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방한 아시아여성 관광객의 문화관광기념품 구매 결과를 이용한 디자인선호도 연구
김은평 ( Eun Pyoung Kim ),이명아 ( Myung Ah Lee ) 한국상품문화디자인학회 2014 상품문화디자인학연구 Vol.36 No.-
우리나라의 외국인 관광시장이 빠른 성장을 하는 가운데 "방한 아시아여성 관광객"의 비중이 급격하게 늘어나고 있다. 그러나 아직 "문화관광기념품"의 기획 및 제작에 이를 반영 하지 못하고 있다. 본 연구는 이와 같은 환경 변화 속에서 문화 관광기념품의 질적 발전을 위해 방한 아시아여성 관광객의 디자인 선호도를 조사하여 앞으로의 문화관광기념품 기획 및 제작에 활용할 수 있는 기초자료로서 하나의 지표를 만드는 것에 목적을 두었다. 조사 결과는 다음과 같다. 1. 방한 아시아여성 관광객의 "한국 상징 디자인" 선호도는 평균 24%(동남아 28%, 중국 26%, 일본 17%)로 "기타지역 여성 평균" 41%보다 낮게 나타났다. 2. "한국화 기법 디자인" 선호도 또한 평균 32%(일본 40%, 중국 30%, 동남아 28%)로 "기타지역 여성 평균" 62%보다 낮게 나타났다. 3. "한국 상징 디자인 별" 선호도는 "남산" 36%, "숭례문" 20%, "한글" 17% 순으로 나타났다. 조사결과에 나타난 디자인 별 선호도로 볼 때 방한 아시아여성 관광객의 취향에 적합한 디자인이 필요함을 확인할 수 있었다. 이러한 지표 결과, 방한 관광객의 기존 상품에 대한 구체적 자료를 토대로 한 세부적 선호도 분석 자료는 앞으로 문화 관광기념품의 기획과 제작에서 보다 구매가치가 높고 매력적인 상품기획에 유용한 지표로서 의미를 지닐 수 있을 것으로 기대하고 있다. As the tourists market for foreigners in Korea has been growing rapidly, there has been a sharp increase in the proportion of ‘Asian female tourists visiting Korea. ’This phenomenon, however, does not apply to the planning and producing of ‘cultural sightseeing souvenirs’ so far. This study aimed to make a indicator as basic data to be utilized in planning and producing cultural sightseeing souvenirs through the research about the design preference of foreigner tourists visiting Korea for the qualitative development of cultural sightseeing souvenirs in such sightseeing environment changes. Survey results are as follows. 1. The preference to ‘Symbolizing Korea design’ of Asian female tourists visiting Korea shows the average of 24%(28% in Southeast Asian countries, 26% in China, 17% in Japan respectively), lower than the average of female tourists` from other regions, 41%. 2. The other preference indicator to ‘Korean painting design’ also appears lower average point, 32%(40% in Japan, 30% in China and 28% in Southeast Asian countries) than 62% in ‘other region female tourists.’ 3. The preferences by each of ‘Symbolizing Korea design’ turns up in order of ‘Namsan’ 35%, ‘Sungnyemun’ 20%, ‘Hanguel’ 17%, etc. The regional preference in design which this survey results are showing places the importance on the necessity of the specific design relevant to the taste of Asian female tourists visiting Korea. The detailed preference analysis data based on foreigner tourists` specific preference for existing products is expected to be meaningful as very useful data for planning higher purchase values and more attractive goods at the stages of planning and producing cultural sightseeing souvenirs in future.
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외국인 관광객의 문화관광기념품 구매 결과를 이용한 디자인선호도 연구 -서울 인사동 문화관광기념품 판매결과를 중심으로-
김은평 ( Eun Pyoung Kim ),이호상 ( Ho Sang Lee ),이명아 ( Myung Ah Lee ) (사)한국전시산업융합연구원 2014 한국과학예술융합학회 Vol.15 No.-
As the number of foreigner tourists visiting Korea in 2013 was recorded to 12,175,550 ones, Korean sightseeing market for foreigner tourists is rapidly developed in quantitative aspect. Such rapid ‘quantitative expansion’ tendency is expanded into the perception on necessity of ‘qualitative growth’. This study aimed to make a indicator as basic data to be utilized in planning and producing cultural sightseeing souvenirs through the research about the design preference of foreigner tourists visiting Korea for the qualitative development of cultural sightseeing souvenirs in such sightseeing environment changes, and This study limited the research target to the paperweight music box, the main goods of Moony Gongbang, a firm manufacturing cultural sightseeing souvenirs, and conducted the research on foreigner tourists` design preference by their nationality based on the firm`s sale data for recent 6 months from July 1st∼ December 31st, 2013 in the ‘ssamjigil’ of the Insadong. Through the research, this study analyzed real sale cases in the firm`s directly managing shop and tried to find out ways to effectively utilize the analyzed data for the souvenirs production, the sale increase and marketing strategies in the application stage of cultural sightseeing souvenirs toward foreigners. Main viewpoint for the research and the analysis on the research data consisted the study contents in order to grasp the preference by each purchaser`s nationality relevant to design motives and expression methods by selecting foreigner tourists` real purchase records as the research indicator. Especially, this study separately researched the classifications of design motives about materials symbolizing Korea, a characteristic of cultural sightseeing souvenirs, and suggested research results about the foreigner tourists` preferred Korean symbolizing materials by their nationality. The result of survey shows that the purchase ratios of Western tourists both in ‘Symbolizing Korea material design’ and ‘Korean painting design’ products appear noticeably high while those of tourists from Eastern countries turn out to be low. The regional preference in design which this survey results are showing places the importance on the necessity of the specific design based on the changing features in tourists` nationality, age, sex, purposes and etc. The detailed preference analysis data based on foreigner tourists` specific preference for existing products is expected to be meaningful as very useful data for planning higher purchase values and more attractive goods at the stages of planning and producing cultural sightseeing souvenirs in future.
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