베트남 잠재 관광객의 한국 선택 영향요인 분석 (An Analysis on Selective Attributes Influencing on Behavioral Intention of Vietnamese to Choose Korean Tourism)

서지정보

· 발행기관 : 한국기업경영학회
· 수록지 정보 : 기업경영연구 / 19권 / 2호 / 259 ~ 273페이지
· 저자명 : 윤지환, 정효숙, 이영진

초록

국제관광에서 관광목적지 선택속성을 파악하는 것은 관광객 유치를 위해 효과적이다. 관광목적지 선택 시 고려요인 등의 파악은 관광 마케터들에게는 수익과 연결될 수 있기 때문이다. 최근 한류의 영향으로 아시아국가의 방한 관광객이 증가하고 있고 정부도 동남아 관광객 유치를 위해 많은 관심을 기울이고 있다.
이러한 추세에 맞추어 본 연구는 베트남 국민이 관광목적지로서 한국을 선택할 때 어떠한 선택속성의 영향을 받아 한국을 관광하고자 하는지를 분석하였다. 조사는 베트남 현지에서 호치민과 하노이 국민을 대상으로 조사를 실시하였다. 조사결과를 통해 베트남 잠재 관광객의 선택속성을 도출하였고 도출된 선택속성과 한국관광의도와의 관계를 분석하였다. 주요 분석결과로 베트남 국민의 한국 선택속성은 ‘선진기술체험’(기업 및 정부주관 박람회, IT 등 선진기술 체험관, 한국의 의료관광), ‘관광자원매력성’(아름다운 자연경관, 뚜렷한 사계절, 축제 및 이벤트, 역사적 유물 및 유적지, 스포츠 등 다양한 레크리에이션), ‘한류/쇼핑체험’(한류, 쇼핑의다양성), ‘관광지편의성’(숙박시설의 편의성, 여행비용, 관광지의 안전성, 관광지의 물가)의 4개 요인으로 분석되었다. 선택속성과 한국 관광의도 인과관계에서 1년 이내에 한국 관광을 희망하는 집단은 선진기술체험과 관광자원매력성을 한국 선택의 중요한 요인으로 생각하고 있었다. 본 연구의 결과는 베트남 관광객 유치를위해 마케팅적으로 유용한 정보를 제공할 것이다

영어초록

Analysing tourists’ selective attributes about their travel destination in an international tourism field was essential for marketers in the destination marketing. According to the trend of strong Korean wave and the government policy of attracting tourists in East Asia, the purpose of this paper is to analyze selective attributes influencing on behavioral intention of Vietnamese tourists in choosing their preferred tourist destination.
For achieving goal of this, the literatures related to the importance of selective attributes in tourism industry, types of selective attributes influencing on tourist behavioral intention were reviewed. As shown in the previous studies, most selective attributes have influenced tourists’ satisfaction and behavioral intenti on. By reviewing available studies, selective attributes as the influential factors to choose Korea were identified. In this paper, we dealt with 2 problems: These are ‘How to constitute Vietnamese selective attribute to choose Korea?’ and ‘What relationship between the selective attributes and the tourist behavioral intention into Korea of Vietnamese?’. The questionnaire suggested in this study was constructed with 22 indicates of selective attributes to choose Korea, one indicated of tourist behavioral intention, and five indicated of demographic statistic characteristics. This survey studied 402 participants among 450 people who live in Hanoi and Ho Chi Minh in Vietnam.
Principal component analyses was used to determine the common underlying dimension of the selective attributes of Korea. The result of Bartlett’s test of sphericity was significant, which showed non-zero correlation existed. The overall degree of reliability was above 0.900, which was well above the recommended threshold of sampling adequacy at the minimum of 0.50. These two tests suggested that the data was suitable for an exploratory factor analysis. At an analysis of causality, since tourist behavioral intention was measured by bivariate variable, a logistic regression modeling was used to analyze Vietnamese’ behavioral intention to choose Korea.
The results of this survey show selective attributes of Vietnamese latent tourists to choose Korea and correlation of selective attributes and behavioral intention. First, factors of selective attribute can be categori zed into four main constructs: the advanced technology experience, the attraction for resources of Korean tourism, the experience of shopping and Korean wave, the convenience of tourist attraction. Second, among them two factors-the advanced technology experiences and the attraction for resources of tourism-influence Vietnamese’ tourist behavioral intention of Korea in less than a year.
This study provides practical implications especially for the tourism industry suppliers of Korea to attract Vietnamese latent tourist into Korea. It is expected that industrial tourism which shows superiority of Korean enterprises will be getting popular to Vietnamese tourists. Also, climatic condition of Korea can attract them to visit Korea due to the fact that Vietnam is tropic region but Korea has four seasons.
Especially, in Autumn, we can recommend them a colorful mountain, in winter, we can suggest them to go skiing.

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