중국 관광객의 서울과 제주도 관광인식을 알아보기 위해, 인식 특성에 따른 항목 추출, 두 지역을 분석하여 도출 키워드의 관계를 탐구함으로 관광 전략 시사점 도출을 목적으로 하였다. 빅 데이터 분석 프로그램 텍스톰의 중국어 버전을 활용하여 '서울여행', '제주도여행' 키워드를 중국 대표 포털사이트 바이두, 웨이보의 데이터를 수집하여, 빈도분석, TF-IDF분석, N-gram, 인식 항목별 분석 방법을 실시하였다. TF–IDF·N-gram 분석결과 '서울여행'은 역사문화 키워드가 연계되었으며, '제주도여행'은 유흥 및 여행 키워드가 연계되어 지역별 관심도 및 중요행태 차이가 있음을 알 수 있다. 주요 방문지는 서울은 역사문화 관광지 키워드가 도출되었으나, 제주도는 자연경관 키워드가 도출되었다. 주요활동은 서울 전통체험 키워드 도출, 제주도는 소비행태 키워드가 도출되었다. 본 연구는 빅데이터를 활용하여 인식 변화를 빠르게 파악 할 수 있으 며, 중국 관광객의 인식 및 행태의 관계성과 인식 항목별 키워드를 분석함으로써 효과적인 중국 관광객 유치에 대한 기초 데이터로서 의미가 있다.

Busan is a representative of ocean cities in South Korea, which attracts many Chinese tourists. As a number of Chinese tourists increase, Chinese tourists’ evaluations of sightseeing resources in Busan appear extremely important. However, there are few researches on Chinese tourists’ evaluations of sightseeing in Busan. The purpose of this paper is to analyze Chinese tourists’ evaluations of Busan tourism. Chinese tourists who travel to Busan are chosen as research objects and several aspects including marine, fisheries and general tourism are investigated to evaluate the tourists’ overall satisfaction of the tourism in Busan. IPA analysis, factor analysis multiple regression analysis are used for the research. The results are as follows. Chinese tourists’ evaluations of the importance and performance level of variables on Busan tourism were significantly different (total 19 of 25 variables) and the performance was lower than importance. This means the outputs of the various Busan tourism elements do not live up to their expectations. The findings show that Chinese visitors have high satisfaction on infrastructures of fisheries tourism (e.g. cleanness of aquatic product tourism facilities and sanitary state on fishery products), but low satisfaction in terms of the contents (e.g. unique cooking method experience of seafood and traditional seafood cooking consumption). The factors of fisheries tourism (e.g. product services of fisheries tourism and the attractiveness of seafood in Busan) never affect their satisfaction and intention to revisit and recommend the city.

This research was conducted to examining the mainland Chinese tourists‟ behavior on and credibility perception of travel websites. According to the data collected from the online questionnaire survey, mainland Chinese tourists tend to share negative experiences on the web; and consider more on review information than on reviewers‟ information.

By carrying out experimental research, the authors aim to explore the influence of animosity on tourists’ travel intention. Although animosity is proven to have a direct negative impact on consumer’s purchase intention in many other product categories in the consumer marketing domain (Moufakkir, 2014), little has been investigated into its impact on tourists’ behavioural intention within the tourism context. It is a first study in tourism using experiment method to examine the relationship between Chinese tourists’ animosity triggered by different scenarios and their outbound travel intention. By analysing and comparing types of animosity and price promotion, the research contributes to the existing literature in both consumer behaviour and tourism via better understanding the impact of attitude (animosity) on behaviour (travel intention) and the relative marketing application (price promotions). This study has discovered that although animosity triggered by unexpected incidents and political disputes will lead to significant decrease in travel intention, even deep price cut cannot reverse the unwillingness to travel to those destinations when animosity exists. This research is particularly important for countries/regions that are seeing an increasing number of Chinese tourists and investing heavily to provide tailored products and services to this target market, negative feelings, particularly animosity should be taken into consideration when developing tourism strategies (Richter, 1983).

In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.

