면세점의 혼잡지각이 감정반응과 행동의도에 미치는 영향

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, shopping in duty free shop in Jeju is very popular for tourists, especially for Chinese tourists.. Recently, Chinese tourists visiting Korea have increased dramatically, the Chinese tourists are central to the Jeju Island tourism industry which is the major industry in Jeju, because of the impact of Hallyu and the growth of Chinese economy. In order to increase their shopping intention in duty free shop and maintain the Chinese tourism, As a result, the customers visiting the duty free shops in jeju are forced to experience crowding perception and as a matter of fact, this theory of how surrounded environments affect behaviors of human beings has been confirmed for long. this research aims to identify the impact of perceived crowding of duty free shop on emotion feelings and behavioral intention. To accomplish the purpose of this study, the survey was done from June 30th 2015 to July 30th, nearly 30 days, from the sample of Chinese tourists who visited among X and Y duty-free shops in Jeju city. 320 questionnaires were distributed in each shopping place equally. With these unfaithfully-responded samples excluded, Finally, valid data from 278 questionnaires were used for the statistical analysis. Collected data was analyzed by Cronbach's α, multiple regression analysis, frequency analysis and factor analysis statistical techniques. As a result of hypothesis testing, 4 hypotheses in total were adopted. The finding of this research study summarized that the perceived crowding of duty free shop has influence on the emotional feelings and behavioral intention for Chinese tourists in Jeju.