중국인 관광객 방문경험에 따른 관광동기, 관광만족 및 행동의도에 관한 연구

Abstract

With the continuously developing of China's economy, the income of Chinese people has significantly increased and Chinese overseas tourism market is growing rapidly. In particular, the scale influenced by many factors such as geography and Korean wave. The number of Chinese tourists visiting Jeju is rising. Compared with group tourists in China, the proportion of individual tourists is going up. The increase of tourist's revisit rate, it is important for the planners of tourism destination to identify the tourism motivation of tourists to attract new tourists and increase tourists in the changing tourism market. The different characteristics of the first visitors and the repeat visitors should be identified. This study begins with the perspective that two essential motivations of tourism: internal push factors and external pull factors, attracting tourists should be elucidated. For this reason, this paper attempts to suggest the differences between the first-time visitors and repeat visitors in tourism motivation, satisfaction & behavioral intentions according to visiting experience and non-visiting experience. In addition to, it intends to analyse the relationship of two groups' motivation, tourism satisfaction, and behavioral intentions through regression analysis. The results of this study are summarized as follows. First, the difference analysis on the tourist motivation of the first-time visitors and repeat visitors shows that repeat visitors perceived higher in escaping from daily life and had relaxation, explorations, companionship, self-realization. What's more in terms of the full factors, that repeat visitors also perceived more in nature and culture, entertainment and playful experience, convenience, approach and cost. Second, after analyzing the difference of the tourists' satisfaction between first visitors and the repeat visitors, repeat visitors shows a higher satisfaction than first visitors in their perception. And in terms of the difference analysis on the tourist behavioral intentions(revisit intention/recommend intention) of the two groups, the repeat visitors perceived higher than the first visitors in behavioral intentions. Third, the relationship between the two groups' motivation and tourism satisfaction, it was found that first visitors' motivation(escape from daily life and relaxation, companionship, self-realization, entertainment and playful experience, convenience, approach and cost) has a significant effect on tourism satisfaction, while repeat visitors' motivation(explorations, self-realization, entertainment and playful experience, convenience, approach and cost) also has a significant effect on tourism satisfaction. Finally, the tourism satisfaction of first-time visitors and repeat visitors is found that it has a positive influence on behavioral intentions, such as revisit intention and recommend intention.