한국방문 중국인 관광객의 지출 영향요인: 의사결정나무 데이터마이닝 기법의 적용 (Chinese Tourists’ Expenditure in Korea: Application of Decision Tree Data Mining Analysis)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 29권 / 6호 / 373 ~ 386페이지
· 저자명 : 노윤호, 옥석재

초록

This study aims to find out meaningful features on Chinese tourists’ expenditure which is important for making a future strategy for Chinese markets. Data of 3,938 Chinese tourists from international visitor survey from 2012 to 2014 are used to empirically identify tourists’ characteristics influencing expenditure patterns. To figure out the factors related to the Chinese tourists’ expenditure, tourists are devide either into low or high expenditure group based on their daily average spending, and decision tree data mining technique is applied. Result indicates stay duration, companion numbers, shopping places and age are the most influencing factors of Chinese tourists’ spending in Korea. Chinese tourists in low expenditure group enjoy the trip alone and tend to shop beside duty free shops, and stay in Korea for a relatively longer period over 5 days. In high expenditure group, the people enjoy shopping at duty free shops and stay in Korea for short period under 4 days. Some managerial implications are discussed with the direction for future study.

영어초록

This study aims to find out meaningful features on Chinese tourists’ expenditure which is important for making a future strategy for Chinese markets. Data of 3,938 Chinese tourists from international visitor survey from 2012 to 2014 are used to empirically identify tourists’ characteristics influencing expenditure patterns. To figure out the factors related to the Chinese tourists’ expenditure, tourists are devide either into low or high expenditure group based on their daily average spending, and decision tree data mining technique is applied. Result indicates stay duration, companion numbers, shopping places and age are the most influencing factors of Chinese tourists’ spending in Korea. Chinese tourists in low expenditure group enjoy the trip alone and tend to shop beside duty free shops, and stay in Korea for a relatively longer period over 5 days. In high expenditure group, the people enjoy shopping at duty free shops and stay in Korea for short period under 4 days. Some managerial implications are discussed with the direction for future study.

참고자료

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