Journal of the Korean Institute of Landscape Architecture (한국조경학회지)

The Korean Institute of Landscape Architecture (한국조경학회)
권호 표지

An Exploratory Study on the Introduction of Loyalty to Segmentation of Theme Park Users

주제공원 이용자의 시장세분화를 위한 충성도의 사용가능성 검토

  • Published : 1998.04.01
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this paper is twofold : to identify loyalty applicable to segmentation of theme park users and to find characteristics of the segments. Thetheme park was regarded as a product and Lotte World was regarded as a brand. One hundred thirty five college students were selected by nonprobability sampling for two waves thirty of data collection. Both behavioral and attitudinal dimension of loyalty were measured in the first wave by the proportion of visit of the Lotte World to 3 major theme parks for one year, including the Lotte World, and by calculating the mean score of selected 7 attitudinal items, respectively. After 14 weeks, the same respondents were asked the number of actual visits of the Lotte World. Medians of two dimensions and cluster analyses were utilized to classify the respondents into 4 categories : high, spurious, latent, and low loyalty. Then ANOVA and $$\chi$^2$ test of independence were conducted to find the difference in intention to visit the Lotte World and actual visitation of it among groups. Only intention was significantly different by the group and the mean score of intention was highest in the high loyalty group. Although no statistical difference was found in actual visitation among groups, the theory of planned behavior provided a theoretical support to conclude that the loyalty is a useful variable for segmentation of theme park users because intention is an antecedent variable to the behavior. Discriminant analyses showed that characteristics of each loyalty group can be differentiated by motivations and constraints. When median was a group classification criterion, 73.2 percent of high loyalty group was correctly classified. A few comments were suggested on data collection, and inclusion of new discriminant variables was discussed for the future research.

Keywords

References

  1. 韓國造景學會誌 v.25 no.4 레크레이션 選擇行動의 體系的 理解: 計劃行動理論의 適用으로 洪性權
  2. 韓國觀光學會誌 v.21 no.1 圈首都內 주요主題公園 選擇에 관한 實證的 硏究 洪性權
  3. 韓國造景學會誌 v.23 no.3 重要度-成就度 分析을 利用한 都內公園의 管理方案에 關한 硏究:어린이대공원을 事例로 洪性權
  4. 韓國造景學會誌 v.23 no.3 都內公園의 市場分割에 關한 硏究 洪性權
  5. Action-Control from Cognition to Behavior From Intentions to Actions: A Theory of Planned Behavior Ajzen, Icek;J. Kuhl(ed.);J. Beckmann(ed.)
  6. Journal of Leisure Research v.24 no.3 Application of the Theory of Planned Behavior to Leisure Choice Ajzen, Icek;Driver, B. L.
  7. Understanding Attitudes and Predicting Social Behavior Ajzen, I;Fishbein, M.
  8. Consumer Behavior and Marketing Action Assael, Henry
  9. Journal of Leisure Research v.23 no.4 An Investigation of the Relationship between Activity Loyalty and Perceived Constraints Backman, Sheila J.
  10. Journal of Park and Recreation Administration v.9 no.2 Differentiating between High, Spurious, Latent, and Low Loyalty Participants in Two Leisure Activities Backman, Sheila J.;Crompton, John L.
  11. Leisure Sciences v.13 no.3 The Usefulness of Selected Variables for Predicting Activity Loyalty Backman, Sheila J.;Crompton, John L.
  12. Journal of Business Research v.16 no.2 The Involvement-Commitment Model: Theory and Implications Beatty, Sharon E.;Kahle, Lynn R.;Homer, Pamela
  13. Journal of Research in Personality v.25 Predicting Dishonest Actions Using the Theory of Planned Behavior Beck, Lisa;Ajzen,Icek
  14. Harvard Business Review v.34 no.1 Brand Loyalty:What, Where, How Much? Cunningham, Ross M.
  15. Harvard Business Review v.1 Relation of Consumer's Buying Habits to Marketing Methods Copeland, M. T.
  16. Marketing Government and Social Services Crompton, John L.;Lamb, Charles W. Jr.
  17. Journal of Advertising Research v.9 no.3 A Two-dimensional Concept of Brand Loyalty Day, George S.
  18. Advances in Consumer Research v.9 An Empirical Study of Lifestyle Correlates to Brand Loyal Behavior Goldberg, Stephen M.
  19. Multivariate Data Analysis Hair, J. F. Jr.;Anderson, R. E.;Tatham, R. L.;Black, W. C.
  20. Journal of Park and Recreation Administration v.3 no.1 An Analysis of the Market Potential for Public Leisure Services Howard, Dennis R.
  21. Journal of Park and Recreation Administration v.6 no.4 Determinants of Program Loyalty Howard, Dennis R.;Edginton, Christopher R.;Selin, Steven W.
  22. Brand Loyalty Measurement and Management Jacoby, J.;Chesnut, R. W.
  23. Journal of Marketing Research v.10 Brand Loyalty vs. Repeat Purchasing Behavior Jocoby, Jacob;Kyner, David B.
  24. Attitude Research Plays for High Stakes Components of Involvement Lastovicka, John L.;Gardener, David M.;J. C. Maloney(Eds.);B. Silverman(Eds.)
  25. Attitude Research Reaches New Heights The Law of Conservation of Advertising Energy Moran, William T.;W. R. King(Ed.)
  26. Leisure Sciences v.14 no.2 Loyalty Measurement: A Critical Examination and Theoretical Extension Pritchard, Mark P.;Howard, Dennis R.;Havitz, Mark E.
  27. Journal of Marketing v.49 no.Winter Striking a Balance Between Brand 'Popularity' and Brand Loyalty Raj, S. P.
  28. Journal of Consumer Research v.9 A Marketing Approach for Consumer Relations Rosenberg, L. J.;Czepiel, J. A.
  29. Consumer Behavior Schiffman, Leon G.;Kanuk, Leslie L.
  30. A Two-Stage Test of Selected Causal Antecedents of Recreation Program Loyalty:A Consumer Behavior Model Selin, Steven W.
  31. Leisure Sciences v.10 no.3 An Analysis of Consumer Loyalty to Municipal Recreation Programs Selin, Steven W.;Howard, Dennis R.;Udd, Edward;Cable, Ted T.
  32. Journal of Leisure Research v.22 no.3 The Commitments to Long Distance Running and Levels of Activity:Personal or Structural? Yair, Gad