재외동포 고국관광의 개념적 정립과 관광동기

Theoretical Conceptualization of Overseas Residents' Homeland Tourism and their Travel Motivation

This study conceptualized the scopes of ethnic tourism and categorized it into three major types of ethnic tourism, namely 'general tourist cultural tourism', 'overseas resident homeland tourism', and 'migrant domestic tourism'. Then, using 288 sample of overseas residents who participated in the 2009 World Korean Festival', it investigated the reasons why overseas Koreans travel to their home country. Results of a exploratory factor analysis identified four distinct travel motivations of the participants including cultural identity, rest/convenient homeland tour, business opportunity, and visiting families/friends and relatives. Results also indicated that the overseas Koreans traveled to the homeland not only for the ethnic reasons, but also for the conventional motives of leisure and tourism. Based on this findings, policy and marketing implications were also discussed.