골프전시 관람객의 참가동기에 따른 시장세분화 및 결정요인

Market Segmentation and its Determinants by Participation Motivation of Golf Exhibition Visitors: An Application of Multinomial Logit Model

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.