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Study on Chinese Tourists’ Motivation and Satisfaction to Visit South Korea

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International Journal of Tourism Sciences

ISSN: 1598-0634 (Print) 2377-0058 (Online) Journal homepage: https://www.tandfonline.com/loi/rijt20

Study on Chinese Tourists’ Motivation andSatisfaction to Visit South Korea

Guang-Hui Qiao, Nan Chen, Yuan-Yuan Guan & Seok-Chool Kim

To cite this article: Guang-Hui Qiao, Nan Chen, Yuan-Yuan Guan & Seok-Chool Kim (2008)Study on Chinese Tourists’ Motivation and Satisfaction to Visit South Korea, International Journal ofTourism Sciences, 8:1, 17-38, DOI: 10.1080/15980634.2008.11434602

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International Journal of Tourism Sciences, Volmne 8, Number 1, pp. 17-38, 2008Tourism Sciences Society of Korea. All rights reserved.

STUDY ON CHINESE TOURISTS' MOTIVATIONAND SATISFACTION TO VISIT SOUTH KOREA

Guang-Hui Qiao*Paichai University

Nan Chen**Paichai University

Yuan-Yuan Guan***Paichai University

Seok-Chool Kim****Paichai University

ABSTRACT: The purposes of this study are to identify the Chinese tourists' profiles, motivation factors,

satisfaction levels and to assess the important detenninants and the likelihood of Chinese tourists revisiting

Korea. A structured personal interview was conducted and a systematic sampling approach was used to

select 240 respondents who were traveling by air. This study identified the major tourism motivations of

Chinese tourists; the relationship between tourists' demographic characteristics and motivation factors; the

relationship between demographic characteristics and satisfaction levels; motivation has a positive effect

on satisfaction; satisfaction has a positive effect on revisit and motivation has a positive effect on revisit.

In the end the limitations of this study are discussed and recommendations for future study are made.

Keywords: Chinese tourists, Motivation, Push and pull factors, Korea, Satisfaction

* Ph. D. candidate, Dept. of Tourism Management, Paichai University, Daejon, Korea,E-mail: yangqiao@hanmai1.net

** PhD candidate, Dept. of Tourism Management, Paichai University, Daejon, Korea,E-mail: chinajinnam@pcu.ac.kr

*** MSc, Dept. of Tourism Management, Paicbai University, Daejon, Korea,E-mail: rachelice2002@yahoo.com.cn

**** Associate Professor, Dept. of Tourism & Event Management, Paicbai University, Daejon,Korea, E-mail: sckim@pcu.ac.kr(Corresponding autbor)

18 Guang-Hui Qiaol Nan Chen! Yuan-Yuan GuanI Seok-Chool Kim

INTRODUCTION

Travel and Tourism is obviously one of the world's largest service industries

(Tak, David & Aalvin, 2006). And Korea, with its own traditions, special cultures and

various attractions and facilities, is emerging as one of the most popular destinations

in Asia. China has become an increasingly significant market for the Korean tourism

industry. In June 2000, there were 442,794 Chinese tourists to Korea as the third largest

inbound group following Japan and the USA. In 2001, Chinese arrivals to Korea

increased to 482,227, accounting for a 9% rise. In 2002, the number rose to 539,470,

and from January to August 2007, Chinese arrivals to Korea have increased to 669,632

(MCT, 2007). A great rate of increase for Chinese tourists to Korea has still been going

on quickly every year. The importance of the China outbound market to Korea has

drawn people's interests in understanding what motivates Chinese to travel overseas.

The recent growth of China's outbound travel was mainly attributed to China's

political liberalization and economic prosperity (Zhang & Qu, 1996). Following the

"Open Door Policy" in 1979, China began to move to a market economy under reforms

instituted by Deng Xiaoping. Since China adopted its open-door policy in 1979, it has

tripled the size of its economy (Purves, 1993). Its foreign exchange reserves are

increasing, external debt has dwindled, and direct foreign investments have continued

to surge to inland China as well as its coastal cities (Chien, 1994). With a growth rate

in GDP of 9.8% in 2005 and 10.7% in 2006, China has enjoyed the fastest growing

economy in the world (National Bureau of Statistics of China, 2006).

