처음방문객과 재방문객의 관광 활동, 방문 장소 차이연구 : 오키나와를 방문하는 한국인 관광객을 중심으로

This study analyzed the differences of tourist activities and visited places between first-time visitors and repeat-visitors to Okinawa, Japan from South Korea. The survey was conducted with a self-administered questionnaire for four days from December 1 to December 4, 2018 at the international terminal of the Naha Airport in Okinawa. Data from a sample of 347 individuals were analyzed using the statistical program R 3.61 for windows, applying frequency analysis, Fisher's accuracy test, and t-test. The main results are summarized as follows. First, first-time visitors were more likely to visit typical sightseeing places, whereas repeat visitors were more likely to enjoy massage and esthetic services. Second, repeat visitors participated in culture activities more frequently than first-time visitors. Third, first-time visitors were more likely to visit popular tourism attractions, while repeat visitors tended to visit less famous attractions and non-tourist locations such as shopping malls which are not on the main tourist routes. Fourth, repeat visitors visited more shopping malls than first-time visitors. This study supports the results of previous studies that there are differences in tourist activities and visited places between repeat visitors and first-time visitors. Based on aforementioned results, policies and marketing strategies to attract repeat visitors were suggested.