부산 방문 MZ세대 중국인의 관광지 선택속성, 이미지와 재방문 및 추천 의도에 관한 연구

Abstract

This study aims to empirically analyze the relationships among tourism destination selection attributes, destination image, revisit intention, and recommendation intention of Chinese MZ generation tourists visiting Busan, thereby identifying the causal mechanisms among these variables. This study differentiates itself from existing research that has predominantly targeted general tourist populations. The main objective of the research is to investigate how destination selection attributes influence destination image, and how destination image, in turn, affects revisit and recommendation intentions, providing empirical evidence for the formulation of strategic tourism policies in the Busan region. The results indicate that, first, all four selection attributes—accommodation value, events/shopping, natural scenery, and traditional experiences—had a significant positive effect on the destination image, with events/shopping and natural scenery exerting particularly strong influence. Second, among the destination image dimensions, attractiveness, diversity, and historical/cultural value significantly influenced revisit intention, while convenience was found to be statistically insignificant. Third, all four image factors—attractiveness, diversity, convenience, and historical/cultural value—had a significant positive impact on recommendation intention, with attractiveness and diversity being the most influential. These findings suggest that enhancing the unique attractiveness, diversity, and historical/cultural appeal of Busan’s tourism offerings is more effective in influencing behavioral intentions than focusing solely on convenience. The results particularly highlight the preferences of Chinese MZ generation tourists, who value emotional and experiential elements, and are more inclined to revisit and recommend destinations that offer distinctive cultural narratives and immersive experiences. Theoretically, this study contributes to the refinement of tourism behavior models by incorporating both generational and cultural heterogeneity into the analytical framework, and by empirically validating the causal structure among selection attributes, image, and behavioral intentions. Practically, the findings offer strategic insights for Busan’s tourism development, including improving accommodation quality, expanding themed shopping experiences, developing nature-based and traditional cultural programs, and designing storytelling-driven emotional content tailored to MZ tourists. However, the study is limited in its generalizability due to its focus on a specific region (Busan) and a specific group (Chinese MZ generation tourists). Future research should consider comparative studies across different cities and cultural backgrounds, more detailed segmentations by gender and occupation, and the integration of qualitative variables such as emotional responses and SNS sharing behavior, to construct a more comprehensive understanding of tourism behavior.