관광지 서비스품질이 관광활동유형 및 관광행동에 미치는 영향에 관한 연구 : 방한 중국인 관광객들을 중심으로 = The effect of service quality at tourist spot on activity type and behavior of tourists: focusing on Chinese tourists

다국어 초록 (Multilingual Abstract)

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.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 배경 1
• 제 2 절 연구 목적 3
• 제 3 절 연구방법 및 범위 4
• 제 4 절 연구의 구성 5
• 제 2 장 이론적 배경 7
• 제 1 절 관광지 서비스품질에 대한 이론적 고찰 7
• 1. 서비스품질개요 7
• 가. 서비스품질의 정의 7
• 나. 서비스품질의 구성차원 12
• 다. 서비스품질의 측정방법 17
• 1). PZB의 SERVQUAL 모형 17
• 2). Cronin & Taylor의 SERVPERF 20
• 2. 관광지 서비스품질의 측정 21
• 가. 관광지 서비스품질 측정의 의의 21
• 나. 관광지 서비스품질의 측정방법 22
• 1). 기대불일치 패러다임 22
• 2). 중요도-실행도 분석(I-P분석) 23
• 제 2 절 관광활동유형에 대한 이론적 고찰 25
• 1. 관광유형의 개념 및 분류 25
• 2. 관광유형에 따른 시장세분화 26
• 가. 시장세분화의 개념 및 의의 26
• 나. 관광시장세분화에의 접근과 선행연구 27
• 제 3 절 관광 행동에 대한 이론적 고찰 30
• 1. 관광행동에 대한 정의 30
• 가. 관광객 만족 31
• 나. 재방문의도 32
• 다. 추천의도 34
• 2. 서비스품질, 관광객 만족, 재방문, 추천의도와의 관계 34
• 제 4 절 다중선택모형 및 서열 프로빗모형에 대한 이해 36
• 1. 다중선택 모형(MNL)에 대한 이해 36
• 2. 서열 프로빗모형(OPM)에 대한 이해 38
• 제 3 장 연구 설계 41
• 제 1 절 연구 과제 및 연구 모형 41
• 제 2 절 실증조사 설계 44
• 1. 표본 설계와 조사방법 44
• 2. 변수의 조작적 정의 및 측정방법 44
• 3. 설문지의 구성 46
• 4. 분석방법 48
• 제 4 장 실증 분석 50
• 제 1 절 응답자의 특성 및 기초통계분석 50
• 1. 방한 중국인 관광객의 특성 50
• 가. 인구 통계적 특성 50
• 나. 관광객 행동적 특성 53
• 2. 관광프로그램에 대한 요인분석과 신뢰도 분석 56
• 3. 관광활동유형에 따른 군집분석 59
• 4. 관광지 서비스품질에 대한 Gap의 측정 62
• 5. 관광지 서비스품질에 대한 요인 분석 64
• 제 2 절 관광활동유형에 결정요인과 영향정도 추정 66
• 1. 다중선택모형(MNL)추정 66
• 2. MNL모형 추정결과 68
• 제 3 절 관광지 서비스품질이 관광행동에 미치는 영향 분석 73
• 1. 서열 프로빗(OPM)추정 73
• 2. OPM추정결과 75
• 제 5 장 결 론 78
• 제 1 절 연구결과 요약 및 시사점 78
• 1. 연구결과의 요약 78
• 2. 연구의 시사점 81
• 제 2 절 연구의 한계 및 향후 연구방향 85
• 참고 문헌 87
• 설 문 서(한국어) 98
• 설 문 서(중국어) 105
• ABSTRACT 112