Travel motivations and satisfaction: a case of national cultural festival-goers in Korea
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Kakyom Kim [1]
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[1] Johnson & Wales University
Johnson & Wales University
City of Providence, Estados Unidos
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- Localización: Tourism review international, ISSN 1544-2721, Vol. 11, Nº. 4, 2007, págs. 395-406
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
Information about motivation related to travel behavior allows marketers to better understand and predict individuals� decision making. This study identifi ed underlying motivational factors of national cultural festival-goers in Korea and classifi ed distinct travel groups attending the festival. Factor analysis determined eight reliable motivational factors and cluster analysis suggested three heterogeneous travel groups. To validate the travel groups, analysis of variance (ANOVA) and discriminant analysis were performed, followed by the chi-square statistic. The fi ndings support that signifi cant differences exist in the motivational factors, overall satisfaction levels, annual income, and duration of the visit across the three travel groups. Practical implications are discussed for festival marketers to promote cultural festival visits.
