AHP를 활용한 한류관광 활성화 요인 도출과 우선순위 분석

Abstract

The purpose of this study is to identify strategic factors of Korean Wave(Hallyu) tourism. This study, specifically, explored the determinants of invigorating Korean Wave(Hallyu) tourism and their priority by applying Analytic Hierarchy Process(AHP). Data were collected from 25 experts in the field of Korean Wave(Hallyu) tourism. AHP hierarchical structure consisted of 5 main determinants with 18 components, which included Korean Wave tour product, tour service quality, sales and distribution, promotion and marketing activities, and Korean Wave(Hallyu) policy. The results of AHP analysis indicate that the most important determinant of 5 main determinants was Korean Wave tour product, followed by promotion and marketing activities, tour service quality, sales and distribution, and Korean Wave(Hallyu) policy in that order. The diversity of Korean Wave tour product regarding tour type, tour price, and tour theme was the most critical determinant of Korean Wave(Hallyu) tourism among 18 components. The findings will provide policy makers and managers with practical implications for invigorating Korean Wave(Hallyu) tourism.