Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

Analysis of Duty-Free Shopping Attributes and Shopping Satisfaction of Chinese Tourists : Focusing on duty free shops in Busan

중국인 관광객의 면세점 선택속성과 쇼핑 만족도 분석 : 부산지역 면세점을 중심으로

  • Hwang, Seong-Jun (Dept. of Business Administration, Pusan National University) ;
  • Kim, Dong-Il (Dept. of Business Administration, Pusan National University)
  • Received : 2017.10.11
  • Accepted : 2017.12.20
  • Published : 2017.12.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to suggest the measures to measure the shopping satisfaction and to increase the shopping satisfaction. We conducted surveys and conducted empirical analysis on Chinese tourists visiting duty free shops in Busan using direct survey method. The results of this study are as follows. First, factor analysis for subdividing the duty - free choice attribute was analyzed as store attribute, product attribute, and service attribute. Second, based on this analysis, the effect of each attribute on shopping satisfaction showed statistically significant positive results. Third, the analysis of the relative size of the effects of analytic attributes on satisfaction showed that store attributes were the highest. That is, the quality of duty-free shops, services, and products increases overall shopping satisfaction. Therefore, it can be said that the strategy implementation that improves the quality of the attributes affecting the satisfaction is expected to contribute to the improvement of the management performance, and suggests the management implications for the activation of the operation of the duty - free shop. Future studies will be more meaningful if more variety of shopping places are studied.

본 연구는 방한 중국인 관광객의 면세점 선택속성을 파악하여 쇼핑만족도를 측정하고 쇼핑만족도를 높이기 위한 방안을 제시하고자 한다. 부산 시내면세점을 방문한 중국인 관광객을 대상으로 직접설문방법으로 설문조사를 수행하고 실증분석을 수행하였다. 본 연구의 분석 결과는 다음과 같다. 첫째, 면세점 선택속성을 세분화하기 위한 요인분석을 수행한 결과 점포속성, 제품속성, 서비스속성으로 분석되었다. 둘째, 이를 바탕으로 각각의 속성이 쇼핑만족도에 미치는 영향 관계를 분석한 결과 모두 통계적으로 유의한 양(+)의 결과를 나타내었다. 셋째, 분석 속성들이 만족도에 미치는 영향의 상대적 크기를 분석한 결과 점포속성이 가장 높은 것으로 나타났다. 즉, 면세점 점포, 서비스, 제품의 품질이 전반적인 쇼핑만족도를 높여주는 것으로 나타났다. 따라서 만족도에 영향을 미치는 속성의 품질 향상을 높이는 전략수행은 경영성과 개선에 기여할 것으로 보이며, 면세점 운영의 활성화 방안에 경영적인 시사점을 제안한다는 점에서 본 연구가 의미 있다고 할 수 있다. 향후 연구에서는 보다 다양한 형태의 쇼핑장소에 대한 연구가 이루어진다면 보다 의미 있을 것으로 생각된다.

