중국의 근대 문화유산인 홍색성이 중국관광객의 북한관광 의사결정과정에 미치는 영향

Abstract

Red tourism is a kind of cultural heritage tourism of modern history of Chinese communist revolution. Chines government’s political promotion of such programs has significantly increased number of its tourists. The purpose of this study is to explore its influence on the Chinese tourists’ re-visit intention to North Korea. The survey was given to Chinese tourists coming from their North Korea tour packages. The survey was designed to research the ‘Red tourism’ tourists behavioral intention from the perspective of the theory of planned behavior. The result shows that ‘Red tourism’ factor has significant effect on Chinese tourists’ attitude and behavioral intention to North Korea tour programs. The results of the analysis show that red color has a significant effect on attitude and behavioral intention in North Korea Tourism. The implication of the study is that the characteristic of red color which rekindles historical personages and events has a significant effect on Chinese tourists in North Korea Tourism.