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축제참가동기에 따른 시장세분화와 관광행동과의 관계 -곡성 심청축제 참가자를 대상으로-
양길승 한국관광연구학회 2011 관광연구저널 Vol.25 No.2
The purpose of this study is to examine the way of market segmentation based on the participative motivation and between participative motivation and behavioral intention of festival participants in the simcheong festival of gokseong area, 2010. In order to achieve the purpose of the study the motivation and demographic characteristics of festival participants were examined by using the market segmentation. Factor analysis was performed to determine the leading motivations for attending this festival, and cluster analysis was employed to identify groups of respondents based on the delineated five motivational factors. The samples were about 256 visiter who were visit simcheong festival of gokseong area. To achieve this goals quantitative research methodology was designed, k-step cluster analysis and stepwise multiple regression analysis were applied as technical methods. The results of the study show that five underlying motivation dimensions were derived. The results of k-step cluster analysis indicate that distinctive segments were identified three different. These three segments were significantly different with respect to age, several visit and residence. While participative motivation had a significant impact on behavioral intention.
양길승 호남대학교 정보통신연구소 2006 정보통신연구 Vol.16 No.-
Information Technology has become very important worth to the human being. The worth of Information Technology has spread far and wide over the whole industry. Tourism industry in Korea has become attractive industry. In the recent years, many evidences suggest that tourism has rapidly increased owing mainly to the secular growth in personal disposable incomes. To ensure sustainable tourism for tourist satisfaction, proper management of coastal resources and environment is essential, since it is widely recognized that tourism and recreational activities are highly dependent upon the Information technology. Tourism industry development policy at the governmental level have focused information technology the development for many years. As a result, Tourism industry had been long considered to be relative to the Tourism Information System. In the recent year, however, many evidences suggest that tourism has rapidly increased owing to leisure time and disposable incomes. This study attempts to provide the information technology for the tourism industry development , based on the analyses both of the point at internet and the present condition in tourism development.
전주한옥마을 관광객의 관광동기, 관광지선택속성, 만족도에 관한 연구
양길승 한국호텔리조트학회 2012 호텔리조트연구 Vol.11 No.3
This study intends to identify the difference tourism motivation according to demographic characteristics and choice attribute according to tourism motivation and analyze the effect relationship between tourism motivation and tourist satisfaction. It intends to provide basic data for tourists acceptation plan of Jeonju Hanok Village. Therefore, this study intends to achieve the goal if the study throughout the following procedure. The distributed total 500 questionnaires were collected and 492 valid questionnaires were used for empirical analysis except 8 questionnaires that have difficulties in statistical analysis because of the omission of some major items or unfaithful responses. The analysis results of this study are as follows: From the k-cluster analysis with five motivation factors, four segmented groups were identified such as characteristic, culture, sociability and family intention group. The results of chi-square test concluded that there were significant differences on the gender, marriage, age, income, education level, number of visiting, job and information on the regarding tourism motivation. The results of one way ANOVA concluded that there were significant differences the convenience, resources and attraction on the regarding tourism motivation. While tourism motivation had a significant impact on satisfaction.