THE EFFECTS OF CHINESE TOURISTS' PERCEIVED SHOPPING EXPERIENTIAL VALUE ON ATTITUDES TOWARD PRODUCTS AND STORES

Jimin Kim,Eung Tae Kim,Ha Kyung Lee,Eunsoo Baek,Ho Jung Choo 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Backed by the rapidly-growing economy, China sends the most tourists to Korea. Accordingly, growing consumption of Chinese tourists is strongly drawing attention of the Korean retail industry. Academia has conducted more relevant researches, such as effective branding of Korean Wave, and services to attract tourists. Despite a series of efforts, including specialized tour products and language services, there have been an increasing number of Chinese visitors complaining about their experience in Korea and Chinese tourists are urgently demanding improvements. Hence, comprehending sophisticated consumption behavior of Chinese tourists is becoming more important than ever before. Also, it needs to explore how shopping experiential value that they experience while purchasing fashion goods in Korea affects their satisfaction of the store and product. Previous literature has shown that perceived shopping value has a positive effect on customer satisfaction and behavioral intention (Mathwick et al., 2001). Previous domestic studies that targeted Chinese tourists have focused on investigating the shopping motivation and satisfaction (Ko, 2011) and market segmentation of Chinese tourist shoppers (Oh, 2014). Previous studies have approached this problem mainly from its cognitive aspect and few studies have focused on the emotional aspect during shopping. This study suggests that emotional behavior mediates the relationship between shopping experiential value and consumer attitude toward products and stores. According to the Korea Tourism Organization, the ratio of male to female Chinese tourists visiting Korea changed from 69:31 in 1995 to 59:41 in 2005. In 2013, female Chinese tourists outnumbered males at a ratio of 41:59. The number of Chinese female tourists continues to increase. Females are known to be more involved in fashion consumption. Hence, this study is conducted on 550 Chinese female tourists who have shopping experiences during their visit to Korea. The ages of the respondents range from 20 to over 50 years old, with a mean age of 33.5 years. Their shopping experiential value is measured by visual appeal, crowding, economic benefits, and service excellence, and is expected to trigger emotions of entertainment and escapism. Variables including entertainment and escapism are measured using the Experiential Value Scale developed by Mathwick et al. (2001). This study finds that three experiential values (visual appeal, crowding, and service excellence) have positive influences on entertainment. For example, customers feel greater entertainment when visual appeal, service excellence and/or the number of customers in the store is greater. The emotion of entertainment turns out to have positive impacts on both store satisfaction and product satisfaction. According to the examination of how shopping experiential values affect escapism, crowding and economic benefits have a positive impact, whereas visual appeal and service excellence have a negative impact on escapism. Previous studies define escapism as an emotion of which customers are absorbed by entertaining activities and satisfied with shopping. This study assumes that all the shopping experiential values may have a positive impact on escapism. Escapism is a status where customers are deeply occupied with shopping without thinking of anything as if they were in another world, and a much stronger emotion of entertainment than usual pleasure from shopping. This study finds that the higher visual appeal and service excellence tends to generate the lower the escapism. This may be attributable to the fact that the survey was examined only on Chinese tourists. The respondents were asked to recall the most memorable item among the fashion products that they purchased during their visit to Korea. Their shopping experiences varied widely from well-organized malls, like department stores and duty free shops, to crowded environments, like Dongdaemun, traditional markets and subway stores. As a result, different experiential values have different impacts on escapism. Economic benefits and crowding which are experienced during shopping help to absorb in shopping, and these are likely to have positive impacts on escapism. On the other hand, visual appeal and service excellence may have different influences on escapism according to the shopping environment that Chinese consumers experienced. For example, Dongdaemun or subway stores are less visually appealing than department stores or duty free shops, but trigger stronger sense of escapism. Because survey questions to measure service excellence include Chinese (language) proficiency of sales staff, it is expected that higher language proficiency level of sales staff tends to generate lower degree of escapism, the sense of feeling that one is indeed in foreign country like Korea, for customers. Escapism has negative impacts on both product and store attitudes. Escapism is a status of absorption in which customers are emotionally occupied with pleasant feelings, and purchases along with a high escapism are likely to be less rational and more impulsive. In particular, this study examines tourist shoppers, and the respondents evaluate products they purchased in another country after they return home, and this may have caused the negative attitude toward products and shops. In fact, some previous studies found that overly positive emotions have negative impacts on purchase behavior (Liljander &Standvik, 1997; Andrade, 2005). This study confirms that the shopping experiential values perceived by Chinese tourists affect their product and store attitudes through the emotions of entertainment and escapism. It is particularly notable that this study verifies diverse roles of different emotions such as entertainment and escapism in the context of tourist shopping. This study employs empirical analysis on tourists, and provides practical implications including the importance of shopping experiential values for developing retail strategies.

