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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국호텔관광학회 호텔관광연구 호텔관광연구 제13권 제1호 (통권 제40권)
발행연도
2011.3
수록면
90 - 103 (14page)

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초록· 키워드

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The purpose of this study is to investigate the selection attributes in convention targeting convention participants and analyze the demographical characteristics, participation behavioral characteristics, and participation determinant characteristics per each market segmentation by participation motives. The data used for this study were collected from the participants at CECO in Changwon and BEXCO convention center in Busan for 15 days from April 1st~15th, 2010. Factor analysis and cluster analysis were performed on 330 valid samples to analyze the participation motive factors and participation determinant factors. The samples were divided into total of 4group types: active convention participation, sightseeing, passive motivation, and information & technology acquisition. In order to examine the demographical, participation behavioral, and participation determinant factors per market segmentation by participation motives, multinomial logit model (MNL) was applied. As the result of analysis, the difference of characteristic variables among 4types of segmentation groups by participation motives was demonstrated. The study results imply possible usage as marketing information based on differences per segmentation groups by participation motives in order to attract convention participants.

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UCI(KEPA) : I410-ECN-0101-2018-326-002147920