The purpose of this paper is to examine the effect that Chinese tourists’ perceptions of beauty products and their friendliness toward Korean culture have on beauty tourism, particularly on Chinese tourists’ intent to purchase, re-purchase, and recommend beauty products. Between the 10th and 21st of June, 2016, a total of 277 questionnaires were distributed in Seoul, Busan, and Daegu using SPSS 21.0. Cronbach’s α was undertaken to test the reliability of the questions and an analysis of the frequency, factors, t-test, and Sobel test used in the study. Korean beauty was derived from two factors: “product favorability” and “product excellence and credibility.” Product favorability had a significant effect on the intent to purchase, as did participants’ friendliness toward Korean culture. Re-purchases and the intent to recommend beauty products were also significantly affected. In the relationship between the perception of beauty products and the intent to purchase, the study revealed partial mediation effects of the participants’ friendliness toward Korean culture on product favorability and complete mediation effects on product excellence and credibility. Friendliness toward Korean culture had partially mediated the effect that product favorability had on the intent to re-purchase and recommend. Tourists’ friendliness toward Korean culture had complete mediation on the effect that product excellence and credibility had on the intent to re-purchase and recommend. According to the Gender Equality and Family Act, the difference between buying and selling beauty depends on the difference between purchase and intentions. Friendliness toward Korean culture has become an important variable thanks to product superiority and reliability.

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.

Backed by the rapidly-growing economy, China sends the most tourists to Korea. Accordingly, growing consumption of Chinese tourists is strongly drawing attention of the Korean retail industry. Academia has conducted more relevant researches, such as effective branding of Korean Wave, and services to attract tourists. Despite a series of efforts, including specialized tour products and language services, there have been an increasing number of Chinese visitors complaining about their experience in Korea and Chinese tourists are urgently demanding improvements. Hence, comprehending sophisticated consumption behavior of Chinese tourists is becoming more important than ever before. Also, it needs to explore how shopping experiential value that they experience while purchasing fashion goods in Korea affects their satisfaction of the store and product. Previous literature has shown that perceived shopping value has a positive effect on customer satisfaction and behavioral intention (Mathwick et al., 2001). Previous domestic studies that targeted Chinese tourists have focused on investigating the shopping motivation and satisfaction (Ko, 2011) and market segmentation of Chinese tourist shoppers (Oh, 2014). Previous studies have approached this problem mainly from its cognitive aspect and few studies have focused on the emotional aspect during shopping. This study suggests that emotional behavior mediates the relationship between shopping experiential value and consumer attitude toward products and stores. According to the Korea Tourism Organization, the ratio of male to female Chinese tourists visiting Korea changed from 69:31 in 1995 to 59:41 in 2005. In 2013, female Chinese tourists outnumbered males at a ratio of 41:59. The number of Chinese female tourists continues to increase. Females are known to be more involved in fashion consumption. Hence, this study is conducted on 550 Chinese female tourists who have shopping experiences during their visit to Korea. The ages of the respondents range from 20 to over 50 years old, with a mean age of 33.5 years. Their shopping experiential value is measured by visual appeal, crowding, economic benefits, and service excellence, and is expected to trigger emotions of entertainment and escapism. Variables including entertainment and escapism are measured using the Experiential Value Scale developed by Mathwick et al. (2001). This study finds that three experiential values (visual appeal, crowding, and service excellence) have positive influences on entertainment. For example, customers feel greater entertainment when visual appeal, service excellence and/or the number of customers in the store is greater. The emotion of entertainment turns out to have positive impacts on both store satisfaction and product satisfaction. According to the examination of how shopping experiential values affect escapism, crowding and economic benefits have a positive impact, whereas visual appeal and service excellence have a negative impact on escapism. Previous studies define escapism as an emotion of which customers are absorbed by entertaining activities and satisfied with shopping. This study assumes that all the shopping experiential values may have a positive impact on escapism. Escapism is a status where customers are deeply occupied with shopping without thinking of anything as if they were in another world, and a much stronger emotion of entertainment than usual pleasure from shopping. This study finds that the higher visual appeal and service excellence tends to generate the lower the escapism. This may be attributable to the fact that the survey was examined only on Chinese tourists. The respondents were asked to recall the most memorable item among the fashion products that they purchased during their visit to Korea. Their shopping experiences varied widely from well-organized malls, like department stores and duty free shops, to crowded environments, like Dongdaemun, traditional markets and subway stores. As a result, different experiential values have different impacts on escapism. Economic benefits and crowding which are experienced during shopping help to absorb in shopping, and these are likely to have positive impacts on escapism. On the other hand, visual appeal and service excellence may have different influences on escapism according to the shopping environment that Chinese consumers experienced. For example, Dongdaemun or subway stores are less visually appealing than department stores or duty free shops, but trigger stronger sense of escapism. Because survey questions to measure service excellence include Chinese (language) proficiency of sales staff, it is expected that higher language proficiency level of sales staff tends to generate lower degree of escapism, the sense of feeling that one is indeed in foreign country like Korea, for customers. Escapism has negative impacts on both product and store attitudes. Escapism is a status of absorption in which customers are emotionally occupied with pleasant feelings, and purchases along with a high escapism are likely to be less rational and more impulsive. In particular, this study examines tourist shoppers, and the respondents evaluate products they purchased in another country after they return home, and this may have caused the negative attitude toward products and shops. In fact, some previous studies found that overly positive emotions have negative impacts on purchase behavior (Liljander &Standvik, 1997; Andrade, 2005). This study confirms that the shopping experiential values perceived by Chinese tourists affect their product and store attitudes through the emotions of entertainment and escapism. It is particularly notable that this study verifies diverse roles of different emotions such as entertainment and escapism in the context of tourist shopping. This study employs empirical analysis on tourists, and provides practical implications including the importance of shopping experiential values for developing retail strategies.

