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Positioning Analysis and Implications of Three Regions of 2001 World Ceramic Exposition

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2002, 26(1), pp.203-217
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

정필용 1

1제주국제자유도시개발센터

Accredited

ABSTRACT

This study examines the positioning analysis of three different regions(Icheon, Yeoju, and Kwangju in Kyonggi Province) using multi-dimensional scaling(MDS) technique. Seventeen items are selected from 34 initial items for product characteristics through personal and group interviewing. Seventeen items are grouped into seven meaningful dimensions: tradition, reputation, entertainment, access, education, event, and nature. Multi-item scale related to ceramic exposition visitors is reported as meaningful technique in conducting market positioning. Also, MDS is found as convenient method in implementing positioning analysis. The results of this study may be useful in establishing effective marketing strategies.

Citation status

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