Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Neo-Han Ryu Market Segmentation based on Psychographic profile among Chinese and Japanese visitors

신한류에 대한 Psychographics에 따른 시장세분화 -중국인 및 일본인 관광객을 대상으로-

  • Jung, Hee-Jin (Dept. of Hotel and Tourism Management, Kyung Hee University) ;
  • Back, Yong-Chang (Dept. of Information, Hyechon University) ;
  • Lee, Gye-Hee (Dept. of Hotel and Tourism Management, Kyung Hee University)
  • 정희진 (경희대학교 호텔관광대학 일반대학원) ;
  • 백용창 (혜천대학 호텔외식관광계열) ;
  • 이계희 (경희대학교 호텔관광대학)
  • Received : 2011.05.19
  • Accepted : 2011.07.07
  • Published : 2011.07.31
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Abstract

Psychological involvement, belief, and attitude as important variables in explaining tourism behavior have been widely examined in the tourism context for its usefulness in differentiating markets. This study investigated foreign tourists' Neo-Han Ryu related trip behaviors based on their psychological involvement, belief, and attitude toward Neo-Han Ryu. A self-administered on-site survey was conducted in January 2010. Three distinctive clusters were identified from cluster analysis. These three segment show sharp contrast in terms of their psychological involvement, attitude and belief about Neo-Han Ryu and thus differ from each other with respect to their behaviors, including satisfaction, intention to revisit, recommendation, and trip expenditure. The results clearly indicate that the segment with a high Neo-Han Ryu involvement reported stronger intention to revisit and recommendation to others compared to the less involved segments. The findings provides important implications to the marketers regarding how to utilize Neo-Han Ryu to expand Korean inbound market and how to select target markets.

국가의 브랜드 파워와 국가 이미지를 강화시킬 수 있는 문화원천으로 판단되는 신한류는 꾸준한 경제적 파급효과를 가져올 것으로 예상됨에 따라 본 연구에서는 신한류의 주요 소비자인 일본 및 중국인 관광객을 대상으로 신한류에 관한 관여 요인, 신념, 태도 요인을 근거하여 이들 집단들을 세분화하고, 한국관광에 대한 만족도, 충성도 및 여행경비 등의 관광행동에 있어서의 차이와, 각 집단별로 다양한 장르의 신한류 참여활동을 비교하였다. 연구 결과 신한류에 관한 적극적인 관여와 신념, 태도를 보이는 집단이 한국을 재방문하고자 하는 계획과 의도 및 주변인들에게 한국 방문에 대한 추천의사가 매우 높았으며 이러한 집단이 다른 집단에 비해 방문 시 지출하는 금액이 많다는 결과를 토대로 신한류가 갖고 있는 경제적 파급효과를 입증하였다.

Keywords

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