Chinese Tourist’s Goals, Expectation and Confirmation in Korea: Importance-Performances Analysis

Many Chinese tourists visit in Korea, but somebody complains that his expectation has not be fulfilled in Korea. We performed the importance-performance analysis to find the gaps between Chinese tourists expectation and confirmation in the various tourism goals. Results indicate that all values of expectations and performances are higher than the median value of 4 in each tourism goal and such tourism goals as Safety and K-wave are elected as the critical area which needs promotion to attract the more Chinese tourists in Korea. This paper could contribute to provide the basic information to make the tourism promotion strategy for Korean tourism agencies.