계획된 행동이론(TPB)을 적용한 중국인의 한국방문의도에 관한 연구 - 20대 젊은 층의 한류 호감도와 국가이미지의 역할을 중심으로 -

In recent years there is a general agreement that the growth of China economy is leading to a rapid increase ininternational travel from a burgeoning middle class. Considering the importance of the Chinese market for SouthKorea's tourism industry, it is necessary for the tourism marketers to understand how and why the Chinese peoplechoose South Korea as a travel destination based on behavioral science. So, some effective marketing plans can beadded for the inbound market expansion. The purpose of this study is to examine the behavioral intention of Chinese potential tourists by applying theTheory of Planned Behavior, including the additional variable of Korean Wave likability and Country Image. To thisend, an online survey is conducted with 521 Chinese. The data were analyzed by using SPSS21.0 and AMOS18.0statistical analysis program. The detailed results are as follows. First, Korean Wave likability has a significant positive effect on CountryImage. Secondly, all independent variables have significant positive effects on behavioral intention according toKorean Wave likability, attitude, perceived behavioral control, Country Image, subjective norm order. Thus, it provedthat it is efficient to predict Chinese tourists intentions to visit Korea based on the theory of planned behavior. Alsothe degree of Korean Wave likablility and Country Image could be very effective variables in predicting the behaviorof Chinese visiting Korea.