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중국 관광객의 뷰티관광 선택속성과 한국문화 친밀성이 뷰티관광 구매행동에 미치는 영향 KCI 등재

Effects of Chinese tourists’ beauty tour preferences and attitude toward Korean culture on beauty tour purchasing behaviors

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  • URLhttps://db.koreascholar.com/Article/Detail/320754
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복식문화연구 (The Research Journal of the Costume Culture)
복식문화학회 (The Costume Culture Association)
초록

This study examined how Chinese tourists’ beauty tour preferences and attitudes toward Korean culture impacted their purchasing behaviors, repurchasing intentions, and the likelihood that they would recommend the products and services they received. Between the 10th and 21st of June, 2016, a total of 277 questionnaires were distributed in Seoul, Busan and Daegu using SPSS 21.0. On the surveys, beauty tour preferences were divided into the following categories: human service, high quality service, convenience․accessibility & cost, and facility & atmosphere. The study found that high quality service and convenience & accessibility significantly affected respondents’ purchasing intentions, with high quality service showing the higher standardized beta value. Friendliness to Korean culture also had a significant impact on beauty tour purchasing intentions. Preference for human service, high quality service, and facility & atmosphere significantly affected the purchasing intentions and the likelihood o f respondent recommendations, with higher standardized beta values shown (from high est to lowest) in the preference for facility & atmosphere, and preference for human service and high quality service respectively. Concerning perceptions of beauty products, preference for quality had a significant impact on the repurchasing intentions and intentions of respondents to make recommendations, as did the respondents’, friendliness toward Korean culture. This study suggests that, to be most effective, beauty tours should emphasize human service and facility & atmosphere, as well as high quality service. In addition, preference for beauty services or products, and friendliness to Korean culture must be considered.

저자
  • 정하은(가천대학교 의상학과, Dept. of Clothing, Gachon University, Korea) | Ha-Eun Jeong
  • 김미영(가천대학교 의상학과, Dept. of Clothing, Gachon University, Korea) | Mi Young Kim Corresponding author