Marketing implications arising from a comparative study of international pleasure tourist motivations and other travel-related characteristics of visitors to Korea

The purpose of this study was to identify differences in motivations to travel to Korea, preferred tourist resources (activities), length of planning before travelling, information sources used, and length of stay based on five national tourist groups (American, Australian, Japanese, Chinese (Mainland), Chinese (Hong Kong SAR). The results indicated that the significant differences found in motivations to travel to Korea, the length of pre travel planning, information sources used, and length of stay were influenced by national culture. On the basis of the results it is apparent that specific marketing strategies are required for each national segment.