The influence of tourists on the retail market continues to grow and China is destined to become the largest outbound-spending nation in the world; subsequently, the interest on Chinese tourists has increasingly grown. The advancement in information technology and increased usage of SNS allows Chinese tourists share a variety of information online before or after they embark on to others. Data from the Korea Tourism Organization indicates that, “shopping” is the most searched keyword for Korean tours in 2014. The main shopping item of Chinese tourists is fashion or beauty products and we need a better understanding of the consumption behavior of Chinese tourists in relation to Korean fashion. We should consider shared content by Chinese consumers to promptly respond to needs and concerns. This study researches actual attitude of Chinese consumers toward Korean fashion items and shopping tourism using content analysis based on Chinese SNS. We investigate the representative portal search site Baidu (百度) and Weibo (微博) SNS primarily used by Chinese. Our investigation is limited to posts or comments one month before and after China’s National Day. Our analysis used translations of Chinese into Korean. A total of 70 words were selected based on the mentioned frequency by R Program forthe final analysis. Words were divided into groups based on content analysis similarity and word connectivity was researched using the Net Miner program. A total of 70 words used for the analysis were divided into three groups: shopping item, shopping behavior, and shopping place. The relevance of content to shopping item accounted for 39% and most of the shared information was about where to find cheaper items, various styles, or the latest fashion products. Shopping behavior accounted for 17% and the shared information was about how to compare products before purchase, how to communicate with salespersons, and how to obtain refunds after purchase. Shopping places area dominant group with 43% and half of the words about retail trade. Significant information was available on the main characteristics of retail trade areas such as Dongdaemoon market or Myeongdong. More information was shared on underground shopping centers or general road shops than on traditional shopping places, department stores, or duty free shops. The trends are particularly notable and help in understanding how Chinese tourists are more interested in shopping places where they can have new experiences. This study confirms the shopping behavior of Chinese tourists in Korea using content analysis of Chinese SNS. The shopping trend changes; the average Chinese tourist age drops and the Chinese tourist pattern shifts from large group tours to individualized small group tours. Appropriate responses to Chinese tourists must be based on understanding of their changing shopping needs. This study is useful to understand the actual attitudes and needs of Chinese consumers toward Korean fashion based on shared online content.

