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Satisfaction, Intention to Revisit, Market Segmentation: A Case Study of Kijang-Goon Anchovy Festival

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2006, 30(1), pp.71-89
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

JunHyuk Lee 1 Chol-Shik Won 1 Dae-Hwan Park 1 Choi Young Joon 1 Chung Ku-jeom 1

1영산대학교

Accredited

ABSTRACT

Comparing two years, this paper explores what motivates guests visit the Kijang-Goon Anchovy Festival. Among 28 motivational attributes of the visitors seven factors were extracted. a cluster analysis identified three clustered segments in which the multi-purpose seekers were found to be the most important segment. By canonical analysis, 'novelty', 'family togetherness', 'foods/exploring specialty' factors were identified proper to classify the segments of festival visitors. Three distinct groups identified were enthusiasts, moderators and simple-attendees. Authors identified statistically significant differences among the three groups in terms of demographic and behavioral variables.

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