An Analysis of Push and Pull Travel Motivations of Chinese Students in South Korea
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The importance of Chinese outbound market to Korea has drawn the attention of scholars in understanding tourist motivation and behavior. University students travel motivations has received very limited attention in tourism literature. An online survey was designed and sent to Chinese students across Korea between June–September 2016. Descriptive and inferential statistics including factor analysis, chi-square and reliability test was used to analyze the data collected. The results from the push factors indicates that the desire to escape the boredom of studies compels students to visit destinations that offer something exciting and thrilling experiences. The results of the study provided some relevant insights into what causes Chinese students to travel and what determine their choice of selecting specific destinations in Korea. This may have significant practical marketing implications for destination managers in Korea by developing strategies specifically targeting university student’s market segment.
Abstract
The importance of Chinese outbound market to Korea has drawn the attention of scholars in understanding tourist motivation and behavior. University students travel motivations has received very limited attention in tourism literature. An online survey was designed and sent to Chinese students across Korea between June–September 2016. Descriptive and inferential statistics including factor analysis, chi-square and reliability test was used to analyze the data collected. The results from the push factors indicates that the desire to escape the boredom of studies compels students to visit destinations that offer something exciting and thrilling experiences. The results of the study provided some relevant insights into what causes Chinese students to travel and what determine their choice of selecting specific destinations in Korea. This may have significant practical marketing implications for destination managers in Korea by developing strategies specifically targeting university student’s market segment.
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