본 연구의 목적은 해외 전시.박람회 참가자를 대상으로 세분화된 연계관광활동 유형을 선호하는데 참가동기 변수, 참가행태 변수, 인구통계학적 특성 변수 등이 미치는 영향 정도를 알아보는 것이다. 이러한 선호 연계관광활동 유형에 미치는 영향요인의 비교를 통해 표적시장 선정과 상품기획을 위한 효과적인 마케팅 전략을 제시하고자 한다. 자료는 2008년 6월 21일부터 7월 20일까지 약 한달 동안 해외 전시․박람회 참가자들로 부터 수집하였고, 최종적으로 180부의 유효 표본에 대해 요인분석과 군집분석을 실시하여 선호 연계관광활동 유형을 분류하였으며, 각각의 선호유형에 대한 영향요인을 알아보기 위해서 다중선택(Multinomial Logit: MNL)모형을 적용하였다. 분석결과 해외 전시.박람회 참가자들은 네 개의 선호 연계관광활동 유형으로 도출되었고, 전시.박람회 참가행태, 인구통계학적 특성, 그리고 참가동기에 따라 서로 다른 연계관광활동 선호 유형을 보이는 것으로 나타났다.

Purpose of this study searches effect degree of factors of visit motive, visit behavior and demography characteristic, etc. that have effect on segmentalized liaison tour program of overseas exhibition visitors. And this study presents to effective marketing strategy for choice of target market and goods plan through comparison of these effect factors. Data was collected from on overseas exhibition visitors for about a month from June 21, 2008 to July 20. And we conducted factor analysis and cluster analysis about 180 valid samples, and then classified preference liaison tour program and applied Multinomial Logit model to inquire the effect factor for each preference pattern.The analysis results indicate that overseas exhibition visitors were separated into four preference liaison tour program and appears different preference pattern according to visit motive, visit behavior and demography characteristic.

Purpose of this study searches effect degree of factors of visit motive, visit behavior and demography characteristic, etc. that have effect on segmentalized liaison tour program of overseas exhibition visitors. And this study presents to effective marketing strategy for choice of target market and goods plan through comparison of these effect factors. Data was collected from on overseas exhibition visitors for about a month from June 21, 2008 to July 20. And we conducted factor analysis and cluster analysis about 180 valid samples, and then classified preference liaison tour program and applied Multinomial Logit model to inquire the effect factor for each preference pattern.The analysis results indicate that overseas exhibition visitors were separated into four preference liaison tour program and appears different preference pattern according to visit motive, visit behavior and demography characteristic.

Overseas Exposition, Liaison Tour Program, Market Segmentation, Multinomial logit Model