컨벤션 참가자를 위한 관광프로그램의 지불의사 추정과 관광시장세분화의 결정요인 분석 = Convention participants' willingness-to-pay for tour programs and determinants of tourism market segmentation

다국어 초록 (Multilingual Abstract)

The purpose of this study is to estimate convention participants' willingness-to-pay for tour programs and to understand the determinants of tourism market segmentation and the extent of their affect on segmentation, thus offering useful insights for tourism market segmentation and for setting up strategies for convention destination marketing in Seoul. The subjects of this study were participants of corporate meetings, incentive travel, conventions and exhibitions held at the Convention ＆ Exhibition Center, Grand Inter-Continental Hotel and COEX Inter-Continental Hotel in Seoul. Surveys were carried out, the sample being allocated with consideration to the number of participants per each event between June 1, 2004 and October 30, 2004. Also, in order to compare with convention participants, interviewers were sent to twice a week Incheon International Airport, Itaewon, Myeongdong and the Seoul City Tour Bus on a total of six occasions during the month of October, 2004 to conduct surveys on regular inbound tourists. The total size of the sample was 559 of which 492 showed no missing value against the factors needed for final analysis and were for analysis as an effective sample. SPSS 12.0 for window was used to analyze the collected data on which descriptive statistics, factor analysis, cluster analysis and one-way ANOVA were carried out. Also, the LIMDEP(LlMited DEPendent variable models) 8.0 was used in estimating the willingness-to-pay for tour programs through the contingent valuation method, and in analyzing the determinants of tour types using the multinomial choice model.
A summary of the analyzed results is as follows. First, the estimating results of the log logit model according to the single bound contingent valuation method showed that the variables affecting the willingness-to-pay for tour programs were the participant's preferred type of tour, nationality, level of education, prior experience of a city tour, purpose of visit, the offered price of the tour, and the number of prior visits to Korea. Subjects were willing to pay an average of $90.31 for tour programs of the Seoul area, with meeting, convention and exhibition participants showing a willingness-to-pay of $92.25, incentive travel participants $97.24, and other tourists $85.23.
Second, the estimating results of the multinomial logit model showed the decisive determinants of tour types to be gender, age, nationality, prior visits to Korea, those accompanying the person, the purpose of the visit, and the willingness-to-pay for the tour program. Variables other than the level of education such as demographic variables including gender and age did not show a statistically significant difference with willingness-to-pay. Through the estimating results of the multinomial Iogit model, determinants of tourism market segmentation such as demographic characteristics, the type of visit, the purpose of the visit, and the willingness-to-pay were derived for the six clusters (namely, the groups wanting historic experiences, the group perferring all tourism activities, the group not wanting active tourism, the group indifferent to tourism, the group wanting unique cultural experiences, the group wanting to shop and experience Korean food) and tour programs were offered for each individual target market.
This study is significant in that the MICE (meeting, incentive, convention, exhibition) market which is recently rising as a high-profit segment market was included as a subject of the study, and by confirming the high willingness-to-pay has proven the added value of the convention market from where we can expect great economic implications. Also, this study has shown theoretical insights in that it has applied the multinomial choice model, which is originally used in marketing studies on how consumers make choices in purchasing goods, in analyzing the preference of tour programs, as well as the contingent valuation method which is widely used in assessing non-market values in assessing tour programs. At this point in time when the convention industry is now being perceived as a high value added industry which makes up for the low demand for tourism during the off-seasons and is continuously expanding in its economic and social implications with its growth into a comprehensive industry, this study provides insights on the development of tourism products which maximize the satisfaction of convention participants and make them want to revisit Korea as well as practical insights in the area of convention planning in order to enhance the international competitiveness of Seoul as a host of conventions. In this paper, a fast motion search algorithm that performs motion search for variable blocks in integer pixel unit is proposed. The proposed method is based on the successive elimination algorithm (SEA) using sum norms to find the best estimate of motion vector and obtains the best estimate of the motion vectors of blocks, including 16×8, 8×16, and 8×8, by searching eight pixels around the best motion vector of 16×16 block obtained from all candidates. And the motion vectors of blocks, including 8×4, 4×8, and 4×4, is obtained by searching eight pixels around the best motion vector of 8×8 block The proposed motion search is applied to the H.264 encoder that performs variable blocks motion estimation (ME). In terms of computational complexity, the proposed search algorithm for motion estimation (ME) calculates motion vectors in about 6.3 times speed compared with the spiral full search and 5.5 times speed compared with the motion estimation method using hierarchical sum of absolute difference (SAD) of 4×4 blocks, while it shows 0.1~0.4 peak signal-to-noise ratio (PSNR) drop in comparison to the spiral full search.

