베트남 인센티브 투어 관광객의 부산 방문의도와 추천의도에 영향을 미치는 요인

초록

The purpose of this study is to examine the influencing factors of incentive tour preferences and recommendations for Vietnamese employees working at Korean companies. Based on a survey of Vietnamese employees of Korean companies in Hochimin city, this study sought to identify the factors that explain how Vietnamese employees chose their tour destinations. The collected questionnaires were used to conduct reliability and regression analyses using SPSS 21. A survey of 126 Vietnamese employees, conducted with the aid of KOCHAM in Ho Chi Minh City, showed that tour destination attractions and the variety of marine leisure programs had positive effects on visitation intention. However, Hallyu preference and opportunities for task-related education did not have such effects. These results might contribute to the development of incentive tour attractions. The gender had influenced the results. Men were more likely than women to recommend an incentive tour destination to colleagues. The practical implication of this study is to promote destination attractiveness, leisure opportunities, and knowledge of the city’s brand image. These studies have a couple of limitations, such as the sampling method, sample representativeness, and inadequate survey responses regarding the characteristics of the city brand due to insufficient knowledge of Busan. Future studies are advised to focus on the broader areas of companies and include more representative samples.

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