국가문화 차이에 따른 방한 관광객 소비지출 분석

Analysis of Consumption Expenditure of Tourists Visiting Korea by Differences in National Culture: Focusing on Southeast Asian Countries

Purpose: The purpose of this study is to compare and analyze the tourism behavioral characteristics, spending patterns, and determinants of consumption expenditure for Southeast Asian tourists visiting Korea based on national cultural differences. The research methods to achieve the objectives of this study are as follows: First, using Hofstede’s six cultural dimensions scores for Korea and major Southeast Asian countries, the KSI index will be calculated to measure the cultural distance between them. Based on the KSI index, the two countries with the closest and farthest cultural distances will be selected as the target countries for the study. Secondly, a comparative analysis will be conducted on the tourism behavioral characteristics, spending patterns, and determinants of consumption expenditure for tourists from the two selected countries visiting Korea. Research design, data, and methodology: The data for the study sample was obtained from the original 2019 survey data on inbound tourists provided by the Korea Tourism Data Lab (2023). and Data from a sample of 522 Indonesian and 622 Filipino tourists who visited Korea were used for the analysis. First, we conducted frequency analysis to examine demographic characteristics, tourism behavior, and spending patterns. and the estimation analysis method used to identify the determinants of tourist consumption expenditure is Tobit model analysis method. Results: This research results are as follows. First, It was found that there are differences in expenditure characteristics and determinants of consumption expenditure between Indonesian and Filipino tourists visiting Korea. Second, according to the estimation results, In the case of Indonesian tourists, it was estimated that individual travel and travel satisfaction have a positive impact on consumption expenditure. and it was found that Filipino tourists spend more on group tours than on individual tours. Third, both countries showed that the proportion of cultural and entertainment expenses was the lowest among the consumption expenditure items. Implications: The results of this study showed that there were differences in the consumption characteristics of tourists and the determinants of tourism expenditure depending on the cultural differences between the two countries. the tourism marketing strategy and policy development should reflect the cultural characteristics of the country visited, and it is necessary to consider the national cultural dimensions in formulating strategies.