• The Korean Journal of Franchise Management
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• v.7 no.1
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• pp.21-29
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• 2016

Purpose - The primary purpose of this study is to employ effective marketing methods using market segmentation of coffee shops by determining how motivations to visit coffee shops have different impacts on demographic profile of visitors and characteristics of coffee shop visits, so as to draw out a better understanding of customers of coffee market. Research design, data, and methodology - Data were collected using surveys of self-administered questionnaires toward coffee shop users in Daejeon, Korea. A number of samples used in data analysis were 253 excluding unusable responses. The data were analyzed through frequency, reliability, and factor analysis using SPSS 20.0. Factor analysis was conducted through the principal component analysis and varimax rotation method to derive factors of one or more eigen values. In addition, the cluster analysis, multivariate ANOVA, and cross-tab analysis were used for the market segmentation based on the types of motivation for coffee shop visits. The process of the cluster analysis is as follows. Four clusters were derived through hierarchical clustering, and k-means cluster analysis was then carried out using mean value of the four clusters as the initial seed value. Result - The factor analysis delineated four dimensions of motivation to visit coffee shops: ostentation motivation, hedonic motivation, esthetic motivation, utility motivation. The cluster analysis yielded four clusters: utility and esthetic seekers, hedonic seekers, utility seekers, ostentation seekers. In order to further specify the profile of four clusters, each cluster was cross tabulated with socio-demographics and characteristics of coffee shop visits. Four clusters are significantly different from each other by four types of motivations for coffee shop visits. Conclusions - This study has empirically examined the difference in demographic profile of visitors and characteristics of coffee shop visits by motivation to visit coffee shops. There are significant differences according to age, education background, marital status, occupation and monthly income. In addition, coffee shops use pattern characterization in frequency of visits to coffee shops, relationships with companion, purpose of visit, information sources, brand type, average expense per visit, important elements of selection attribute were significantly different depending on motivations for coffee shop visits.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.32 no.3D
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• pp.275-281
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• 2012

The aim of this study is to suggest the development direction of future space management. It is not a simple question that why people visit specific place. People visit a place for escape from routine, to learn from other people, spend a time with their friends or lover, to take a rest and get some fresh idea, to relieve stress, and for shopping. It is depend on a various visit motivation with complicated a psychological phenomenon. Visitor participate in choice a specific place by various motivation and purpose. Generally, visitor motivation accepted understanding visitor behavior and process of selected a place. Understanding that why people visit specific place can use a marketing and policy making of visit place so we need to study about visitor motivation. Data were collected through offline surveys from 501 people who have visited four survey place. Empirically analyzed the determinations of visitor motivation and estimate the place by using Ordinal Logit Model.

• The Korean Journal of Franchise Management
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• v.6 no.1
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• pp.91-111
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• 2015

This paper aims to examine the effect that cultural marketing influences on visit motivation and customer responses. We found that cultural marketing promotion activities by Benares, Indian restaurant had a positive effect on motivation to visit the store. Also research showed that the cultural direction and positioning marketing activities of Benares' cultural marketing had a statistically significant positive effect on all items of customer responses, that is service, atmosphere, brand but cultural promotion and cultural support marketing activities had a positive effect only on brand, except service, atmosphere. In addition, research showed that while all items of customer responses had a positive effect on revisit intention. In other words, it was proven that cultural marketing promotion activities by the Third World restaurant influence on visit motivation and customer responses and it provides practical implications to business marketers that foodservice companies' marketing associated with cultural marketing activities can be efficient marketing strategies that influence on revisit intention.