Korea has also implemented some new policies for attracting more Chinese

tourists in recent years. After visa reform, Chinese tourists can travel to Jeju Island

for a 30-day-stay without a visa. In addition, marketing efforts are made in various

ways. For example, signs and guide brochures in Chinese are available at the major

tourist attractions of Jeju Island.

In March 1995, the Chinese government announced the five-day workweek

SlUDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT SOUTI:I KOREA 19

policy which took effect on May 1st of the same year. From 1999, China has started

Golden Week. In May 1st, October 1st and Chinese spring festival (about

mid-February), one week's holiday has been given to people (Central People's

Government of P.RChina, 1999). As shown previously, a huge number of Chinese are

willing to travel to Korea during the holidays.

The purpose of this study is (1) to identify motivations of Chinese tourists by

adopting the push and pull factors as a conceptual framework; (2) to find out how

different Chinese tourists' motivations are in comparison with different demographic

characteristics; (3) to identify Chinese tourists' satisfaction level with different

demographic characteristics; (4) to identify Chinese tourists' satisfaction level with

motivation factors; (5) to identify Chinese tourists' satisfaction level with the likelihood

of revisit; (6) to find out how different Chinese tourists' motivations are in comparison

with the likelihood of revisit to Korea.

LITERATURE REVIEW

1. Motivation Factors

Motivational factors are psychological needs that play a significant role in

causing a person to feel psychological disequilibrium that may be corrected through

a travel experience (Crompton, 1979; Kim, Crompton & Botha, 2000). These factors

are largely intangible and origin-related, and motivate or create a feeling of desire for

satisfying a need (Crompton, 1979; Dann, 1977, 1981; Uysal & Hagan, 1993). The

effect of motivational influences of this nature on an individual has also been labeled

as push factors (Crompton, 1979; Darm, 1977, 1981; Pearce, 1982; Pearce & Caltabiano,

1983; Pyo, Mihalik & Uysal, 1989; Yuan & McDonald, 1990; Uysal & Hagan, 1993).

Conversely, pull factors refer to those forces that influence a person's decision about

of which specific destination is selected. Pull factors may be higWy personal as well

as more generalized (Baloglu & Uysal, 1996; Kim, Lee & Klenosky, 2003).

A review of the motivation literature identified a number of factors that

20 Guang-Hui Qiaol Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim

influence travel decisions. Escape from everyday environment, cultural experience,

social interaction and prestige motivation factors are commonly cited in the literature.

The more important motivational factors for traveling to foreign countries were cultural

experience and novelty seeking (Kim & Prideaux, 2005).

The push-pull framework provides a useful approach for exammmg the

motivations underlying tourist and visitation behavior (Dann, 1977; Klenosky, 2002).

In this framework, push factors refer to the specific forces that influence a person's

decision to take a vacation (i.e., to travel outside of one's everyday environment), while

pull factors refer to the forces that influence the person's decision of which specific

destination should be selected (Kim, Lee & Klenosky, 2002).

1) Push factors. Push factors have been conceptualized as motivational

factors or needs that arise due to a disequilibrium or tension in the motivational system.

That is, as factors that motivate or create a desire to travel (Crompton, 1979; Pyo,

Mihalik & Uysal, 1989; Uysal & Hagan, 1993 Yuan & McDonald, 1990).

It is a central basis in tourist behavior study to identify motivational factors

that are the reasons for and direction of behavior (Kim, Lee & Klenosky, 2002). These

motivational factors explain why tourists make a trip and what type of experience,

destination or activity they want (Ryan, 1991).

