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ZMET-based Participation Motivation Analysis of Chinese Tourists's Floral Arrangement Courses Visit to Korea

ZMET을 활용한 방한 중국인 관광객의 꽃꽂이교육 관광콘텐츠 참여동기 연구

Cui, Ru-Ru;Kim, Young-Jae
최여여;김영재

  • Received : 2018.12.03
  • Accepted : 2019.02.16
  • Published : 2019.03.28

Abstract

In order to develop the marketing strategy of Korean floral arrangement courses for chinese tourists, this study aimed at gaining their participation motivation with application of the ZMET (Zaltman metaphor-elicitation technique). According to the results, 18 constructs ('a sense of accomplishment', 'Korean culture visit', 'teacher's high-quality service', 'professionalism', 'to be together', 'communication with others', 'joint pleasure', 'better than China', 'not available in China', 'healing', 'the feeling of happiness and love', 'easy access to art', 'wonderful life shot', 'beautiful interior', 'special design', 'expectation', 'close to nature', and 'nice daily-life decoration') were derived and 4 main constructs ('a sense of accomplishment', 'Korean culture visit', 'teacher's high-quality service', and 'professionalism') of the consensus map were analyzed. Therefore, the Korean floral arrangement courses for chinese tourists should open an adjustable level of difficulty of curriculum, offer an opportunity to experience other Korean culture and increase florist's abilities from various aspects.

Keywords

ZMET;Floral Arrangement Courses;Chinese Tourists;Participation Motivation;Tourism Content