ABSTRACT: In 2011 over 3–4 million tourists from Mainland China, Taiwan, Hong Kong, and Singapore visited South Korea. This study assumes that Chinese tourists are intraculturally different with respect to their tourist attitudes or behaviors, and attempts to determine the intracultural variances in the attitudes or behaviors of Chinese tourists amid an explosion of Mainland Chinese outbound tourist demand. Based on the results of empirical data analyses, two subcultural tourist groups, Mainland Chinese and Taiwanese, presented differences in their motivation to visit, their perceived image of Korea, their preferred attractions in Korea, their satisfaction level regarding their experiences in Korea, and tourist behaviors in Korea.
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management