제주 방문 중국 관광객의 관광지 선택 모형 개발에 관한 연구

Abstract

As the sustainable demand for foreign travel requires the understanding of the foreign tourists, various research studies related to them have been underway. In particular, given the fact that foreign travels are most commonly undertaken as a package tour, empirical researches with regard to the development of tour packages have been highlighted in order to promote the foreign tourists' intent to return and the creation of new foreign tourists to visit. The objective of this study is, therefore, to develop a model for foreign tourist's preference regarding the tourist destination. This study aims to develop a model to analyze the probability of decision by the types of tourist destination. Moreover, based on empirical data collected from Chinese tourists visiting Jeju Island, this research makes suggestions regarding the development of tourism products intended for Chinese tourists. First of all, the theoretical review is undertaken to explore the factors, as independent variable for the tourist attraction selection model, to influence the tourists' behavior to select tourist attractions. Based on the previous literature, five factors to influence tourist decisions on tourist attractions were involved in the demographic backgrounds (gender, age, marital status, academic background, and income level) and personal variables (the number of visit to Jeju Island, past travel experience, leisure time, and their propensity to travel). Then, based on the characteristics of travel resources and the purpose of traveler's selection of the site, the tourist attraction, as a dependent variable of the site selection model, is grouped into five categories including experience-oriented, sightseeing-oriented, consumption-oriented, health-oriented, and entertainment-oriented. Finally, a probabilistic choice model for the selection of analysis model is considered and a concrete methodology is suggested. This study uses multinomial logistic model (MNL model) for developing an analysis model, which has the advantage of the availability of estimation of parameter and the applicability to various alternative methods so that it has been widely used for empirical studies in the field of marketing. After estimating a model including the total of independent variables, the final analysis model is obtained through backward elimination method, which sequentially removes insignificant variables based on likelihood ratio test results. The variables included in the final model are the number of travel, gender, age, marital status, academic background, and income level. But, the variables, such as the number of visit to Jeju Island, leisure time, the propensity to travel, residential areas, and job categories, are excluded in the final model due to their low significance. Based on the developed Chinese traveler's tourist attraction choice model, the changes of probabilistic choice by tourist attractions are analyzed, depending on each variable in the final model. In addition, the changes of probabilistic choice are also analyzed, depending on the scenario based on previous researches on Chinese tourists. The results show that there is difference among the types of tourist attractions which have high probabilistic choice depending on the characteristics of tourists. These results have practical implications about the development of tourism products with regard to each factor. As indicated in the result and suggestion, this study can find out its theoretical significance in that the variation of preferences can be predicted according to the characteristics of the tourists. The methodologies and results from the previous researches have some limitations on their future prediction and applicability of the model. However, it is considered that the application of multinomial logistic model can overcome such limitations. Furthermore, another theoretical significance of this study resides in the fact that the factors contributing to tourist's choice of attractions are identified and their influences are empirically verified. Specifically using the demographic characteristics, this study, in a political aspect, can be a step toward the applicability of the findings to the tourist industry. The use of the results of this study expects not only to make the satisfaction of Chinese tourists improved but also to develop tourism products for promoting their intent to return and the creation of new tourists to visit. However, the limitation of this study is that the analysis of the fundamental preference of tourists is limited by the cost and time. As indicated that it is necessary to adopt a survey better reflecting the characteristics of Chinese and to apply more detailed and concrete methodology, these aspects need to be taken into consideration for future research.