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.

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 동아연구 Vol.36 No.2

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.

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 ( 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.

대구,경북지역의 중국관광객 유치확대 전략

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

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.

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.

THE EFFECTS OF PLANNED vs. UNPLANNED ON CHINESE TOURISTS' EMOTIONS AND ATTITUDES TOWARD FASHION PRODUCTS

Dongseob Kim,Kiyong Kwon,Ha Kyung Lee,Joo Young Lee,Ju Yeun Jang,Ho Jung Choo 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

With the sweeping popularity of Korean Wave across Asia, the number of Chinese tourists to Korea has rapidly been increasing over the last decade. Korea Tourism Organization estimates that the number of Chinese visitors exceeded 6 million in 2014, and Korea Institute for Industrial Economics and Trade estimates that their spending in Korea surpassed KRW 7.67 trillion in 2013 alone. In particular, Chinese tourists spend most of their money in Korea on shopping. Since Chinese have become the major customers of the Korean market, it is critical to understand their consumption patterns and behavior. Previous studies looked into tourist destinations and shops that Chinese people frequently visited, and also researched on product selection criteria regarding their preference on fashion products. However, this study focuses on how Chinese tourists feel while they are shopping in Korea and how such emotions affect their evaluation on the purchased products. Planned purchase refers to the situation where the buying intention of a consumer has already been formed prior to entering the store based on the perception of purchase necessity. An unplanned purchase is not anticipated or planned before the customer enters the store, and products are bought without planning similar to impulsive buying. Oliver (1980) suggested that emotions are an important factor when consumers evaluate a product. Therefore, this study focuses mainly on the emotion created during the shopping. We conceptualized product attitudes based on the expected consumer satisfaction paradigms of Oliver and Desarbo (1988). This study also explores the product usage satisfaction of tourists as a post-purchase attitude. According to statistics, majority of Chinese tourists who buy fashion products are women. The survey is conducted on 550 women in the age group between 20 and 60 years who have visited Seoul before, using an online panel of respondents sampled by an international survey firm. 530 questionnaires are analyzed, with the remaining responses determined to be incomplete. For the demographic characteristics of the sample group, the average age is 33.5 years old, with 201 in their 20s (37.9%), 190 in their 30s (35.8%), 107 in their 40s (20.2%), and 32 in or over their 50s (6.0%). As for the average household income, RMB 10,000 to 20,000 is the most frequent (210 or 39.6%). For residential areas, Hua Dong (East China) is the most frequent (207 or 39.1%). Data are analyzed using structural equation modeling by AMOS 20.0. Respondents were asked to recall most impressive fashion product that they bought in Korea during their visit, and to answer whether it was planned or unplanned purchase.This study also attempts to measure the emotions they had during the purchase in order to understand differences in attitude toward the purchased products. Although emotions cannot persist over time, previous studies have measured emotions during consumption to evaluate the situation. The study categorizes respondents according to their purchasing power into heavy and light buyers to determine the moderating effects of purchase amount. In the literature, purchasing power is described in terms of the number of purchase and purchase amount. Based on previous studies on purchasing power, consumers can be categorized as heavy or light buyers. This study focuses on purchase amount in the context of tourism shopping. The results find that planned purchases tend to deliver positive emotions, which in turn enhances product satisfaction. Unplanned purchases, positive shopping emotions have positive impact on their attitude toward purchased products. Interestingly, unplanned purchases have negative direct impact on the product attitude without the mediating role of positive shopping emotions, showing the importance of positive emotions that consumers feel while shopping When it comes to the impact of purchasing power, the effect of unplanned purchases of light buyers on shopping emotions or product attitude was not significant. Only planned purchases trigger positive emotions, many of which induced positive impact on product satisfaction. For heavy buyers, on the other hand, even unplanned purchases have positive impact on their product satisfaction when positive shopping emotions are developed. This study is differentiated from previous studies in that it deals with how purchase types (planned vs. unplanned) affect shopping emotions and post-purchase product attitude of Chinese tourists who account for the significant share of the Korean tour industry. It is also notable that this study groups tourists by their purchasing power and identifies the impact of their purchasing power, considering the fact that tourists are increasingly influencing the domestic consumption market. The Korean government and companies may tap into the results of this study to provide better environments to trigger positive shopping emotions to tourists. However, it should be considered that the subject of this study is limited to Chinese female tourists, which should be complemented by future studies.