제주방문 중국인 관광객의 해양관광 동기, 만족, 사후행동의도에 관한 연구

Abstract

As the 21st century becomes the generation of ocean tourism, Jeju Special Self-Governing Province constantly presents the measures and projects involved in the revitalization of ocean tourism for its promotion. According to the Jeju Tourism Organization(2014), the number of Chinese tourists visiting Jeju is increasing. Thus, research on the participating motivation, satisfaction and after-intention of those Chinese visitors is imperative. The research examined how effective their motivation on ocean tourism was on the satisfaction and behavioral intention in order to make contributions to maintaining Chinese tourism for the promotion of the Jeju ocean tourism industry. Furthermore, this research analyzed the motivation for ocean tourism, which was different from the normal characteristics of Chinese visitors. The composition of the research questionnaire is common, which consists of 21 items including those related to the motivation of ocean tourism, satisfaction and behavioral intention; 260 questionnaires were conducted in Jeju International Airport from October16-21, 2015, of which 228 were selected as valid samples. Descriptive Statistics, Credibility Analysis, Factor Analysis, Regression Analysis, and t-test were used as the analyzing methodologies. Nine hypotheses were tested. Depending on the results of the verification of each hypothesis, Hypothesis 1 demonstrated that except for the normal extrication motivation, the social ostentation, cultural experience, and the individual propensity obviously influenced the satisfaction, while Hypothesis 2 showed that without the social ostentation and individual propensity, the normal extrication and the cultural experience motivation had positive effects on behavioral intention. Hypothesis 3 verified that the satisfaction positively influenced behavioral intention. Additionally, the result from the survey on the different characteristics of Chinese tourist motivation involved in ocean excursion showed that the social ostentation motivation of the people that lived beside coasts was much stronger than that of the residents in landlocked regions. It also demonstrated that the normal extrication motivation of the tourists as free were higher than those of organizations. Finally, the research demonstrates that the motivation of Chinese tourists' journey to the ocean effects their satisfaction and behavioral intention, so ocean tourism programs, which are different from motivation surveys and categories, are essential. Considering the obvious formation of free tourism due to the cultural experience motivation, it is necessary for promoting and developing the programs for their appreciation relevant to the ocean and culture of Jeju. Furthermore, we can maintain the amount of tourism from landlocked regions with the promotion of social ostentation motivation emphasizing on ocean resources.