With the more frequent economic and cultural exchanges between China and South Korea, tourist arrivals to South Korea are also booming. The study on travel preference is significant to promote the tourist market and route design. This paper studies the group tourists from Jinan, Shandong province to South Korea, and analyzes their preferences on travel, motivation and consumption. It also studies whether the demographic variable has distinctive influences on travel preference. Finally it puts forwards the suggestions to improve the service and quality of group travellers to South Korea.

Ⅰ. Introduction
Ⅱ. Methodology and Empirical Analyses
Ⅲ. Analyses of Travel Preference from the Survey
Ⅳ. Findings and Discussion
Ⅴ. Conclusion

• Sun, Jing(Associate Professor, Business School, Shandong Normal University) First Author
• Zhang, Yuqi(Graduate, Business School, Shandong Normal University) Corresponding Author