제주방문 중국인 개별관광객의 관광동기에 따른 시장세분화 연구

Abstract

Considering the potential and scale of China's outbound tourism market, it is necessary to develop unique strategies for competing with other countries; in other words, strategies, using the motivation and characteristics of Chinese individual tourists, are required at this point. The purpose of this study is to grasp the motives of Chinese individual tourists visiting Jeju Island and to segment the market of Chinese individual tourists. Moreover, by verifying differences, using cross tabulation-analysis, it is possible to identify the characteristics of each segment according to demographic, travel, and travel consumption characteristics, and to suggest marketing strategies to attract Chinese individual tourists to Jeju Island. The results of this study are summarized as follows. This study surveyed 33 variables in the motivation of Chinese individual tourists visiting Jeju Island. Among them, 5 variables with low commonality and reliability were removed. The factor analysis of 28 variables revealed five factors: companionship, daily escape and rest, self-realization, cultural experience, and entertainment and amusement. In addition, through cluster analysis based on tourism motive factors, this study segmented the market into four groups: multi-purpose seeking group (segment 1), daily life escape and entertainment seeking group (segment 2), social partnership and cultural experience seeking group (segment 3), low motivation seeking group (segment 4). Cross tabulation-analysis was conducted to identify the differences between the groups, as above, of Chinese individual tourists visiting Jeju Island. The tourists were subdivided by their motivation. It was found that there were differences according to age, monthly average income, number of overseas trips, number of visits, companion type, tourism activities, accommodation, shopping items and shopping places among the four segments (multi-purpose seeking group, daily life escape and entertainment seeking group, social partnership and cultural experience seeking group, and low motivation seeking group), classified by five motivational factors (companionship, daily escape and rest, self-realization, cultural experience, entertainment and amusement). This study verifies that Jeju Island has provided enough charm to Chinese individual tourists and is recognized as one of the outbound markets that can provide sufficient potential in the future. As a service industry, it is considered that the management strategy is successful when it can grasp tourists' desires and bring out the satisfaction of the tourists by providing quality corresponding to their desires and expectations. In order to secure a competitive advantage in the outbound market of China, the most important thing is to understand and accommodate the needs of Chinese individual tourists. Accordingly, the strategy must provide tourism products and services that ensure the needs are met. This study offers practical implications by presenting strategies that can be used from the supplier side using analysis results. In addition, this study differs from other studies in that it considers tourist motivation, demographic characteristics, and travel characteristics of Chinese individual tourists with unlimited potential in the future tourism market.