관광마케팅 전략 모색을 위한 도시 관광의 행태와 의미인식 분석: 서울 방문 외래관광객을 중심으로 = Analysis on Behavior and Meaning Perception of Urban Tourism for Tourism Marketing Strategies: Focused on Foreign Tourists who visited Seoul

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to analyze foreign tourists’ behavior and meaning perception who traveled to Seoul in order to identify tourism marketing strategies on Seoul tourism. Especially, this study has been carried out Seoul tourism market into 5 main markets segmentations based on its language and culture background such as Japan area, Chinese area(China, Taiwan, Hong Kong), North America area, Europe area and South-East Asia area. Research method is frequency analysis and adjective words analysis using SPSS 18.0. In summary, on behavior and meaning perception of foreign tourists markets, Japan market perceived Seoul as a lively and friendly city with shopping tour mainly as 20～30th young tourists. In Chinese market, they mostly visited Seoul to know well with principal characteristics like a short-term stay, package tours, perceived Seoul as a friendly and clean city. Whereas, North America and Europe market have common characteristics that the main purpose of their visiting Seoul was for their business/specialized work. Those markets showed higher percentage of visiting Insa-dong and historical palaces in Seoul compare to that of other markets and also thought these traditional and cultural tourist attractions impressive. Lastly, South-East Asia market, they mainly visited Seoul for a special purpose of work and marriage concerns, and did fancy of visiting tourists shopping spots and perceived Seoul as a modern city.

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