Market Segmentation and its Determinants by participation motivation of Golf Exhibition's visitorsplication of MultiNomial Logit model

소국섭; kim， hyun

The purpose of this study is to examine the determinants for segmented markets by visitor’s motivation and to give an aid for their marketing strategy to suppliers or exhibition organizer by providing with marketing implications identified. Respondents of the study were visitors participating at Busan International Golf Pare. To accomplish of this aims, an author, at first, performed factor analysis to extract visitation motivation dimensions and cluster analysis followed by Anova and DMR Test(Duncan’s Multiple Range Test) for market segmentation. Those variables which are types of event programs, visitors’ behavior characteristics and demographic characteristics are used as independent variables. 3 types of event programs , a type of technology, promotion, sales, were examined and actual programs were offered by the exhibition. By considering the impact of explanation variables mentioned above on each segmented markets, its determinants were able to be examined.핵심용어(Key words):이벤트 프로그램(Event program), 참가동기(Visitor’s motivation),시장세분화(Market segmentation),다중선택모형(MNL: Multinomial logit model)

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