Most tourism motivation studies have been conducted in the context of a broad

tourist region or else one specific tourism destination (Botha, Crompton & Kim, 1999;

Cha, McCleary & Uysal, 1995; Fakeye & Crompton, 1991). The common push factors

found in these studies were escape from everyday environment, novelty, social

interaction, and prestige (Kim, Lee & Klenosky, 2002).

2) Pull factors. Pull factors, in contrast to push factors, have been

conceptualized as relating to the features, attractions, or attributes of the destination

itself (Kim, Lee & Klenosky, 2002).

Fakeye and Crompton (1991) identified six pull factor domains from 32 attribute

STIJDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT sourn KOREA 21

items using a sample of visitors to a well-known winter destination in Texas. The pull

factors identified included social opportunities and attractions, natural and cultural

arrenities, acconm:x:lations and transportation, infrastructure, foods, and friendly people,

physical amenities and recreation activities and bars and evening entertainment.

Hu and Ritchie (1993) explored the relative importance of 16 destination

attributes in contributing to the attractiveness of a travel destination. The relative

importance of many of these attributes was found to vary across groups that differed

in terms of their travel purpose and destination familiarity (Kim, Lee & Klenosky, 2002).

Turnbull and Uysal (1995) found six pull factors including heritage/culture, city enclave,

comfort-relaxation, beach resort, outdoor resources and rural & inexpensive.

3) Relationship between push and pull factors. Push and pull factors

have generally been characterized as relating to two separate decisions made at two

separate points in time, one focusing on whether to go, the other on where to go

(Klenosky, 2002). Dann (1981) noted that once the trip has been decided upon, where

to go, what to see or what to do (relating to the specific destinations) can be tackled.

Thus, analytically, and often both logically and temporally, push factors precede pull

factors (Dann, 1981; Dann, 1977).

In contrast to this perspective, other researchers have suggested that push and

pull factors should not be viewed as being entirely independent of each other but rather

as being fundamentally related to each other (Klenosky, 2002). In particular, it has been

noted that while the internal forces push people to travel, the external forces of the

destination itself simultaneously pull them to choose that particular destination (Cha

et aI., 1995; Uysal & Jurowski, 1994). Similarly, Dann (1981) has pointed out, potential

tourists in deciding where to go may also take into consideration various pull factors

which correspond adequately to their motivational push factors (Dann, 1981).

Research examining the interrelationship between push and pull forces has only

recently been reported in the travel and tourism literature (Baloglu & Uysal, 1996;

Klenosky, 2002; Oh et aI., 1995). Each of these prior efforts has focused primarily

on visitors to international and overseas tourism destinations (Kim, Lee & Klenosky,

22 Guang-Hui Qiaol Nan Chen! Yuan-Yuan Guani Seok-Chool Kim

2002).

2. Satisfaction

Tourists' satisfaction level is greatly related to their needs and purposes for

travel. Not everyone gets the same satisfaction out of the same tour package, it is

important to gain a clear picture of motivation that corresponds to different levels of

satisfaction (Hailin & Elsa, 1999).

According to a study carried out by the World Tourism Organization (1985),

the results of provision of good service quality were service value, repurchase intention,

and customer satisfaction. First, good service quality increased service value in

customers' minds and led them to think that it is worthwhile to purchase the service.

Secondly, good service quality had a significant effect on customers' repurchase

intentions and it is essential to have a high rate of repeat business for a company. The

third outcome of good service quality in the study was customer satisfaction, which

is a psychological concept based on individual desires and needs(Hailin & Elsa, 1999).

Clare A. Gunn(1994) concluded that five components of tourism supply side

can be tested for tourists' satisfaction level. Figure 1 reports the relationship among

five components of tourism supply side. First, all components are interdependent;

second, this system is very dynamic; third, the system is difficult to manage; fourth,

each component and every actor within it, is dependent upon the characteristics of the

market(Clare, 1994).

