메가이벤트의 방문동기 및 매력성 분석

Abstract

The purpose of the study was to (1) to identify the intrinsic motivation for potential tourists to visit Winter Olympics and (2) to study the attractiveness factors that can lead tourists to the Winter Olympics by using push-pull theory; (3) investigates the relationship between Winter Olympic motivation & Mega-event attractiveness, perceived value and visit intention. To empirically test the proposed conceptual model, a survey was conducted using a sample of potential visitors who want to visit 2018 Pyeong-Chang Winter Olympic by an online market research firm in the South Korea, and data collected from 321 were analyzed through structural equitation modeling. The results reveal that (1) the motivations of potential visitors to the Winter Olympics were influenced by social values, but not by affective - cognitive values; (2) On the contrary, the attractiveness of the mega event affects both emotional cognitive and social values. (3) It was found that both the emotional cognitive value and the social value were influenced by the potential visitors' intention to visit the Winter Olympic Games. In particular, emotional cognitive value has been found to have a much greater impact on intention to visit than to social value. These results have important practical implications for Olympic Preparatory Committee and International Olympic Committee (I.O.C) as well as theoretical implication for mega-event research in the context of broadened push-pull theory.