중국인 관광객 유치 확대에 관한 연구

Abstract

This study aims to analyze the number and characteristics of Chinese tourists visiting South Korea, their compliments and complaints during their stay in the country, and successful cases in drawing Chinese tourists and propose ways to promote the attraction of Chinese tourists to Korea, based on the analysis results. The continued growth of the Chinese economy and the rising strength of the yuan currency have contributed to increasing Chinese people's consumption and changing their perception of leisure and tourism. As a result, China's outbound tourism market exceeded 57.39 million visitors in 2010 while enjoying continuous growth and the World Tourism Organization has predicted that the number of outbound Chinese tourists will reach 100 million in 2020. Hong Kong and Macao account for more than 70 percent of China's outbound tourists, and South Korea, Japan and Southeast Asian countries compete for the remaining 30 percent. South Korea is pushing a wide range of tourism policies at the central government level with the goal of attracting three million Chinese tourists until 2012. South Korea's current share of the Chinese outbound tourism market is only 3-4 percent; therefore, a variety of strategic approaches are required for market expansion. Many countries have been making diverse efforts to attract a larger number of Chinese tourists, like easing their visa requirements or undertaking aggressive promotional and marketing activities. Local governments in Korea are also making attempts to draw Chinese tourists by developing their own plans for the purpose and organizing task forces for specific activities, but in fact they are not differentiated from one another.