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| Author: | Lee, C.-K. Lee, Y.-K. Wicks, B.E. |
| Title: | Segmentation of festival motivation by nationality and satisfaction |
| Journal: | Tourism Management
2004 : FEB, VOL. 25:1, p. 61-70 |
| Index terms: | Motivation Market segmentation Tourism Cluster analysis Factor analysis Korea, South |
| Language: | eng |
| Abstract: | This article examines festival market segmentation and the motivations of the visitors reviewing first the earlier festival motivation research literature. Then the underlying motivations for visitors that attend the 2000 World Culture Expo are studied using a factor analysis. The festival market is segmented using a cluster analysis and the differences btw. domestic and foreign visitors are examined considering each segment. Finally, it is examined whether motivation clusters or the type of visitor affect the overall satisfaction level of visitors. |
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