| 중국인 관광객의 한국 화장품 구매행태와 뷰티관광 참여에 대한 연구 |
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김은수, 정민수 |
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| Research Paper : A Study on the Cosmetic Purchase and the Influential Factors of Korean Beauty Tourism among Chinese Tourists |
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Eunsoo Kim, Minsoo Jung |
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| Abstract |
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The Korean Wave (Hallyu) of Chinese tourists who visited South Korea in 2013 amounted to one-third of the total foreign tourists. The Chinese tourists mostly purchased cosmetics. This study investigated the shopping patterns of Chinese tourists with a focus on South Korean cosmetics and the factors that affect the desire to participate in the beauty tourism. Data were collected through face-to-face interviews with Chinese female tourists (n = 713) aged twenty or above who visited South Korea during the Chinese lunar new year in February 2015. Factor analysis and logistic regression were used to analyze the study the influential factors of Korean beauty tourism. According to the results, the respondents` desire to repurchase items increased 3.26 times as the cosmetics benefits and preference for South Korean cosmetics increased. The wish to participate in beauty tourism also increased 1.24 times as a favorable impression of South Korean culture increased. Third, the desire to repurchase South Korean cosmetics increased 3.68 times and the desire to participate in beauty tourism increased 2.04 times as participation in general tourist products increased. Strengthening the benefits obtained from buying cosmetics and the preference factors are thus necessary to raise Chinese tourists` rates of repurchasing South Korean cosmetics. Chinese tourists` favorable impression of South Korea through the Korean Wave is also necessary to manage. In addition, diverse tourist products must be created and memories of these trips must be marketed to elevate the image of Korean beauty (K-beauty) and to energize the cosmetics industry. |
| Key Words:
Beauty tourism, Korean wave (Hallyu), Shopping pattern, Cosmetics |
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