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Structural Relationships between EXPO Visitors' Motivations and Constraints: Multi-group Analysis by Plog's Personality Types

With the increasing variety of motivations for visitors to mega events, still there remain intrapersonal, interpersonal and structural constraints. The purpose of this study is two-fold: The first is to analyze structural relationships between the motivations and constraints; the second is to explore the differences of structural relationships as it pertains to the’ means’ in tourists' motivations and constraints according to Plog's personality types. A total of 291 survey questionnaires were collected from visitors to 2012 Yeosu Expo, usable questionnaires totaled 262 for the data analyses. Results showed that the best fit of the structure model was the one which showed the relationships between the three latent variables of motivations and the second order of constraints comprising intrapersonal, interpersonal, and structural constraints. It was found that there were no significant differences in the structural relationships by visitors' personality types. Additionally, the ‘novelty-seeking’ motivations only were differentiated in the mean differences of latent variables by visitors' personality type. The findings from this study enrich theoretical development on structural relationships between motivations and constraints and contribute to mega event marketers’ know-how.