This study is based on the theory of five component satisfaction to test Chinese

tourists' satisfaction level for overall image of Korea, and according to this foundation,

indicated the likelihood of revisiting.

SlUDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION 1D VISIT sourn KOREA 23

Figure1. Relationship among five components of tourism supply side

METHODOLOGY

The study focuses on tourists visiting South Korea from Incheon Airport to

take planes leaving for China. A survey using a questionnaire was conducted to collect

primary data from a convenient sample of Chinese tourists. Chinese tourists in Incheon

Airport were selected randomly as the sample of this study. Face-to-face personal

interview was also used as a form of data collection.

1. Questionnaire Development

1) For motivations. Motivations are divided into push and pull factors.

Forty-three items were used to measure motivations for visiting Korea and were selected

from motivation factors previously identified in the international travel literature (Zhang

Qiu Hanaqin & Terry Lam, 1998). The items were adapted to describe international

tourism to Korea but core items including motivations such as escape, novelty, social

status, enhancement of kinship relationships, and cultural experience were consistent

with those of previous studies. Responses to the items were measured on 5-point Likert

scales where I= strongly disagree, 3=normal, and 5= strongly agree. Overall images

of Korea were operationalized with 5-point Likert scales (I=very dissatisfied 3=normal;

24 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim

5=very satisfied).

2) For satisfaction. A questionnaire with five components was designed.

Attractions, services, transportation, infonnation and promotion were adapted from Clare

(1994). Then a question aimed to elicit respondents' perceptions of Korea as a tourism

destination after their holiday experience. Then a question aimed to ascertain

respondents' overall satisfaction with their trip and their likelihood of revisiting Korea.

Finally, this section included the demographic variables, namely Gender, Marital status,

Age, Occupation and Monthly personal Income.

2. Data Collection

This study used a random survey. An on-site survey was administrated to

Chinese tourists who were leaving Korea from the Incheon International Airport during

one week, from Wednesday October 3 to Wednesday October 10, 2007.A total of 260

questionnaires were delivered and 240 usable samples were obtained, resulting in a

response rate of 92.3%.

3. Analysis Methods

The collected data were analyzed using Statistical Package for Social Sciences

(SPSS) version 12.0. Statistical techniques such as frequency analysis, factor analysis,

reliability analysis, t-test, one-way ANOVA and regression analysis were used to

achieve the objectives of this study.

Frequency analysis, factor analysis, t-test and one-way ANOVA were used in

order to find out the important motivations perceived by Chinese tourists, the underlying

motivations of tourists, and the relationship between tourists' motivations and their

demographic characteristics. Factor analysis for the motivation scale was conducted to

identify the underlying dimensions. Next, reliability coefficients with extracted domains

were computed to measure the internal consistency among items. One-way ANOVA

were subsequently conducted on motivations for visiting Korea. Regression analysis was

used in order to find out the satisfaction level, overall image and likelihood of revisit,

as well as the significant relationship with the motivations and tourism purposes.

SlUDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT SOUTH KOREA 25

DATA ANALYSIS AND RESULTS

1. Sample Description

Frequency analysis was used in order to represent the respondents' demographic

characteristics. Table 1 showed that 48.3% of the respondents were males and 51.7%

of them were females. Over 48% of them were single and the rest were married. 73%

of the respondents fell within the age group between 21 and 49 years. 80% of them

were highly educated with a college degree or above. Above 60% of the respondents

were students, professional! technical and skilled workers. The majority of them (78.3%)

visited Korea for the fIrst time. The majority of them (71.7%) had a low income level

(monthly income < l500RMB ¥).

