국내 쇼핑관광지의 글로벌 포지셔닝 전략에 관한 연구

A Study on Global Positioning Strategy of Demestic Shopping Destination: Focused on Japanese and Chinese Toruists

This study is identified the current position of five shopping destinations in Seoul, about foreign tourists’ images, satisfactions, attitudes and behavioral intentions. The purpose of this study is to pay attention to keep looking into minds of global tourists about domestic shopping destinations with proposing the directions of positioning strategy. To research, Japanese and Chinese Tourists visiting to Seoul were asked to answer questions to measure their images of Korea Shopping Destinations. Out of 600 participants, 360 usable questionnaires were collected and analyed. The findings were as follows: Firstly, Japanese tourists had higher tourist attitudes and satisfactions than the Chinese tourists had, and the former visited again and gave information by word of mouth actively. Secondly, Japanese tourists had high scores at personal service factors of cognitive images, while the Chinese ones had high scores at shopping places and shopping product factors. Japanese tourists were rated to be high at attraction factors of emotional images, while Chinese ones were done to be high at rests and modernity. This study is meaningful to proposing guidance of shopping tourism positioning as well as a diverse theoretical background and empirical analysis to verify positioning factors of domestic shopping destinations.