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Duty Free Shopping Motivation and Satisfaction of Chinese Tourists

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2012, 36(1), pp.201-218
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Koh Mi Young 1 Oh Sang-Hoon 1

1제주대학교

Accredited

ABSTRACT

The purpose of this study is to examine the motivation for duty free shopping along with the reported satisfaction variances as they relate to demographic characteristics of Chinese tourists. Additionally, the study attempted to explore how differing levels of motivation for duty free shopping had an effect on overall shopping satisfaction. To satisfy the research objectives, a theoretical study related to motivation for shopping motivation and satisfaction of tourists was reviewed and hypothesis was proposed based on the findings of previous academic literature. Data were collected from 263 Chinese tourists; all of whom having had duty free shopping experiences during their travel to Jeju Island. The results show that there are statistically significant differences in duty free shopping motivation and satisfaction according to differing demographic characteristics. In addition, duty previous motivation for partaking in duty free shopping corresponded with differing levels of shopping satisfaction experienced. Based on the study results, implications and future study directions were suggested.

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