중국인 관광객의 쇼핑관광 선택속성과 만족에 관한 연구

Abstract

Shopping is considered as the main travel motivation and tourist attraction itself in tourism destination. Since shopping is the most effective way of experiencing the real lifestyle of the local community, it cannot be a complete trip without spending their time on shopping. Particularly, tourism in Jeju is the key industry and foreign tourist expenditure on shopping in Jeju is the important source of foreign currency revenue in the regional economy. And recently, Chinese tourists visiting Korea have decreased dramatically, Because of an issue of THAAD in 2017 years. Underthese circumstances, in order to maintain the Chinese delegated purchase tourism and increase their shopping intention in Jeju. The purpose of this study is to provide customer - oriented service according to this researchaims to the shopping selection attributes and satisfaction of chinese shopping tourism and recommendation intentions. The purpose of this study is to divide the selection characteristics of shopping tourism in Korea into 4 categorise for Chinese shopping tourists and according to the relationship of satisfaction, it is to analyze the relationship of recommendation intention. To reach the goals of this study, the survey was done from October 10th 2019 to October 25th 2019, for 15 days, from the sample of Chinese delegated purchase tourists. Finally, valid data from 306 questionnaires were used for the statistical analysis. The data were analyzed byt-test and ANOVA (Analysis of Variance), frequency analysis and factor analysis statistical techniques. First, there is a difference in shopping tourism selection attributes according to demographic characteristics, however, no difference was found. So, Hypothesis 1 was incorrectly set and found to be rejected. Second, In order to examine the relationship between shopping tourism selection attributes and shopping tourism satisfaction, four factors such as facility and environment, product-related attributes, human services, and sales promotion activities were set as independent variables, and shopping tourism satisfaction as dependent variables. The significant influence on the facilities and environment, product-related attributes, human services, sales promotion activities and satisfaction of shopping tourism selection attribute factors showed that human service was the highest in statistics and that human service was the most important. Can give Shopping facilities and environment have a positive influence on shopping tourism satisfaction, product-related attributes have a positive influence on shopping tourism satisfaction, and human services have a positive influence on shopping tourism satisfaction. In addition, sales promotion activities were found to have a positive effect on shopping tourism satisfaction. Among them, human services have the greatest impact. If it is possible to further mitigate 'speaker's Chinese language', 'seller's attitude is friendly', 'seller's knowledge of the product' and 'to cope with problems after purchase', Chinese surrogate tourists may choose to Functionality will be further enhanced, and these four optional attributes will satisfy the satisfaction of Chinese purchasing tourists, and to a greater extent, will help Chinese tourists come to Korea and attract shopping. Third, In order to examine the relationship between shopping tourism satisfaction and shopping tourism recommendation intention, regression analysis was conducted by setting shopping tourism satisfaction as an independent variable and setting shopping tourism recommendation intention as a dependent variable. Finally, since the research was conducted on delegated purchase doing shopping tours in Korea, we identified the selection attributes of delegated purchase and suggested services and strategies to satisfy the needs of delegated purchase. Based on these implications, the results of this study suggest the development direction for the development of desirable shopping tourism industry and can be useful data for shopping tourism in agency purchase.