With the sweeping popularity of Korean Wave across Asia, the number of Chinese tourists to Korea has rapidly been increasing over the last decade. Korea Tourism Organization estimates that the number of Chinese visitors exceeded 6 million in 2014, and Korea Institute for Industrial Economics and Trade estimates that their spending in Korea surpassed KRW 7.67 trillion in 2013 alone. In particular, Chinese tourists spend most of their money in Korea on shopping. Since Chinese have become the major customers of the Korean market, it is critical to understand their consumption patterns and behavior. Previous studies looked into tourist destinations and shops that Chinese people frequently visited, and also researched on product selection criteria regarding their preference on fashion products. However, this study focuses on how Chinese tourists feel while they are shopping in Korea and how such emotions affect their evaluation on the purchased products. Planned purchase refers to the situation where the buying intention of a consumer has already been formed prior to entering the store based on the perception of purchase necessity. An unplanned purchase is not anticipated or planned before the customer enters the store, and products are bought without planning similar to impulsive buying. Oliver (1980) suggested that emotions are an important factor when consumers evaluate a product. Therefore, this study focuses mainly on the emotion created during the shopping. We conceptualized product attitudes based on the expected consumer satisfaction paradigms of Oliver and Desarbo (1988). This study also explores the product usage satisfaction of tourists as a post-purchase attitude. According to statistics, majority of Chinese tourists who buy fashion products are women. The survey is conducted on 550 women in the age group between 20 and 60 years who have visited Seoul before, using an online panel of respondents sampled by an international survey firm. 530 questionnaires are analyzed, with the remaining responses determined to be incomplete. For the demographic characteristics of the sample group, the average age is 33.5 years old, with 201 in their 20s (37.9%), 190 in their 30s (35.8%), 107 in their 40s (20.2%), and 32 in or over their 50s (6.0%). As for the average household income, RMB 10,000 to 20,000 is the most frequent (210 or 39.6%). For residential areas, Hua Dong (East China) is the most frequent (207 or 39.1%). Data are analyzed using structural equation modeling by AMOS 20.0. Respondents were asked to recall most impressive fashion product that they bought in Korea during their visit, and to answer whether it was planned or unplanned purchase.This study also attempts to measure the emotions they had during the purchase in order to understand differences in attitude toward the purchased products. Although emotions cannot persist over time, previous studies have measured emotions during consumption to evaluate the situation. The study categorizes respondents according to their purchasing power into heavy and light buyers to determine the moderating effects of purchase amount. In the literature, purchasing power is described in terms of the number of purchase and purchase amount. Based on previous studies on purchasing power, consumers can be categorized as heavy or light buyers. This study focuses on purchase amount in the context of tourism shopping. The results find that planned purchases tend to deliver positive emotions, which in turn enhances product satisfaction. Unplanned purchases, positive shopping emotions have positive impact on their attitude toward purchased products. Interestingly, unplanned purchases have negative direct impact on the product attitude without the mediating role of positive shopping emotions, showing the importance of positive emotions that consumers feel while shopping When it comes to the impact of purchasing power, the effect of unplanned purchases of light buyers on shopping emotions or product attitude was not significant. Only planned purchases trigger positive emotions, many of which induced positive impact on product satisfaction. For heavy buyers, on the other hand, even unplanned purchases have positive impact on their product satisfaction when positive shopping emotions are developed. This study is differentiated from previous studies in that it deals with how purchase types (planned vs. unplanned) affect shopping emotions and post-purchase product attitude of Chinese tourists who account for the significant share of the Korean tour industry. It is also notable that this study groups tourists by their purchasing power and identifies the impact of their purchasing power, considering the fact that tourists are increasingly influencing the domestic consumption market. The Korean government and companies may tap into the results of this study to provide better environments to trigger positive shopping emotions to tourists. However, it should be considered that the subject of this study is limited to Chinese female tourists, which should be complemented by future studies.

