축제 방문동기 세분화에 따른 지각된 성과와 만족 분석 - '98제주세계섬문화축제를 사례로
Perceived Performance and Satisfaction by Segmenting Visitor Motivations: Case of the "98 Cheju World Festival for Island Cultures
The purpose of this study is to segment visitor groups by their motivations. to calculate the perceived performance and overall satisfaction of festival visiting experience by segmenting groups, and to relate overall satisfaction and perceived performance factors. The major results of the study were as follows: First, five groups derived from a factor-cluster analysis were named low involvement visitors. family togetherness seekers. escape from routine seekers. diverse motivation seekers. knowledgeable and new experience seekers. Second, the results revealed that perceived performance factors and overall satisfaction were significantly different among the groups. Third. overall satisfaction could be explained by the perceived performance factors. In conclusion. it has been found that visitor motivations are one component to understand satisfaction. and perceived performance as an antecedent variable has a significant effect on overall satisfaction.
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