크루즈객 기항지관광 활동유형별 특성에 따른 만족도 연구

Abstract

For the purpose of coping with changes in the cruise tourism market that requires diversification of types of cruise tourists' port of call tourist activities resulting from diversification and sophistication of cruise tourists, as well as increase in their expectation for port of call tourist experiences, this study classified the types of port of call tourist activities being offered in our country. In regards to the types of Jeju cruise tourists' port of call tourist activities, they were divided into nature tour, cultural & historical tour, experiential tour and shopping tour according to the activities of cruise tourists as a type of comprehensive tour integrating general tour types. General tourism type classification criteria were applied based on the notion that the types of port of call tourism activities can also be classified according to the activities of cruise tourists' activities since tour participation occurs through the activities of tourists at tourist destination. This study also examined cruise tourists' perception on shopping-focused port of call tourist activities in Jeju, as well as any differences in satisfaction according to the port of call tourist activity type characteristics among groups. In the case of satisfaction factor according to the characteristics based on cruise tourist port of call tourist activity types, individual attributes of port of call tourism as tourist destination of cruise inland activities were experientially classified based on previous studies to deduce characteristic factors according to cruise tourists' port of call tourist activity types. The research model and hypotheses were empirically analyzed through factor analysis upon dividing factors into four types of factors namely, nature tourism satisfaction, historical & cultural tourism satisfaction, experiential tourism satisfaction and shopping tourism satisfaction. In regards to the analysis result of the research problems, differences in satisfaction were shown based on the characteristics according to cruise tourists' port of call tourist activity types among groups. In particular, satisfaction on port of call tourist activity type perceived by cruise tourists was found to be directly influenced by characteristic satisfaction of corresponding tourist activity type. In addition, the result showed partial differences in satisfaction based on characteristics according to port of call tourist activity type depending on the demographical characteristics such as gender, age, occupation and monthly average income. However, differences in satisfaction were not clearly shown based on characteristics according to tourist activity types depending on the time of stay according to port of call tourist activity types. Meanwhile, satisfaction based on characteristics according to cruise tourists' port of call tourist activity types was found to be high based on characteristics according to corresponding tourist activity types depending on the main activities of port of call tourism perceived by cruise tourists. In addition, shopping satisfaction was found to be significantly high in every port of call tourist activity type. In the comparison of satisfaction between satisfaction based on characteristics according to cruise tourists' port of call tourist activity types, overall satisfaction and satisfaction according to specific items, cruise tourists satisfied by shopping activities were found to be overall satisfied by port of call tourist activities regardless of satisfaction on other port of call tourist activities, which confirmed the result that it also influences satisfaction according to specific items of port of call tourist activities. This study that has been conducted at in the early phase of Jeju cruise tourism will be basic data for a study on market segmentation in preparation for the increase in revisit rate of cruise tourists visiting Jeju in the future and the diversification of their nationality.