A Study of the Travel Satisfaction Model: A Structural Analysis for Chinese Tourists

This study aimed to prepare a basic research foundation for policy maker on the base of Korea Travel Satisfaction Structure Model of Chinese Tourists. This study examined the causal relationship of "the expectation and motivations of the tour in Korea of the Chinese tourists→the experienced tour quality→the satisfaction of the tourists→tour complaint behavior/tour satisfaction→Loyalty/tour complaint behavior→Loyalty from the Path Analysis. The expectation of tour had a negative effect on the quality of experienced tour. The motivations of tour had a positive effect on the quality of experienced tour. The quality of experienced tour had a positive effect on the satisfaction of tour. The satisfaction of tour had a negative effect on the tour complains behavior. The satisfaction of tour had not statistically significant. However, The satisfaction of tour had a positive effect on the loyalty, produces a positive effect on service value if the significant level was 0.1. The tour complaint behavior had a negative effect on the loyalty. Accordingly, The more the Tour Complaint behavior was, the lower the loyalty was. This results will be an important authority for domestic agents, who plan to attract the Chinese tourists to Korea, to examine the present state critically and establish future plan.