일본인과 중국인 방한 관광객의 쇼핑 만족도 비교 연구

박춘엽 ( Choon Yup Park ),정월순 ( Wol Soon Chung ) 아시아.유럽미래학회 2010 유라시아연구 Vol.7 No.4

2009년 통계자료에 의하면 2008년도 방한 일본인과 중국인 관광객 수는 전체 방한 외국인 관광객 수의 50%를 상회하는 정도로 비중이 크다. 최근에 한국 정부는 중국인 관광객 증대를 한국 관광 산업 발전의 핵심과제로 추진하고 있다. 이러한 노력의 결과로 방한 중국인 관광객의 수는 급격히 증가 할 것이다. 중장기적으로는 중국인 관광객 수가 일본인 관광객 수를 추월할 것이다. 이러한 상황 하에서 우리나라 관광쇼핑 업체가 중국인 관광객에 대한 쇼핑 만족도를 극대화하기 위해서는 일본인 관광객에게 적용했던 관광쇼핑 서비스와는 다른 중국인 관광객의 니즈에 맞는 관광쇼핑 서비스 전략을 개발해야 할 것이다. 이러한 상황에서 방한 일본인과 중국인 관광객의 쇼핑 만족도를 비교 연구하여 이들 각각에 대한 차별화된 관광쇼핑 서비스 전략을 제시하고자 하는 본 연구는 시의성이 크다고 하겠다. 본 연구의 목적은 방한 일본인과 중국인 방한 관광객의 쇼핑만족도를 비교하여 이들 각각에 대한 차별 화된 관광쇼핑 서비스 전략을 제시하는 것이다. 이 논문에서 연구방법은 만족도 특성에 대한 기대치와 지각치의 차를 비교하는 차이 분석법을 적용하였다. 일본인과 중국인 방한 관광객 각각 200명에 대하여 리커트 7점 척도를 이용하여 설문 조사를 하였다. 조사한 만족도 특성은 9가지인데, 일컬으면, 가격, 품질, 성능, 포장, 상품에 대한 지식, 접객태도, 의사소통, 그리고 교통이었다. 본 연구의 결과 방한 일본인과 중국인 관광객의 쇼핑 특성은 여러 가지로 다른 점이 많다는 것으로 나타났다. 첫째, 방한 일본인 관광객과 중국인 관광객의 쇼핑 품목이 크게 다르다는 점이 나타났다. 둘째, 쇼핑 만족도 특성에 대한 기대치에 있어서, 일본인 관광객은 대체로 중위수보다 낮은 값을 보였고, 중국인 관광객의 기대치는 중위수보다 유의하게 높았다. 이들 두 나라 관광객의 기대치의 차이를 보면 중국인 관광객의 기대치가 일본인 관광객의 그것보다 유의하게 높았다. 셋째, 쇼핑 만족도 특성에 대한 지각치를 보면, 일본인과 중국인 관광객 모두 중위수보다 높았다. 그런데 중국인의 지각치는 일본인의 그것보다, 의사소통을 제외하고는, 유의하게 높았다. 넷째, 쇼핑 만족도를 만족도 특성 별로 보면, 일본인 관광객의 만족도가 중국인의 그것보다 대체로 높은 것으로 나타났다. 양국 관광객의 만족도 구조를 심층적으로 살펴보면, 일본인 관광객의 경우 기대치는 낮지만 지각치가 높아서 만족도가 높게 나타나고 있는데, 중국인 관광객의 경우에는 지각치는 일본인의 그것보다 높지만 기대 치가 너무 높아서 결과적으로는 만족도가 일본인 관광객에 비하여 낮게 나타나는 것으로 보인다. 이것은 중국인 관광객의 기대치를 다소 현실화시켜야 최종 만족도를 올릴 수 있다는 점을 시사하는 것으로 해석된다. 마지막으로, 전반적인 만족도는 일본인 관광객의 경우가 중국인의 그것보다 유의하게 높았다. 이는 만족도를 특성 별로 분석한 결과와도 일치하는 것이다. 본 연구 결과가 일본인과 중국인의 방한 관광객의 만족도를 향상하기 위한 여러 가지 시사점을 제시하고 있다. 첫째, 일본인과 중국인 관광객의 관심의 대상이 되는 상품이 크게 다르다는 점을 고려하여 하여야 한다. 둘째, 일본 관광객의 쇼핑 만족도 향상을 위해서는 상품의 포장을 개선해야 한다는 점이다. 셋째, 중국인 관광객의 쇼핑 만족도 향상을 위해서는 의사소통과 상품에 대한 설명을 개선해야 한다는 점을 시사하고 있다. 마지막으로, 중국인 관광객들에게 현실적인 정보를 제공하여 방한 관광 쇼핑에 대하여 필요 이상의 기대를 하지 않도록 할 필요도 있다는 점이다. 본 연구의 이러한 결과는 한국의 관광 진흥 정책 또는 전략 관계자, 그리고 관광 쇼핑산업 종사자에게 주는 시사점이 매우 크다고 하겠다. The sum of Japanese and Chinese tourists visiting Korea in 2008 accounts for more than 50% of the total foreign tourists visiting Korea according to relevant statistics published in 2009. This research is specially timely because we need to develop appropriate tourism strategy to attract both Japanese and Chinese tourists which have assumingly different shopping needs, and Korea is pushing hard to increase Chinese tourists in Korea. The purpose of this study is compare shopping satisfaction of Japanese and Chinese tourists in Korea. We study satisfaction in nine shopping attributes: price, quality, design, performance, package, knowledge, attitude to customers, communications, and transportation. Satisfaction is measured by the