중국 관광객의 부산 해양·수산 관광지에 대한 중요도 및 만족도에 관한 연구

Abstract

Abstract

Busan is the representative of ocean city in South Korea, which attracts many Chinese tourists. As the number of Chinese tourists increase, Chinese tourists’ evaluations of sightseeing resources in Busan appears to be extremely important. Busan is the representative of ocean city in South Korea, which attracts many Chinese tourists. As the number of Chinese tourists increase, Chinese tourists’ evaluations of sightseeing resources in Busan appears to be extremely important. However, there are few researches on Chinese tourists’ evaluations of sightseeing in Busan in existing literature. In this research, Chinese tourists who travel to Busan are chosen as research object and their importance to and satisfaction of sightseeing in Busan are analyzed from several aspects including marine sightseeing, aqua culture sightseeing and general sightseeing. Based on the research results, marketing schemes are designed to attract Chinese tourists. Firstly, it is regarding the unique cooking method of the aquatic product sightseeing in Busan. Based on the analytical results of the importance-satisfaction in this study, the importance of “unique cooking method experience of seafood in South Korea” and “traditional seafood cooking consumption in South Korea” is analyzed by the highest grades 4.04 and 4.21. As a result, by linking the characteristic of seafood products and seafood specialty from Busan with seafood icons to promote with social media. Social media and other effective marketing methods could be used to promote the unique seafood cooking method in Busan, such as roasted mackerel and stewed mackerel, etc. In addition, it is necessary to constantly reinforce the basic construction of aquatic product sightseeing. The findings show that Chinese visitors have the satisfactory comments on infrastructures of aquatic product sightseeing(e.g. cleanness of aquatic product sightseeing facilities and sanitary state on marine products). As a result, in order to improve satisfaction of Chinese visitors, it is necessary to maintain and improve infrastructures of these aquatic product sightseeing areas. Besides, it is essential to construct the “aquatic product landmark in Busan”, so as to locate Busan tourist industry for Chinese visitors. Through this research results, relevant factors of aquatic product sightseeing(e.g. product services of aquatic product sightseeing areas and charm of aquatic products)will never affect the satisfaction of Chinese visitors’ revisiting intention and recommendation intention. As a result, to construct aquatic product sightseeing landmark in Busan, it can definitely locate more aquatic product sightseeing of Busan for Chinese visitors Last but not the least, it is necessary to define the seafood price and improve payment means of aquatic products. “Seafood products should have the definite price”, which is focused on improvement in IPA analytical results(the second side). As a result, relevant department in Busan should establish a definite price standard for aquatic products, so as to increase market transparency. In addition, to educate aquatic product sellers in price identification can be used for improving satisfaction of Chinese visitors.