여수엑스포 방문객 동기와 시장세분화 연구

• 영문명: A Study of Visitors’ Motivation and Market Segmentation of the EXPO 2012 Yeosu Korea
• 발행기관: 한국관광학회
• 저자명: 이충기 오민재 장혜영
• 간행물 정보: 『관광학연구』제37권 제5호, 29~50쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

The purpose of this study was to identify motivation of domestic visitors who attended the Expo 2012 Yeosu Korea and segment the Expo market using a cluster analysis based on delineated motivation factors. For this end this study conducted onsite survey for domestic visitors to the Expo during June and July 2012. The factor analysis delineated seven underlying dimensions of motivation: family togetherness, event experience, escape, novelty, cultural experience, socialization, and marine event experience. A cluster analysis identified four clustered segments for the motivation factors: passive seekers, Expo experience seekers, family togetherness & novelty seekers, and multi-purposive seekers. The results of this study indicate that there were significant differences in demographic and behavioral variables between these four segments. The findings imply that mega event mangers should develop event programs and marketing strategy based on the market segments.

목차

I. 서론

II. 선행연구 검토

III. 연구방법

IV. 분석결과

V. 결론

참고문헌

키워드

동기 시장세분화 메가 이벤트 여수엑스포 Motivation Market segmentation Mega event Yeosu Expo