중국관광자의 시장세분화에 관한 연구

A Study on the Market Segmentation by Chinese tourist

The purpose of this study is to propose the model for developing tourism products by market segmentation of chinese tourists visiting Korea. In order word, the research attempts to analyze chinese tourist's expectation for Cheju Island where is designated 'No-Visa Area', and to suggest useful marketing strategies for tourism market segmentation. To achieve the purpose of this study, this has theoretical study and empirical study. In theoretical study, this defined 'Chinese tourist', 'tourism market segmentation' and 'tourism products' in aspect of tourism through the documentary study. In empirical research was conducted based on the previous theoretical studies. 381 chinese tourist who visited korea were selected as samples of this study. And the answers were processed by SPSS PC Ver 10.0 to yield frequency Analysis, Reliability Analysis, ANOVA and Regression Analysis. This study results chinese tourists visiting Cheju Island have activity disposition, tourist convenience, and destination intention. In the view of tourism market segmentation, positive the rising generation was selected as a target market. They have many interest in visiting Cheju. In addition, this research suggests improvement for attracting more chinese tourist to Cheju Island in terms of law and regulations, accomodations, and marketing. It is believe that study will greatly contribute to obtain competitive edges of Cheju's tourism industry.