Consensus Map of Festival Image - Application of Zaltman Metaphor Elicitation Technique(ZMET) -

• 영문명: Consensus Map of Festival Image - Application of Zaltman Metaphor Elicitation Technique(ZMET) -
• 발행기관: 한국관광학회
• 저자명: Jiyoung Hwang Hayoung Bae Gabriel Vallejo Carmona William C. Hunter
• 간행물 정보: 『한국관광학회 국제학술발표대회집』제78차 한국관광학회 국제학술발표대회집, 189~190쪽, 전체 2쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2015.07.01

영문 초록

The purpose of this study is to explore the perception of festival image by using a qualitative marketing research tool, known as the Zaltman Metaphor Elicitation Technique. ZMET includes in-depth interviews and laddering technique to discover the consumer subconscious which has strong effects customers’ behaviours. Ten respondents were asked to collect photographs that represented their thoughts and feelings about festivals. The study discovered the substantial value of festival image including eight concepts: (a) friendship, (b) intoxication, (c) joy, (d) music, (e) fight, (f) food, (g) tradition and (h) family. This study revealed the emotional value of festival linked to enjoyment and pleasure. These findings suggest numerous important implications for both scholars and practitioners in the industry. Especially for the event organizers, it helps them plan their marketing strategy in the future to promote in accordance with festivals.

키워드

ZMET Festival Image Consensus Map Metaphor Qualitative Marketing Research