UNDERSTANDING CHINESE INDEPENDENT TRAVEL MARKET TO SOUTH KOREA: A SEGMENTATION APPROACH

The rapid growth of the Chinese travel market has gained attention in the tourism industry. However, very few studies have been conducted to examine travel constraints that prevent Chinese outbound travelers from going somewhere quite accessible to their major destination from a multidestination perspective. Drawing upon the leisure constraint model (LCM), this study explored Chinese independent tourists' perceived travel constraints in selecting second-tier destinations in their destination choice and analyzed the market segments. A self-administered survey was collected from 393 Chinese travelers who did not visit Gyeonggi Province close to Seoul during their travels in South Korea. Based on the findings, four distinct groups were formed. The findings provide important insights into destinations that desire to attract more Chinese independent travelers.