Investigation of Hanok Visitors’ Subjectivity Using Q Methodology: The Case of Chinese Tourists
2017, 41(3), pp.11-30
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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This study identifies the subjectivity of Chinese Hanok visitors using Q methodology. It goes on to classify Chinese visitor motivation for Hanok, and examines characteristics of clusters classified by Q methodology. The results of the Q method reveal five clusters that were then classified. The first cluster is called ‘Experience-seekers to a Korean traditional house.’ The subjects of this cluster want to experience a Korean traditional house, learn about Korean culture, and place a high value on the attractions of Hanok. The second cluster is called ‘Socialization-seekers for experience in Hanok.’ These cluster subjects want to enhance their relation with family or relatives and have a strong intention to meet a wide variety of people. The third cluster is called ‘Experience-seekers through Hallyu media.’ These individuals visited Hanok out of curiosity and developed an attachment to Hanok after they watched Hanok as exposed on Hallyu media. The fourth cluster is called ‘Experience-seekers through SNS reviews.’ They are people who visited Hanok because of their high trust in information obtained from SNS and recommendations from others. Finally, the fifth cluster is called ‘Knowledge exploration-seekers of Hanok.’ These individuals are aware of Korea because of a visitation to Hanok and have a strong intention to increase their knowledge. These findings will contribute to developing a theoretical typology of Chinese Hanok visitors based on their subjectivity and using new methodology. The findings will also provide Hanok managers with a marketing strategy that utilizes market segmentation.
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