The purpose of this article was to research the difference in additional marketing satisfaction by lifestyle of Korean restaurant customers (focus on foreign students at university in Gangwon province). In this research, factor analysis, cluster analysis, and ANOVA were carried out. Lifestyle was divided into seven factors and six clusters. Additional marketing satisfaction was divided into three factors. Additional marketing satisfaction showed a significant difference by lifestyle of foreign students. First, ‘employee’ had a highest point at C3 ‘convenience·internet searching pursuit’ but lowest point at C4 ‘brand preference pursuit’ (p<0.001). ‘Service process’ had a highest point at C1 ‘safety·health pursuit’ but lowest point at C5 ‘effort pursuit’ (p<0.001). ‘Tangible clue’ had a highest point at C3 ‘convenience·internet searching pursuit’ but lowest point at C5 ‘effort pursuit’ (p<0.001). Additional marketing can reduce customer uncertainty, ambiguities, and wavering about eating at restaurants by intangibility of service. As a result, food-service corporations need to manage additional marketing as well as increase satisfaction and loyalty of customers.

연구의 목적은 마케팅요소에 관한 선행연구를 바탕으로 지역축제의 마케팅요소를 도출하고자 하는 데 있다. 전통적 마케팅 요소 4P와 서비스마케팅 요소 7P, 관광마케팅 요소 8P에 대한 이론적 근거와 지역축제의 마케팅 요소에 대한 다양한 선행연구를 바탕으로, 지역축제 마케팅요소들을 도출하였다. 연구결과로서, 지역축제 마케팅요소로서 Product, Price, Place, Promotion, People, Physical Evidence, Programming 등 7P를 제시하였다.

The purpose of this study was to analyze the effects of celebrity endorsers used in fast food industry among highschool and undergraduate students. By taking the sample’s age and income into consideration, the advertisement examples of fast food industries were chosen for this study. Data was collected by questionnaires from 400 students. For statistical analysis, the SPSS V19.0 was used for reliability and factor analysis, chi-square test and regression analysis. The results are as follows: First, there was a significant difference (p<0.01) in advertising effects according to gender and education level. Out of the consumers who were exposed to celebrity endorsers, the highschool students and women showed higher advertising effects. Second, the advertising attitude was positively related to brand images (F: 479.680, p<0.01) and buying intentions (F: 1101.427, p<0.01) as well as brand images on purchase intentions (F: 492.175, p<0.01). In conclusion, the consumers with positive attitudes towards advertisements will also evaluate brand images positively and be more likely to purchase the products.

본 연구의 목적은 지역 마케팅 홍보에 있어서 관계마케팅 개념을 도입하여야 할 필 요성을 강조하면서 관계의 질적인 측면에서 영향을 미치는 관계마케팅 요인을 제시하여 지 역 관계마케팅 홍보 전략수립을 위한 이론적 틀을 제시하는 것이다. 관계마케팅적 접근에 의하면 지역은 거대한 시스템으로 인식되며 그 시스템의 하위 시스템으로서 방문객 관계, 타 지역 경쟁관계, 타 지역 제휴 관계, 지역 내부 관계 및 지역 환경 관계 등이 상호의존적 으로 작용하면서 최종적으로는 지역과 방문객간의 관계의 질을 향상시키게 된다. 관계의 질 에 영향을 미치는 요인은 신뢰, 안전, 상호 커뮤니케이션의 질적 수준 및 관계적 규범 등으 로서 이러한 요인들은 지역에 대한 방문객의 이미지 형성에 작용하여 지역과의 관계정립에 긍정적 혹은 부정적 결과를 가져다 준다.

The purposes of this research were to investigate Bongwha Pine Mushroom Festival visitors` satisfaction based on marketing mix which are products, price, place, and promotion(4ps) and services. The results of this research were as follows. First, providing more opportunity of taking mushrooms, placing of guides, and development of diverse foods to increase satisfaction of festival program Second, providing discount of festival products and development of low price foods based on the region products are necessary to increase visitors` satisfaction on price. Third, placing traffic signals are a must for festival visitors. Fourth, it was found that TV, word of mouth, internet were the most three effective medias. There should be more investment on the medias. Providing cooking manuals for making pine mushroom foods are necessary, too. Fifth, uniformed clothes for guides and making more relaxation places are recommended for visitors` satisfaction. The increasing and placing of more restrooms are important for visitors. The limitation of this study was this study investigated visitors` satisfaction based on marketing 4Ps and service. There should be more satisfaction researches through diverse factors not only investigating the relationship between determinant factors of festival visitors` satisfaction and behavioral intentions but also the relationship between motivation and visitors` satisfaction.