In recent years there is a general agreement that the growth of China’s economy is leading to a rapid increase in international travel from a burgeoning middle class. To 2012, the Chinese tourists going to Korea amounted approximately 3 millions inc...
In recent years there is a general agreement that the growth of China’s economy is leading to a rapid increase in international travel from a burgeoning middle class. To 2012, the Chinese tourists going to Korea amounted approximately 3 millions increasing by 26.5% over the previous year. Considering the importance of the Chinese market for South Korea's tourism industry, It’s necessary for the tourism marketers to understand how and why the Chinese people choose South Korea as a travel destination basing on behavioral science. So some effective marketing plans can be added for the inbound market expansion.
The purpose of this study was to research the behavioral intention of Chinese potential tourists by applying the Theory of Planned Behavior. Also, including the additional variable of Korean Wave likability and Country image. To this end, an online survey was conducted in 521 Chinese. The data were analyzed by using SPSS 21.0 and AMOS 18.0 statistical analysis program. The empirical results of the hypotheses in this study can be summarized as follows.
Firstly, Korean Wave likability has a significant positive effect on Country image. Korean wave is considered to be a good opportunity to improve Korea Country image.
Secondly, all independent variables(attitude, subjective norm, perceived behavioral control, Korean Wave likability and Country image) have a significant positive effect on behavioral intention. The effect of Korean Wave likability on behavioral intention was found to be more significant than any other variables. This proved it’s very effective to use the theory of planned behavior to study the behavioral intention of Chinese potential tourists.
Thirdly, by conducting a test for mediating effect, attitude is a positive mediating variable between the relationship of Korean Wave likability and behavioral intention, the relationship of cultural factors and behavioral intention, the relationship of political factors and behavioral intention and the relationship of social factors and behavioral intention.
Fourthly, the results of the multi-group analysis reveal that some differences exist between Korea visit inexperience and experience group. Attitude, subjective norm, perceived behavioral control, Korean Wave likability and Country image are significant factors for Korea visit inexperience group, whereas only attitude and Korean Wave likability are significant for the experience group. Also the relationship of Perceived behavioral control and behavioral intention has a statistically significant difference between the two groups.
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