difference or the gap between perceptions and expectations in the nine shopping attributes. We use 7-point Likert scale. The results of this research indicate that the Japanese and Chinese tourists are quite different in many aspects. First, shopping goods and services of the Japanese and Chinese tourists are quite different. Second, expectations of Japanese tourists in all of the nine shopping satisfaction attributes are lower than or equal to the median value, while those of Chinese tourists are higher than the median for all selected nine attributes. Third, in regard to perceptions, tourists of the both countries are higher than or equal to median value. However, comparing the expectations of the tourists, we find that those of Chinese tourists are significantly higher than those of Japanese. Forth, examining satisfaction of the tourists using the differences between expectations and perceptions, we find that Japanese tourists are satisfied in seven shopping attributes except price and packaging. It should be noted that Japanese tourists have low expectation and perception in packaging. However, Chinese tourists appear to be dissatisfied significantly in the of attributes of communication and knowledge on products. Finally, in the survey question on overall satisfaction, both Japanese and Chines tourists indicate higher than median number, meaning that both of them are satisfied with shopping in Korea. Comparing values of the countries, Japanese response is higher than that of Chinese in more number of attributes. In particular, the Japanese overall satisfaction score is significantly higher than that of Chinese tourists. Implications of the findings of this research in regard to tourism policy and retail strategies are as follows. First, since shopping goods of the tourists of the two countries are different. Korean retailers of shopping goods for tourists should be aware of this fact, and put this in consideration in developing composition of goods and services and retail strategies. Second, the results of this research indicate that Korean retailers should give more elaborate packaging service especially for Japanese tourists. Third, for Chinese tourists on the other hand, Korean retailers should develop means to improve communication with Chinese tourists and ability to explain features of products and services in the Chinese language. Finally, these implications suggest that tourism policy makers in Korea should develop adequate programs to educate the retailers and travel guides so that they can improve satisfaction of Japanese and Chinese tourists for the shopping attributes in which they are not sufficiently satisfied yet.

