99 강원국제관광엑스포에 대한 방문객 동기분석

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify the motivation of visitors attending the `99 KangWon International Tourism Expo, using a factor analysis. The study also attempts to examine the level of satisfaction and the willingness-to-revisit with respect to motivational factors by using a multiple regression analysis. Thirty motivational items were factor analyzed, resulting in seven dimensions of motivation: `novelty,` `festival uniqueness,` `escape,` `cultural exploration,` `family togetherness,` `socialization,` and `education.` The motivation of novelty was found to be a major driving power for the KangWon Tourism Expo. The results also show that satisfaction and willingness-to-revisit had positive relationship with the motivations of novelty, festival uniqueness, cultural exploration, and family togetherness. Signigicant differences were found between several motivations with respect to some demographics and other important variables. Young visitors characterized by low income and single, were likely to be motivated by novelty, festival uniqueness, and socialization, while visitors with the age more than 30 characterized by high income and married status tended to be motivated by family togetherness. The findings indicate that festival managers develope a verity of event programs to increase revisit by satisfying with major motivations according to age, income, education, and marital status.