중국 2차 목표시장 세분화를 통한 방한선호요인 및 선호관광활동의 실증분석

An Empirical Study on Preferred Attributes and Activities by Segmentation of Secondary Target Market Areas in China: Focused on Chengdu, Wuhan, Nanjing, Harbin and Chongging

This study was to segment the secondary target market areas of China for Korea inbound tourism and to suggest marketing strategies based on their tourism behavior, preferred attributes and activities. Data for this study were collected from 500 people of 5 regions in China, which were grouped as the major secondary Chinse inbound markets of Korea. Frequency analysis, two-stage cluster analysis. cross-tab analysis, ANOVA and correspondence analysis were conducted to achieve research aims. Results of a cluster analysis identified four different segmented groups in the secondary target market. Results showed that the four different segments had different characteristics in terms of gender, income, residence, and 2 preferred attributes of selecting a foreign tourism destination. Moreover, results revealed the necessity of making use of 'Korean Wave' and launching tour-package with good price and high quality accommodations, which could target the 'Nanjing' and 'Chengdu' market.