Spa tourism is part of wellness tourism, which has been prosperously booming over the past decade. In accordance to the aforesaid, the spa-tourism-oriented marketing strategy is exceedingly significant for businesses akin to hotel, resort and even governments which aim at appealing to more tourists. For the future success, spa tourism needs to appreciate the changing demands of the spa market while providing enough capacity to satisfy them (Henderson, 2004). The worldwide spa industry revenue is growing up from US 60 billion in 2007 to US 73 billion in 2012 (Global Spa & Wellness Summit, 2012). Spa market is one of the fastest growing leisure markets both on the supply and demand sides. Nevertheless, spa industry is utterly fragmented with each segment catering for different customer needs (Harmsworth, 2004). Bali is a popular tourist destination renown for its nature beauty, which attracts both domestic and international tourists. Over the years, it has been dubbed as “the morning of the world”, “the last paradise” and “island with a thousand temples”. According to Indonesian Central Bureau of Statistics (BPS, 2013), it was chosen as the most favorite tourist destination worldwide with a number of tourists totaled at 2,756,579. Among the foreign spa tourism patrons, Mainland Chinese tourists ranked the second while Taiwanese tourists being the fifth in ranking. CNN Travel (2012) reported that the Indonesian government estimated one million Mainland Chinese tourists would patronize the spa tourism in Bali by 2014. Regardless Mainland China and Taiwan are dual sovereignties which identically possess similar culture, there are still some aspects such as gender issue that distinguishes one from another. Furthermore, age, occupation, education, family structure, and life experience are some other aspects that differentiate Taiwanese and Mainland Chinese. In summation, the main objectives of this paper is threefold: (1) to compare the decision making process between Taiwanese and Chinese tourists, specifically, amid the wedded/unwedded couples; (2) to identify the most influential decision maker among the wedded-couple tourists/unwedded-couple tourists in Taiwan and Mainland China; (3) to assist travel agencies which aim at luring couple tourists to concoct the customized package tours. This research develops a quantitative survey for data collection, inference and the resulting data. The first part of questionnaire evaluates the influence regarding wedded / unwedded couples over how much influence each other have (problem recognition, information search, and a final decision) (Davis & Rigaux, 1974). The second part consists of fourteen sub-decisions: the destination (Bali), budget (how much money to spend), days (how much time to spend), accommodation (where to stay), and departure time (when to go) (Belch, Belch, & Ceresino, 1985; Szybillo & Sosanie, 1977); airline, restaurant, local transportation, shopping, travel agency, tour leader, tour guide, optional tour, and spa activities (Wang, Hsieh, & Huan, 2000; Heung & Chu, 2000) and the other kinds of activities (Jenkins, 1979) complete with five-point Likert scale, ranging from “no influence at all” to “all of the influence”. The third part provides some questions asking respondents regarding where they receive the information about Bali. The fourth part asking the respondents provide information such as frequency of visiting destination; how long have the couples been together and how the package tour was booked. Eventually, this questionnaire provides information related to socio-demographic variables, including gender, respondents’ age, occupation, monthly income, and the highest education level (Howard & Madrigal, 1990; Darley & Lim, 1986; Fodness, 1992). The ultimate version of the questionnaire items are refined through the purification process. Above all, this study invites three experts to examine the validity and reliability concerning the questionnaire. 350 valid questionnaires were collected (consists of 171 Taiwanese tourists and 179 Chinese tourists) which was adequate to questions only one spouse in summer period. There is merely one significant discrepancy exists between the wedded and unwedded couples in the decision-making stages, that is, “Information search” conducted under the joint decision making. The nature beauty and wellness services combined with evening entertainment are relatively satisfactory in Bali. During the check-in process, wellness tourists are supposed to be notified of all the spa-oriented services in the spa area. Overall, the satisfaction level of spa in Bali is exceedingly-high. With hindsight, customer service seems to be the greatest asset in Bali. The presented study is an unprecedented research focusing on the behavioral disparity between Taiwanese and Chinese spa tourists when it comes to decision-making stages. The results of this study unfurls the different decision making process between Taiwanese and Chinese couples; according to the research result, the unwedded couples possess more influence than the wedded couples in decision making stages. Moreover, the findings of this research do not entirely support earlier statement given by Tourism Queensland (2013), which mentioned considerable spa customers are female, married, and age approximately 34 to 52 year olds. According to our research, actually, men accounts for a quarter of spa users. The research result indicates the mini-tour is a niche business in the tourism industry that can both benefit Taiwan and Mainland China; mini-tour is a novel concept mentioned in a previous research, which focuses on seniors’ GPT (Wang et al., 2013). This study provides information concerning customer satisfaction level in Bali spa business and travel agency services. The sub-decisions regarding couple tourists are thoroughly researched. Therefore, this presented study can potentially bring benefits to all parties (spa providers, travel agencies, and spa goers); simultaneously, it contributes greatly to the theory of “decision-making”. In conclusion, there are three management implications. First, wedded women, who are the crucial patrons in the spa industry, have more influence in the spa travel decision-making. Therefore, the marketing planners shall regard women as significant decision makers. Nevertheless, unwedded couples are more influential in spa travel when comparing to wedded couples, hence, spa providers shall make spa facilities more enjoyable, romantic, and rivate. Second, sub-decisions are regarded relatively pivotal when it comes to couple tourists. The findings shed some light on several factors of “sub-decision,” which are considered crucial by couple tourists when buying spa package tour. Third, Indonesian government deems Taiwan and Mainland China markets as tremendously paramount, especially when it comes to spa travel to Bali (CNN, 2012). As far as travel agencies are concerned, they need to create more appealing mini-package tours based on customer demographic. For spa providers, in order to efficiently maximize their revenue, they shall improve spa quality and the affiliated facilities and services.

