중국관광객의 제주관광 이미지와 만족도에 관한 연구

Abstract

21 century are known as the age of image and the competition of the image power will become one of the main forms in the field of market competition. Tourism image plays a decisive role in the fierce competition of tourism circle and actually it has critical influence the tourists choice when it comes to decide their destinations. While the Chinese tourists are central to the Jeju Island tourism industry which is the major industry in Jeju, hence the study on the image and satisfaction on Jeju by Chinese tourists becomes crucial. 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 it's purpose and process in Jeju International Airport from october 1 to 15 2012. 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 350 questionnaires were distributed to Chinese tourists and collected 335 samples. Finally, 300 samples were used for the statistical analysis. In the statical analysis, frequent analysis, factor analysis, t-test, ANOVA and regression were used. The results of hypothesis test of this study can be summarized as followed. First, there are partially significant differences in Jeju Image by demographic feature (age, gender, marital status, income, occupation, educational background). Second, there are partially significant differences in Jeju travel satisfaction by demographic feature(age, gender, marital status, income, occupation, educational background). This study intends to analyzing the differences on Jeju image and satisfaction of Chinese tourists of different demographic tourists. Thus to achieve a better understanding of the Chinese tourists' conceptions of Jeju image and satisfaction. A more detailed and specific Market research scheme which conform better to the characteristics of Chinese tourists can be made with the above mention data and it will help the further development of the Jeju tourism industry to some point. Third, The Jeju image of Chinese tourists have certain influences on the satisfaction. This study shows that the Chinese tourists who have different demographic characteristics have differs in Jeju image and satisfactions Most of Chinese tourists in Jeju are young people and we should try to attract more young female tourists with the influences of the Korea wave and south Korean culture. We should work out a suitable market research to expand the Jeju tourism market of Chinese tourists in accordance to the difference in satisfaction and demographic characteristic