중국 관광객들의 DMO 웹사이트 컨텐츠 유형과 웹사이트 기능에 대한 선호도 실증연구

Tourists' Preference for the Content Type and Functional Features on DMO Websites: Focusing on Chinese Tourists Visiting Macau

Despite the sizable and rapidly increasing online population among Chinese travelers, relatively little is known about who are the Chinese tourists who use online information, how they are different from other tourists, and which type of information they look for online. Using the survey results of Chinese tourists visiting Macau, this study examined Chinese tourists who sought for online information to prepare their Macau trip, particularly their preferences for the content types and functional features on DMO websites. By using dissimilarity measures of Yule's Y index for non-hierarchical cluster analysis for categorical data, author further segmented the online tourists to four-typed seekers by their preferences for content types and functional features.