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목차
스포츠메가이벤트 방문객의 특성에 따른 방문동기와 만족/박정향;오익근 1
I. 서론 1
II. 이론적 고찰 2
III. 연구방법 6
IV. 연구결과 13
V. 결론 17
참고문헌 18
SUMMARY 21
초록보기 더보기
The present research reports motivations and satisfaction of one mega-event. The 22n4 Universiade 2003 in Daegu, Korea, to satisfy and attract more visitors to future events.
To achieve the purpose of this research, the general characteristics of the visitors to The 22n4 Universiade 2003 in Daegu, Korea are researched, and the ranking of their motivations and satisfactions are surveyed. Also, studied is whether the motivations and satisfactions for visiting are different based on the characteristics of the visitors, and whether the motivations and satisfaction affect their intention to visit Korea again.
The data was collected at Daegu Universiade Main Stadium on August21, 2003. The questionnaires were addressed to the visitors during and right after the opening ceremony. A total of 391 valid questionnaires were statistically analyzed, using frequency analysis, factor analysis, descriptive statistics, reliability analysis, 1-test, one-way analysis for variance(ANOVA), and regression analysis. The results and points of this studyare as follows.
First, the top motivation of the visitors to the 22n4 Universiade 2003 in Daegu, Korea was to see new things and to enjoy different things. Visitors came to see the events for various reasons, not just a single purpose, so it's important to understand and satisfy the motivations of the visitors.
Second, the top satis(action factor of the visitors of the 22nd Universiade 2003 in Daegu, Korea was that the opening ceremony was exciting and educational. Understanding factors were using shuttle buses and the price of food: Therefore a new transportation plan is required, such as new bus lines or the operation of shuttle buses to provide convenient transportation to the venue, and to prepare interesting, educational sub-events. More resonable prices are also needed.
Third, they said family-togetherness was a very important factor; Terefore, Prepareing events for families and diverse sub-events should be developed.
Fourth, Visitors of the 22nd Universiade 2003 in Daegu, Korea answered that they were not satisfied with a lack of cleanliness and a shortage of excitement. They $aid a more agreeable environment and improved facilities should be provided in future events.
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