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KCI우수등재 학술저널

기장대변멸치축제 방문객 동기분석에 기초한 만족도, 재방문 의사, 시장세분화 사례연구

2001년 / 2005년도 비교를 중심으로

Comparing two years, this paper explores what motivates guests visit the Kijang-Goon Anchovy Festival. Among 28 motivational attributes of the visitors seven factors were extracted. a cluster analysis identified three clustered segments in which the multi-purpose seekers were found to be the most important segment. By canonical analysis, 'novelty', 'family togetherness', 'foods/exploring specialty' factors were identified proper to classify the segments of festival visitors. Three distinct groups identified were enthusiasts, moderators and simple-attendees. Authors identified statistically significant differences among the three groups in terms of demographic and behavioral variables.

I. 서 론

II. 선행연구의 검토

III. 실증적 조사설계

IV. 실증분석 및 시사점

V. 결론

참고문헌

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