중국인의 차이나타운 방문동기에 대한 실증연구 : 밀레니얼 세대를 중심으로

This study attempts to analyze the motivation of Chinese millennials to visit Chinatown when they travel abroad. We interviewed ten Chinese millennials and conducted an online-survey with 197 Chinese millennials. Exploratory factor analysis showed that the Push factors of visit motivation included three factors of novelty, rest, and companionship, while Pull factors included four of entertainment, history, shopping, and diet. The ANOVA showed that travel career, Plog's tourist type, gender, and income level have a significant influence on visit motivation, while Chinatown visit experience, age, and education level did not have a significant impact on visit motivation. The multiple regression analysis showed that novelty, rest, entertainment, history, and diet had a close effect on the intention of the visit. There are the following implications according to the results of this study. First, the current results provide information on what Push factors and Pull factors Chinatown has for Chinese millennials. Second, the results of this study show that the visit motivation of Chinatown varies according to the characteristics of the interviewees. Third, the results of this study suggest a point to focus attention to the development of Chinatown as a tourist destination by deriving the variables that have a significant influence on the purpose of the visit.