In the international tourism market, the number of foreign tourists visiting Asian regions is increasing every year, and that of foreign tourists in Mongolia, a new tourism market, is also rapidly rising. In order to grow the tourism industry and cons... In the international tourism market, the number of foreign tourists visiting Asian regions is increasing every year, and that of foreign tourists in Mongolia, a new tourism market, is also rapidly rising. In order to grow the tourism industry and conserve natural environments, the Government of Mongolia made a basic tourism development plan in 2015 and has established various policies. However, there are few systematic studies examining the characteristics of Mongolian tourism resources, tourism industry, or tourists. Especially, it is necessary to conduct research on tourism development and management to minimize the damage to natural environments caused by growth of Mongolia tourism, and at the same time, to raise tourists’ satisfaction. To this end, this study tried to classify Mongolian tourist destinations based on ROS (recreation opportunity spectrum) to cope with increasing Mongolian tourists and efficiently manage tourist destinations. As Mongolia is a country where primitive regions and urban regions co-exist, and considering the fact that tourists traveling in those regions mainly do recreation activities relying on natural resources, it was judged that it should be appropriate to classify Mongolian tourist destinations based on ROS, an international standard. The ROS model is to classify tourist destinations depending on the regional characteristics of primitive to urban regions, design and manage tourist destinations accordingly, and raise tourists’ satisfaction and experience quality (Shin WonSeop, 2001; Clark & Stankey, 1979). Besides, in order to plan and manage tourist destinations, it is needed to grasp the characteristics of tourists. Through related research, it has been confirmed that personality characteristics would be an important variable for destination choice made by people having diverse psychological characteristics. Specifically Plog’s psychographics model, showing that destination choice would vary with tourists’ personality characteristics, has been widely used. Therefore, it is necessary to conduct empirical research to investigate the difference of destination choice by Plog’s personality types. Thus, the purpose of this study was, based on this problem recognition, to classify Mongolian tourist destinations based on ROS, grasp the characteristics of tourist destinations, and examine the difference of foreign tourists’ destination choice by Plog’s personality types. In addition, as destination choice could vary with nationalities and demographic characteristics of foreign tourists having different cultural backgrounds, this study also tried to more specifically investigate the difference of destination choice by their personality types applying their nationalities and demographic characteristics. In order to achieve the research purpose, a research model was made and hypotheses were set considering preceding research. For verification of hypotheses, typical Mongolian tourist destination regions were classified applying ROS, and finally 11 regions were selected for the analysis. A questionnaire was made based on research items developed through preceding research after three tourism experts’ reviewing, and a survey was performed from July 23 to August 23, 2016, targeting tourists of America, Korea, and Russia accounting for high ratios in foreign tourists of Mongolia according to the national statistical office of Mongolia. Through a self-administered questionnaire survey, 406 questionnaires were collected and used for frequency analysis and cross-tabulation analysis with SPSS18.0. The study results can be summarized as below. First, as a result of classifying foreign tourists of Mongolia into Psychocentric, Midcentric, and Allocentric types based on Plog’s personality types, the number of tourists of the Allocentric type was the highest, which coincides with Plog’s preceding research contending that many Allocentric-type tourists would visit newly emerging tourism markets such as Mongolia. As a result of verifying the difference of destination choice by Plog’s personality types, foreign tourists of the Psychocentric type would prefer urban regions, while those of the Allocentric type would prefer primitive regions, which was similar to the results of existing studies. Second, as a result of verifying the difference of tourists’ destination choice by personality types depending on their nationalities and demographic characteristics, destination choice turned out to vary with their nationalities. That is, while Americans showed a tendency of selecting distant, various, and heterogeneous tourist destinations, Russians tended to specifically prefer gobi desert regions among distant tourist destinations. On the other hand, Koreans turned out to prefer tourist destinations close from the urban regions. Thus, it could be confirmed that cultural differences would have significant effects on destination choice, which was also similar to the result of existing research. On the contrary, the difference of tourists’ destination choice depending on their demographic characteristics (gender, age, and income level) was partially adopted. In other words, destination choice made by the Psychocentric type was not different depending on gender or age but was different depending on income level, while that made by the Allocentric type was not different depending on age or income level but was different depending on gender. Lastly, destination choice made by the Midcentric type was not different depending on income level but was different depending on gender and age. The theoretical and practical implications provided by this study are as follows. As for the theoretical implications, first, this study contributed to theoretical expansion of research on Mongolia tourism by combining ROS with Plog’s personality types for the first time in this field. Second, this study verified the validity of Plog’s theory of personality types by classifying foreign tourists visiting Mongolia, a non-western country, based on Plog’s personality types. Third, this study also has a meaning in that it attempted to verify destination choice using nationalities and demographic characteristics considering the cultural differences of foreign tourists visiting Mongolia, a newly emerging tourism market. As for the practical implications, most of all, the study results could provide tourism resource design and management criteria depending on the regional characteristics of tourism resources based on ROS so that the Government of Mongolia could internationally standardize its tourism development and resource management system for five major Mongolian tourist zones from 2016 to 2021. In addition, the study results are expected not only to contribute to developing travel packages appropriate for certain regions, foreign tourists’ nationalities, or personality types, but also to be used as baseline data needed for establishing Mongolia tourism marketing strategies. ，韩语论文题目，韩语论文 |
