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반정화 대한관광경영학회 1999 觀光硏究 Vol.14 No.-
The purpose of this study was to examine the purchasing behavioral characteristics of cultural tourism A total of 293 useful respondents were collected film Japanese tourists at Seoul area. Factor analysis and ANOVA were employed to analyze in SPSS 7.5. The study investigated the attributes of cultural tourism and tourists' behavior (visit frequency, problem recognition, preparation period of travel, length of staying, accommodations, type of companion, and expenditures). Five factors from 25 attributes were identified as dimensions of cultural tourism and labeled: (1) cultural heritage, (2) convenience (3) entertainment and festival (4) food and language, and (5) shopping. Each dimension exhibits significant differences among respondents on purchasing behavior of cultural tourism. The results will provide cultural tourism researcher and marketing practitioner with an valuable inforn~ation on cultural t-purism.