중국인 관광객들의 지속적인 국내 관광을 유도하기 위한 마케팅 전략 분석

Abstract

The purpose of this study is to examine the relationships among tourism motivations, tourism satisfaction, revisit intention, and word-of-mouth by Chinese tourists who visited South Korea. The five tourism motivation factors used in this study were novelty, escape, knowledge-seeking, socialization, and attractions. The results of multiple regression analysis indicate that only attractions and knowledge-seeking had a significant positive effect on tourism satisfaction. Moreover, attractions not only had the strongest predictor of tourism satisfaction but also the only factor that had a significant positive effect on revisit intention. Tourism satisfaction, revisit intention, and word-of-mouth were positively related at the observed significant level. The findings of this study may be useful in enticing Chinese tourists to visit South Korea and increasing their tourism satisfaction, revisit intention and word-of-mouth.