Table 1. Demographic profile

N (%) N (%)

Gender Male 116 48.3 Martial Status Single 116 48.3

Female 124 51.7 Married 124 51.7

Age Less than 20 15 6.3 Education Middle school 13 5.4

21-29 81 33.8 High school 35 14.6

30-39 55 22.9 College 63 26.3

40-49 39 16.3 University 98 40.8

50-59 31 12.9 Graduate school 31 12.9

More than 60 19 7.9 First time 188 78.3

Owner 31 12.9 Times Second time 38 15.8to

Student 53 22.1 visit Korea Third time 13 5.4

Junior white collar 3 1.3 Forth or more 0.4

Senior white collar 1.3 Below 1500 RMB¥ 172 71.7Occupation

ProfessionaVtechnical 51 21.3 1501-2500 RMB¥ 40 16.7

Skilled worker 40 16.7 Income 250l-35oo RMB¥ 16 6.7

Unskilled worker 14 5.8 3501-4500 RMB¥ 9 3.8

Governmental 45 18.8 4501 RMB¥ + 1.3

26 Guang-Hui Qiaol Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim

2. The Importance of Push and Pull Factors

Table 2 reports the importance of mean ranking of push and pull factors.

"Fulfilling my dream of visiting a place" was the most important among all push factors

(m=3.76), followed by "Seeing something different" (m=3.75), "Influence by Korean

dramas" (m=3.72), "Being able to share my travel experiences after returning home"

(m=3.61), and "Experiencing a different lifestyle" (m=3.60). Among the pull factors,

the most important ones were "Quality of accommodation facilities" (m=4.27), "Quality

of tourist services" (m=4.27), "Ease of travel arrangement" (m=4.26), "Shopping

paradise" (m=4.20), and "Quality of local transportation system" (m=4.17).

Table 2. Importance ranking of travel motivations (N=240)

Items

Travel motivations (push factor)

Mean RankCronbach's

alpha ifItem deleted

Cronbach'sAlpha

Fulfilling my dream of visiting a place 3.76 I

Seeing something different 3.75 2

Influence by Korean dramas 3.72 2

Being able to share my travel experiences after returning home 3.61 4

Experiencing a different lifestyle 3.60 5

Visiting cultural and historical attractions 3.52 6

Increasing knowledge about a foreign destination 3.50 7

Visiting places my friends have not been to 3.37 8

Finding thrills or excitement 3.36 9

Meeting new people 3.33 10

Releasing work pressure(s) 3.26 11

Going to places where my friends want to go 3.22 12

Seeing handsome men and pretty women 3.20 13

Physically resting/relaxing 3.20 13

Visiting a destination which most people value and/or appreciate 3.20 13

Being with my family 3.20 13

Getting some exercise 3.17 17

Visiting a destination that would impress my friends or family 3.14 18

Being daring and adventuresome 3.01 19

Escaping from daily routine 3.00 20

Visiting friends or relatives 2.92 21

Facilitating family and kinship ties 2.59 22

.860

.859

.858

.857

.858

.859

.858

.859

.860

.860

.856

.858

.871

.860

.861

.858

.857

.858

.880

.856

.860

.861

.866(.822)

STIJDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACITON TO VISIT SOUIH KOREA 27

Travel motivations (pull factor)

Quality of accommodation facilities 4.27 I .722

Quality of tourist services 4.27 I .722

Ease of travel arrangement 4.26 3 .741

Shopping paradise 4.20 4 .725

Quality of local transportation system 4.17 5 .720

Variety of food 4.14 6 .723

Similar cultural background 4.13 7 .719

Interesting night-life 4.13 7 .716

Uniqueness of local people's lifestyle 4.13 7 .717

Uniqueness of local people's lifestyle 4.09 10 .737

HistoricaVcultural attractions 4.06 II .707

Publication and promotion about Korea 3.97 12 .709

Beautiful scenery 3.96 13 .706

International modem developed country 3.93 14 .748

Experience from Korean dramas 3.92 15 .705

Experience from Korean dramas 3.92 15 .708

FestivaVspecial events 3.84 17 .745

My family links in Korea 3.79 18 .741

Convenience of getting visa 3.73 19 .757

Positive attitude of Korean residents and service staff 3.72 20 .745

Cost of tourist goods and services 3.30 21 .755

.738(.729)

Note: Importance rankings were based on mean scores measured on a Likert scale from 1to 5 (1 = strongly disagree, 2=disagree. 3=normal, 4=agree, 5= strongly agree).