CHINESE TOURISTS' SHOPPING TALK ON SNS

Ju Yeun Jang,Yeo Gyu Lee,Ha Kyung Lee,Ho Jung Choo 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The influence of tourists on the retail market continues to grow and China is destined to become the largest outbound-spending nation in the world; subsequently, the interest on Chinese tourists has increasingly grown. The advancement in information technology and increased usage of SNS allows Chinese tourists share a variety of information online before or after they embark on to others. Data from the Korea Tourism Organization indicates that, “shopping” is the most searched keyword for Korean tours in 2014. The main shopping item of Chinese tourists is fashion or beauty products and we need a better understanding of the consumption behavior of Chinese tourists in relation to Korean fashion. We should consider shared content by Chinese consumers to promptly respond to needs and concerns. This study researches actual attitude of Chinese consumers toward Korean fashion items and shopping tourism using content analysis based on Chinese SNS. We investigate the representative portal search site Baidu (百度) and Weibo (微博) SNS primarily used by Chinese. Our investigation is limited to posts or comments one month before and after China’s National Day. Our analysis used translations of Chinese into Korean. A total of 70 words were selected based on the mentioned frequency by R Program forthe final analysis. Words were divided into groups based on content analysis similarity and word connectivity was researched using the Net Miner program. A total of 70 words used for the analysis were divided into three groups: shopping item, shopping behavior, and shopping place. The relevance of content to shopping item accounted for 39% and most of the shared information was about where to find cheaper items, various styles, or the latest fashion products. Shopping behavior accounted for 17% and the shared information was about how to compare products before purchase, how to communicate with salespersons, and how to obtain refunds after purchase. Shopping places area dominant group with 43% and half of the words about retail trade. Significant information was available on the main characteristics of retail trade areas such as Dongdaemoon market or Myeongdong. More information was shared on underground shopping centers or general road shops than on traditional shopping places, department stores, or duty free shops. The trends are particularly notable and help in understanding how Chinese tourists are more interested in shopping places where they can have new experiences. This study confirms the shopping behavior of Chinese tourists in Korea using content analysis of Chinese SNS. The shopping trend changes; the average Chinese tourist age drops and the Chinese tourist pattern shifts from large group tours to individualized small group tours. Appropriate responses to Chinese tourists must be based on understanding of their changing shopping needs. This study is useful to understand the actual attitudes and needs of Chinese consumers toward Korean fashion based on shared online content.

