earticle

영어

The purpose of this study is to investigate the characteristics of market segmentation by festival visitor Satisfaction Level Group and to utilize it for the next festival marketing so as to improve the quality of market segmentation items with low satisfaction. The survey was conducted using the questionnaire technique for visitors to the 120th of Wando ChangPoGo Fishery Festival. The results of the study are as follows. The results of this study suggest that preferential improvement is required for those who are not satisfied with the “Residents outside the festival area/ Access to festival venues/ Souvenir quality and price/ Variety and price of food types” because their satisfaction with the festival is low and the incentive to participate is low and the loyalty to the festival is low. In other words, those who are not satisfied with the festival and less favorable to others, which lowers the loyalty of the festival. Therefore, priority improvement is required for this items to increase loyalty. This study is limited to the generalization of the whole festival because it analyzed only one Wando ChangPoGo fishery festival. Subsequent research is needed on the effects of the type and price of souvenirs and food, quality and convenience of public transportation on satisfaction and loyalty.