체이드(CHAID) 기법을 이용한 방한 외래관광객의 재방문 패턴 분석

Abstract

This study is to analyze the patterns of revisit foreign tourists in trip planning, activity and, post trip phase by using the analysis of the decision Tree technique; a CHAID algorithm. The increase in the revisit ratio of foreign tourists visiting Korea is an important market for reducing the cost of enterprises and increasing the efficiency and effectiveness of finances. According to the results of the analysis, there were 20 terminal nodes in the planning stage, 11 terminal nodes in the trip stage, and 11 terminal nodes in the post-trip stage, which were statistically significant at each of stages of revisiting foreign tourists. The major factors influencing the root node by a CHAID algorithm were the country of residence, the purpose of the visit, the decision point of the trip (one month), the number of companions, the occupation, the travel information acquisition route, the age and gender in the planning state. And there were he country of residence, occupation, and age in the trip stage. In the post-trip stage, it was influenced the revisiting behavior and recommendation to travel to Korea within 3 years depending on the country of residence and age.