골프전시 관람객의 참가동기에 따른 시장세분화 및 결정요인

• 영문명: Market Segmentation and its Determinants by Participation Motivation of Golf Exhibition Visitors: An Application of Multinomial Logit Model
• 발행기관: 한국관광학회
• 저자명: 소국섭 김현
• 간행물 정보: 『관광학연구』제31권 제4호, 73~91쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2007.08.31

영문 초록

This paper is to examine the determinants for segmented markets by visitor’s motivation and to give an aid for their marketing strategy to suppliers or exhibition organizer by providing with marketing implications identified. Respondents were visitors participating at Busan International Golf Pare. Author first performed factor analysis to extract visitation motivation dimensions and cluster analysis followed by Anova and DMR Test(Duncan’s Multiple Range Test) for market segmentation. Three types of event programs, a type of technology, promotion, sales, were examined and actual programs were offered by the exhibition. By considering the impact of explanation variables mentioned above on each segmented markets, its determinants were able to be examined.

목차

I. 서론

II. 전시회, 이벤트 및 참가동기

III. 이론 및 모형

IV. 자료 및 모형추정

IV. 결론 및 시사점

참고문헌

키워드

이벤트 프로그램 참가동기 시장세분화 다중선택모형 Event program Visitor’s motivation Market segmentation MNL: Multinomial logit model