Motivation Factors of International Tourists to Golden Eagle Festival in Mongolia
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This study attempts to identify the profile of the international tourists of Golden Eagle festival in Mongolia and segment the marketbased on the delineated motivation factors. In order to achieve thegoal the factor analysis and cluster analysis were used and 160survey questionnaires were collected out 250 at the Golden FestivalVenue. Four main motivation factors including ‘cultural exploration’,‘novelty’, ‘escape’ and ‘socialization’ were drawn from the factoranalysis. It was found out that the visitors are tend to be highlydriven by exotic cultural exploration among those motivationalfactors. Based upon the delineated motivation factors, cluster analysissegments the respondents into three cluster groups: ‘Independentparticipants’, ‘Enthusiastic participants’ and ‘Reserved participants’. Inparticular, independent participants tend to seek for culturalexploration rather than socializing while enthusiastic participants keenon novelty tourism. Reserved participant group showed the lowestmean value in every factors. Nevertheless, it is not negligible due toits substantial size. Therefore, marketers and other stakeholdersinvolved with the festival must understand this group characterizedas old-aged female with high education and income. They came onpackage tour, first time visit, and main information source is word ofmouth. It is highly recommended that the marketing strategies forthe Golden Eagle festival should be carefully designed and developedtaking into account of the motivations and the characteristics of theinternational visitors in order to attract more repetitive internationaltourists.
Abstract
This study attempts to identify the profile of the international tourists of Golden Eagle festival in Mongolia and segment the marketbased on the delineated motivation factors. In order to achieve thegoal the factor analysis and cluster analysis were used and 160survey questionnaires were collected out 250 at the Golden FestivalVenue. Four main motivation factors including ‘cultural exploration’,‘novelty’, ‘escape’ and ‘socialization’ were drawn from the factoranalysis. It was found out that the visitors are tend to be highlydriven by exotic cultural exploration among those motivationalfactors. Based upon the delineated motivation factors, cluster analysissegments the respondents into three cluster groups: ‘Independentparticipants’, ‘Enthusiastic participants’ and ‘Reserved participants’. Inparticular, independent participants tend to seek for culturalexploration rather than socializing while enthusiastic participants keenon novelty tourism. Reserved participant group showed the lowestmean value in every factors. Nevertheless, it is not negligible due toits substantial size. Therefore, marketers and other stakeholdersinvolved with the festival must understand this group characterizedas old-aged female with high education and income. They came onpackage tour, first time visit, and main information source is word ofmouth. It is highly recommended that the marketing strategies forthe Golden Eagle festival should be carefully designed and developedtaking into account of the motivations and the characteristics of theinternational visitors in order to attract more repetitive internationaltourists.
참고문헌 (29)
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