여행 목적지이미지에 대한 동기와 가치의 역할에 관한 연구 : 중국여행을 중심으로

Abstract

Why do people want to travel? What do they want to achieve through travelling? This study selects the China market as one of the representative destination's impressions, most frequently visited by the Korean consumers in the tourism market, in order to investigate China's image as being imprinted in the mind of the Korean tourists. And with such a image, the difference in the population statistical characteristics and the mutual relationship with the motive of travelling and the value of travelling, regarding the selection of travel destination, are closely studied. The surveys on the consumers with experience of travelling to China within past one year, on the difference in the motive of travelling according to the population statistical characteristics, revealed the fact that the travelling motive of competence/domination depended on the age and the marital status, while the motive of intellect/self depended on the sex and the level of education, and the motive of building relationship was shown to be much considered as the older age group of travellers. The value of travel was shown to be discriminated according to the difference in the sex, age or the marital status. Meanwhile, the survey on the destination's image indicated the utilization of the image on the quality of travelling shall be approached differently, according to the difference in the age, the education level and the marital status, while the survey on the cultural asset's image indicated it shall also be approached differently, according to the difference in the sex and the education level. As a result of an analysis on the mutual relationship between the motive of travelling and the destination's image, they proved to hold significant relation with each other, and accordingly, the strategy for advertisement and promotion with consideration of such relation may be necessary. On the other hand, the result of an analysis on the mutual relationship between the value of travelling and the destination's image has shown that tours to China with its destination's image, may prove to be more convincing to those travellers who pursue the practical value than those who pursue pleasure as the travelling value. The limit of this study is that, the conclusion drawn out from this study may vary according to the characteristics of each travel destination. Therefore, more thorough advance study for understanding the characteristics of each destination's image in a future study may be recommended. Moreover, a future study on the Korea's destination's image as imprinted in the foreigners and the influential factors, with more consideration of the Koreans, rather than of China as the travel destination, may be also recommended. On the other hand, through more detailed advance study and survey on the travellers to China, an establishment of measures on the characteristics of travel that may influence the travellers' selection of travel destination, etc.