면세점 쇼핑동기와 만족에 관한 연구 -제주방문 중국인 관광객을 중심으로-

Abstract

Shopping is one of the most important motivation for tourist it can attract tourist to visit the tourism destination. Since shopping is the most effective way of experiencing the real lifestyle of local community, we can not define it a complete trip without shopping. Otherwise, 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. according to a research in the year of 2009 44.8% Foreign tourist have duty-free shopping experience when they visit jeju island, so it is not overstate if we see duty-free shop as a first class shopping destination. These were three purposes of this study. first purpose was to examine the differences in shopping motivation and shopping satisfaction by demographic. second purpose was to examine the influence to shopping satisfaction by shopping motivation and the third purpose was to examine the influence to revisit intention by shopping satisfaction. 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 2 Chinese surveyors who were trained for its purpose and process in Jeju International Airport from Mar. 14 to Apr. 5 in 2010. 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 310 questionnaires were distributed to Chinese tourists and collected 301 samples. Finally, 263 samples were used for the statistical analysis. In the statistical analysis, frequent analysis, factor analysis, T-test, ANOVA(Analysis of Variance) and regression 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, payment) of Chinese tourists. Second, there were significant differences in shopping satisfaction by demographic feature(sex, marital status, payment) of Chinese tourists. Third, The chinese tourists' shopping motivation(merchandise seeking, happyness seeking, flaunt seeking, travel recollection seeking, convenience seeking) influence their shopping satisfaction(merchandise satisfaction, shopping environment satisfaction, privilege service satisfaction). Finally, The chinese tourists' shopping satisfaction(merchandise satisfaction, shopping environment satisfaction, privilege service satisfaction) influence their revisit intention. The result of this study implicate that duty-free 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 chinese tourists in Jeju to have better understanding on shopping behaviors.