목차 (Table of Contents)

• 目次 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 및 연구목적 = 1
• 1. 문제의 제기 = 1
• 2. 연구 목적 = 3
• 제2절 연구방법 및 범위 = 5
• 제3절 연구의 구성 = 6
• 제2장 이론적 배경 = 9
• 제1절 관광시장세분화와 선택모형 = 9
• 1. 관광시장세분화 = 9
• 1) 관광시장세분화의 변수 = 9
• 2) 관광세분시장에 대한 연구 = 10
• 2. 선택모형에 의한 시장세분화 = 12
• 1) 선택모형(Choice Model)의 적용한 마케팅 연구 = 12
• 2) 다중선택모형(multinomial logit model: MNL)의 개발 = 13
• 3) 다중선택모형을 이용한 관광학 연구 = 16
• 제2절 컨벤션시장과 컨벤션개최지마케팅 = 18
• 1. 컨벤션 시장의 분류 = 18
• 2. 컨벤션 참가자와 동기요인 = 22
• 3. 컨벤션개최지 마케팅(Convention Destination Marketing) = 26
• 제3절 가상적 가치평가방법을 이용한 지불의사의 추정 = 28
• 1. 가상적 가치평가방법(Contingent Valuation Method) = 28
• 2. 가상적 가치평가방법을 사용한 연구 = 31
• 제3장 연구의 설계 = 37
• 제1절 연구과제 및 연구모형의 설정 = 37
• 제2절 조사설계 = 39
• 1. 표본설계와 조사방법 = 39
• 2. 조사도구의 조작적 정의 = 41
• 3. 설문지의 구성 = 45
• 1) 설문지의 내용 = 45
• 2) 가상적 가치평가방법의 질문방법 및 가상시장 설정 = 47
• 3) 설문지 번역의 타당성 = 48
• 4. 분석방법 = 48
• 1) 자료의 기초분석 = 49
• 2) 가상적 가치평가방법의 질문방법 및 추정절차 = 49
• 3) 다중선택(MNL)모형의 설정 = 52
• 제4장 실증분석 = 54
• 제1절 응답자의 특성 및 기초통계분석 = 54
• 1. 응답자의 특성 = 54
• 2. 서울 방문의 동기 = 58
• 3. 관광프로그램에 대한 선호도 = 60
• 4. 관광프로그램 선호도에 따른 군집의 분류 = 63
• 5. 방문목적과 동기에 따른 관광유형의 차이 = 66
• 제2절 관광프로그램의 지불의사의 추정 = 69
• 1. 지불의사 추정모형의 변수 = 69
• 2. 단일양분선택형 CVM 모형 추정결과 = 73
• 4. 컨벤션 참가여부에 따른 지불의사의 차이검증 = 76
• 제3절 관광유형에 영향을 미치는 요인과 영향정도 = 79
• 1. 선택모형의 설정 = 79
• 2. 다중선택(MNL)모형의 추정 = 80
• 3. 분석결과의 요약 및 시사점 = 86
• 제5장 결론 = 90
• 제1절 연구결과의 요약 = 90
• 제2절 연구의 시사점 = 92
• 1. 이론적 시사점 = 92
• 2. 마케팅적 시사점 = 93
• 제3절 연구의 한계 및 향후 연구방향 = 95
• 參考文獻 = 98
• 부록 설문지(한국어, 영어, 일본어, 중국어) = 119
• ABSTRACT = 136