The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Ethnographic study of the selection attributes for wedding planner

웨딩플래너 선택속성에 관한 에스노그라피적 연구

  • Kim, Ha Jeong (Dept. of Wedding Business, The Graduate School of Sangmyung University) ;
  • Yu, Jihun (Dept. of Clothing & Textiles, Sangmyung University)
  • 김하정 (상명대학교 대학원 웨딩비즈니스 전공) ;
  • 유지헌 (상명대학교 의류학과)
  • Received : 2018.03.16
  • Accepted : 2018.04.22
  • Published : 2018.04.30
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Abstract

As the types of wedding ceremonies become diversified, and consumers' needs become more selective, greater importance is given to wedding planners' roles in the wedding industry, and consumers require differentiated types of wedding service. As a preliminary qualitative study in this field, an ethnographic study was conducted to identify factors valued by consumers when selecting a wedding planner in the wedding planner market, which has rapidly grown in recent years. An in-depth interview was performed with eight participants in terms of wedding planner utilization type and consumers' understanding of wedding preparation with a wedding planner. The collected data were analyzed through taxonomy, component analysis and decision table analysis; for validation, professional wedding planners were asked to review the items valued by consumers in selecting a wedding planner. Four factors - expense characteristic, wedding planners, wedding consulting companies, and customer characteristics - were identified, along with eight sub-factors (capability, service attitude, technical communication, personal factors, wedding planner encounter paths, spouse's satisfaction status, and companies). Out of these, price (within budget), wedding planners' capability, wedding planners' service attitude are expected to be meaningful in further research because they were found to be attributes commonly valued by every respondent. This study is significant in that it has made a new approach to understanding wedding planner selection attributes through ethnographic research and identified new wedding planner selection attributes.

Keywords

References

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