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초록 |
The purpose of study is to analyze tourists’ media repertoires in accordance to
motivations throughout tourism behavioral stage focusing on mega events. This study
was begun from the perspective that tourists must have preferred media patterns as
media users when they search for tourist information. In order to achieve the
purpose, off-line administrative survey were applied to tourists of 2012 F1 Korea
Grand Prix, which is a representative mega event in Korea. The results were derived
from analyzing a total of 311 data using the cluster analysis and chi-square test. The
findings showed that F1 tourists clustered into three groups; general participants,
involuntary participants and active participants, by their motivation levels. Also,
there were statistical differences among three clusters when they were using media
on ‘on-site’ and ‘post’ stage of tourism behaviors. Consequently, the results of the
study indicate that mega event tourists have preferred media repertories based on
their motivations in tourism behavioral stage. |
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