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An Exploratory Study on the Tourist Gaze: Focus on Chinese Tourists in the Seoul Area

YANWENYAN 1,  량가 1,  Yoon Yooshik 1

1경희대학교

Excellent Accredited

ABSTRACT

In order to understand the gaze more deeply, we want to explore the relationship between tourist destination identity and tourist destination brand value perceived by tourists. The scope and method of the study included three-stage surveys of Chinese tourists visiting major tourist destinations in Seoul. 465 valid samples were used for the final analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and multiple regression analysis were performed using SPSS 23.0.The results of the study showed that the components of a tourists 'gaze were derived from seven factors: 1) Tourism resource activation, 2) Living environment development, 3) Local fashion and beauty sensitivity, 4) Traditional culture preservation, 5) Food diversity, 6) Service quality excellence and 7) Local residents' superiority. Also, it was proved that a tourist 's gaze had a significant effect on tourism destination identity, tourism destination brand value and tourism performance. This research was done to overcome limitations of qualitative research paradigms existing in current foreign tourist gaze research. The study also combined qualitative and quantitative research methodology to understand the intrinsic psychology of Chinese tourists and to improve the structure of the tourism industry at large and to develop symbolic tourism resources.

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