중국 중장년층의 한국 관광동기에 따른 관광지선택속성과 라이프스타일 차이분석

A Study on the difference between Destination Selection Attributes and Lifestyle by Elderly Chinese Motivations to Travel Korea

Despite of various studies on Chinese tourists, there is a limited research focusing on elderly Chinese (mid-old aged cohort). Based on KTO’s market research(2011), Chinese mid-old aged cohort has strong spending power and eager to travel abroad. In order to attract them, it is necessary to understand their travel motivation, destination selection attributes, and lifestyle as a first step. In this respect, the aims of this study was to segment Chinese mid-old aged cohort tourists to Korea using tourist motivation and to determine whether there is a significant differences between destination selection attributes and lifestyle. On the basis of multi-step cluster analysis, four segment were found: culture and Knowledge expansion, routine avoidance/discovery, emotion conversion, self-actualization. Also, the result indicated that the differences between 4 Chinese mid-old aged cohorts are significative. It is revealed that there are differences between destination selection attributes and lifestyle by four segmented groups.