중국 아웃바운드 관광시장 확대에 따른 제주의 중국인 관광객 유치확대 방안

鄭智馨,金炫兌 한중인문학회 2014 한중인문학연구 Vol.43 No.-

중국 아웃바운드 시장은 최근 5년간 연평균 15.7%의 고속성장을 지속하면서 세계 제1의 시장으로 급부상하고 있다. 특히 중국 소비자는 경제력 확대와 소득의 증가 및 중산층의 증가로 인해 세계 시장의 흐름을 주도하는 주요한 변수로 주목받고 있으며, 전 세계는 중국인 관광객 유치를 위해 치열한 경쟁을 하고 있다. 본 연구는 한국과 중국의 문헌연구를 중심으로 하였으며, 연구의 주요 내용은 중국 아웃바운드시장의 동향을 고찰하고, 변화하는 중국인 해외관광객 특성 및 제주의 대중국 마케팅 추진사항 분석을 통해 제주의 중국인관 광객 유치확대를 위한 효과적인 대안을 제시하고자 하였다. 연구 결과 제주의 중국인관광객 유치확대를 위해서는 다음과 같은 결과를 도출할 수 있었다. 첫째, 중국 지역 별 아웃바운드 시장의 특징 및 변화추이에 따라 시장 세분화를 통한 유치전략이 필요하다. 둘째, 중국인 해외 관광객 특성에 따른 마케팅 전략이 필요하다. 이를 위해서 고부가가치 개별관광객을 위한 고급화되고 차별화 된 홍보가 필요하다. 셋째, 중국인관광객 관광수요 유인을 위한 제주도의 관광 브랜드 구축을 위해 중국인의 정서를 고려한 제주 홍보마케팅의 현지화가 필요하다. The Promotion Plans for Attracting Chinese Tourists to Jeju Island Based on the (Rapid) Growth of Chinese Outbound Tourism MarketChinese outbound tourism market has soared into the world’s largest market, while continuing its rapid annual growth rate of 15.7% for the last five years. Chinese consumers, especially, has been to the fore as a major variable which is leading the flow of the world market thanks to the expansion of Chinese economic power, the rise in national income, and the growth of mid-income earners. Thus, the world tourism markets are fiercely competing for attracting Chinese tourists. Main contents of this study are to take a look at the recent trend of Chinese outbound market and to propose certain effective alternatives for attracting Chinese tourists to Jeju Island in analyzing the ever- changing trends of Chinese tourists and the marketing plans for Chinese tourists of Jeju Island. The results are as follows. In order to attract Chinese tourists effectively, first, (various) attraction strategies through market segmentation are necessary, depending on the features and trends of the regional outbound markets in China. Second, (various) marketing strategies are necessary in accordance with characteristics of Chinese tourists overseas. To accomplish them, in particular, certain high-valued and differentiated public relations are essential. Third, the localization of Jeju’s PR marketing agreeable to the Chinese sentiment is necessary in order to produce a tourism brand of Jeju Island for increasing the number of Chinese tourists.

A Study on Marketing Strategy and Promotion Tactics of Korean Tourism Food to Chinese Tourists: Based on Cognitive Differences and Travel Preferences

