관광유형별 관광동기요인의 차이에 관한 비교연구

An Analysis on the Differences Korean Tourists' Motivation according to the Travel Typology

Tourism motivations, arising from a combination of needs and desires, affect the propensity to travel in a general sense. This study is to examine the perceptions of tourism motivation attributes for Korean tourists have for traveling domestically and abroad and delineate the differentiations according to the travel typology. Two research questions, 1)the differences of domestic vs. outbound tourists' motivations and 2)mass vs. rural tourists' motivations, were proposed. The two empirical data(N=411; N=828) were selected from Park's preceding database(Park 2008a, b) and tested by SPSS 12K for frequency, reliability, factor, and paired sample t-test analysis. The results of a analysis indicated that 1)the korean tourism motivation is consisted of 14 factors. 2)the differences between domestic and outbound tourists' motivation proved to be significant. and 3)the differences between mass and rural tourists' motivation also proved to be significant. Implications of these results were discussed in the empirical test and conclusion. The results of this study will not only provide tourism marketers and researchers with insights into travel behavior of people living in Korea but also help them to plan marketing strategies to create an unique identity to differentiate themselves from competitors.