제주방문 중국인 관광객의 쇼핑동기와 만족에 관한 연구

Abstract

Shopping is considered the main travel motivation and tourist attraction itself in tourism destination. Since shopping is the most effective way of experiencing the real lifestyle of local community, it cannot be a complete trip without spending their time on shopping. Also, shopping takes up a considerable part of host community economy of tourism destination. Particularly, tourism in Jeju is the key industry and foreign tourist expenditures on shopping in Jeju is the important source of foreign currency revenue in the regional economy. The purpose of this study was to examine the differences in shopping motivation and shopping satisfaction by demographic and travel characteristics and the relationship between shopping motivation and shopping satisfaction of Chinese tourists in Jeju. To accomplish the purpose of the study, theoretical reviews and empirical analysis were jointly carried out. For the empirical survey, the survey was conducted by 4 Chinese surveyors who were trained for its purpose and process in Jeju International Airport from Mar. 7 to 21 in 2009. Data collection was performed as the subject of Chinese tourists departing Jeju after travel. Traditional souvenirs were given to respondents to raise the loyalty of the response rate and the contents. Total 300 questionnaires were distributed to Chinese tourists and collected 294 samples. Finally, 253 samples were used for the statistical analysis. In the statistical analysis, frequent analysis, factor analysis, T-test, ANOVA(Analysis of Variance) and K-mean cluster analysis were used. The results of hypothesis test of this study can be summarized as followed. First, there were partially significant differences in shopping motivation by demographic feature(age, marital status, educational background, occupation) of Chinese tourists. Second, there were significant differences in shopping motivation by travel characteristics(the purpose of the travel, the period of travel, the frequency of visit, travel company) of Chinese tourists. Third, there were significant differences in shopping satisfaction by demographic feature(sex, age, educational level) of Chinese tourists. Forth, there were significant differences in shopping satisfaction by travel characteristics(the purpose of the travel, the period of travel, travel expenses) of Chinese tourists. Finally, there were significant differences in shopping satisfaction by shopping motivation of Chinese tourists in Jeju. The result of this study implicate that marketers need to consider shopping motivation and satisfaction for mapping customer-oriented strategy for tourism shopping of tourism destination. Also, marketers need to consider various behavioral characteristics related to purchase of foreign tourists in Jeju to have better understanding on shopping behaviors.