중국 관광객들의 국내 크루즈 목적지 선택시 결정요인분석

A Study on the Influential Factors of Chinese Consumer Curise Destination Selection

Purpose This study attempted to derive priorities for Chinese tourists on cruise port selection factors to attract potential demand from China, a major cruise consumer, to revitalize the cruise industry in Korea after the COVID-19 pandemic. Design/Methodology/Approach In this study, in order to derive important factors influencing the selection of cruise ship destinations, an extensive literature review and a survey on Chinese tourism users were conducted. Based on the derived factors, technical population analysis, factor analysis, reliability analysis, and AHP hierarchical analysis were performed using SPSS26.0. Findings As a result of the analysis, the recent spread of COVID-19 has raised tourism consumer awareness of the risk of infectious diseases and safety, suggesting that a thorough quarantine system for tourists should be established during cruise ship operations or anchorage. Research Implications If Chinese cruise tourists continue to understand and seek marketing, and attraction strategies based on tourist demand are continuously devised, Korea, which has a relatively late position in the cruise tourism industry, will be able to gain competitiveness by gradually increasing market size after the end of the COVID-19 pandemic.