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This study targeted visitors attending a national multicultural festival in South Korea. A total of 709 respondents were analyzed to determine how local visitors and migrant visitors differed in perceived importance and performance. Analysis identified five festival dimensions including "restroom, parking, & staff," "programs & activities," "accessibility & location," "souvenirs," and "foods & drinks," confirming no relationship between the importance and performance dimensions. Importantly, two groups showed both differences and similarities in the importance–performance analysis grid, while they statistically differed in all importance and performance dimensions. These findings reveal how the migrant group differs from the local group with respect to perceptions in planning to attend the multicultural festival and subsequent evaluations of their experience. [ABSTRACT FROM AUTHOR]

Information about motivation related to travel behavior allows marketers to better understand and predict individuals' decision making. This study identified underlying motivational factors of national cultural festival-goers in Korea and classified distinct travel groups attending the festival. Factor analysis determined eight reliable motivational factors and cluster analysis suggested three heterogeneous travel groups. To validate the travel groups. analysis of variance (ANOVA) and discriminant analysis were performed, followed by the chi-square statistic. The findings support that significant differences exist in the motivational factors, overall satisfaction levels, annual income, and duration of the visit across the three travel groups. Practical implications are discussed for festival marketers to promote cultural festival visits. [ABSTRACT FROM AUTHOR]

The main purpose of this study was to determine the underlying dimensions associated with activities undertaken by festival visitors and to discover any significant differences in these dimensions by distinct types of visitors attending a national cultural festival. A total of 335 participants obtained by a systematic random sampling method were used for analysis. Factor analysis delineated five possible activity factors and K-means cluster analysis distinguished three distinct groups of visitor. To examine the validity of the clusters, analysis of variance and discriminant analysis were performed. The results of the two analyses showed that there were significant differences in the three clusters on the activity factors. Additionally, the chi-square statistic revealed that the three clusters were substantially different in age, total spending, and past visit. Based on the significant findings, marketing implications and recommendations are discussed. [ABSTRACT FROM AUTHOR]