Differences in Festival Motivation between Domestic and Foreign Visitors

The purpose of this research is to explore differences in motivation between domestic and foreign visitors attending the 2000 Kyongju World Culture Expo, Specifically, this research is to explore the factor structure of a motivation scale between domestic and foreign visitor segments, to investigate any significant differences in motivation between two segments: and to examine any significant differences in motivation between each visitor segment and demographic variables. The results show that the factor structure was almost same between domestic and foreign visitor segments, although differences existed in rank of motivation dimensions, suggesting cross-cultural applicability. The results also show that statistically significant differences existed between domestic and foreign visitor segments with respect to four of seven motivation factors•' art exploration, novelty, socialization, and event attractions. Married people in the two visitor segments appeared to place more importance on the family togetherness motive than singles. In contrast, the motives of novelty, socialization, and event attractions were highly perceived by singles in the domestic visitor segment, whereas art exploration and event attractions were strong motives by singles in the foreign visitor segment.