초록

AI-Helper

  본 연구의 목적은 횡성한우축제를 방문한 지역민과 외래방문객을 대상으로 지역축제에 대한 재방문의사에 유의한 영향을 미치는 요인을 실증적으로 비교ㆍ분석하여 재방문의사를 통해 수요전략을 모색하는 것이다. 분석을 위하여 이항로짓모형을 설정하고, 횡성한우축제 방문객의 거주지에 따른 집단별 재방문의사 결정요인의 추정결과를 요약하면 다음과 같다.

  지역민의 경우, 40대 이상으로 가족이나 친척을 동반하고, 자가용을 이용하는 방문객이 상대 집단에 비해서 재방문의사가 유의하게 낮은 것으로 나타났고, 지역축제 품질 요인들 중에서는 유희성 및 편의시설을 중요하게 생각하는 방문객일수록 다른 요인에 비해서 상대적으로 재방문의사가 유의하게 높은 것으로 나타났다.

  외래방문객의 경우, 주부로 구전을 통해 정보를 획득한 집단이 기타 집단에 비해서 상대적으로 재방문의사가 유의하게 높았고, 반면에 인터넷을 통해 횡성한우축제에 관한 정보를 획득한 방문객은 기타 집단에 비해 상대적으로 재방문의사가 낮은 것으로 나타났다. 지역축제 품질에서는 지역민과 동일하게 유희성 및 편의시설을 중요하게 생각하는 방문객일수록 재방문의사가 높은 것으로 나타났다.

Abstract ▼ AI-Helper

The purpose of this research is to seek the demand marketing strategy for re-visitations of the local festival. This research was targeted for locals and foreign visitors who came to HoengSeong-HanWoo festival. It was to analyze & compare the significant factors that influence the re-visitations. ...

The purpose of this research is to seek the demand marketing strategy for re-visitations of the local festival. This research was targeted for locals and foreign visitors who came to HoengSeong-HanWoo festival. It was to analyze & compare the significant factors that influence the re-visitations. For the analysis, set-up the model of Binary Logit Model and according to the group of settlement of HoengSeong-HanWoo festival visitors, they each group will have the decision of revisiting or not revisiting to the festival. Following is a summary of the estimated results. For locals, age above of forty who come to the festival accompanying with the family members or the relatives, the visitors who used the car had relative high percentage of re-visit the festival when compared with the other group of visitors. Among the many factors of the festival, entertaining (amusement) & amenities (convenient facilities) were considered as relatively high & the important factors to attract more returning visitors when compared with the other factors. For foreign visitors, housewives who obtained the information by mouth to mouth had relatively high percentage of number of re-visitations when compared with the other groups who had obtained the information of HoengSeong-HanWoo festival through the Internet. These foreign visitors had been shown relatively low numerical figures of the re-visitations. For the quality of local festivals, visitors who considered more on entertaining (amusement) & amenities (convenient facilities) were more likely analyzed to revisit the festival. This view was commonly similar with the foreign visitors & the locals.

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