제주도 장기체류 외국인의 지역 관광이미지에 관한 연구

Abstract

The environment of nation, city and region has its own image, and the case that an image for a group is formed to the region or local residents is called regional image. As regional image greatly influences not only on the course to determine tourism or visiting to such region but also on recognition that revisiting intention or surrounding people have on the region, it becomes a critical element that determines the potential of overall tourism industry's growing development. Jeju island is making a great effort to reform the image for the region's continuous growth as a leader of localization. Positively forming the image of region or tourist attraction becomes a very important factor in securing wider target market, developing or maintaining the image that can influence on expectation of travelers. Also regional image has importance in level of establishing marketing strategy to invite tourists as it influences on selecting the destination. The number of foreigners who stay in Jeju island for various purpose such as learning, marriage and employment has been greatly increased for the last 10 years. Unlike local people's traveling type, foreigners positively operate tour activity by utilizing leisure time like Fridays before weekends or holidays. Seeing this circumstance, the size of foreigners who stay in Jeju for a long time and Jeju's local or tourism image that can be delivered through these foreigners will be gradually expanded, and the number of travelers who will visit Jeju in connection with them can be increased. This Study intended to provide useful information in understanding the type of foreigners who stay in Jeju island for a long time, by examining if there's difference in Jeju region's image, dividing them into Chinese sphere which accounts for the biggest percentage and English sphere which encompasses many countries, that is, Chinese sphere for East and English for West. Also this Study intended to search the availability of Jeju as settlement type, beyond as simple travel destination, by examining the relation with satisfaction for staying period and the sojourn along with if several experience types in Jeju have any meaningful relation with increase of local image. To achieve the purpose of this Study a literature research was operated in parallel with empirical research for regional image, tourist attraction image and cultural sphere. For literature research I used the theses and academic journals in domestic and overseas, books and other publications and statistics materials related to the subject of this Study, and operated through self-report method with use of questionnaire with object of Chinese who stay in Jeju for a long time and foreigners from English sphere, and analyzed the questionnaires retrieved according to study purpose by utilizing statistics package program. The result and implication of the analysis are as follows. First, when viewing the difference upon nationality, there was difference between resource and culture as for recognitive image, and both factors were highly recognized in English sphere. In stay satisfaction upon nationality, the degree of image improvement after stay was higher in English sphere than in Chinese sphere. And it was the same in the difference of satisfaction for tourism and leisure activity after stay. By this result, we can assume that the satisfaction increase of foreigners in English sphere with more positive participating in leisure activities than those in Chinese sphere, could influence on improvement of regional image. Also in intention of future recommendation, foreigners from English sphere showed higher intention. As for the relation with experience type at local and increase of regional image by this, first, those from Chinese and English sphere who experienced nature tourist attraction and stay for a long time showed meaningful relation, but in extent English sphere showed higher relation than Chinese sphere. Though both Chinese and English sphere showed meaningful relation with increase of regional image in culture experience, the relation of English sphere was much higher. In regional image increase upon sharing of leisure information there was meaningful relation regardless of nationality, and in particular, the percentage who answered that relation in English sphere is very high was relatively high. In improvement of regional image through experience of local PR, there was meaningful relation irrespective of nationality, and English sphere showed normal degree of relation. And in relation with satisfaction for staying period and sojourn there was no meaning. It shows that there's no relation between satisfaction and staying period, which is felt by foreigners while staying in Jeju. So it means that regional satisfaction's influence is not the level of time. Lastly, in relation between image improvement and staying satisfaction upon experience type, image improvement upon experience type showed no positive influence on both groups. Through above study result, we can find implication as follows. First, the regional image is differently recognized according to culture sphere. This fact means that the regional image can be provided as a frame of market segmentation. Though, of course, more exquisite development of measuring itemes should be followed, it's judged that we need development and management of local's endemic image in current condition that globalization is being accelerated. Second, the factor to create regional satisfaction to staying-type foreigners is the point not of time but of contents. Rather, experience type, that is, nature tourist attraction and cultural experience contribute to raising regional satisfaction. Therefore, it seems that first we need quantitative result for inflow of foreigners in administrative aspect, as well as in quality aspect such as expansion of administrative service to provide convenience for staying-type foreigners to access various experiences.