중국 관광객들의 국내 크루즈 목적지 선택시 결정요인분석 = A Study on the Influential Factors of Chinese Consumer Curise Destination Selection

다국어 초록 (Multilingual Abstract)

Purpose – This study attempted to derive priorities for Chinese tourists on cruise port selection factors to attract potential demand from China, a major cruise consumer, to revitalize the cruise industry in Korea after the COVID-19 pandemic.
Design/Methodology/Approach – In this study, in order to derive important factors influencing the selection of cruise ship destinations, an extensive literature review and a survey on Chinese tourism users were conducted. Based on the derived factors, technical population analysis, factor analysis, reliability analysis, and AHP hierarchical analysis were performed using SPSS26.0.
Findings – As a result of the analysis, the recent spread of COVID-19 has raised tourism consumer awareness of the risk of infectious diseases and safety, suggesting that a thorough quarantine system for tourists should be established during cruise ship operations or anchorage.
Research Implications – If Chinese cruise tourists continue to understand and seek marketing, and attraction strategies based on tourist demand are continuously devised, Korea, which has a relatively late position in the cruise tourism industry, will be able to gain competitiveness by gradually increasing market size after the end of the COVID-19 pandemic.