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의사결정나무를 이용한 스포츠 이벤트 선택속성의 만족 차이연구: 2018 자카르타-팔렘방 아시안게임을 대상으로
최종률 ( Jonglyul Choi ),김장원 ( Jangwon Kim ),안덕수 ( Deoksoo Ahn ) 관광경영학회 2020 관광경영연구 Vol.100 No.-
The purpose of this study is to find out the difference in satisfaction of sports events according to demographic characteristics and then devise a differentiated marketing plan. In addition, by deriving a selection attribute with high satisfaction among the event selection attributes, it is useful for managing sustainable and successful sports events in countries and cities that want to host sports events, and provides data that can be used in practice. To this end, a survey was conducted on 375 Indonesian visitors of the Asian Games in Jakarta-Palembang. The implications derived through empirical analysis are as follows. First, it is necessary to actively promote offline promotions and advertisements such as SNS, Internet, and organizational homepage, and devise a plan to implement viewing vouchers, package admission tickets, discount tickets for specific games or times, etc. for visitors. Second, the stadium should have facilities like an amusement park. In addition, comfortable and comfortable accommodation facilities and friendly volunteers are needed to recharge the enthusiastic visitors. In addition, clean and hygienic food is the most important attribute for enjoying and viewing sports events.
남원허브축제 참가자의 참가동기가 만족도와 재방문의도에 미치는 영향에 관한 연구
양정미 ( Jung Mi Yang ),최종률 ( Jong Lyul Choi ) 한국사진지리학회 2011 한국사진지리학회지 Vol.21 No.3
본 연구의 목적은 축제참가동기가 축제만족도 및 재방문에 미치는 영향 관계를 알아보는 것이다. 연구를 위하여 남원허브축제에 참가한 217명의 설문자료를 이용하였다. 축제참가동기의 21개 측정항목으로 사교성, 일상탈출, 체험성, 신기성 등 4개의 요인을 도출하였다. 실증분석을 통하여 연구에서 제시한 가설들을 검증한 결과는 다음과 같다. 첫째, 축제참가동기의 사교성, 일상탈출, 체험성 요인은 축제만족도에 정(+)의 영향을 미치는 것으로 나타났으나, 신기성은 축제만족도에 영향을 미치지 않는 것으로 나타났다. 둘째, 축제만족도는 재방문의도에 정(+)의 영향을 미치는 것으로 나타났다. 결론적으로 축제참가동기는 축제만족도를 높이고, 축제만족도는 재방문의도를 증가시킨다. 남원허브축제 실무자는 이러한 인과관계를 잘 이해하여 축제발전 방안을 강구하여야 할 것이다. The purpose of this study is to identify effects of satisfaction and re-visit intention by participation motivation of festival. For pragmatic research, 217 survey were made by the visitors of Namwon Herb Festival. To examine motivation factors of festival participants, 21 items were analyzed by factor analysis and four factors were extracted such as socialization-entertainment, escape from daily life, festival experience, and festival novelty. The research findings were as follows. Firstly, the participation motivation of festival affected festival satisfaction, except the festival novelty. Secondly, the festival satisfaction affected the re-visit intention. Based on these findings, the participation motivation of festival should strengthen the festival satisfaction which lead to increase the re-visit intention.