동남아 관광객의 제주관광목적지 선택속성 평가에 관한 연구

Abstract

Despite the uncertainties of the global economy, Southeast Asia has a strong demand for travel market and strong consumer confidence and confidence. As economic growth and social development have increased the economical and time span of Southeast Asian peoples, interest in tourism is continuously increasing. The recognition of Southeast Asian tourists to Korea has started with the Korean Wave culture. The main purpose of this study is to investigate the difference of tourist factors in terms of demographical characteristics and travel characteristics of Southeast Asian tourists. The results of this study will provide useful information for establishing marketing strategies to attract tourists from Southeast Asia. First, as a result of analyzing the results of the analysis of the difference in tourist attraction selection attributes according to the demographic characteristics, the male to female ratio was higher than that of female, and the importance and achievement difference showed that men were more important than female in facilities such as facility convenience. The respondents in their 30s or younger age group showed higher satisfaction with facilities convenience, service, and naturalness than over 40s. According to the nationality, there was no significant difference in preference attributes, but the average value of satisfaction was higher than that of facility convenience, service, and price. Second, according to the characteristics of travel activities, the results of the analysis of the difference in the characteristics of tourist attraction selection showed that the performance evaluation was lower than that of the first visit to Jeju Island. As for the type of companion, there were many tourists who visited with friends/ lovers, and satisfaction was higher than other companion types. Jeju tourist attractions can be confirmed to be preferred by friends and women. According to the number of days of stay, 3 nights 4 days tourists showed higher achievement average value than 2 nights, 3 days tourists in all optional attributes. Third, as a result of the importance - achievement analysis, tourists in Southeast Asia recognize the importance of all attributes as a whole. Facilites, safety of Jeju tourist area, accommodation, beautiful natural resources, clean air and good weather condition factors are good for sightseeing are considered as important for tourists. In fact, it reflects satisfactorily that It has been shown these areas need to be managed continuously. Transportation facilities, (tourist / restaurants) foreign language installation, cheap travel costs, tourist attraction price factors are properties that tourists consider important but are not actually reflected satisfactorily. In other words, we need to focus on these areas and respond strategically. The taste of food, tourist guidebook, shopping facilities, accommodation prices, transportation costs are not surveyed and are not reflected in the satisfaction of tourists. Therefore, it is necessary to focus on low priority areas. Local diversity, diversity of food, airport facilities, and diversity of tourist attractions are not considered important by tourists, but are attributes that are reflected satisfactorily. However, if performance is high, excessive waste of resources is expected. Therefore, as Jeju Island as a tourist destination, it is necessary for Jeju Island to pay more attention to reasonable travel costs, tourist attractions, transportation facilities, and foreign language installation management to attract tourists more satisfactorily. Among the undervalued items (touristsites / restaurants), the demand for tourists is constantly increasing for foreign language installation and traffic facilities and It is considered that it is being evaluated low as a tourist destination and the satisfaction level is falling, and is necessary to intensively manage it.