본 연구는 국가문화와 방한 관광객 소비패턴의 연관성을 규명하는 데 그 목적이 있다. 연구 결과, 방한 관광객의 관광소비행동은 국가별로 뚜렷한 차 이를 보였으며, 소비 항목별 지출 비중 등 소비패턴 또한 문화적 특성에 따라 다양하게 나타났다. 그리고 Hofstede의 6개 문화차원과 방한 관광객의 소비패 턴 간의 상관관계를 확인하였으며, Hofstede의 6개 국가문화차원 중 불확실성 회피, 장기지향성, 개인주의, 쾌락추구의 4개 문화차원이 방한 외래관광객들 의 총소비와 세부 소비항목 등 소비패턴에 유의미한 영향을 미치는 것을 확 인하였다. 본 연구는 국가문화와 방한 외래관광객 관광소비행동의 연관성에 대해 실증적으로 확인하였으며, 이를 바탕으로 관광 마케팅, 서비스 설계, 정 책 수립에 있어 문화적 접근의 중요성을 제시하였다.

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.