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여수세계박람회 참가 국가이미지의 방문객 특성에 따른 차이와 이벤트 만족도와의 영향관계
임종학 ( Jong Hack Lim ),손선미 ( Seon M Son ) 한국이벤트컨벤션학회 2013 이벤트 컨벤션 연구 Vol.9 No.2
The study on differences among event visitors`` characteristics remains to be one of the least researched areas in event. This article explores visitors differences of national image regarding the 2012 Yeosu Expo as recorded by responses to a visitor survey. A total of 346 useful responses were collected and the data were analysed by SPSS program for factor analysis, ANOVA and regression analysis. The result of analysis revealed that significant and meaningful differences of national images were found visitor characteristics. In addition distinctive relation were found in the national images and the degree of Expo satisfaction. This study is expected to be useful in selecting the target market in line with the international events and in prepating a mutual marketing collaboration plan between event and nation.