제주 방문 중국인 관광객의 쇼핑 매력성 평가에 관한 연구

Abstract

This paper measures the shopping attractiveness of Chinese tourists in Jeju and verifies the differences resulting from demographic features and shopping tendencies. Additionally, through IPA analysis, this paper assesses the attractiveness of Jeju's tourist shopping. Various attractive features of tourist shopping are conceptualized through examining preceding studies, and research hypothesis was determined by a thorough review of data on Chinese tourists. Data collection was conducted through surveys, in which 298 valid samples were collected. Data analysis was carried out by using SPSS 19.0 statistics package, and utilized frequency analysis, t-test, ANOVA, and IPA analysis as analysis means. The research result firstly shows that shopping propensity of Chinese tourists visiting Jeju illustrates some differences to that of other foreign tourists in Korea. According to the 2013 Study on Foreign Tourists, perfumes/cosmetics seem to be the most sough-after shopping goods in general. However, in the case of Jeju, purchase frequency of fruits/groceries, chocolate/snacks and healthy foods appeared higher. This is seen to reflect the properties of local shopping infrastructure, where Jeju, in comparison to Seoul, demonstrates a rather pedestrian shopping tendency of high dependency on duty-free shops and disproportionate availability of products. Secondly, as a result of assessing Jeju's shopping attractiveness, importance level exceeds satisfaction level in all categories and factors, marking a statistically significant difference. This follows the results of numerous preceding studies that delve into tourist shopping propensity through IPA analysis. However, contrary to preceding results, this indicates a relatively low level of satisfaction. This is due to the fact that the target areas of such researches contain more refined environments including duty-free shops and department stores, than Jeju's shopping environment. Thirdly, tourist shopping attractiveness demonstrates differences in terms of gender, age, educational background and family income. Women, in particular, turn out to lay greater emphasis on products and prices than men, while men value the celebration as a souvenir more. In the case of women, this reflects their inclination towards purchasing a fine product at a low price as a result of their high purchase frequencies of cosmetic goods. Furthermore, younger generations regard prices and experiences as more important while older generations view product, service and souvenir purchasing as more significant. With regards to educational background, a group with lower educational standards think of convenience as more important, and a group with higher educational standards put greater meanings on experiences. Lastly, it is indicated that the greater the family income, the higher recognition of the importance of service. In terms of satisfaction, women indicate greater satisfaction in product, service and price categories, while men show higher satisfaction in experiences. This result supports the preceding research results that conclude that women engage in more active, deliberate and especially practical as well as rational shopping activities in Jeju. Fourth, shopping attractiveness show the differences in accordance to tourist shopping propensities. In the presence of a shopping plan, tourists think greater of the products, prices, and experiences, and actually show high satisfaction, thereby illustrating that shopping satisfaction depends on whether one has or has not planned to shop before travel. Moreover, the factors of experienceability and souvenir purchasing stood out from groups with low shopping expenses. Such groups turn out to fancy a rather genuine idea of tourism and shopping through purchasing cheap products, experiencing the local culture, and keeping memories through souvenirs. In contrast, groups with higher shopping expenses indicate high importance and satisfcation towards products and prices, and can be judged to have noticeable desires for making quantity purchases on pricey products. Fifth, IPA analysis result shows that concentration and maintenance efforts in the area of price and service are necessary for Jeju's shopping attractiveness, Efforts made in experiences and souvenir celebration categories should be diversified, as they fall to comparatively low ranks. Also, factor of convenience that belongs to surplus zone requires a slowdown in development efforts.