중국 권역별 방한관광 잠재수요자의 특성과 방한관광 동기에 관한 연구 －장강삼각주, 경진기, 주강삼각주, 산동반도, 료중남의 5개 도시권을 중심으로－ (A Study on the Characteristics and Travel Motivation of Chinese Potential Tourists by 5 regions in China)

서지정보

· 발행기관 : 한중사회과학학회
· 수록지 정보 : 한중사회과학연구 / 10권 / 2호 / 145 ~ 177페이지
· 저자명 : 이현주

초록

This study concerns developing tourism marketing strategies which can adopt to the regions in China by analysing the difference of travel motivation from their demographic characteristics, preference of Korean travel products and past travel experiences. Analysing the influence of intention to visit Korea by travel motivation in 5 regions was also conducted, Data were collected from 649 Chinese potential tourists in Jinan, Shanghai, Shenyang,Guangzhou, Beijing, totally 5 regions in China.
The travel motivations of traveling to Korea for Chinese potential tourists were classified into nature, travel consumption/shopping, city attraction, Korean wave and intention to traveling to Korea was composed of single dimension.
Results of the hypothesis inspection showed that travel motivations by regions turned out to have significant difference on sex, marital status,income and age. Chinese potential tourists who have travel motivation in nature and travel consumption/shopping and city attraction prefer GIT tour type. Chinese potential tourists with less travel experiences have much higher level of these travel motivations. Intention to visit Korea was influenced by pursuing nature in all 5 regions and the relations with travel consumption/shopping pursuit was found in Jinan, Shanghai, Shenyang. Beijing turned out there is a relationship between Korean wave and intention to visit Korea.
In conclusion, Chinese potential tourists are needed to be marketed both with effectiveness and accuracy according to the characteristics of each region.

영어초록

This study concerns developing tourism marketing strategies which can adopt to the regions in China by analysing the difference of travel motivation from their demographic characteristics, preference of Korean travel products and past travel experiences. Analysing the influence of intention to visit Korea by travel motivation in 5 regions was also conducted, Data were collected from 649 Chinese potential tourists in Jinan, Shanghai, Shenyang,Guangzhou, Beijing, totally 5 regions in China.
The travel motivations of traveling to Korea for Chinese potential tourists were classified into nature, travel consumption/shopping, city attraction, Korean wave and intention to traveling to Korea was composed of single dimension.
Results of the hypothesis inspection showed that travel motivations by regions turned out to have significant difference on sex, marital status,income and age. Chinese potential tourists who have travel motivation in nature and travel consumption/shopping and city attraction prefer GIT tour type. Chinese potential tourists with less travel experiences have much higher level of these travel motivations. Intention to visit Korea was influenced by pursuing nature in all 5 regions and the relations with travel consumption/shopping pursuit was found in Jinan, Shanghai, Shenyang. Beijing turned out there is a relationship between Korean wave and intention to visit Korea.
In conclusion, Chinese potential tourists are needed to be marketed both with effectiveness and accuracy according to the characteristics of each region.

참고자료

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