제주 방문 몽골 관광객의 방문동기와 관광만족, 충성도에 관한 연구

Abstract

Mongolian first travel agency, named "JUULCHIN", was established in August, 1954. It had achieved changes of situation and economic growth. It became origin of Mongolian tourism by joined a World Tourist Organization (UNWTO). In 2011, Mongolian tourists were accounted 48,108 people according to Foreign tourist statistics which is released by the Korea Tourist Service. In the present, there are six flights a week between Ulaanbaatar and Incheon International Airport. Therefore, there were three chartered flights of Mongolian Airlines between Jeju and Mongolia during the summer peak season in 2011. It showed that so many number of Mongolian tourists travel to Jeju. For that reason, I choose this topic of study. This study was executed by passengers of direct flight from Jeju of South Korea to Ulaanbaatar of Mongolia between 4th of September and 28th of September, 2011. 330 questionnairies were distributed in totally and 312 questionnairies were collected (94.5% of distribution), but 14 of them were excluded because undependable answers and a lot of numbers of clause. Finally, 298 questionnairies were used our analysis. Three hypothesis were used in the analysis. The result of first hypothesis is appeared that number of man and married person is high in the rest motivation, and it grows if age of them decrease. In the culture motivation, the high result is showed, if the age decrease and education level increase. In the education motivation, number of man, single person and educated person is high, whereas, in the economic motivation, fifties and sixties are highest. The result of second hypothesis appeared that the culture motivation and education motivation of the tourism affects to facilities satisfaction, the culture motivation affects to psychological satisfaction, the rest motivation affects to service satisfaction, the culture motivation and economic motivation affect to the education motivation, the rest motivation and education motivation affect to the cost motivation. The result of third hypothesis appeared that facilities satisfaction, education satisfaction, cost satisfaction and service satisfaction have positive effect to loyalty. According to results of hypothesis, below problems are faced to increase the number of Mongolian tourists. First, according to demographic characteristics, there is a difference of tourism motivation and customized product for Mongolian tourists is developed. According to low level of education and culture motivation, professional guides are necessary for Mongolian tourists in Jeju. Second, according to effect of motivation to satisfaction, there is necessary to understand motivation of Mongolian tourists. Third, the analysis appeared that satisaction affects to loyalty. If satisfaction of Mongolian tourists in Jeju grow, they will travel again and the number of other tourists will increase by their invitation. I wish to inrease research papers which related tourism motivation, satisfaction and loyalty, and Mongolian tourist.