| Title |
Analysis of Time-series Changes and Factors Influencing Satisfaction through the Participation of Professional Celebrities as a Place Marketing Strategy |
| DOI |
https://doi.org/10.5659/JAIK.2025.41.9.69 |
| Keywords |
Place Marketing Strategy; The Professional Celebrities participation; time-series change; Factors influencing satisfaction |
| Abstract |
The purpose of this study is to show how the participation of professional celebrities as a place marketing strategy affects customer evaluation in a time series. To this end, the factors influencing satisfaction were analyzed through a time series in-depth survey and regression analysis. First, regarding consumer evaluations of location marketing factors, in 2023, price, management operation, location, and product were ranked in order of importance, while in 2024, management operation, price, location, and product were ranked, showing differences in satisfaction factors. Second, consumer evaluations of location marketing factors in the budget market were generally positive, with seven factors showing statistically significant differences. Third, in analyzing the factors influencing place marketing, key influencing factors for each category were identified through regression analysis. Fourth, the product factor had the greatest influence on market satisfaction, while management operation and place design factors had the greatest influence on promoting consumption amount. Additionally, the product and management operation factors had the greatest influence on time spent at the market. |