Plog 성격이론에 근거한 관광동기와 관광지 선택속성 차이분석 = 주한 외국인 유학생들을 중심으로

다국어 초록 (Multilingual Abstract)

The number of international students in Korea reached about100,000 in 2016 as the country’s image as an education destination continued to rise. Various efforts such as the establishment of an international student promotion policy have been enacted by the government in order to prevent a decrease in the number of students in Korea due to such difficulties in adjusting to different food, language, and culture. Foreign students have both indirect and direct opportunities to experience Korean culture throughout the country during their study and travel in Korea. The first purpose of this study was to empirically verify the distribution of foreign students in Korea according to Plog’s theory by cluster analysis. A second was to empirically validate the explanatory power of Plog’s “venturesomeness” of foreign students travel motivations and destination attributes. The third was to provide basic data for establishing a marketing differentiation strategy. A survey was carried out using two universities in Seoul. Data were collected both offline and online. Two groups were divided into “active” and “inactive” using the same distribution of Plog’s theory. As for the commonality of travel destination attributes, both groups had high scores for “hygiene and safety” and “tour expense,” whereas both had low scores in “the importance of facility &system.” Lastly, there was no difference in “enjoyment” in the two groups; however, the active group gave a higher score for “different attractiveness” than the inactive group.