The purpose of this study is to identify the market segmentation of festival visitors according to their experience realms. The study of experience realms for festival visitors was previously by researchers Pine & Gilmore (1999). With the goal of adding further contribution to this approach, a surveys conducted at the Hampyeong Butterfly Festival reveals three main segments which can be categorized as entertainment experience group, education experience group and escapism experience group. Demographic characteristics by each segment reflect strong differences pertaining to age difference and age and identified marital status. As for the festival experience characteristic differences were also found significantly depending on the number of participation programs, travelling companions type and expenditure. And the festival satisfaction of each cluster was found significantly different. In conclusion, this study provides the opportunity to observe and target the experience realms for different market segments. Suggested in the recommendations is that festivals and events such as the Hanpyeong Butterfly festival should consider and pay careful attention to the specific needs and requirements of the different market segments.
I. 서론
II. 이론적 고찰
III. 연구방법
IV. 실증분석
V. 결론
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