장운요 ( Zhang Yun-yao ),대운해 ( Dai Yun-hai ) 서강대학교 동아연구소 2017 東亞 硏究 Vol.36 No.2

본 연구는 한국 국립 국어원이 제시한 200종류의 한국 일상식품, 한국문화체육관광부와 농림부에서 공고한 한국 <10대 미식>, 그리고 기타 한국 관광 홍보물에서 추천된 한국음식 중에서 30명의 중국 관광객들의 의견을 종합하여 최종적으로 중국인들이 가장 많이 선호할 것으로 판단되는 24종류의 한국 음식을 연구대상으로 하였다. 구체적으로 본 연구는 한국방문 중국인 관광객대상 조사를 통해 한국음식에 대한 중국인들의 만족도, 선호도, 인정도 등을 살펴보고, 인지차이와 관광편의 이론을 토대로 중국인 관광객 대상 한국음식 상품개발과 마케팅 전략을 제시하였다. 연구결과에 의하면 한국음식에 대한 중국인 관광객의 인지도는 비교적 높은 것으로 나타났다. 대다수 중국인 관광객은 한국음식의 맛을 좋아하는 편이지만 소수의 단체 관광객들은 단체 활동, 단체시간 및 언어상의 불편함을 호소하였다. 전략적 측면에서 한국 음식에 대한 중국인 관광객들의 포지셔닝은 예상한 것과 같지는 않았기 때문에 보다 매력적이거나 독립적인 중국인 관광객 대상 음식관광 상품을 개발하는 것이 필요할 것으로 판단된다. 본 논문의 연구결과에 따라 몇 가지 제안하면 우선 한국 문화체육관광부는 중국인 단체 관광객들을 대상으로 관광음식 표준체계를 만들어 놓아야 한다. 그리고 이들이 한국 음식관광 상품에 대한 체험을 하도록 하고 음식을 중심으로 관광객들이 관광지를 방문할 수 있도록 통합적인 음식여행 노선을 계획해야 할 것으로 판단된다. 또한 영향력 있는 관광음식상품 축제를 지원하는 것도 중요할 것으로 생각된다. This paper based on the theory of cognitive differences and travel preferences, analyzed 200 kinds of common foods published by Korean National Language Institute, top 10 Korean foods recommended by the Ministry of Culture, Sports and Tourism, the Ministry of Agriculture and Forestry, and recommended foods by Korean tourism promotion materials, after the interview of 30 Chinese tourists, 24 foods were selected as the study objects, which are mentioned most, very popular and preferred by Chinese tourists, through the investigation of Chinese tourists in South Korea, satisfaction, preference and acceptance of Korean food to Chinese tourists were found, and gave some theoretical and practical suggestion on development and marketing of Korean tourism food product. Through the study, the recognition level of Korean food is high, most Chinese tourists could accept the taste of Korean food, but the performance is totally different due to the limitations of the group visitors; the time and language of independent tourists. This study points out that recommended order of Korean tourism food product is not the same as expected, and we can find the tourism food product is an independent and attractive tourism product to Chinese tourists. Korean tourism administration need to establish a guide standard for group visitors to protect the experiences of Korean food; and need to develop some sets for independent tourists; develop some food tourism product routes; and create some famous food tourism festivals or events. Try to find some tourism food products which fit the taste of Chinese tourists, and to carry out the promotion tactics according to the characteristics of the product, try to combine the ideas of delicious, health and cultural heritage, so that visitors can enjoy variety of flavors of Korean food. Try to combine food and Korean wave, expand the influence of fashion food products, leading the trends of food tourism product, especially the fried chicken and beer, delicious sorbet. Combine the culture in the marketing of traditional food products, and constantly improve the culture of food tourism products. The translations of the food name need to expose the production process and the characteristics of raw materials due to cross-cultural communication. Use the modern marketing tools to establish the good relationship with consumers, such as SNS, try to combine national tourism administrative departments, enterprises, society, personal and tourists together to establish good image of Korean tourism food products, and change the style of menu, try to establish a good way to communicate with Chinese tourists.

A Study on the Destination Preferences of Chinese Tourists in Seoul and Jeju Island

Lijuan Che,Haengnam Sung,Byung-Hyuk Ahn 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.5

This study aims to find out the behavior of Chinese tourists in Korea. Understanding the behavior of Chinese tourists may help Korean government and the related industry set up their tourism strategies and policies for Chinese tourists. We want to know when Chinese tourists travel to two major places(Seoul and Jeju Island) and what causes the different level of tourists’ satisfaction. Results of the study were as follows: First, Tourists visiting Seoul have higher intention of experiencing different lifestyle and shopping while those visiting Jeju Island show preferences to outdoor activity. Second, both destination image and travel purpose are significantly influence the overall destination attribute satisfaction. Third, tourists’ satisfaction of overall destination attributes positively influences their loyalties to the destination. Fourth, different travel purposes(e.g. different lifestyle, shopping/beauty, outdoor activity) have different significance influences on destination attribute satisfaction(e.g. food, event/entertainment, environment, shopping). The result of this research may help as to know more about the Chinese tourists’ behavior and make some suggestions to attract more Chinese tourists.