• Journal of Distribution Science
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• v.16 no.9
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• pp.65-77
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• 2018

Purpose - A trading area is very closely related to consumer life. A trading area is a cultural and social space that consumes culture and promotes human relationships as well as an economic space where consumers live their daily lives. In this context, a trading area research should be conducted objectively and empirically because it deals with the activities of consumer's life. The purpose of this study is to identify the intrinsic psychological motivation(push motivation) caused when consumers visit a trading area and to demonstrate how the push motivation for a trading area influence on consumer's flow, satisfaction, revisit intention. Research design, data, and methodology - In order to develop research hypotheses for this study, the development procedures for push motivation scale are as follows; (1) generating initial pool of items based on previous studies, (2) expert judgement to evaluate content and face validity, and (3) assessing convergent and discriminant validity using confirmatory factor analysis. In order to achieve these purposes, online surveys were conducted on frequent or familiar visitors to the trading areas around the Gangnam, Kunkuk University and Hongik University Station. Among the 1,343 questionnaires collected, 1,157 cases were analyzed by using SPSS 22.0 and SmartPLS 3.0 statistical package program, except for 186 responses in which responses were judged to be unfaithful. Results - The push motivation was classified into five sub-dimensions of excitement/stimulus, rest/relaxation, exit/refreshing, knowledge/learning and human relationship promotion as multidimensional and complex factors composed of individual and social-related dimensions. The excitement/stimulus and human relationship promotion of push motivation have positive effects on satisfaction. However, all dimensions of the push motivation have positive effects on flow. And flow has a positive effect on satisfaction and revisit intention. Meanwhile, the mediation test using boostrapping shows that flow plays a full mediating role in the relationship between rest/relaxation, exit/refreshing, knowledge/learning and satisfaction, but a partial mediating rol e between excitement/stimulus, human relationship promotion and satisfaction. Finally, satisfaction plays a partial mediating role between flow and revisit intention. Conclusions - This study shows that the push motivation is multidimensional and compositive depending on the situation of a consumer. In addition, it is found that the human relationship promotion(a social-related motivation) has a much more important effect on flow and satisfaction than other push motivations of individual dimensions. It also shows that satisfaction increases when consumers are being flowed at their visit and degree of revisit intention also grows as satisfaction increases. As implications of this study, a marketer should try to understand consumer's visit motivation at first and then develop factors that increase their flow, satisfaction, revisit intention. It also requires a marketer to approach subjects on a trading area more objectively and empirically based on the psychology and behavior of consumers, in order to establish a proper and efficient strategy on development of a trading area.

• Journal of the Korean Institute of Landscape Architecture
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• v.24 no.2
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• pp.43-51
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• 1996

The main purpose of this study is to obtain information on users' socio-economic characteristics, pattern of main use activities, and visit motivation in recreation forests. From June to September in 1994, respondents were selected 548 adults more than 18 years old from 6 recreation forests which were classified 3 recreation forest types as 2 recreation forest in national forest, 2 in public forest, and 2 in private forest. Analysis of data was conducted through frequency and factor analysis. The most of noticeable characteristics of users were rather 30's age group, high education level, company workers, city residents. The major preference activities in recreation forest were resting, enjoying green shower, and walking. In 24 items of visit motivation, resting, releasing stress, enjoying in a cool forest & valley, and contacting close to nature were high preference, while buying special product, and contacting close to nature were high preference, while buying special product, having enough and to money, observing wildlife, and training body & mind were low preference. The remarkable difference in 3 recreation forest types didn't present. Eight dimensions of motivation were classified through factor analysis.

• Journal of Korean Society of Rural Planning
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• v.17 no.4
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• pp.1-11
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• 2011

This study analyzed push, pull motivation factors and satisfaction of visitors who visited Yangdong village in order to maintain, conserve and seek for effective utilization of this village. The result of this study was summarized as follows. Firstly, the result was that 'personal relations' has a positive impact on 'regional environment' and 'amenities', 'the pursuit of knowledge' has a positive impact on 'regional environment' and 'amenities' on the correlation between the visit motivation and the visit satisfaction. Secondly, 'the pursuit of knowledge' and 'the desire to new experience' have positive impact on the visit satisfaction on a part of the push factor generally. Physical environment was a only factor that has a positive impact on the visit satisfaction on a part of the pull factors. Thirdly, the intention of recommendation was a only factor to has a positive impact on the visit satisfaction on the correlation between the intention of return visit, recommendation and the visit satisfaction. It was proved that the intention of return visit was strongly associated with the intention of recommendation. This result of this study confirmed the important pull and push factor to enhance the tourist attraction of Yangdong village. It will be helpful to make the preliminary data for planning and conservation guidance of traditional village.

