruit tree experience and educational programs. We conducted a survey of 253 potential customers of fruit tree experience programs in September 2017. Data were evaluated using factor and cluster analyses. The results of the cluster analysis identified four distinct segments based on potential customers' motivations, that is, activity-oriented, learning-oriented, leisure-oriented, and purchase-oriented. These clusters showed that significant differences in the preference of potential customers exist. Different markets were segmented based on the benefits sought by users. The segments’ characteristics were identified and activities relevant to each segment were proposed for rural tourism. Lastly, this study suggests directions for development of fruit tree farm experience and educational programs.

Abstract
 1. Introduction
 2. Method
  2.1. Research Tool
  2.2. Data collection
  2.3. Analysis method
  2.4. General information of respondents
 3. Results
  3.1. Characteristics of preference for experienceprogram
  3.2. Factor analysis for motivation
  3.3. Cluster analysis for the motivation
  3.4. Preference of fruit tree farm experience andeducational programs
  3.5. Preferred factor analysis of other experienceand educational programs
 4. Discussion and Conclusion
 REFERENCES

• Jin Hee Lee(Department of Environmental Landscape Architecture, Sangmyung University)
• Daeyoung Jeong(Division of Environmental Science & Ecological Engineering, College of Life Sciences and Biotechnology, Korea University)
• Junga Lee(Department of Forestry and Landscape Architecture, Sanghuh College of Life Sciences, Konkuk University) Corresponding author
• O Man Kwon(Department of Architecture Design, Kyung Dong University)