지역축제방문객의 만족도군집에 따른 시장세분화특성 분석

• 영문명: Analysis of market segmentation characteristics by the Satisfaction Level Group of Regional Festival Visitors: Focusing on Wando ChangPoGo Fishery Festival
• 발행기관: 관광경영학회
• 저자명: 최영화
• 간행물 정보: 『관광경영연구』제21권 제5호, 323~346쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2017.09.30

영문 초록

The purpose of this study is to investigate the characteristics of market segmentation by festival visitor Satisfaction Level Group and to utilize it for the next festival marketing so as to improve the quality of market segmentation items with low satisfaction. The survey was conducted using the questionnaire technique for visitors to the 120th of Wando ChangPoGo Fishery Festival. The results of the study are as follows. The results of this study suggest that preferential improvement is required for those who are not satisfied with the “Residents outside the festival area/ Access to festival venues/ Souvenir quality and price/ Variety and price of food types” because their satisfaction with the festival is low and the incentive to participate is low and the loyalty to the festival is low. In other words, those who are not satisfied with the festival and less favorable to others, which lowers the loyalty of the festival. Therefore, priority improvement is required for this items to increase loyalty. This study is limited to the generalization of the whole festival because it analyzed only one Wando ChangPoGo fishery festival. Subsequent research is needed on the effects of the type and price of souvenirs and food, quality and convenience of public transportation on satisfaction and loyalty.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Regional Festival Visitors Market Segmentation Satisfaction ChangPoGo Fishery Festival