동남아 무슬림 방한객의 특성에 관한 비교 연구

Abstract

This study sought to understand the personal characteristics of people from Malaysia and Indonesia, Muslim countries in Southeast Asia, related to their visit to Korea, and to derive relative differences through comparison with non-Muslim countries in Southeast Asia. First, a comparative analysis was conducted on the first research question, the awareness of Muslim country residents toward the six major tourist destinations in East Asia: Korea, Japan, China, Taiwan, Hong Kong, and Singapore. As a result, Korea was perceived lower than Japan and Singapore. Next, correspondence analysis of desired activities to participate in when visiting Korea, Indonesians preferred active activities related to nightlife and entertainment, while Malaysians preferred static activities such as appreciating cultural and historical sites, traditional culture, and natural scenery. The Second research question targets people who have visited Korea. First, as a result of conducting a comparative analysis on the purpose of visit and travel type, the proportion for visiting friends/relatives was very low in both Malaysia and Indonesia, and the proportion for business/professional activities was high. As a result of conducting a correspondence analysis on desired activities before visiting Korea, these two Muslim countries desired static activities such as experiencing traditional culture and performances, as well as active activities such as performances, night life, and entertainment. In the correspondence analysis of the activities that were satisfactory when visiting Korea, Indonesia and Malaysia preferred static activities such as experiencing traditional culture, historical sites, and natural scenery, and active activities such as entertainment, performances, and shopping. Lastly, as a result of comparative analysis of post-evaluation such as satisfaction with the visit to Korea, Malaysia was found to be the lowest in satisfaction, intention to revisit, and intention to recommend to others. Indonesia was overall higher than Malaysia, but lower than Vietnam in terms of intention to revisit. This study contributed to providing practical implications for tourism destination marketing.