기장대변멸치축제 방문객 동기분석에 기초한 만족도, 재방문 의사, 시장세분화 사례연구

• 영문명: Satisfaction, Intention to Revisit, Market Segmentation: A Case Study of Kijang-Goon Anchovy Festival
• 발행기관: 한국관광학회
• 저자명: 이준혁 원철식 최영준 박대환 정구점
• 간행물 정보: 『관광학연구』제30권 제1호, 71~89쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.02.28

영문 초록

Comparing two years, this paper explores what motivates guests visit the Kijang-Goon Anchovy Festival. Among 28 motivational attributes of the visitors seven factors were extracted. a cluster analysis identified three clustered segments in which the multi-purpose seekers were found to be the most important segment. By canonical analysis, 'novelty', 'family togetherness', 'foods/exploring specialty' factors were identified proper to classify the segments of festival visitors. Three distinct groups identified were enthusiasts, moderators and simple-attendees. Authors identified statistically significant differences among the three groups in terms of demographic and behavioral variables.

목차

I. 서 론

II. 선행연구의 검토

III. 실증적 조사설계

IV. 실증분석 및 시사점

V. 결론

참고문헌

키워드

기장대변멸치축제 시장세분화 군집분석