부산 해양 · 수산 관광지에 대한 중국관광객의 기대 및 만족도 연구

이주예 ( Zhouyi Li ),장영수 ( Young-soo Jang ),박정아 ( Jeong-a Park ) 한국수산경영학회 2018 수산경영론집 Vol.49 No.4

Busan is a representative of ocean cities in South Korea, which attracts many Chinese tourists. As a number of Chinese tourists increase, Chinese tourists’ evaluations of sightseeing resources in Busan appear extremely important. However, there are few researches on Chinese tourists’ evaluations of sightseeing in Busan. The purpose of this paper is to analyze Chinese tourists’ evaluations of Busan tourism. Chinese tourists who travel to Busan are chosen as research objects and several aspects including marine, fisheries and general tourism are investigated to evaluate the tourists’ overall satisfaction of the tourism in Busan. IPA analysis, factor analysis multiple regression analysis are used for the research. The results are as follows. Chinese tourists’ evaluations of the importance and performance level of variables on Busan tourism were significantly different (total 19 of 25 variables) and the performance was lower than importance. This means the outputs of the various Busan tourism elements do not live up to their expectations. The findings show that Chinese visitors have high satisfaction on infrastructures of fisheries tourism (e.g. cleanness of aquatic product tourism facilities and sanitary state on fishery products), but low satisfaction in terms of the contents (e.g. unique cooking method experience of seafood and traditional seafood cooking consumption). The factors of fisheries tourism (e.g. product services of fisheries tourism and the attractiveness of seafood in Busan) never affect their satisfaction and intention to revisit and recommend the city.

A Study on the Destination Preferences of Chinese Tourists in Seoul and Jeju Island

차려연,성행남,안병혁 한국인터넷전자상거래학회 2015 인터넷전자상거래연구 Vol.15 No.5

This study aims to find out the behavior of Chinese tourists in Korea. Understanding the behavior of Chinese tourists may help Korean government and the related industry set up their tourism strategies and policies for Chinese tourists. We want to know when Chinese tourists travel to two major places(Seoul and Jeju Island) and what causes the different level of tourists’ satisfaction. Results of the study were as follows: First, Tourists visiting Seoul have higher intention of experiencing different lifestyle and shopping while those visiting Jeju Island show preferences to outdoor activity. Second, both destination image and travel purpose are significantly influence the overall destination attribute satisfaction. Third, tourists’ satisfaction of overall destination attributes positively influences their loyalties to the destination. Fourth, different travel purposes(e.g. different lifestyle, shopping/beauty, outdoor activity) have different significance influences on destination attribute satisfaction(e.g. food, event/entertainment, environment, shopping). The result of this research may help as to know more about the Chinese tourists’ behavior and make some suggestions to attract more Chinese tourists.

부산 해양 · 수산 관광지에 대한 중국관광객의 기대 및 만족도 연구

이주예,장영수,박정아 한국수산경영학회 2018 수산경영론집 Vol.49 No.1

Busan is a representative of ocean cities in South Korea, which attracts many Chinese tourists. As a number of Chinese tourists increase, Chinese tourists’ evaluations of sightseeing resources in Busan appear extremely important. However, there are few researches on Chinese tourists’ evaluations of sightseeing in Busan. The purpose of this paper is to analyze Chinese tourists’ evaluations of Busan tourism. Chinese tourists who travel to Busan are chosen as research objects and several aspects including marine, fisheries and general tourism are investigated to evaluate the tourists’ overall satisfaction of the tourism in Busan. IPA analysis, factor analysis multiple regression analysis are used for the research. The results are as follows. Chinese tourists’ evaluations of the importance and performance level of variables on Busan tourism were significantly different (total 19 of 25 variables) and the performance was lower than importance. This means the outputs of the various Busan tourism elements do not live up to their expectations. The findings show that Chinese visitors have high satisfaction on infrastructures of fisheries tourism (e.g. cleanness of aquatic product tourism facilities and sanitary state on fishery products), but low satisfaction in terms of the contents (e.g. unique cooking method experience of seafood and traditional seafood cooking consumption). The factors of fisheries tourism (e.g. product services of fisheries tourism and the attractiveness of seafood in Busan) never affect their satisfaction and intention to revisit and recommend the city 본 연구는 부산을 방문하는 중국 관광객을 대상으로 부산의 관광을 해양ㆍ수산 관광과 비 해양․수산 관광 요인으로 나누어 각 관광 요인에 대한 중국인 관광객들의 중요도-만족도(IPA) 분석을 통해부산 해양수산 관광자원의 가치를 분석하고, 부산의 해양ㆍ수산 관광요인과 비 해양ㆍ수산 관광요인이 부산을 방문한 중국인 관광객의 전반적 관광만족도와 재방문의사, 추천의사에 미치는 영향력을 살펴보고 문제점에 대한 방안을 모색하고자 하였다.

