관광 목적이 관광객의 관광정보 탐색행동에 미치는 영향: 중국인 관광객을 대상으로

Abstract

This research examines how the travel purpose of tourists can influence the search behavior of tourism information by empirical analysis on Chinese tourists. A theoretical basis on the travel purpose and the tourism information search behavior are carried out by literature review on precedent studies and suggested operational definitions on them. A total of 348 valid samples of Chinese tourists were used to validate the causal hypothesis of travel purpose and information search behavior. Exploratory factor analyses identified 4 underlying dimensions of travel purpose(cultural rest, social gathering/K-culture experience, extending knowledge/experience, no special purpose of visiting) and 4 underlying factors of tourism information search(physical environment, social/economic/ cultural/shopping information, destination information, travel cost/itinerary information). Multiple regression analyses showed that cultural rest, social gathering/K-culture experience, and extending knowledge/experience had significant effects on all 4 factors of tourism information search behavior, except that no special purpose of visiting did not have a significant effect on tourism information search. The managerial implication was suggested on how tourism marketing strategy should be established to produce effective tourists inducement.