방한 싱가포르 관광객의 패키지 여행상품 불만족 내용분석

A Content Analysis of Singaporean Tourists’ Dissatisfaction on Package Tour Products

The purpose of the study is to investigate the dissatisfaction factors of package tour products and to provide better information to develop package tour products using content analysis method by analyzing tourists’ actual reviews. Content analysis is often used for analyzing the meaning of text in the fields of tourism. Singapore tourists’ customer feedback were analyzed after they traveled Korea through Singapore E Travel agency. The qualitative data was collected from March 2018 to March 2019. A total of 242 responses were obtained from a total of 47 tour groups, and content analysis was used to figure out dissatisfaction factors of package tour products. The result of this research found six factors: schedule related item, transportation related item, shopping related item, meal related item, accommodation related item, and tour guide related item. The results of this study can provide practical implications to inbound travel agent. The article concluded with limitations and suggestions for the future research.