중국 관광객의 뷰티관광 선택속성과 한국문화 친밀성이 뷰티관광 구매행동에 미치는 영향

최초 등록일
2017.01.17
최종 저작일
2017.01
17페이지/파일확장자 어도비 PDF
가격 5,200원 할인쿠폰받기
판매자한국학술정보(주)
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* 본 문서는 배포용으로 복사 및 편집이 불가합니다.

서지정보

발행기관 : 복식문화학회 수록지정보 : 복식문화연구 / 24권 / 5호
저자명 : 정하은 ( Ha-eun Jeong ) , 김미영 ( Mi Young Kim )

영어 초록

This study examined how Chinese tourists` beauty tour preferences and attitudes toward Korean culture impacted their purchasing behaviors, repurchasing intentions, and the likelihood that they would recommend the products and services they received. Between the 10th and 21st of June, 2016, a total of 277 questionnaires were distributed in Seoul, Busan and Daegu using SPSS 21.0. On the surveys, beauty tour preferences were divided into the following categories: human service, high quality service, convenience · accessibility & cost, and facility & atmosphere. The study found that high quality service and convenience & accessibility significantly affected respondents` purchasing intentions, with high quality service showing the higher standardized beta value. Friendliness to Korean culture also had a significant impact on beauty tour purchasing intentions. Preference for human service, high quality service, and facility & atmosphere significantly affected the purchasing intentions and the likelihood o f respondent recommendations, with higher standardized beta values shown (from high est to lowest) in the preference for facility & atmosphere, and preference for human service and high quality service respectively. Concerning perceptions of beauty products, preference for quality had a significant impact on the repurchasing intentions and intentions of respondents to make recommendations, as did the respondents`, friendliness toward Korean culture. This study suggests that, to be most effective, beauty tours should emphasize human service and facility & atmosphere, as well as high quality service. In addition, preference for beauty services or products, and friendliness to Korean culture must be considered.

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한국학술정보(주)는 콘텐츠 제작에 도움이 되는 솔루션을 기반으로 풍부한 문화 콘텐츠를 생성하여 새로운 삶의 가치를 창조합니다.

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중국 관광객의 뷰티관광 선택속성과 한국문화 친밀성이 뷰티관광 구매행동에 미치는 영향