외래관광객이 관광기념품으로 구매한 의류상품의 속성에 관한 연구

A Study on Attribute of Clothing Merchandise bought by Foreign Tourists as Souvenirs

Based on documentary research and practical research, this study tries to figure out pragmatically first what characteristics the foreign tourists consider important when they buy clothing merchandise as tour souvenirs, and second, what characteristics the foreign tourists satisfy in the process of performance after purchasing. More specifically, this study applies importance-performance analysis as a management technique for the maximization of the satisfaction of users. As a result of analysis, the characteristics of design, price, fitness, utility, color, and style are located in the first quadrant; convenience of cleaning and handling, kindness of salesperson, functionality are in the second quadrant; durability, convenience and varied ways of payment, after service are in the third quadrant. However, there were no characteristics in the fourth quadrant that is orientated to intensity of hard work. Thus, we conclude that the foreign tourists visiting our country are in general satisfied with their purchasing of clothing merchandise.