전략적 마케팅 정책수립을 위한 방한 중국관광객 시장세분화 연구

• 영문명: Research on the Segmentation of Chinese Tourists to Korea to Develop a Strategic Marketing Policy
• 발행기관: 한국관광학회
• 저자명: 이양수
• 간행물 정보: 『관광학연구』제36권 제1호, 71~89쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.02.29

영문 초록

This study is aimed to provide public and private sector tourism marketers and service providers with a behavior and characteristics based segmentation strategy framework for Chinese tourists visiting South Korea. A sample of 1,169 extracted from the Korean Tourism Organization’s 2009 International Visitor Survey data was used to segment Chinese tourists into several groups based on the socio-economic characteristics of the individual tourists, the travel purpose and types of travel. Results of this study showed that the both young and female Chinese tourists preferred shopping and sophisticated cultural experiences in preference to visitation to outdoor natural beauty settings and relaxation. Additionally, young and female tourists preferred the Internet as their travel information source but those above 46 years of age and males preferred to use a travel agency. Based on the results, practical management and marketing policy strategies to cater towards the Chinese tourist attractions were identified and suggested in the concluding section on the article.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 실증분석 및 연구결과

Ⅳ. 결론 및 정책제언

참고문헌

키워드

시장세분화 중국관광객 관광형태 및 관광목적 마케팅전략 Market segmentation Chinese tourist Type and purpose of travel Marketing strategy