도시관광의 동기와 매력성에 관한 연구 -중국인의 서울방문을 중심으로-

Abstract

In modern tourism, city plays a pivotal role as a hub of tourism and attraction in tourism phenomenon, filling the needs of tourists through various attractiveness. However, all tourist destinations or tourism city cannot satisfy tourists with various needs and motivations. It means attractiveness factor as a tourism city is limited but it also means that various tourist motivations exist and it provide as a clue that tourism motivation can influence choice of tourist cities. Studies on the attractiveness of tourism motivation and city tourism were consistently conducted, but study findings to define relations between tourism motivation and tourism attractiveness of visiting place (capital) is hard to find In this background, it is very meaningful to shed light on theoretical relationship between motivation and attractiveness factor by defining relation between motivation of chinese tourists visited Seoul and attractiveness factor of Seoul, thereby discussing attractiveness of chinese tourists, a major tourism market share in Korea and improving their satisfaction. This study tries to find city tourism motivation and city tourism attractiveness based on preliminary study on city tourism motivation and city tourism attractiveness so that it can identify differences of attractiveness by motivation types of chinese tourists. In this study, documentary study and empirical study were jointly conducted to successfully accomplish its goal of study. City tourism, city tourism motivation, relation between attractiveness and motivation of city tourism were reviewed in documentary study and a survey was conducted on chinese tourists visited Seoul in empirical study. Collected data were then statistically analyzed using SPSS. 12.0. For the analysis method, frequency analysis, factor analysis, confidence analysis, T-test, ANOVA, IPA(importance-satisfaction analysis), paired sample T verification cluster analysis, and multiple regression analysis was conducted. Findings of this study is as follows. First, degree of importance on city tourism attractiveness factor was significantly different in 6 factors (cost, entertainment, culture, hospitality, tourism information, convenience) after validating research hypothesis. In case of cost, especially, degree of importance was emphasized on multi-purpose seeking group and city-experience type groups. Second, it is said that there are differences on the degree of satisfaction on the attractiveness of city tourism depending on the motivation types of city tourism after validating hypothesis that satisfaction on attractiveness factor of city tourism is significantly different depending on motivation type of city tourism. In terms of cost, city experience type and multiple activity-seeking groups showed higher satisfaction. Third, like previous study results, there are significant differences between level of importance of attractiveness factor and satisfaction after identifying differences between importance and satisfaction of attractiveness on city tourism. This study findings analyzed 'cost', 'entertainment', 'culture', 'tourism information' as significantly different factor and 'cost' and 'tourism information' showed lower satisfaction compared to its importance, which improvement should be made. Fourth, after validating hypothesis that there are differences between the degree of importance and satisfaction on the attractiveness of city tourism depending on the motivation types of city tourism, motivation type groups showed differences in terms of cost and convenience factor. In case of 'cost', average differences between importance and satisfaction on the cost were bigger in city experience type, socialization-seeking type, multiple activity-seeking type among city tourism motivation type groups. Entertainment-seeking groups showed more satisfaction compared to its importances. Finally, multiple regression analysis was conducted to identify how degree of satisfaction on the attractiveness of city tourism influence intention on recommending city tourism. The findings showed that satisfaction on attractiveness of city tourism significantly influenced on intention on recommending city tourism, supporting preliminary study. Based on these findings this study provide following suggestions. First, this study focused on the attractiveness of city tourism which was not frequently researched compared to its importance amid rising influx of Chinese tourists visiting Seoul. Previous studies identified importance and satisfaction of attractiveness through demographic aspect, tourism behavior, types of tourist destination, lifestyle while this study identified attractiveness based on tourism motivation type, which is psychological variables. Second, this study identified differences between importance and satisfaction on the attractiveness of city tourism depending on demographic factor, tourism behavior, city tourism motivation type. It closely and specifically analyzed how differences between importance and satisfaction on attractiveness occur in groups so that it can provide informative suggestions and operational method in managing city tourism attractions tailored to the needs of chinese tourists. This study, however, has some limitations. First, survey period on chinese tourists visited Seoul is confined to certain season, which did not apply seasonal factors in measuring attractiveness of city tourism. Second, this study only analyzed the degree of importance and satisfaction when chinese tourists ended their trip to Seoul in measuring attractiveness of city tourism. For more accurate analysis, future research should analyze the degree of importance of city tourism before chinese tourists visit Seoul and satisfaction on the post-trip of Seoul to produce more accurate study results.