제주 방문 중국관광객의 쇼핑장소별 쇼핑 만족과 행동의도에 관한 연구

Abstract

Shopping is considered as the main travel motivation and tourist attraction itself in tourism destination. Since shopping is the most effective way of experiencing the real lifestyle of the local community, it cannot be a complete trip without spending their time on shopping. Particularly, tourism in Jeju is the key industry and foreign tourist expenditure on shopping in Jeju is the important source of foreign currency revenue in the regional economy. And recently, Chinese tourists visiting Korea have increased dramatically, because of the growth of Chinese economy and the impact of Hallyu. Jeju Island becomes a free international city in 2002, and Chinese tourists could visit Jeju with free-visa. Underthese circumstances, in order to maintain the Chinese tourism and increase their shopping intention in Jeju, this researchaims to identify the shopping behavioral intention and satisfaction about Chinese tourists depending on Jeju shopping places. To reach the goals of this study, the survey was done from August 13th 2013 to September 3th, nearly 22 days, from the sample ofChinese tourists who visited among four different styles of shopping destinationsincluding duty-free shops, hypermarkets, souvenir shops and traditional markets. The survey was distributedamong the Chinese tourists who visitedfour different places of shopping behaviors. One hundred questionnaires were distributed in each shopping place equally. Finally, valid data from 278questionnaireswere used for the statistical analysis. The data were analyzed byt-test and ANOVA (Analysis of Variance),frequency analysis and factor analysis statistical techniques. The result indicated that Chinese tourism has different satisfaction about different shopping places. In the case of duty-free shops, they are satisfied with the price; but,the higher expectation about service attributes was there. In hypermarkets, they are satisfied with the quality of the merchandise; but, communication service is a key factor that effectsthecustomers' satisfaction. The result of analyzing the effect of satisfactory factors on souvenir shops is the price but Chinese touristswere satisfied with good communication. In traditional markets, Chinese tourists are highly satisfied with the physical environment in Jeju traditional markets, compared with the physical environment in Chinese traditional markets.In addition, demographic characteristics also affects on Chinese tourists'degree of satisfaction based on shopping places and intention. The finding of this research study summarized that the Chinese tourists' shopping behavioral intention varied according to their shopping place selection in Jeju. It reflected their different shopping characteristics.