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A Study of Visitors’ Motivation and Market Segmentation of the EXPO 2012 Yeosu Korea

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(5), pp.29-50
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Lee Choong-Ki 1 Minjae Oh 1 Jang, Hye-Young 1

1경희대학교

Accredited

ABSTRACT

The purpose of this study was to identify motivation of domestic visitors who attended the Expo 2012 Yeosu Korea and segment the Expo market using a cluster analysis based on delineated motivation factors. For this end this study conducted onsite survey for domestic visitors to the Expo during June and July 2012. The factor analysis delineated seven underlying dimensions of motivation: family togetherness, event experience, escape, novelty, cultural experience, socialization, and marine event experience. A cluster analysis identified four clustered segments for the motivation factors: passive seekers, Expo experience seekers, family togetherness & novelty seekers, and multi-purposive seekers. The results of this study indicate that there were significant differences in demographic and behavioral variables between these four segments. The findings imply that mega event mangers should develop event programs and marketing strategy based on the market segments.

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