As Chinese tourists to Korea are continuously increasing, it is essential to develop attractive tourism products which satisfies tourists’ characteristics and needs in order that Korean tourist sites could take dominant position in the competition w...
As Chinese tourists to Korea are continuously increasing, it is essential to develop attractive tourism products which satisfies tourists’ characteristics and needs in order that Korean tourist sites could take dominant position in the competition with other foreign tourist sites.(김현조, 2009). Especially, the importance of food tourism products development among the tourism products is consistently increasing. In addition, Asian countries like Japan, Singapore and Thailand pay attention to the importance of food product oriented tourism behaviors and make efforts to vitalize food tourism products through numerous ways like various vitalization programs, globalization project and event promotion. (유지윤·서용석 2008). Based on the above literature studies, food tourism products show the importance to invite more tourists and have very big possibility to be developed.
In order to develop food products which could attract tourists, Chinese tourists’ images about Korean food should be correctly identified. It is because the image is considered to be the state each individual has the states of like and dislike or reliable and unreliable according to their subjective consciousness. (장은영, 1994). mage affects the overall evaluation of the tourists, and as the image increases, satisfaction also increases (Pearce, 1980) and has positive correlation between customer’s behavior intentions.(양승희, 2010). Therefore, tourists’ behavior intentions could be judged by identifying Chinese tourists’ satisfaction about Korean food through image study. From the perspectives of tourism companies, if Chinese tourists’ images about Korean food are identified, they could draw the decision making and behavior intentions of the tourists.
According to the research about Korean food satisfaction targeting 810 foreign tourists by Korea Culture and Tourism Institute (2015), Chinese tourists showed 70 point which is lowest. Chinese tourists are the biggest customer group in foreign tourists and this result is the issue to overcome by Korean tourism industry. There are many reasons for this result and development of food products to satisfy the Chinese tourists’ food culture is the issue not to be ignored.
Therefore, this study was conducted to identify the image difference that Chinese tourists to Korea feel about Korean food and the correlation about these images between their perceived satisfaction and repurchase intention about Korean food.
Survey period of this study was from 2015 Jan 28th to Feb28th and total of 300 survey s were distributed to Chinese tourists in Korea and 279 s were collected and final 205 s except unfaithful answers were used for the analysis. Regarding empirical study method, data were collected using survey s and empirical analysis was conducted using frequency analysis, factor analysis, reliability analysis, correlation analysis, one-way analysis of variance and simple and multiple regression analysis. Analysis results are as follows.
First, Chinese tourists’ images about Korea food showed statistically significant difference according to residential areas.
Second, healthy image and product value image factors in the subcategories of Korean food images were identified as important variables to affect their satisfaction.
Third, healthy image and product value image factors in the subcategories of Korean food images were identified as important variables to affect their repurchase intention.
Limitations and future research directions are as follows.
First, this study has a limitation in the number of survey s and couldn’t represent all Chinese tourists to Korea. Therefore, follow-up studies should analyze empirical data information more widely to increase the representative nature and research quality of study results.
Second, looking at the ages of Chinese tourists to Korea, increasing trend of old age tourists is identified, but there is a limitation that target study subjects are biased mostly to 20's and 30's. Accordingly, in order to conduct the researches according to Korean tourism industry development trends, future studies should be conducted considering the age distribution in the samples.
Third, this study classified 4 kinds of Chinese cooking into Shandong cooking, Jiangsu cooking, Sichuan cooking and Cantonese cooking about Chinese food culture based on preceding studies to identify Chinese tourists’ image difference about Korean food according to Chinese food culture characteristics. Therefore, future studies could draw various results using different food culture classification methods and finally be suggested for the development of food product companies.
，韩语毕业论文，韩语毕业论文 |
