| 발표논문명 |
Consensus Map of Festival Image - Application of Zaltman Metaphor Elicitation Technique (ZMET) |
| 저자 |
황지영, 배하영 Vallejo Gabriel |
| 학술대회명 |
The 2015 TOSOK International Tourism Conference |
| 일시 |
2015.07.01 |
| 장소 |
서울 |
| 초록 |
The purpose of this study is to explore the perception of festival image by using a qualitative marketing research tool, known as the Zaltman Metaphor Elicitation Technique. ZMET includes in-depth interviews and laddering technique to discover the consumer subconscious which has strong effects customers’ behaviours. Ten respondents were asked to collect photographs that represented their thoughts and feelings about festivals. The study discovered the substantial value of festival image including eight concepts: (a) friendship, (b) intoxication, (c) joy, (d) music, (e) fight, (f) food, (g) tradition and (h) family. This study revealed the emotional value of festival linked to enjoyment and pleasure. These findings suggest numerous important implications for both scholars and practitioners in the industry. Especially for the event organizers, it helps them plan
their marketing strategy in the future to promote in accordance with festivals. |
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