APEC이후 부산 관광이미지의 변화(외래관광객을 중심으로)

This study was conducted to identify changes in tourism images of Busan after the APEC Summit Meeting focusing on foreign tourists.The results of the study showed that 31 attributes of cognitive tourism images were distilled to 4 factors: 'Quality of Product', 'Landscape and Convenience', 'Attractiveness', and 'Convenient Conditions.' There were differences of the tourism image factors between the pre- and the post- APEC Summit Meeting. 'Quality of Product' factor was identified to impact on foreign tourists' satisfaction, revisit intention, and willingness to recommend. A K-means cluster analysis verified three clustered segments for four image factors among which high loyalty foreign tourists were found to be the most important segment. Based on the findings, three distinct groups were formed: 'High Loyalty', 'Moderators', and 'Dissatisfied'. The most important factors by the 'High Loyalty’ groups were 'Attractiveness', 'Quality of product', 'Landscape and Convenience', and 'Convenient Conditions' in the order of means. Statistically significant differences were found among the three groups in terms of the demographic and behavioral variables. Especially, it was suggested that the target market should be the 'High Loyalty' group and the 'Moderators' group in the order of importance. Tourism policies for effectively targeting the segments were discussed.