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.

As the World Tourism Organization points out that cruise tourism is the best tour product for people to enjoy the diverse experience within the shortest terms. With the constant development of cruise tourism through the years, it has gained the attention of the South Korea. This study analyzes the general information of the cruise ports in South Korea, Chinese cruise tourists to South Korea. To solve problems in the development of cruise tourism of South Korea, this study brings forward to the countermeasures including the developing specialized cruise ports, increasing variety of tour products and strengthening train programs.