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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.
潘正和(Pan, Jeong-hwa) 한국문화관광학회 2002 문화관광연구 Vol.4 No.2
The purpose of this study is to examine the purchasing behavior of cultural tourists segmented by value. A survey was conducted from August 15 through to August 30, 1999 by distributing a total of eight hundred questionnaires to respondents in 25 selected Gus in Seoul. Of the total, seven hundred and fifteen were collected and six hundred and eighty were usable and analyzed. The data analysis was done by SPSS/WIN Ver.6.0 and SAS/WIN VER.6.12 software packages. Factor analysis and cluster analysis were employed to determine the characteristics of segmented clusters, ‘value’ and selected attribution of cultural tourism. The one-way ANOVA was used to present relationships between value and cultural tourists’ selection features. A regression analysis presented relationships between selection features of a cultural tour and ex post facto behavior (revisit intention) after purchasing. The findings are as follows: Value group was divided into 4 clusters-logical, self-realizing, religion-oriented, and conservational. The tourists who had a freedom-oriented value factor took a serious view of experiential cultural tourism. On the other hand, the tourists who had a traditional value factor avoided experiential cultural tourism. This study helps to determine which selection features influence cultural tourists in terms of revisit intention.