방한 중국관광객의 공유숙박 서비스 선택에 미치는 요인분석

Analysis on the Influencing Factors of Chinese Tourists' Choice of Shared Accommodation Services During their Visit to South Korea

The rapidly changing tourism industry should be considered from the perspective of Chinese tourists visiting South Korea, and public enterprises should strategically maintain and develop public accommodation as the number of public accommodation users continues to increase. In this paper, the combined model of TAM and TPB was used to conduct the statistical processing of this study using the statistical program SPSS Statistics 23.0, including frequency analysis, confidence analysis, factor analysis, regression analysis and Sobel test, revealing the perceived usefulness, perceived simplicity and attitude, subjective norms, The influence relationship between perceived behavioral control. The perceived usefulness and perceived simplicity of Chinese tourists had a positive impact on their attitudes towards shared accommodation. Attitude, subjective norms and perceived behavioral control have a direct impact on behavioral intention. This paper points out the strategic direction for Chinese tourists to use more public accommodation and gives us practical inspiration.