• Korean Journal of Organic Agriculture
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• v.32 no.1
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• pp.39-54
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• 2024

This study aimed to elucidate the relationship between the selection attributes and visit motivations of Ningxia wineries and tourist satisfaction and intention to revisit. Utilizing multiple linear regression and simple linear regression models, the study quantitatively analyzed tourists' selection attributes and visit motivations for Ningxia wineries. Factor analysis categorized 12 visit motivation variables into four factors: 'Sensation', 'Educational', 'Companion-Friendly', and 'Experiential'. Additionally, 17 selection attribute variables were classified into four factors: 'Service Quality', 'Environmental', 'Facility', and 'Economic'. Through analyzing the impact of visit motivations on satisfaction and revisit intentions, we have identified the pivotal factors as 'Wine Cultural Education', 'Enhanced Companion-Friendliness', and 'Wine Cultural Experience'. In the analysis of the relationship between selection attributes and revisit intentions, crucial elements involve 'Service Quality provided by the winery"'and 'Environmental of the winery'. Conversely, key influencing revisit intentions include 'Environmental of the winery' and 'Costs and Pricing associated with winery visits'. To ensure the sustainable development of the Ningxia winery industry and promote the enduring growth of rural economies, wineries should place greater emphasis on cultivating wine cultural experiences, artisanal activities, and other project endeavors.

• Asia Pacific Journal of Business Review
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• v.4 no.2
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• pp.35-46
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• 2020

In Hwaseong, South Korea, it is necessary to vitalize local festival by attracting local residents and tourists since 'Hwaseong Songsan Grape Festival' should be in the direction to help the influx of tourists and cultural development for the local residents. It has been known that the quality and readiness of festival affects visitor satisfaction and actual visit. However, there have been only a few studies to examine the effect of local festival on post-behavior. Hence, this study, focusing on 'Hwaseong Songsan Grape Festival'which is a representative cultural tourism festival in the region of Hwaseong, South Korea, aims to understand the visitor's post-behavior intention in terms of revisit intention and recommendation intention. The results suggest that the impact of experiential, purchase visit motivation on post-behavior were smaller than deviant, social, interest, and cultural visit motivation. It also showed that visitor satisfaction leads to revisit intention and at the same time recommendation intention. Based on the result, we suggest practical implication for the success of local festival including 'Hwaseong Songsan Grape Festival'.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.8
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• pp.217-227
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• 2021

This paper aims to investigate factors affecting museum visits of young people in Vietnam by sending questionnaires to 2106 young people aged between 14-30 in Vietnam. With the support of SPSS version 2016 and STATA version 22, this paper illustrates that the empirical findings are appropriate with previous literature reviews. Research hypotheses such as learning purposes, intrinsic motivation, extrinsic motivation, and museum architecture are significantly and positively correlated with museum visits measured through customer visiting intention, customer satisfaction, and customer loyalty. Furthermore, males have a stronger interest in visiting the museum but a low re-visit intention than females. People with a higher level of education and higher income are also more likely to visit the museum than those with a lower level of education and income. Finally, the research results suggest that the family class and the orientation of parents play an important role in encouraging children to increase museum visiting intention; however, children of high-class families are less likely to have a high intention, satisfaction, and loyalty toward museum visitation than children of lower-class families.

• The Journal of the Korea Contents Association
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• v.12 no.12
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• pp.439-446
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• 2012

This research the impacts of the golf tourism motivation to the golf course selecting character and satisfaction, behavioral intention. Questionnaire was studied by Korean tourists visited China Golf Course. The results of this study are as follows. First, golf tourism motive appeared with the fact that affects in the golf course selecting. Second, golf tourism motive appeared with the fact that affects in the satisfaction and behavioral intention. Through these results, first, we could suggest a new data for the development of the marketing strategy for the golf course selecting of golf tourist visit in China. Second, we can be improved was able to a marketing strategy as golf tourism motivation for satisfaction and behavioral intention.