[논문]여행동기에 따른 해외여행자 집단별 쇼핑행동 비교

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여행동기에 따른 해외여행자 집단별 쇼핑행동 비교
Comparative Study on Shopping Behavior of Korean Overseas Tourist Groups Based on Travel Motivation 원문보기

한국의상디자인학회지 = Journal of the Korea Fashion & Costume Design Association, v.17 no.1, 2015년, pp.25 - 37

초록
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본 연구의 목적은 해외여행 동기에 따라 여행자들의 집단을 나누고 각 집단별로 해외여행시 구매하는 상품이나 이용 매장의 특성을 비교하는데 있다. 문헌연구를 통해 여행동기와 구매상품의 종류와 속성, 쇼핑장소의 유형과 속성에 대한 주요 문항들을 추출하였다. 20-50대 해외여행 경험자 431명을 대상으로 설문조사를 실시하였고 K-평균 군집분석을 통해, 적극적 집단, 소극적 집단, 자연 쾌락추구 집단, 가족 발견추구 집단의 4개의 군집이 확인되었다. 적극적인 여행자들은 해외에서 구매하는 모든 상품종류에 대해 가장 높은 관심을 보였으며 다른 세 집단보다 유의하게 차이가 있었다. 특히 소극적인 여행자나 자연 쾌락추구 여행자들보다 패션 사치품이나 기념품 구매를 중요하게 생각하는 것으로 나타났다. 또한 상품 속성에서 디자인과 명성, 실용성, 가격과 품질 등의 요인들을 중요하게 고려하였다. 구매 장소 측면에서는 적극적 집단은 지역 시장, 패션매장, 선물매장 순으로 선호하였으며 소극적인 여행자들은 패션매장을 더 선호하는 것으로 나타났다. 구매장소 속성의 중요도는 편의성, 디스플레이, 매장위치 및 판촉활동 순으로 중요시되었으며 적극적인 여행자들은 다른 세 집단 여행자들보다 매장 편의성에 대한 관심이 유의하게 높았다. 가족 발견중심 여행자와 자연 쾌락추구 여행자 집단은 쇼핑행동이 비슷하거나 일부 요인에서만 차이가 있었다. 소극적 여행자들은 나머지 세 집단과 구별되게 모든 쇼핑행동에 대한 관심이 낮았다. 여행동기에 근거한 시장세분화는 서로 다른 쇼핑행동을 예측할 수 있는 변별력이 있음을 보여주었다.

주제어

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문제 정의

The objective of this study was to segment Korean overseas tourism market based on travel motivations. Three research questions were selected to find answers
The purpose of this study was to develop a profile of Korean overseas tourists based on their travel motivations. Each segment of tourist groups would be compared in terms of types and attributes of purchasing product, types and attributes of shopping place.

가설 설정

1. The outbound Korean tourists could be classified on the basis of travel motivation.
3. Traveler groups might differ in terms of typ and attribute of shopping places.

제안 방법

A survey method was used in the study. The questionnaire consisted of travel motivations, types and attributes of shopping product, types and attributes of shopping place, in addition to demographics.
A survey method was used in the study. The questionnaire consisted of travel motivations, types and attributes of shopping product, types and attributes of shopping place, in addition to demographics. 21 items of travel motivation were obtained and modified from Littrell et al.
This research was designed as a continuous study after identifying the effect of Korean tourists' motivation on their shopping behavior(Jeon, 2013).

대상 데이터

Web survey was conducted by the internet research institute during one week of the August, 2013, Respondents were directed to answer on the URL to the survey. The sample was composed of 431 Korean men and women aged from twenties to fifties who experienced oversea travel within recent one year. Over 51 percent of the samples were male while age level was evenly allocated among 20's, 30's, 40's, and 50's.
Mumuni and Mansour(2014) developed market segments of the outbound travel market of Saudi Arabia based on tourists' preferences for vacation activities. Their results revealed three travel segments, such as conservative, fun-seekers, and variety-seekers. Conservative group, consisting of older, married, and male respondents, didn't like entertainment-related activities.
0%), which showed high scores for nature & leisure, and pleasure. This group consisted of relatively young and male tourists. Nature & fun-seeking cluster was similar to passive cluster in terms of less interest on shopping products.

데이터처리

ANOVA, Duncan test, F-test, and χ2 test, were used to investigate the differences among tourist clusters.

성능/효과

There were three purchase motivations such as usefulness, change of air, and gift & souvenir. Five factors of cashmere product attributes, like excellent quality, uniqueness, conspicuous value, economy, and fashionability, were found. In the research, Korean female tourists cared for practicality & economy, fashionability & design, reputation, and souvenir.
Five product attributes, such as price, quality, practicality, aesthetics, packaging & easiness to transport, were revealed.
In future study, effect of demographic variables in tourist segmentation would be deeply examined with larger sample size. In this study, age, gender and marital status seemed to differ among traveling clusters, but failed to prove their significance due to limited sample size. Ages of passive group and family & newness-seeking group were likely to be older than those of active group and nature & fun-seeking group.
They used structural equation model to examine the causal relationship among travel motivation, travel activities, demographics and product types, product attributes, and store attributes. Results from the survey on U.S. tourist in southern area showed that travel motivations had positive relations with souvenir consumptions, while demographics had no correlation. Anderson and Littrell(1995) found that age did not affect souvenir purchasing behavior significantly, while Kim and Littrell(2001) mentioned that maritalstatus only affect to intention to buy souvenir without regarding to age, education, income, and occupation.

후속연구

Final suggestion in future research would be in classifying foreign travellers in Korea based on travel motivation, which could help Korea fashion retailers serve their potential foreign customers effectively and efficiently. Yu(2014), Lee and Suh(2014), Lee et al.
Second. this study will add to the literature on international tourism by profiling tourists from important growing market like Sout Korea. Furthermore, the study is to help understanding of Korean fashion consumer behavior in traveling situation rather than routine domestic shopping occasion

참고문헌 (24)

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상세보기
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상세보기
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Crompton, J. (1979). Motivation for pleasure travel. Annals of Tourism Research, 6, 408-424.

상세보기
Hong, H., Jang, A., Hyoun, J., & Kim, H. (2001). Tourism market segmentation in Jeju island based on fashion image of clothing souvenir and characteristics of sub-segments. Journal of the Korean Society of Clothing and Textiles, 25(2), 303-314.
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상세보기
Korea Tourism Organization. (2009). 2008 Survey on Korean oversea tourism. Seoul, Korea Tourism Organization.
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상세보기
Locker, L., & Perdue, R. (1992). A benefit-based segmentation of a nonresident summer travel market. Journal of Travel Research, 31(1), 30-35.

상세보기
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상세보기
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상세보기
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상세보기
Swetlana, Yu, H., & Ko, S. (2014). Factors related to cashmere product purchases by foreign tourists visiting Mongolia. Journal of the Korean Society of Clothing and Textiles, 38(4), 557-571.

원문보기 상세보기
UNWTO. (2014). Tourism Highlights 2014. UNWTO World Tourism Barometer, 12, October.
Uysal, M., & Jurowski, C. (1994). Testing the push and pull factors. Annals of Tourism Research, 21(4), 844-846.

상세보기
Yu, J. (2014). A comparison on the satisfaction and the characteristic of fashion shopping behavior of the shoppers visited in special tourist zone, Dongdaemun and Myeongdong fashion town. Journal of the Korea Fashion & Costume Design Association, 16(3), 117-133.

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