In 21st century, the tourism industry is regarded as the
most potential industry in the world. With this market situation, China is raised to be the biggest potential tourism market in the world. The demand of tour of Chinese is explosively increasi...
In 21st century, the tourism industry is regarded as the
most potential industry in the world. With this market situation, China is raised to be the biggest potential tourism market in the world. The demand of tour of Chinese is explosively increasing according to the improvement of the standard of living. Furthermore, the demand of outbound tourism is forecasted to increase, and a development of tourism product and marketing strategy to attract new demand is seriously required because Korea is one of the most preferred destination to Chinese.
With this surrounding situation, this study focuses on the segmentation according to the tourists' behavior to predict factors which would affect tourists' behavior, and on how Chinese tourists' recognition of service quality influence the segmented behavior types. The purpose of this study is to suggest implication for marketing strategy to attract Chinese tourists.
To achieve the purpose of this study, 400 surveys were collected from Chinese tourists who are waiting for departure to China, and 343 out of 400 surveys were used for analysis. Using SPSS 12.0 for Windows, descriptive analysis, factor analysis, cluster analysis, and One-Way ANOVA were performed. Using LIMDEP 8.0, MNL analysis was performed to analyze the determinant factor of segmented tourist behavior types and the degree of influence of each factor.
Factor analysis was performed by tour program, and using this factors 4 different cluster was derived. Using MNL analysis to find out determinant factors and the degree of influence to each segmented clusters, sex, age, place of residence, source of information, type of behavior, lifestyle, and service quality were inserted as independent variables. The result was that most independent factors except following 15 variables - income (demographic factors), from people around (source of information), private tour (type of tour), individualism (lifestyle), vocational accomplishment (lifestyle), pursuit of trend (lifestyle), service convenience at tourist spot - were found out to have significant effect on the type of tour behavior. Furthermore, in this study, the influence of the recognized service quality at the tourist spot of Chinese tourists to the tourist behavior (overall satisfaction, revisit intention, recommendation intention) was examined. To perform that analysis stated above, the difference between recognized service priority and satisfaction was calculated, and new variable "GAP" has been set. Factor analysis was performed by this new variable "GAP", and 4 significant factors were derive, and for each factor positive, negative and overall "Gap" has been derived. Using OPM, service convenience at the tourist spot, and price properness have more significant influence to the tourist behavior than other variables, but safety factor doesn't have significant influence to the tourist behavior.
From this study, the author suggested the characteristics of segmented tourism market by the type of tour behavior, and suggested the information required for the development of adequate tour products and differentiated marketing strategy. Furthermore, serious effort should be put to improve service convenience factor at the tourist spot, and price properness factor, and cleanness factor. At last, the result of this study would contribute to those who work as marketing director at the tourism in Korea as a valuable information, to set a political policy to potential customers of segmented market according to their tour activity types.
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