Finding the balance between economic development and preservation of the natural environment is a challenging yet important task. This is a particularly pressing issue in the case of China, as it is the largest and fastest-growing market for tourism. The purpose of this research is to examine Chinese tourists’ participation in nature-based, tourism activities by incorporating tourists’ environmental attitude, measured by the New Environmental Paradigm (NEP) scale, into a tourism constraint-negotiation model. The responses of 112 Chinese tourists were examined through CFA. The results from structural equation modeling show environmental attitude will positively affect tourists’ motivation, which, in turn, will affect their negotiation strategy and ultimately their participation behavior. On the other hand, constraints on nature-based tourism will negatively affect tourists’ participation behavior. The theoretical and managerial implications of this study are discussed in the context of the tourism literature.

Adventure tourism accounted for 60% of international tourism activities by the year 2007 and is still growing. Nonetheless, relatively little is known about the ecological issues associated with adventure tourism. To address this issue, this study examines 502 Chinese tourists’ intentions to revisit adventure tourism activities by incorporating nature-relatedness (i.e., NR-self, NR-perspective, and NR-experience) into a modified flow model. After analyzing these data by structural equation modeling, our findings show that positive emotions and flow experiences influence one’s intentions to revisit adventure tourism activities and that then intensity of the flow experiences is influenced by skill, perceived challenge, and playfulness. Moreover, our study finds that tourists who enjoy being outdoors (NR-experience) and who find conservation unnecessary (NR-perspective) are likely to have a more positive attitude about adventure tourism. Conversely, individuals who are concerned about the environment will not have such emotions. The implications of these findings for such promotions are discussed.

This study was conducted to establish basic data to improve the service quality of the Korean food service industry by evaluating the experience that Chinese tourists have at Korean restaurants. To accomplish this, we analyzed the common dining out style of Chinese tourists and how their expectations were influenced by the Korean culture and movies and dramas. We then compared the customer satisfaction of Chinese tourists before and after visiting Korean restaurants. The results of this study suggest that advertising of the Korean culture and movies and dramas to Chinese who dine out on a regular basis should be accelerated. In addition, the Korean food industry must develop distinct marketing strategies and improve the food menu and service to satisfy Chinese tourists who visit Korea often.

