한국음식의 질에 따른 제주방문 중국관광객의 시장세분화

Market Segmentation of Chinese Tourist to Jeju by their Evaluation of the Quality of Korean Food

This study aimed to segment the Chinese tourist market based on differences of perceived food quality among tourists visiting Jeju Island. The data was collected from 311 respondents at Jeju international airport on August, 2009. Results of cluster analysis identified three different segments of the Chinese tourist market: low evaluated food quality, medium evaluated food quality, and high evaluated food quality. In addition, Chi-square test results showed that socio-demographic factors differed significantly among the three groups. Based on these results, specific profiles of Chinese tourist were created and guidelines were established for marketing to Chinese tourists. Future research is needed to collect data not only from Jeju but also nationwide.