3. Factor Groupings of Push and Pull Motivations

Kaiser-Meyer-Olkin (KMO) test and Bartlett's test were applied to demonstrate

the existence of factors and the appropriateness of the population samples. Factor

analysis was used here to group the push and pull factor items with similar

characteristics.

For push factors, KMO=O.834, Sig.=O.OOO; for pull factors, KMO= 0.804,

Sig.=O.OOO, which meant it was good for factor analysis. 22 push motivation items were

factor analyzed using Varimax Rotation Procedure into 5 motivation factors to represent

the most important factor to affect tourists' activities (7 push motivation items were

kicked out from motivation factors because of their communality below 0.5). The same

procedure also applied to the 21 pull motivation items (6 pull motivation items were

28 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim

kicked out from motivation factors because of their communality below 0.5). All factors

had an eigen-value greater than 1.

The composite reliability test indicated that the reliability coefficients for both

push and pull factors ranged from 0.689 to 0.873, with the exception of "Human

relationship" and "image" exceeded the recommended coefficient alpha of 0.70. Push

& Pull factors' total reliabilities were 0.870 and 0.795. Therefore, we can see that a

good internal consistency among all factors was found.

Table 3. Factor analysis of push factors

Factor Commu- Eigen % ReliabilityFactor grouping ofloadings nality value variancecoefficient

Factor 1: Novelty 5.92Seeing something different .794 .679Experiencing a different lifestyle .785 .695

Visiting cultural and historical attractions .65729.6 .756

.776

Increasing knowledge about a foreign.544 .515destination

Factor 2: Relaxation 2.08Physically resting/relaxing .736 .633Escaping from daily routine .699 .603 10.4 .760Releasing work pressure(s) .667 .589Getting some exercise .664 .630Finding thrills or excitement .563 .486Factor 3: psychological satisfaction 1.75Influence by Korean dramas .900 .885Fulfilling my dream of visiting a place .862 .804 8.7 .873Being able to share my travel experiences

.785 .766after returning home

Factor 4: Prestige 1.42Visiting a destination which most people

.818 .720value and/or appreciate7.1 .741

Going to places where my friends want to.729 .649go

Being with my family .716 .661

Factor 5: Human relationship 1.13

Facilitating family and kinship ties .830 .7525.6 .689Visiting friends or relatives .715 .660

Visiting a destination that would impress my.581 .529

friends or family

STIIDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT sourn KOREA 29

Total variance explained 61.5Total scale reliability .870

KMO= .834 Barttlet's test of sphericity = 1572.561df=190 Sig.= .000

Table 4. Factor analysis of pull factors

Factor grouping%

Factor Commu- Eigen of Reliabilityloadings nality value variance coefficient

Factor 1: Natural and cultural resources 4.72 26.2 .779

Publication and promotion about Korea .965 .935Experience from Korean dramas .962 .929Historical/cultural attractions .957 .921Beautiful scenery .955 .916Festival/special events .954 .914

Factor 2: Relaxation 4.29 23.8

Uniqueness of local people's lifestyle .927 .865Variety of food .926 .868 .753Interesting night-life .919 .858Shopping paradise .908 .846Similar cultural background .898 .168

Factor 3: Service quality 2.72 15.1

Quality of accommodation facilities .983 .970 .763Quality of tourist services .982 .968Quality of local transportation system .922 .875

Factor 4: Image 1.36 7.5

International modem developed country .803 .666 .689Posi~ive attitude of Korean residents and.793 .645servIce staffTotal variance explained 72.7Total scale reliability .795

'KMO=.804 Barttlet's test of sphericity=4955.788df=153 Sig.= .000

4. Demographic and Motivation (pull and push factors)

One of the purposes of this study is to frod out if there are any significant

differences between push or pull factors and demographic factors. Table 5-6 reports

the result of T-test & analysis of variance (ANOVA) accordingly. The study found

30 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim

that some significant differences occurred for both push and pull motivation factors

across certain demographic variables, such as "Gender", "Martial status", "Education

level" and "Occupation".

