목     차

제 1장  조사개요
Ⅰ. 조사 배경                                                                  1
Ⅱ. 조사 목적                                                                  3
Ⅲ. 조사 설계                                                                  3

제 2장  문헌조사
Ⅰ. 도시별 일반 개황                                                         4  
Ⅱ. 아웃바운드 및 방한관광 현황                                         7

제 3장  관광소비자 FGD 조사
Ⅰ. 해외여행 인식 및 형태                                                 10
Ⅱ. 해외 여행국가별 이미지 평가                                        17
Ⅲ. 해외 여행국각별 여행경험 평가                                     21
Ⅳ. 한국에 대한 평가                                                        30
Ⅴ. 결     론                                                                    32

제 4장  관광소비자 개별면접 조사
Ⅰ. 응답자 특성                                                                 35
Ⅱ. 중국관광객 여행 현황 및 일반 형태                                   39
Ⅲ. 중국관광객 여행지 경쟁상황                                            71
Ⅳ. 한국여행 비경험자의 한국 인식 및 여행 의사                      83
Ⅴ. 중국관광객의 해외여행 만족도 평가                                  94

제 5장  결론 및 시사점
Ⅰ. 중국관광객 시장세분화                                                  157
Ⅱ. 방한 중국관광객의 한국여행 현황 및 해외여행 형태            179