Segmentation of Tourism Festival Visitors by Experience Realms: Focus on Pine and Gilmore`s Experience Realms (방문객 체험영역에 따른 관광축제 시장세분화: Pine &amp; Gilmore의 체험영역을 중심으로)

Lee, Ju-Hyun (이주현); GANGHOAN JEONG (정강환); 임명재

Segmentation of Tourism Festival Visitors by Experience Realms: Focus on Pine and Gilmore`s Experience Realms

Journal of Tourism Sciences
Abbr : JTS
2012, 36(2), pp.81-100
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Lee, Ju-Hyun ¹, GANGHOAN JEONG ², 임명재 ³

¹비아플랜
²배재대학교
³충남발전연구원

Accredited

ABSTRACT

The purpose of this study is to identify the market segmentation of festival visitors according to their experience realms. The study of experience realms for festival visitors was previously by researchers Pine & Gilmore (1999). With the goal of adding further contribution to this approach, a surveys conducted at the Hampyeong Butterfly Festival reveals three main segments which can be categorized as entertainment experience group, education experience group and escapism experience group. Demographic characteristics by each segment reflect strong differences pertaining to age difference and age and identified marital status. As for the festival experience characteristic differences were also found significantly depending on the number of participation programs, travelling companions type and expenditure. And the festival satisfaction of each cluster was found significantly different. In conclusion, this study provides the opportunity to observe and target the experience realms for different market segments. Suggested in the recommendations is that festivals and events such as the Hanpyeong Butterfly festival should consider and pay careful attention to the specific needs and requirements of the different market segments.

KEYWORDS

Tourism festival, Experience realms, Market segmentation

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