Keywords

References

  1. Ministry of Culture, Sports and Tourism, "Foreign Tourists Survey 2015", 2016.
  2. Korea Culture & Tourism Institute, "Qualitative Improvement of Cruise Tourism in Korea", 2015.
  3. Heung, V. C. S., ＆ Qu. H., "Tourism shopping and financial services", pp. 422-456, The Travel Industry, 1998.
  4. Hudman, L. E., ＆ Hawkins, D. E., "Tourism in Contemporary Society : an introductory text", p.285, Prentice Hall, Englewood Cliffs, NJ, 1989.
  5. Hyundai Research Institute, "Features and Implications of Tourists Shopping in Korea", 2016.
  6. Korea Culture & Tourism Institute, "A Study on the Management Plan of Tourism Policy Index", 2015.
  7. J. W. Kim "The Shopping Experience Values at Department Stores and Their Effects on Brand Asset and the Store Loyalty", Journal of Digital Convergence, Vol. 12, No. 2, pp. 151-162, 2014. https://doi.org/10.14400/JDC.2014.12.2.151
  8. H. G. Koo, Y. S. Kim, A. R. Choi, S. Wang, "A Study for Satisfaction of Chinese Tourists in Korea", Journal of Digital Convergence, Vol. 15, No. 5, pp. 117-128, 2017. https://doi.org/10.14400/JDC.2017.15.5.117
  9. I. O. Jeon, M. S. Kang, "value of the property on the impact of the Perceived value of accommodation on tourism satisfaction", Journal of Digital Convergence, Vol. 11, No. 10, pp. 79-94, 2013. https://doi.org/10.14400/JDPM.2013.11.10.079
  10. R. H. Liu, K. D. Lee, "A Comparative Study on the Tourism Satisfaction Factors between Korean and Chinese in Incheon Chinatown", Journal of Digital Convergence, Vol. 12, No. 1, pp. 221-227, 2014. https://doi.org/10.14400/JDPM.2014.12.1.221
  11. K. H. Yim, J. H. Kwon, "A Study on the Effect of Shopping Value of On-Line Shopping-Mall on Shopping-Mall Satisfaction - Mediating Effect of Price Sensitivity", Journal of Digital Convergence, Vol. 12, No. 11, pp. 49-55, 2014. https://doi.org/10.14400/JDC.2014.12.11.49
  12. H. S. Ko, J. K. Oh, "A Study on the Choice Attributes for Duty Free Shops among Foreign Tourists in Korea", TOURISM STUDY, Vol. 16, No 2, pp. 113-130, 2001.
  13. H. K. Sohn, J. S. Kim, "Effects of Choice Attributes of Duty free shops on Satisfaction. Revisit Intention and Recommendation: The Case of Japanese tourists", Journal of International Tourism Research, Vol. 14, No. 1, pp. 57-78, 2007.
  14. G. R. Kim, W. J. Yhang, "The Effect of Physical Characteristics and Selective Attributes of Duty Free Shops in Busan on the Customer Satisfaction", Journal of Tourism and Leisure Research, Vol. 20, No. 4, pp. 87-102, 2008.
  15. C. W. Kim, T. S. Lee, "Relationship between Attributes of Shopping Tourism and Satisfaction by Shopping Places", Journal of Tourism and Leisure Research, Vol. 22, No. 5, pp. 323-340, 2010.
  16. M. J. Hyun, S. W. Shin, H. B. Kim, "The influence of Foreign Visitor's Shopping Motivation and Cognition of Duty Free Shop Preference on Consumer's Satisfaction", Journal of Tourism and Leisure Research, Vol. 25, No.1, pp. 63-82, 2013.
  17. I. H. Sohn, "Select attributions, Revisit and Recommendation of Chinese Tourists Visit Duty Free Shop : Focused on Hotel Duty Free Shop of Chinese Tourist Visit", Northeast Asia Tourism Research, Vol. 11, No. 3, pp. 17-34, 2015.
  18. Robert A. Westbrook, and Michael D. reilly, "Value-Percept Disparity: An Alternative to the Dis-confirmation of Expectations", pp. 256-261, Theory of Consumer Research, 1983.
  19. Spiggle, Sugan and Murphy A, Sewall, "A Choice Sets Mlodel of Retail Selection", Journal of Marketing, Vol. 57, No.4, p. 98, 1987.
  20. Shim, S. & Kotsiopulos, A., "Patronage of Apparel Shopping Part 1. Shopping Orientations, Store Attributes, Information Sources, and Characteristics.", Clothing and Textiles Research Journal, Vol. 10, No.2, pp. 48-57, 1992. https://doi.org/10.1177/0887302X9201000208
  21. Roger D. B., Paul W. M. & J. F. Engel., "Consumer Behavior.", pp. 131-142, 9th: South-Western, a division of Thomson Learning, 2001.
  22. Lee, C.K., Lee, YK. Bernhard, B.J. and Yoon, Y.-s., "segmenting casino gamblers by motivation: a cluster analysis of Korean gamblers.", To Management, Vol. 27, No. 5, pp. 856-866, 2006.