제주방문 한국 및 중국 개별 관광객의 펜션 이용에 관한 선택속성 비교 연구

Abstract

Among the various environmental factors that stimulate demand for travel, various media information that stimulate physical accessibility and travel motivation that provide convenience of travel have greatly contributed to the growth of Jeju as an attractive tourist destination for individual tourists. In particular, Jeju is a place where tourists are experiencing most of their stay due to the nature of the island, and a variety of lodging infrastructure is equipped. Among the various accommodation facilities in Jeju, the number of tourists choosing pensions has increased dramatically due to the recent increase in family trips and the tendency to travel in a place close to nature. The purpose of this study is to provide implications for the management strategy of the pent - up, which is intensely competitive, by measuring and comparing the importance and satisfaction of the pension selection attributes of individual tourists visiting Jeju in this background. The purpose of this study is to estimate the preference of the Chinese tourist market, which has the second highest growth potential, by analyzing the characteristics of their choice of pension. Finally, IPA analysis was conducted based on the average of importance and satisfaction to provide useful suggestions for establishing service and marketing strategy of the pension manager and to emphasize the importance of satisfaction of the pension choice attribute. The purpose of this study is to examine the previous researches on the property selection properties and to develop the measurement items by analyzing the peculiarities of the pension selection attributes. In the empirical study, survey data were collected from Korean and Chinese tourists visiting Jeju, using the questionnaire. Finally, final validity samples of 262 (Korean 151 and Chinese 111) were obtained. The data were analyzed by frequency analysis, descriptive statistics, reliability analysis, factor analysis, difference analysis, and IPA analysis using SPSS. As a result of analysis, it was found that there is a difference in pension selection attributes according to nationality. Korean tourists had a higher awareness of facility availability and room environment, and Chinese tourists were more important in convenience service and location. These results show that Chinese tourists who have traveled abroad are more likely to be aware of convenience services than Koreans who enjoy domestic tourism. It seems that the travel motivation that wants to enjoy the beautiful nature landscape in Jeju and the geographical characteristic which it can not seem seems to be added. Relatively high number of Korean tourists showed higher importance for facility utilization and guest room environment because Korean tourists use more pension and prefer to enjoy food at pension. The difference in importance of these optional attributes shows the difference in satisfaction. In the case of Koreans, the satisfaction of the use of the facility which recognized the higher importance was higher, and the Chinese had higher satisfaction of the room environment, It is judged that the item having the high importance of the attribute is directly connected with the satisfaction. The satisfaction of the pension selection attribute was found to be closely related to the importance, but the result of verifying the average difference showed that most items are more important than the satisfaction, so it needs to be improved. This shows that both Koreans and Chinese tourists have a relatively low satisfaction level. As a result of writing the IPA Matrix to derive meaningful implications from the difference of importance and average of satisfaction, the results of Korean tourists and Chinese tourists were different. Specifically, Korean tourists should focus on improvement of the beautiful room view and surrounding scenery, and Chinese tourists need to improve the supplementary use of pensions such as internal facilities, convenience services and transportation.