2011년 서울국제 모터쇼 방문자의 추구혜택 세분화에 관한 연구
A Study on the Segmentation of Benefit Sought by 2011 Seoul International Motor Show Visitors
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
The purpose of this study segments the visitors' market of 2011 Seoul International Motor Show by the benefit sought. Sample data were collected from 166 visitors of the motor show in KINTEX, Illsan. For contributing more accurate data collection, the questionnaires were distributed to the visitors by using a set time frame and different collection points in the show ground. First, demographic characteristics of the visitors were classified for the understanding of the visitors, and then the result of factor analysis indicated that there were five different types of benefit sought attributes: event attraction, escape from the ordinary, socialization,product interest, and family togetherness. From cluster analysis, the visitors were clustered into three groups, which were classified with the attributes of benefits sought. The groups were named as: the event seekers, visitors, and motor mania. Last, the study tries to present each group's differences by comparing the show visitors' characteristics and demographic data for suggesting new marketing strategy for the next show.
Abstract
The purpose of this study segments the visitors' market of 2011 Seoul International Motor Show by the benefit sought. Sample data were collected from 166 visitors of the motor show in KINTEX, Illsan. For contributing more accurate data collection, the questionnaires were distributed to the visitors by using a set time frame and different collection points in the show ground. First, demographic characteristics of the visitors were classified for the understanding of the visitors, and then the result of factor analysis indicated that there were five different types of benefit sought attributes: event attraction, escape from the ordinary, socialization,product interest, and family togetherness. From cluster analysis, the visitors were clustered into three groups, which were classified with the attributes of benefits sought. The groups were named as: the event seekers, visitors, and motor mania. Last, the study tries to present each group's differences by comparing the show visitors' characteristics and demographic data for suggesting new marketing strategy for the next show.
참고문헌 (17)
- Bryman, A., "Quantitative Data Analysis with SPSS for Windows" (1997), Routledge
- 홍성화, "추구편익에 따른 관광가이드 서비스 질에 대한 인식: 제주방문 내국인 패키지관광객을 중심으로", 관광레저연구, 18(1), pp.47~65 (2006), (사)한국관광레저학회
- Gitelson, R. J., "The Relationship between Sociodemographic Variables, Benefits Sought and Subsequent Vacation Behavior: A Case Study", Journal of Travel Research, 29(Winter), pp.24~29 (1990)
- Kim, H., "Impacts of environmental values on tourism motivation: The case of FICA, Brazil", Tourism Management, 27, pp.957~965 (2005)
- Kim, K., "A Study on the Tourist Market Segmentation by Benefit Sought", Tourism Management Research, 8(2), pp.1~21 (2004)
- Kim, S. H., "A study on the segmentation of the tourist market with the benefits sought", Tourism․ Hotel Management Study, 1(1), pp.58~76 (1999)
- Lee, C. K., "Analysis of motivation of visitors attending the 98' Kyungju World Cultural Expo", Tourism Research, 23(2), pp.84~98 (2000)
- Lee, C., "Segmentation of festival motivation by nationality and satisfaction", Tourism Management, 25, pp.61~70 (2004)
- Lee, J. G., "An analysis on purchasing behavioral characteristics of cultural tourists segmentation: a benefit sought approach", Culture &Tourism Research, 3(2), pp.1~21 (2001)
- 이준엽, "지역이벤트 관광객의 추구편익에 따른 만족도에 관한 실증적 연구", 관광레저연구, 14(3), pp.193~212 (2002), (사)한국관광레저학회
- Loker, L. E., "A benefit-based segmentation of a nonresident summer travel market", Journal of travel research, 31, pp.30~35 (1992)
- Roh, Y. H., "The study on the impact of which the evaluation of perceived service quality affected behavior intention and satisfaction in trade shows", Tourism Management Research, 8(2), pp.107~126 (2004)
- Rose, D., "Introducing Data Analysis for Social Scientists" (1996), Open University Press
- Sapsford, R., "Data Collection and Analysis" (1996), The Open University, Sage Publication
- Shoemaker, S., "Segmentation the U.S. travel market according to benefits realized", Journal of Travel Research, 32, pp.8~21 (1990)
- Woodside, A. G, "Step two in benefits segmentation: Learning the benefits realized by major travel markets", Journal of Travel Research, pp.7~13 (1985)
- 윤세목, "산업전시박람회 방문자의 방문동기가 만족도, 재방문의도, 행동의도에 미치는 영향에 관한 연구 - 2003 부산국제모터쇼를 중심으로 -", 관광레저연구, 17(1), pp.43~61 (2005), (사)한국관광레저학회