A Study on the Market Segmentation of Festival Visitors according to the Festival Motivation: Focusing on the Seorak Cultural Festival

The purpose of this study was to find out what the motivation factors for visiting the festival are for visitors who participated in the Gangwon State Seorak cultural festival and to divide festival visitors based on the derived motivation factors for visiting the festival. Factor analysis, cluster analysis, and ANOVA analysis were used as research analysis. As a result of performing factor analysis on 14 festival visit motivation items, four factors (novelty, escape, family affinity, and sociability) were derived. Through market segmentation analysis, visitors who attended the festival were classified into three groups. Cluster 1 was a group of 88 people (25.7%) out of the total survey respondents of 349, and was a group of general festival visitors who showed a little curiosity about the festival. It called as ‘common festival visitor’. Cluster 2 was 131 people (38.3%) and had strong ties with families. It called as ‘family festival visitor’. Cluster 3 was an enthusiastic festival visitor 123 people (36.0%) that actively accepts all parts of tourism motivation. It called as ‘enthusiastic festival visitor’. In result, cluster 2, and Cluster 3 were derived as major target to developing marketing strategies and several recommendation were suggested.