문화관광이벤트 참가자의 추구편익에 의한 시장세분화 연구

Segmenting Participants Benefit thought in a Culture Tourism Event

This study reports on a survey of event visitors followed by results analysis for future use as a marketing tool. cluster analysis was conducted by using the 4 factors constituting event participation ; the results showed that when cluster analysis was categorized into 3 factors and then 4 factors, the number of respondents and distance between the groups were incoherent. Therefore, dividing the event visitors into 2 groups seems to be best. The number of respondents for each category was not significantly different. Factor analysis showed that Group1 was higher than Group2 in “participation” “new experience” “interesting” was higher in Group2 than Group1. “Break/rest” was higher in Group2 than Group1 but not significantly. The result affirms that Group1 is the “participation” and “new experience” group whereas Group2 is the “interesting” and “amusement” group. The limitation of the study is that the survey was conducted in one event in one particular region and thus these findings cannot be universally applied. Future studies should include more diverse event visitors with a nationwide scope.