방한 중국관광객 유치증대를 위한 소비자행동 분석에 관한 연구

Abstract

With the rapid economic growth, the lifestyle of the Chinese is more focused on new trends such as pastimes and leisure as their purchasing power has increased. Futhermore, it is expected that the Chinese will take a leading role in the world tourism market in terms of tourism business.

The purpose of the study is to investigate those variables that can explain the behavior and satisfaction level of in-bound Chinese tourists into Korea. It is designed to identify and promote the means by which Korean-Chinese can improve by analyzing the marketing strategies targeting the Chinese.

To conduct such analysis, the study followed theoretical study based on international tourism and understanding the present trends between Korea and China. Processing the quantitative research for understanding Chinese tourist characteristics and their satisfaction level was also incorporated. The data were collected through the questionnaires, of which 300 samples were analyzed by running the SPSS WIN 10.0 program.

Based on the quantitative analysis, the following marketing strategies were developed to increase Chinese tourists.

First, training people who are involved in the tourism industry to satisfy tourists in all directions. Providing communication tools as a part of the information activities and public relations to make Korea more attractive. Especially, we should increase the number of Chinese guides as quickly as possible to solve any communication problems so that tourists would feel no inconvenience on a Korean tour. We would also establish and fortify Chinese education in school.

Second, when performing their duties, Korean immigration officials should set a good example of Korean kindness.

Third, Promotion activities must be based on continuous marketing research. Because the data showed that Chinese tourists are highly dissatisfied with the airport staff.

Fourth, it is important that the government, the tourist business circle, and the people themselves come to an agreement to keep the Chinese tourists' sightseeing preferences in mind. Most tourists will request a relatively short distance schedule, with a low cost and easy transportation, and that their tour includes areas which will show them the natural beauty of the land in Korea. Therefore it is important that these groups keep these things in mind when creating sightseeing tours for the Chinese tourists.

Fifth, as a price strategy, differential pricing method should be applied by choosing the available overseas tour areas in China as a target market. Developing differentiated and segmented tourist products, and Korean characteristic goods would be needed.

Sixth, to search and attract the potential young customers should be implemented.

Seventh, as a strategy of sales promotion, attracting incentive system needs to be enforced and to be added. Advertisement and PR activities should be performed in the available overseas tours areas in China mainly and steadily.

Eighth, to operate a Chinese tourist organization would be needed.

The study suggests how to cope with inbound chinese tourists to try to make Korea more attractive by analyzing one of the biggest tourism markets, Chinese tourists to track changes in consumer behavior, patterns of expectation and degree of satisfaction levels.