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[윤유식, 김미성] 지역주민의 엑스포 개최 효과인식에 따른 시장세분화 연구: 영주지역을 중심으로 |
논문명: 지역주민의 엑스포 개최 효과인식에 따른 시장세분화 연구: 영주지역을 중심으로
저자(참여인력명): 윤유식, 김미성
게재지명: 이벤트컨벤션연구
핵심어: 엑스포개최효과인식(Exposition Impact Perception), 시장세분화(market segmentation), 지지도(Degree of Supportiveness), 행동의도(Behavioral Intention)
초록: Purpose - The purpose of this study was to identify the exposition impact perception factors of local residents in Yeongju, and segment the exposition market using a cluster analysis based on expo impact perception. Research Design, data, and methodology -Using the quota sampling based on demographic characteristics, total of 513 questionnaire was distributed in Yeongju city and 499 remaining were used to analyze. To determine the exposition impact perception factors, factor analysis was performed. To identify groups of local residents based on the delineated four impact perception factors, cluster analysis was performed. And to find out characteristics of each market segments, cross analysis and ANOVA analysis were performed. Result -The study revealed the 4 factors of the exposition impact perception. Using the cluster analysis, three distinct groups were formed; High, Middle and Low Impact Perceived Group. The results of the study, expo impact perception could affect degree of supportiveness and behavioral intention. Conclusions -Through the findings, marketing and management implications for effectively targeting each segments and further implications for industry practitioners and public officers as well as suggestions for future study were discussed.
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