T-value, F-value & P-value were used here to show the significant differences

among demographic factors for push & pull factor motivations. P-value should be below

0.05, there will be significant different among the comparing groups.

Table 5 showed that between male and female, human relationship was

significantly different. For martial status, novelty was significantly different. For

education level and occupation, prestige was significantly different.

Table 6 showed that between male and female, "image" was significantly

different. For martial status, "service quality" was significantly different. For education

level, "expenditure" was significantly different and for occupation, "image" was

significantly different.

Table 5. Comparison of push factors for demographic characteristics

Push Factors

FI: F2:F3:

F4:F5:

Novelty RelaxationPsychological

PrestigeHuman

need relationship

GenderT-value -1.249 -1.270 0.568 -0.792 2.987p-value 0.213 0.206 0.570 0.429 0.003**

Martial T-value 2.547 -1.447 0.813 0.704 0.181status p-value 0.012* 0.145 0.417 0.482 0.857

Education F-value 0.847 0.994 1.991 2.524 1.339level p-value 0.497 0.412 0.097 0.042* 0.257

Occupation F-value 1.234 1.702 1.716 2.469 1.442p-value 0.286 0.111 0.097 0.019* 0.190

·P

STIJDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT SOUIH KOREA 31

Table 6. Comparison of pull factors for demographic characteristics

Pull factors

Fl:F2:

F3:F4:

Natural & culturalExpenditure

ServiceImage

resources quality

T-value 0.001 0.428 1.393 7.780Gender

p-value 0.970 0.514 0.239 0.006**

Martial T-value 0.411 1.350 4.764 0.706status p-value 0.522 0.247 0.030* 0.402

Education F-value 1.311 3.137 1.001 1.062level p-value 0.267 0.016* 0.406 0.377

OccupationF-value 1.689 0.933 1.815 2.607p-value 0.114 0.482 0.086 0.014*

·P

32 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim

Table 7 showed the results of the regression analysis, which included whether

"Novelty", "Relaxation", "Psychological need", "Prestige" and "Human relationship"

were likely to have a positive effect on the overall satisfaction. The adjusted R2 was

0.433, which indicated that approximately 43.3% of the variation of the dependent

variable could be explained. The significant results were lower than om, whichindicated the hypothesis was accepted, push factors are likely to have a positive effect

on the overall satisfaction.

Table 8 showed the results of the regression analysis, which included whether

"Natural and Cultural resources", "Expenditure", "Service quality" and "Image"were

likely to have a positive effect on the overall satisfaction. The adjusted R2 was 0.408,

which indicated that approximately 40.8% of the variation of the dependent variable

could be explained. The significant results were lower than 0.01, which indicated the

hypothesis was accepted, pull factors are likely to have a positive effect on the overall

satisfaction.

Table 8. Results of Regression for Pull Factors to Overall Satisfaction

Independent Variable

Fl: Novelty

Dependent Variable: Overall Satisfaction

13 t-value p R2 F-value Tolerance.318 5.823 .000**

F2: RelaxationF3: Psychological needF4: Prestige

.280 5.120 .000**.423

.338 6.175 .000**

.216 5.565 .000**

28.254 1.00

Constant= 3.362 Adjusted R2=.408 p= .000**

.. P

STIJDY ON ClllNESE roURISTS' MOTIVATION AND SATISFACTION ro VISIT sourn KOREA 33

Table 9. Results of Regression for Overall Satisfaction to Likelihood of Revisit

Independent VariableDependent Variable: Likelihood of Revisit

13 t-value p R2 F-value ToleranceOverall satisfaction .526 9.521 .000** .277 90.655 1.00

