꽃 축제 방문동기에 관한 연구: 태백산 철쭉제를 중심으로

초록

This article analyses participants' motivation of flower festival, offering an informations needed to establish marketing strategy. This study finds out the participants' motivation and examines its demographic and activity background. The data for this study were collected from a questionnaire survey of 138 festival participants. The result are as follows. First, as participants' motivation of Mt. Taebak Royal Azalea festival "to relieve stress and escape from routine life", "family togetherness", "novelty", "socialization", "to enjoy nature environment" , "amusement" were extracted. Second, it was found that the participants' motivation of Mt. Taebak Royal Azalea festival were varied according to demographic and activity characteristics.핵심용어(Key words):꽃 축제(Flower Festival), 방문동기(Participants' Motivation), 활동특성(Activity Characteristics), 인구 통계적특성(Demographic Characteristics), 세분시장(Segmentation Market)