• Title/Summary/Keyword: festival attendance motivation

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Market Segmentation and Satisfaction according to the Motives of Food Festival Attendants - Focusing on the Case of Seoul Food Festival - (푸드 페스티발 참가자의 동기에 따른 시장세분화 및 만족의 차이 - 서울푸드페스티발을 중심으로 -)

  • Kim, Ju-Yeon;Lee, Hyun-Jong
    • Culinary science and hospitality research
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    • v.14 no.4
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    • pp.469-483
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    • 2008

  • The motives of festival attendance have been used as a valuable marketing tool for promotion and understanding segment characteristics. This study attempted to segment the food festival market based on delineated motives and find the difference of characteristics and satisfaction among the segments. The study also explored the influence of motivation factors on satisfaction. The results are as follows : (1) Derived factors of the motivation of food festival attendance were 'food', 'information', 'education', 'cultural events', and 'experience'. (2) A cluster analysis identified two segments for five motivation factors. Two segments named 'utilitarian motivation group' and 'hedonic motivation group' were found to be different according to age, occupation, income, company, information source. (3) Two groups show the difference on satisfaction about festival programs. Utilitarian motivation group was more satisfied with 'holiday food performance' and 'food performance', whereas hedonic motivation group presented more satisfaction with 'cocktail show'. (4) Three(cultural events, food and information) out of five motivation factors had significant influence on satisfaction.

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Segmentation based on Visitors' Motivation and Satisfaction to Food Cultural Festival - Focusing on Korea Food Festival in Jeon-ju 2008 - (음식문화축제 방문객의 동기에 따른 세분화와 만족도 - 전주 천년의 맛축제를 중심으로 -)

  • Kim, Joo-yeon;Ahn, Kyung-mo
    • International Area Studies Review
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    • v.13 no.2
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    • pp.669-686
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    • 2009

  • This study attempted to segment food festival market based on delineated motivation and find factors and find the difference attendants' characteristics among segment market. The study also explored the influence of motivation factors on satisfaction. The results shows that The results are followings : (1) Derived factors of food festival attendance motivation were 'food', 'escape', 'familey togetherness', 'entertainment'. (2) A cluster analysis identified three segments for four motivation factors. Three segments were found to be different according to age, income, the number of company, and information source. (3) Four motivation factors had significant influence on satisfaction. food factor's influence was the highest. and 'family togetherness', 'escape', 'entertainment' are ranked accordingly.