축제박람회 활성화를 위한 참관객 시장세분화에 관한 연구: 참관동기를 중심으로

A Study on Visitor Market Segmentation to Revitalize Festival Fairs: Focusing on Visitor Motivation

Purpose - This study aims to suggest marketing strategies for each target market by segmenting the market according to the motivation factors of visitors to 'festival fairs' in Korea, and to suggest implications for festival-related exhibition fairs by examining the differences in the importance and satisfaction factors perceived by visitors. Design / Methodology / Approach - This study conducted a survey of visitors to the '2024 Korea Festival Expo' held at BEXCO in Busan from April 26 to 28, 2024. Cluster, ANOVA, and IPA analyses were conducted on 243 participants to divide clusters and analyze differences between clusters. Findings - The results of the analysis are as follows. First, the four clusters of experience seekers, companionship seekers, routine escape seekers, and multi-benefit seekers showed significant differences in demographic characteristics and trade fair behavior. Second, all four clusters showed significant differences in the importance and satisfaction attributes of fairs. Finally, the IPA analysis resulted in the importance and satisfaction attributes of festival fairs as perceived by festival fair attendees. Research Implication - First, it is necessary to develop a plan to provide visitors with a variety of experiences and trends that match the characteristics of visitors who value experiences and experiences. Second, targeted marketing strategies for segmented markets based on visitor motivations are needed. Third, future exhibition services should be provided based on the items that visitors recognize as important and evaluate as satisfactory. Lastly, exhibition services should be improved by paying attention to the attributes that are highly important but low in satisfaction in relation to Korean festival fairs.