대구,경북지역의 중국관광객 유치확대 전략

노정철 ( Chung Chul Roh ),원지환 ( Ji Hwan Won ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.7

대구·경북지역은 침체되어 있는 지역경제 활성화와 신성장동력 확충을 위해 고부가가치 시장인 중국 관광객 유치확대를 위해 다양한 관광정책을 수립·운영하고 있지만, 지역내 중국 관광객의 유치규모는 매년 정체 혹은 감소하고 있는 실정이다. 이상과 같은 문제점을 바탕으로 미래 관광트렌드를 주도하고, 국내 최대의 관광시장으로 성장한 중국 관광객의 유치확대를 위한 정책과 대응전략이 모색되어야 한다는 차원에서 본 연구가 시도되었다. 본 연구를 통해 ‘대구경북 방문의 해’사업성공과 지역경제를 활성화시킬 수 있는 중국 관광객 유치확대를 위해 지역의 기본적인 관광 인프라와 특성을 극대화시킨 관광개발 계획수립과 제한된 투자재원으로 지역 관광산업의 경쟁력 제고를 위한 정책의 우선순위 및 추진방향을 제시하고자 하였다. 이를 위해서 본 연구에서는 해당분야에서 10년 이상 근무한 학계와 관련기관 및 관광산업 분야의 전문가들을 대상으로 선행연구와 전문가 설문조사를 통해 선정된 평가항목과 세부 평가요소의 상대적 중요도와 가중치를 산출하기 위해 Fuzzy AHP분석을 실시하였다. 본 연구에서 적용된 Fuzzy-AHP분석은 퍼지집합이론을 활용하여 복합적이고, 애매성과 불확실성을 가지고 있는 의사결정자의 응답 신뢰도를 반영하기 위해 관광학분야에서 선험적으로 시도되었으며, 이를 통해 지역 관광산업의 운영과 개발을 위한 전략적 시사점을 제공하게 될것이다. The purpose of this study find the promotion plans for attracting chinese tourists in Daegu Metropolitan City and Gyeongsangbuk-do. Based on the rapid growth of chinese outbound tourism market. Chinese outbound tourism market has soared into the world’s largest market, while continuing its rapid annual growth rate of 18% for the last five years. Chinese consumers, especially, has been to the fore as a major variable which is leading the flow of the world market thanks to the expansion of chinese economic power, the rise in national income, and the growth of mid-income earners. Thus, the world tourism markets are fiercely competing for attracting chinese tourists. Main contents of this study are to take a look at the recent trend of chinese outbound market and to propose certain effective alternatives for attracting chinese tourists to Daegu Metropolitan City and Gyeongsangbuk-do in analyzing the ever-changing trends of chinese tourists and the policy plans for chinese tourists of Daegu Metropolitan City and Gyeongsangbuk-do. To this end the study proposed a hierarchical structure for evaluating factors of inbound tourism by applying fuzzy AHP(Extent Analysis Method). Data were collected from 58 experts in the filled of inbound tourism and tourism development. Fuzzy AHP hierarchical structure consisted of 9 determinants with 54 attributes. The findings will provide policy makers and tourism industry with practical implications in attracting chinese tourists in Daegu Metropolitan City and Gyeongsangbuk-do.