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The Relationship Influence among Life Style, Tourism Information, and Behavioral Intention on Chinese Tourists: Focusing on the Moderating Tourism Type(Individual Tourism, Group Tourism)

Choi, Dong-hee 1

1광주대학교

Excellent Accredited

ABSTRACT

The purpose of this study is to investigate the relationship influence among life style, tourism information, and behavioral intention on Chinese tourists in Korea, along with the difference in the relationship influence depending on the tourism type (individual tourism or group tourism) and the pertinent implications thereof. In order to accomplish that purpose, Chinese tourists who had visit Korea, departing from Incheon International Airport were selected as subjects for a questionnaire implemented from March 1 to March 31., 2016. A total of 250 questionnaires was distributed and 230 valid copies were used for the empirical analysis. As a result of the study, the life style of Chinese tourists noticeably influenced tourism information and the tourism information perceived by Chinese tourists noticeably influenced behavioral intention with a difference depending on the tourism type (individual tourism or group tourism). Therefore, the study implies that the tourism information provided to Chinese tourists should be differentiated with the newest information taking into consideration life style, tourism type and factors.

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