관광상품 구매행동에 대한 기초조사 - 제품종류, 제품속성, 매장 속성을 중심으로

Tourist"s Souvenir Purchase Behavior

  The purpose of this study was to identify souvenir products and shopping places preferred by Korean tourists. and to examine the impact of gender and income on souvenir purchasing behavior. 120 male and female college students were answered to questionnaire survey. Factor analysis and ANOVA were used. Preferred souvenirs were clothes. local foods. postcards and crafts, with good price and crativity, Korean tourists liked airport shops. department stores. accessory and gift shops for souvenir shopping. They thought products and in-store services as the most important attributes. In general. women had more interests for the souvenirs whereas men and women showed partly different evaluation on souvenir products and places. and their attributes.