중국 개별 관광객의 제주관광지 선택속성 및 만족도 간 관계에 관한 연구

Abstract

Because fast-growing of China's economic, with the increase of national consumption capacity and living standards, people's requirements to tourism service have also improved. Especially, outbound tourism. After 1992 Korea and China to establish diplomatic relations and South Korea is close to China, so it is the first choice to foreign travel for Chinese. As a visa-free of Jeju Island, a lot of chinese come here every year. The objective of this study examines the differences in their destination choice attributes according to their demographic characteristics and tourism forms, also causal relationship between destination choice attributes and tourism satisfaction focus on chinese individual visitors. Author conducted field survey at Jeju Airport that chinese individual visitors visited Jeju Island, Korea. During March 15 to April 25 of 2017. 350 samples were collected, 39 surveys that appeared to be incomplete or inaccurate were excluded for the final number of 311(Jeju International Airport 311) as valid responses. The analysis methods for the data gathered in this study were statistical methods. the statistics processing was completed using data coding process and SPSS 22.0(Statistical Package for the Social Sciences 22.0) Statistics Package Program. Analytical tests used include frequent and reliability and factor analyses, analysis of frequency, t-test, one-way ANOVA and multiple regression analysis. The results of the study are as following. Firstly, There were partial differences in destination choice attributes, depending on their demographic characteristics such as status of sex, age, marriage, and education level, job, monthly average income. According to the emographic characteristics we could know that the youngers of chinese individual visitors think that shopping, Cheap travel charge, korea food, geographical position etc were more important. so we should make the goal market segmentation and must be considered the taste of the youngers in the marketing activity namely. And according to education level, we could know it is important to improve the Korea culture and high levels of service. Secondly, There were partial differences in destination choice attributes, depending on their tourism forms characteristics such as status of tourism purpose, choose Jeju's reason, tourism companion, time of tour, revisiting intention. According to tourism forms characteristics, we should need to make more tourism products and marketing strategy better. Focus on youngers chinese people, developing new tourism routes because it is important to attract more chinese visitors especially chinese individual visitors. Thirdly, the result of the study has an effect on between destination choice attributes and tourism satisfaction. To be attract chinese individual visitors should devote energies to the infrastructure of the guidance equipment, lodging equipment and food. Accordingly, in a marketing strategy establishment of the company should be make a culture tourism product that has competitive power, as well as make a tourism product by the season, tourist resort and time. and must be constructed the Systematic system what can do the public relation to Chinese right. so make chinese individual visitors to korea again. This study suggests that tourism infrastructure such as accommodations, information, food for attracting chinese individual visitors was needed. Through this study, the needs of China tourist to Korea could be analyzed for planning of tourism product strategy.