방한 중국인 관광객의 다목적지 여행 영향요인에 관한 연구

Factors Influencing Chinese Travelers' Multi-destination Trip in Korea: Capital Area versus Other Areas

This study examined multi-destination trip patterns of Chinese travelers in Korea and to identify factors that influence their multi-destination trip behaviors. Data of Chinese travelers(n=1,149) who participated in the 'International Visitor Survey 2009' by Korea Culture & Tourism Institute were used for the empirical analyses. Results indicated that about 72% of respondents visited more than one city/province during their stay in Korea, and there visits were concentrated into the capital area including Seoul, Incheon, and GyeongGi Province. Result of a logit analysis revealed that Chinese travelers' multi-destination trip was significantly influenced by age, education level, trip purpose, type of visit, and length of trip. More specifically, individual traveller were more likely to participate in multi-destination trip than group tourists. In addition, Chinese travellers who visited Korea during the fall season were less likely to participate in multi-destination trip than the Chinese travellers who visited Korea during other seasons.