외국 관광객의 한국 관광 만족도와 불만족도 결정요인 연구: 카노모델 적용

Korea Tourism Organization annually surveys and reports on the travel conditions, consumption patterns, and satisfaction levels of foreign tourists who visit Korea before departing the country. This study conducted an empirical analysis using the 2019 survey data on foreign tourists. The average satisfaction level of these tourists was very high, with a score of 4.41 out of 5. Multiple regression analysis showed that, among 12 tourism-related factors, most had a positive impact, excluding language communication and map finding. When categorizing tourists into two groups—satisfied and dissatisfied 94.84% fell into the satisfied group. Consequently, the results of the multiple regression analysis reflect the satisfaction group’s outcomes, which presents a limitation in addressing how to improve tourism factors based on dissatisfaction.This study applied the Kano model to determine whether the 12 tourism characteristics were factors of satisfaction or dissatisfaction, focusing particularly on resolving the issue of sample imbalance. To resolve this issue, the numbers of satisfied and dissatisfied tourists were made nearly equal, and a dummy variable Kano model was applied. Since there were far fewer dissatisfied respondents, their responses were repeatedly used. The analysis results classified the 12 factors into four categories in the Kano model: indifferent factors, excitement factors, dissatisfaction factors, and performance factors. This allowed the classification of tourism characteristics into symmetrical and asymmetrical factors, identifying key elements crucial for increasing satisfaction and reducing dissatisfaction.