The industrial structure of Chuja Island is mainly occupied by fisheries. Since the fisheries resources have been depleted and the marine environment has been changed, the fishery industry has been hard to survive. It is the time when residents are looking for a breakthrough in the tourism industry.
Market segmentation is a valuable tool in the establishment of marketing strategies. Segmentation of tourists by the same desire and motivation is an essential factor in identifying the characteristics of tourists. The research on market segmentation of tourism sector focuses mainly on demographic subdivision, psychological subdivision, and behavioral subdivision, so it is urgent to study geographical market segmentation.
The purpose of this study is to present data that can be used to establish a marketing strategy for tourism promotion in Chuja Island by analyzing the tourism activities via subdivision market according to demographic characteristics, tourism behavior characteristics, and tourism motivation after grasping the geographical segment of tourists through empirical analysis. In this study, 285 valid samples were analyzed by frequency analysis, χ 2 test, cluster analysis and ANOVA test.

Abstract
 Ⅰ. 서 론
 Ⅱ. 이론적 고찰
  1. 섬 관광
  2. 시장세분화
 Ⅲ. 분석 방법
  1. 설문지 구성
  2. 조사 및 분석방법
 Ⅳ. 시장세분화와 표적시장 유형별 특성 분석
  1. 시장세분화
  2. 표적시장 유형별 관광객의 특성 분석
  3. 표적시장유형별 관광동기의 분석
  4. 표적시장유형별 관광활동속성의 분석
 Ⅴ. 결 론
 REFERENCES

• 이진희(제주대학교 관광개발학과) | Jin-Hee Lee (Department of Tourism Development., Jeju National University) Corresponding author