문화관광축제의 평가속성 만족을 활용한 시장세분화 -마산 가고파국화축제를 대상으로-

The purpose of this study was to analyze market segmentation through satisfaction on evaluation attributes of cultural tourism festival, and to investigate the characteristics of festival tourists. The sample for this study was Masan Gagopa Chrysanthemum Festival which is one of Cultural Tourism Festival. And we collected 418 surveys, and executed statistical analysis using SPSS package. The results are as follows. First as a result of conducting factor analysis, 3 factors explained namely, festival contents, festival service, festival facility. Second, as a result of conducting cluster analysis, three cluster groups were identified (high satisfaction group, contents centered group, facility and serivce centered group) and each characteristics were profiled. The findings of this study will provide future festival managers with useful implications in festival planning and marketing.