earticle

영어

The recovery of the Chinese tourist market after the COVID-19 pandemic has been slower than that of the overall tourism industry in Korea. This slower recovery can be attributed to the rise of the millennial generation, which has begun to replace Chinese tourists. The millennial generation is currently influencing major consumer groups worldwide, and millennial tourists differ from other tourist demographics. Due to the changing times, they have distinct preferences in consumption, experiences, and choices. However, the influence of Chinese millennial tourists cannot be overlooked. This study examines the impact of the Chinese millennial generation's tourism patterns on consumption in the Korean tourism market. The survey was conducted from August 10, 2023, to September 20, 2023, through the online survey site “Wenjuanwang.” A survey of 396 Chinese individuals aged 20-30 who have traveled abroad was conducted using a 33-item questionnaire to comprehensively examine their tourism habits and consumption structures. China has a large land area and a significant gap between rich and poor across different regions, so we added items for first-tier cities (Shanghai, Beijing, Guangzhou, Shenzhen), second-tier cities (Hangzhou, Wuxi, Jinan, Nanjing, and 25 other regions), and other cities. In this study, the expenditure of tourists consisted of accommodation, transportation, tourist activities, food, shopping, sports activities, and other expenses. Depending on the tourist's travel method, there may be items with '0' expenditure, and in order to analyze the determinants of consumption expenditure, the expenditure function was estimated using the Tobit model including '0' observations. The research investigates various aspects of tourism habits, including expenses and behaviors. Key findings reveal that Chinese millennials prefer short vacations with diverse experiences, emphasizing relaxation and independent travel. Factors such as age, number of trips, and length of stay significantly influence total expenditure. These insights underscore the importance for the Korean tourism industry to tailor marketing and services to meet the preferences of this demographic, particularly by offering experience-rich holidays and encouraging longer stays. Understanding and accommodating the evolving preferences of Chinese millennial tourists can enhance the economic benefits for the Korean tourism sector.