earticle

영어

After three years of the COVID-19 pandemic, tourism markets around the world have gradually recovered, and some places have even seen retaliatory consumption by tourists. Part of the reason for the recovery can be attributed to the rise of the millennial generation, which is currently the influencer of the world's main consumer groups. Millennial tourists are different from other tourist groups. Due to the changes of the times, they have unique preferences in consumption, experience and choice. Because they were born in the most prosperous period of the development of the times, as well as the economic policies of some regions, compared with people from other times, they have a more unique side in overseas consumption and their own consumption. This study examines the travel patterns of millennials born in the Chinese region (Mainland China, Hong Kong, Macao and Taiwan). The millennial population composed of mainland China, Hong Kong, Macao and Taiwan in this study cannot be ignored. These main forces of consumption have an impact on the consumption of the Korean tourism market. The questionnaire survey time for this study is from December 20, 2023 to February 20, 2024. The online questionnaire survey form of "Wenjuan.com" is adopted. A total of 471 questionnaires were collected, and 442 valid questionnaires were finally analyzed (142 from Mainland China, 150 from Hong Kong and Macao, and 150 from Taiwan). By analyzing the collected data, we can fully understand their travel habits and consumption structure, and we can also further understand the millennials in different regions. The expenditures of tourists in this study include accommodation, transportation, tourist activities, catering, shopping, sports activities and other expenses. It is worth noting that this study uses the Tobit model for data analysis. The study investigated various aspects of millennial travel habits, including expenditure and behavior. In the past, there have been many related studies on millennial consumption, economy, etc. Different from previous studies, the main purpose of this study is: 1) What are the characteristics of millennials in Mainland China, Hong Kong, Macao, and Taiwan in demographics. 2) After demographic research, explore the characteristics of millennials in Mainland China, Hong Kong, Macao, and Taiwan in overseas travel consumption. 3) Comparative study of millennials in Mainland China, Hong Kong, Macao, and Taiwan in overseas travel consumption. This will help understand the preferences of millennial tourists from Mainland China, Hong Kong, Macao and Taiwan as the times change, which will help develop Korean tourism and establish new marketing strategies to promote the overall economic development of Korea.