우리나라와 중국의 국가별 관광브랜드 이미지 차이와 중국관광객 유치모델 설정

Searching Different National Brand Images Between Korea and China for Building Promotion Strategies to Chinese Tourists

The purposes of this article are to identify strategies designed to make more Chinese tourists visit to Korea as well as to seek differentiated variables about national brand images between Korea and China as destination countries. We used secondary data published by KNTC issued at 2002, which is titled as "Survey on how much do you know about Korea and China?" and "Foreign Visitors Survey" each. We used t-test to search variables which affect to choose countries as a destination. In case of Korea, while null hypothesis is accepted by those variables of accessibility, security, and environment management, those variables of attraction, natural resources, shopping rejected null hypothesis. On the other hand, the result of China shows that variables of infrastructure, hospitality, services, security have significant relationship with comprehensive national image. Other variables such as attraction, natural resources, value of money, however, did not significant relationship with that. It needs that the development of Korea identities and images may be used to create an exotic mood desired by Chinese tourists. Among the activities they would find appealing are opportunities to enjoy theme park rides, see and experience high technology, and visits to the dynamic places. An integrated strategy of satisfying product developments based on diverse, networked tour products tourism connecting theme park, resort, new tourism facilities constructed in an participation sensitive manner would be particularly appealing to Chinese tourists.