한류관광 선호유형 결정에 미치는 영향요인 분석

An Analysis of Determinants of Preferred Types of Korean Wave Tourism Using the Multinominal Logit Model

This paper aims to identify the factors that influence inbound tourists who make decisions on preferred types of the Korean Wave (Hal-Ryu) tourism and maximize the tourists’ level of satisfaction. The LIMDEP(LlMited DEPendent) 8.0 program was used in analyzing the determinants of preferred types of the Korean Wave tourism using the multinominal logit model(MNL) approach. Three clusters indicating the preferable types of the Korean Wave tourism were produced. Results of the multinomial logit(MNL) model indicated that the significant determinants of preferable types of the Korean Wave tourism were visiting time, information source(travel agent), experience of watching Korean soap opera or movies, level of affection, nationality, sex, and education level.