• Title/Summary/Keyword: 지역의 구성

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Measuring Destination Image Components and Segmenting the Market of Forest Region Festival : The Case of Acasia-Honey Festival in Chilgok (산촌지역축제(山村地域祝祭)의 관광지(觀光地) 이미지 구성요인(構成要因) 측정(測定)과 시장분할(市場分割): 칠곡군(漆谷郡) 아카시아벌꿀축제(祝祭)를 대상(對象)으로)

  • Han, Sang-Yoel
    • Journal of Korean Society of Forest Science
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    • v.90 no.6
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    • pp.747-755
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    • 2001

  • This study was analyzed the destination image and tests of image value of forest region festival by segmenting the market. A field survey was conducted during the Acasia-Honey Festival days in Chilgok, the famous acasia-honey products place, from May 12-15, 2001. In this study, 20 image items on five-point Likert scale were examined through factor analysis using a sample of 394 visitors. Four factors were identified as follows : environment, behavior-facilities, festival programs, and products. The author observed if there were statistically significant differences of destination images between the first-time and the repeat visitors, between residents and non-residents, and between purchasers and non-purchasers of acasia-honey products. The results indicated that repeat visitors and residents group had a more positive image of behavior factor such as hospitality and information for festival. And, the author found that purchasers of acasia-honey products had more positive image of product as well as environment factor such as special atmosphere, nostalgia, natural attractions, local culture, and novelty. For these results, it is possible to conclude that local government must effectively provide the festival visitors with well-defined information such as festival contents and schedule, also, develop the programs involved unique attributes of forest region festival to improve festival image.

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