영화축제 방문객에 대한 시장세분화 연구 = 2004 부천국제판타스틱영화제를 중심으로

다국어 초록 (Multilingual Abstract)

Despite of numerous research on motivation in the field of tourism, a little research was conducted for identifying motivations of film festival visitors and segmenting them with distinct subgroups for practical marketing strategies. In this respect, this study aims to identify the underlying dimensions of motivations for film festival visitors, using a factor analysis; to segment the film festival market, using a cluster analysis based on derived motivation factors; and to examine any differences between market segments with respect to socio-demographic and some behavioral variables. The results of this study show that six underlying motivation dimensions were derived: novelty, escape, family togetherness, cultural exploration, socialization, and event attraction. A cluster analysis indicates that three distinctive segments were identified: multi-purpose movie festival seekers, ordinary movie festival seekers, and movie mania festival seekers. These three segments were significantly different with respect to age, income, and occupation. Marketing implication was presented in the conclusion section based the results.