방한 중국인 관광객의 기대-지각 가치가 국가이미지와 태도 및 행동의도에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

In 2014, the number of Chinese tourist who visited South Korea went over five milion
and now one out of two foreigners visitng South Korea comes from China. However, we
canot guarante how long this phenomenon wil last because the satisfaction and revisit
intention of the Chinese tourists remain one of the lowest. In that regard, in this study,
considering that there is relatively litle research data relating to Korean tourism from the
viewpoint of Chinese tourists, diference betwen the expected and perceived value of
tourism in South Korea to Chinese tourists was examined and how perceived value afects
the national image, atitude, and behavior intension was analyzed. South Korea tourism was
loked at from the viewpoint of Chinese tourist in South Korea, who became the primary
customers of the Korean inbound market, and the study proposed data that could be used
for marketing intended to improve their satisfaction and revist intention.
First, previous research was reviewed to provide theoretical background and a survey
was conducted for empircal analysi with 40 Chinese tourists in South Korea. The result
was as folows: first, value of tourism in South Korea perceived by Chinese tourists was
divided into four factors - functional, emotional, economic, and social values – while
national image, atitude, and behavior intention were clasifed as individual factors.
Second, emotional value resulted in a signifcant diference betwen the expected value and
perceived value of Korean tourism to Chinese tourists. Third, al of the four perceived
values had signifcant efect on the national image and atitude, and emotional value had
the strongest efect on national image and functional value on atitude and behavior
intention. Lastly, both the national image and atitude had a signifcant efect on behavior
intention, and atitude had stronger efect than national image on behavior intention. Based
on the result, it can be sugested that, first, Chinese tourist in South Korea can have a
positve efect on improving the national image and atitude in South Korea. Also, to
increase satisfaction and revisit intention of Chinese tourists, the functional value, including
overal quality of tourism, infrastructure, and tourism industry employes, neds to be
improved; various contents should be developed to interest and atract Chinese tourist; and
emotional value must be fulfiled through marketing strategies to promote it.

목차 (Table of Contents)

• I. 서 론 ··························· 1
• 1. 연구배경 및 문제제기 ························ 1
• 2. 연구의 목적 ······························ 4
• 3. 연구의 구성 ······························ 5
• I. 이론적 배경 ······················· 7
• 1. 기대-지각된 가치 ··························· 7
• 2. 국가 이미지와 태도 ························· 1
• 3. 행동의도 ······························· 15
• II. 연구 설계 ······················· 18
• 1. 연구모형 및 가설설정 ······················· 18
• 2. 변수의 조작적 정의 및 설문지 구성 ··············· 24
• 3. 조사설계 및 분석방법 ······················· 29
• Ⅳ. 분석결과 ························ 31
• 1. 표본의 특성 ····························· 31
• 2. 기술통계 분석 ···························· 3
• 3. 신뢰성 및 타당성 분석 ······················· 36
• 4. 가설검증 ······························· 43
• V. 결 론 ························· 50
• 1. 연구결과의 요약 ··························· 50
• 2. 연구의 의의와 시사점 ······················· 52
• 3. 연구의 한계점 ···························· 54
• 참고문헌 ·································· 55
• 설 문 지 ·································· 62