추구편익을 활용한 지역축제 방문객 시장세분화

Market Segmentation of Local Festival Visitors by Benefit Sought: A Case Study of the Jeju Olle Walking Festival

Local festivals can contribute to the economic development and improvement of community image. Additionally, they can play an important role as a tourism attraction. This study aimed to segment the Jeju Olle Walking Festival visitors based on benefit sought and to provide a representation of the sociodemographic and travel characteristics of the segmented groups. Data were collected at five Olle courses from 9 – 13 November, 2010. The results of K-mean cluster analysis based on seven benefit sought factors, yielded four different visitor clusters represented as nature-seekers; escape-seekers; festival experienceseekers; and multi-purpose experience seekers. Among the four groups identified, the data analysis revealed significantly different characteristics in terms of socio-demographic and travel behaviors. Based on the visitors' profile according to the results of the study, marketing strategy considerations as well as implications pertaining to the segmented groups were addressed and identified. The results of this study are intended to benefit the Jeju Olle Walking Festival’s sustainable development.