몽골여행 선택 고려요인에 대한 한국인, 러시아인, 중국인의 인식 비교

Abstract

The purpose of the study was two-fold: 1)to investigate what the critical factors are in considering Mongolia as a trip destination for Koreans, Russians, and Chinese ; 2)to provide the theoretical and managerial implications in selecting a destination in international tourism. Analytic Hierarchy Process(AHP) was used for the method of the study. The total of 30 respondents for each 10 a country participated and finally 29 were used for analyzing the data. The main results of the study were as follows. Among the major four factors including transportation, national brand recognition, the purpose of the trip, hotel services and facilities, Koreans and Chinese considered the purpose of the trip, including relaxation, cultural/leisure activity, and gourmandism more than Russians considering national brand recognition such as attractiveness, intimacy, and accessibility. For transportation, Koreans most concerned safety while Chinese were services and Russians were prices. Koreans and Chinese considered hotel location and facilities while Russians concerned price levels. The results of the study could provide the useful implications based on comparing multi-cultural attributes.