The purpose of this study was designed to analyze the food preference and behavior on food away from home between Korean, Japanese and Chinese. The sample was selected each 200 people who were waiting departure in duty free zone, Incheon International Airport. The survey was developed by researcher and it consist of four parts that demographic characteristic, preference food material, preference cooking method and behavior on food away from home. As a result of the study, korean preferred soup, pork and raw vegetable and dine out with their family. Japanese preferred soup, beef, salad and dine out by themselves. Chinese preferred meat, fish, sauteed vegetable, and dine out with their family. When they were dine-out, Korean frequently ate Korean food, Fast food, Japanese food and Chinese, however Japanese frequently ate Japanese food, Chinese food and Italian food. Chinese frequently ate Chinese food and Fast food. Korean were sensitive of food price, but Japanese were sensitive of food taste and Chinese were sensitive of new experience and taste.

Based on the data of Ctrip. com, this study analyzes the satisfaction of China tourists after booking hotels online when they travel to South Korea. Extract the online word-of-mouth data of Ctrip, analyze the comment data based on grounded theory, extract the keywords in the comments and sort them out to form the influencing factors of tourists’ hotel booking, split the comment sentences with python, analyze the keywords in the sentences, conduct emotional analysis with Python, score the emotional analysis of each influencing factor corresponding to each sentence, and finally get the satisfaction score of each factor. According to the score, it is proposed that Korean hotels should use more platforms for China tourists and China tourists to carry out targeted marketing activities, pay attention to language communication in service, and pay attention to the improvement of hotel facilities decoration with the change of tourists in China

In the past, the South Korean government made various efforts to attract Chinese tourists, resulting in gradually more inbound tourists. In 2016, the number of Chinese tourists to South Korea peaked at 8.06 million and became the top source market. Nevertheless, increasing numbers of consumers choose to adopt the mobile payment tool instead of cash and credit cards in modern times with developed IT services. Research design, data, and methodology: IBM SPSS AMOS 23.0 and IBM Statistics 23.0 were used to analyze the data, which was collected from hotel employees in China from March 25 to May 10. Results: First, Interactivity, security, convenience, local information supply and user interface had positive effects on satisfaction and reliability. Second, it was believed that the convenience of Alipay played a positive role in increasing reliability and satisfaction through verification. Third, the role of use rate was found to be important in the development of Alipay functions. Conclusions: Based on the result, an analysis on the development of the Alipay market and the use of Alipay in South Korea is warranted. Furthermore, this paper will serve as a basis for flexible strategic plans for the development of Alipay and SMEs in South Korea.

Purpose - Based on preceding studies, this thesis focuses on the finding of the definition and category of mobile tourism application and deriving out its characteristics. And after looking for how they make influences on continuous intention to use, we make empirical study with TAM model. Research design, data, and methodology - There are many Chinese tourist who visit Korea with user's constant intention to use of tourism application. This study is to find out the definition and category of mobile tourism application through research of preceding study and to fomulate the research model and hypothesis that how tourism application attributes (convenience, interaction, accessibility, local basis, security) affect constant intention to use of mobile tourism application. In order to verify a hypothesis, we conducted a survey for Chinese users of tourism application. In empirical study, we analyzed a structure model for frequency analysis, reliability analysis, exploratory factor analysis, validity analysis through IBM SPSS Statistics 21.0 and IBM SPSS AMOS 21.0 Results - Among tourism applications, convenience, interaction, accessibility and local basis have positive effects on both perceived usefulness and perceived easiness respectively. But security does not. Also perceived easiness has a positive effect on perceived usefulness. Finally, perceived usefulness and perceived easiness have positive effect on constant intent to use. Conclusions - Tourism application enterprises should put emphasis on design such as menu or function in order to simplify the operation of new services for new customers. Therefore, comfortable user interface and development of useful function can improve tourism application. Consequently, it leads to the promotion of tourism application. Also, when users perceive tourism application as a useful media which is easy, comfortable and useful content, the degree of constant intention to use becomes increased. It is important to provide plentiful and useful contents for customers and to develop user interface such as easy operation because these factors have positive effects on constant demand and use of tourism application.