[가기로 했던 축제, 예정에 없었던 축제]

사람들은 축제 관람을 위해 해당 도시를 방문하기도 하지만,

도시를 방문하여 우연히 축제에 참가하게 되는 경우 또한 적지 않다.

아직 축제 연구에서 계획되지 않은 축제 방문객을 대상으로 하는 연구는 쉽게 볼 수 없다.

본 연구는 관람객을 두 그룹으로 나누어 요인분석을 통해 

축제 관람객의 축제 경험에 대한 기대 요인을 파악하였다.

선행 연구와 달리 방문 계획에 대한 노력은 관람객의 기대 수준을 결정하는 요소가 아니었으며,

관람객들에게 현실 도피와 관련된 경험 제공을 강조할 필요성을 시사하고 있다.

Song, S. G., Park, S. H., & Lee, H. (2021). Segmenting urban festival visitors’ employing expectation: Comparing between planned and unplanned festivalgoers. International Journal of Tourism and Hospitality Research, 35(10), 19-37. http://dx.doi.org/10.21298/IJTHR.2021.10.35.10.19 

Abstract

Though planned visitors have historically been shown to be attracted to urban public festivals due to their proximity to the area and to the attractions, unplanned visitors have not been investigated in the festival context. This paper attempted market segmentation based on two classifications of previous planning: before visit and expectation of festival experiences. Survey respondents were divided into two groups of unplanned and planned festivalgoers, and factor analysis was employed to identify festivalgoers’ expectation factors of the festival experience. Utilizing a K-means cluster analysis, a total of six segments were obtained. Each group showed a different combination of festival expectation styles. ANOVA results presented distinct demographics between the festivalgoer cluster groups and confirmed different levels of festivalgoers’ satisfaction and inclination to recommend. The results suggest that festival organizers should comprehend the characteristics of their target market and implement appropriate marketing strategies to enhance festivalgoers’ satisfaction and to improve their likelihood to recommend such events.