컨벤션 참가동기에 따른 문화·관광콘텐츠 선호도에 관한 연구 : 외국인 참가자를 중심으로 = Study on preference of culture·tour contents according to convention participant's motivation : focusing on foreign attendees

다국어 초록 (Multilingual Abstract)

Study on preference of culture·tour contents according to convention participant's motivation
- Focusing on foreign attendees -

International convention serves as a stage where experience and knowledge are shared and an extraordinary opportunity to network with peers is widely given. More importantly, hosting countries' culture and beauty are discovered during one's stay. Recently international meetings and conventions represent the largest market segment in business travel industry. In 2007, More than 400 international conventions are held annually in the Korea alone, yielding an estimated 9 million foreign attendees who spend more money than general travelers.
A fascination with the increasingly prominent phenomenon of convention cultural activities and tourism seemed like a logical progression. Thus, this paper provides an overview of the research extended in the areas of preferences of cultural events and tour activities according to motivation of convention participation. Identifying the participant's motivation helps to understand convention participants' needs and wants and to develop marketing strategies for cultural and tour program.
The purpose of this study was to identify preferred cultural and tour activities according to the motivation of participant. With the result of the research, strategic plans for more attracting cultural activities and tour programs would be developed.
This study collected data from overseas attendees in the international convention held in Seoul, Korea in April~May 2009. Total 201 cases were collected and analysed by statistic package ver. 15.00. Factor analysis, cluster analysis, Chi-square, T-test and ANOVA were conveyed.
The following is the summary of this study.
Firstly, factor analysis of 13 motivation items resulted in four underlying dimensions: 'self development', 'satisfying one's cultural needs through cultural events and tour programs', and 'developing professional knowledge and learning skills' and networking with peers. With these dimensions, two cluster are divided: one called 'Active/ self-developing oriented group' and the other called 'Passive/relational oriented group'.
Secondly, the results show that participant's preferred culture and tour activities are different according to their motivation factors and demographic factors. 'Active/ self-developing group' prefers historical tour program while 'Passive/relational group' prefers traditional food related program.
Female is more likely to attend the cultural event and tour program than male participant and want to join Korea traditional food related program. Student participants like to join the performance based program and cultural experience program. And when participant accompanies with friends and/or relative, they are more like to attend the tour program.
As above, each group and personality has difference preference of the events and activities. Thus, cultural and tour program should be participant oriented and program organizer should reflect participants' needs and wants, which will maximize their satisfaction and therefore increase the willingness to re-attend the next convention.

목차 (Table of Contents)

• < 목 차 >
• 제 1 장 서 론 1
• 제1절 연구의 배경과 문제제기 1
• 제2절 연구의 목적 2
• 제3절 연구의 방법 및 구성 4
• 제 2 장 이론적 고찰 6
• 제1절 컨벤션과 문화·관광콘텐츠에 대한 이론적 고찰 6
• 1. 컨벤션의 개념 및 파급효과 6
• 1) 컨벤션의 개념 6
• 2) 컨벤션 파급효과 8
• 2. 문화·관광활동 및 콘텐츠의 개념 및 특성 11
• 1) 문화·관광활동의 의의 11
• 2) 문화·관광 콘텐츠 13
• 3) 컨벤션 문화·관광 콘텐츠 15
• 제2절 컨벤션 참가동기 이론 17
• 1. 관광동기 19
• 2. 컨벤션 참가동기 23
• 제3절 컨벤션 문화·관광 활동 현황 27
• 1. 컨벤션 개최현황 27
• 2. 컨벤션 문화·관광 활동 프로그램 현황 30
• 제 3 장 조사설계 및 방법 33
• 제1절 조사설계 및 절차 33
• 제2절 조사대상 및 조사기간 34
• 제3절 설문지 구성 35
• 제 4 장 실증분석 37
• 제1절 전체표본의 특성 37
• 제2절 측정도구의 타당성 및 신뢰성 검증 39
• 1. 컨벤션 참가동기 39
• 2. 컨벤션 문화·관광활동 프로그램 41
• 제3절 컨벤션 참가동기에 따른 군집분석 43
• 1. 컨벤션 참가동기에 따른 군집분석 43
• 2. 시장세분별 인구통계학적특성 차이 44
• 3. 군집별 컨벤션 문화·관광활동 프로그램 선호도 차이 46
• 제4절 참가자 특성에 따른 문화·관광활동 프로그램 선호도 차이 47
• 제 5 장 컨벤션의 문화·관광 콘텐츠 개발방안 51
• 제1절 컨벤션의 문화·관광 콘텐츠 개발방안 51
• 제 6 장 결론 및 시사점 59
• 제1절 연구결과 요약 및 시사점 59
• 제2절 연구의 한계 61