축제방문동기에 따른 축제방문객 시장세분화: 강릉단오축제 중심으로 (Market Segmentation of the Visitors Based on Tourism Motivation: Focused on Gangneung Dano Festival)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 31권 / 6호 / 151 ~ 165페이지
· 저자명 : 김영표

초록

The purpose of this study is to segment the respondents based on tourism motivation and demographic information of the visitors. In order to achieve this, factor, cluster, and discriminant analyses were introduced. 24 items of tourism motivations were used. Through factor analysis, five factors were drawn: mystics, escape & relaxation, enhancing family affinity, connected tourism, and socialization.
In cluster analysis for segmentation, the respondents were divided into four groups.
Of the total, cluster 1(n=80) was grouped, and it was called escape & relaxation/enhancing family affinity group. It showed high rate for escape & relaxation and family affinity. Cluster 2(n=84) expressed high agreement in escape & relaxation and connected tourism. It was called escape & relaxation and connected tourism group. Cluster 3(n=97) showed high agreement with mystic/socialization ,and it was called mystic/socialization group. Cluster 4(n=24) showed high reaction in mystic/escape & relaxation, and it was called mystic/escape & relaxation. To verify this, discriminant analysis was used.

영어초록

The purpose of this study is to segment the respondents based on tourism motivation and demographic information of the visitors. In order to achieve this, factor, cluster, and discriminant analyses were introduced. 24 items of tourism motivations were used. Through factor analysis, five factors were drawn: mystics, escape & relaxation, enhancing family affinity, connected tourism, and socialization.
In cluster analysis for segmentation, the respondents were divided into four groups.
Of the total, cluster 1(n=80) was grouped, and it was called escape & relaxation/enhancing family affinity group. It showed high rate for escape & relaxation and family affinity. Cluster 2(n=84) expressed high agreement in escape & relaxation and connected tourism. It was called escape & relaxation and connected tourism group. Cluster 3(n=97) showed high agreement with mystic/socialization ,and it was called mystic/socialization group. Cluster 4(n=24) showed high reaction in mystic/escape & relaxation, and it was called mystic/escape & relaxation. To verify this, discriminant analysis was used.

참고자료

· 없음