Constant= 1.937 Adjusted R2=.274 p=.OOO**

•• P

34 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim

CONCLUSION AND IMPLICATIONS

The purposes of this study are to identify Chinese tourists' profiles, motivation

factors, and satisfaction levels, and to assess the important determinants and the

likelihood of Chinese tourists revisit to Korea. A structured personal interview was

conducted and a systematic sampling approach was used to select 240 respondents who

were leaving Korea from the Incheon International Airport from October 3 to 10,2007.

The model based on push and pull factors was adopted as a conceptual

framework for tourism motivations; 5-point Likert scales were adopted to measure

tourists' satisfaction level. The collected data were analyzed using Statistical Package

for Social Sciences(SPSS) version 12.0. Statistical techniques such as frequency

analysis, factor analysis, reliability analysis, T-test, one-way ANaYA and regression

analysis were used to achieve the objectives of this study.

The result of factor analysis is that push motivations were divided into 5 factors:

"Novelty", "Relaxation", "Psychological need", "Prestige", "Human relationship" and

pull motivation were divided into 4 factors: "Natural & cultural resources",

"Expenditure", "Service quality" and "Image".

T-test and ANaYA were used to reveal that the differences between

demographic characteristics and push & pull motivation factors. For push motivation

factors: between male and female, human relationship was significantly different; for

martial status, novelty was significantly different; for education level and occupation,

prestige was significantly different.

For pull motivation factors: between males and females, "image" was

significantly different; for martial status, "service quality" was significantly different;

for education level, "expenditure" was significantly different and for occupation factor,

'image' was significantly different.

SIUDY ON CHINESE roURISTS' MOTIVATION AND SATISFACI10N ro VISIT SOUTH KOREA 35

Regression analysis was used to reveal that motivation factors influence overall

satisfaction. The results from push motivation factors included whether novelty,

relaxation, psychological need, prestige and human relationship are likely to have a

positive effect on overall satisfaction; from pull motivation factors included whether

natural and cultural resources, expenditure, service quality and image are likely to have

a positive effect on overall satisfaction.

Regression analysis was used to reveal two results:

First, overall satisfaction' influence to the likelihood of revisit. The result is

that overall satisfaction is likely to have a positive effect on the likelihood of revisit.

Second, the satisfaction of 5 components (Service, Promotion, Transportation,

Information and Attraction) is likely to have a positive effect on overall satisfaction.

The satisfaction of "Promotion" is the most important component to the overall

satisfaction.

Recently, the "Korean Wave" has been very popular in China, and because

of Korean dramas and films, Korea has become a hot tourism destination for Chinese

people. At this moment, this study gave some suggestion to improve overall satisfaction

levels of Chinese tourists and attract more Chinese tourists, Korea should focus on

"Service", "Promotion", "Transportation", "Information" and "Attraction" components,

especially a high satisfaction level to "Promotion" is the most possible to lead to a

high overall satisfaction level. With more and more cooperation between China and

Korea, this study is also helpful for Chinese and Korean organizations and companies

related to the tourism industry to make some meaningful strategies in order to attract

more Chinese tourists and develop a better Korean tourism industry in the future.

The sample was drawn exclusively from tourists who departed through Incheon

airport in October. This may cause possible non-representation for year-round tourists

and tourists using other modes of transportation. The results should not be generalized

to include tourists who arrive and depart by ship during other times of the year.

36 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim

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Submitted Apr 16th 2008

Accepted May 30th 2008

Refereed anonymously

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STUDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT SOUTH KOREAABSTRACTINTRODUCTIONLITERATURE REVIEWMETHODOLOGYDATA ANALYSIS AND RESULTSCONCLUSION AND IMPLICATIONSREFERENCES