전략적 마케팅 정책수립을 위한 방한 중국관광객 시장세분화 연구

Research on the Segmentation of Chinese Tourists to Korea to Develop a Strategic Marketing Policy

This study is aimed to provide public and private sector tourism marketers and service providers with a behavior and characteristics based segmentation strategy framework for Chinese tourists visiting South Korea. A sample of 1,169 extracted from the Korean Tourism Organization’s 2009 International Visitor Survey data was used to segment Chinese tourists into several groups based on the socio-economic characteristics of the individual tourists, the travel purpose and types of travel. Results of this study showed that the both young and female Chinese tourists preferred shopping and sophisticated cultural experiences in preference to visitation to outdoor natural beauty settings and relaxation. Additionally, young and female tourists preferred the Internet as their travel information source but those above 46 years of age and males preferred to use a travel agency. Based on the results, practical management and marketing policy strategies to cater towards the Chinese tourist attractions were identified and suggested in the concluding section on the article.