부산대학교 도서관

Generally speaking, tourism has played an important role in prompting cooperation and exchanges between China and South Korea. Especially, South Korean has become one of China’s most important outbound tourist countries. On the other hand, in the Seoul’s city marketing, the development of the tourism industry has been an important part of the Seoul brand. It can be said that the interaction between Chinese tourists and Seoul is becoming more and more frequent and closer. This study was designed to observe the behavior of Chinese tourists traveling to Seoul and discuss the factors influencing Seoul Brand perception.In the research process, various research ways are applied in order to obtain scientific and accurate research data and research results. On the basis of summarizing existing literatures, relevant theoretical hypothesis is proposed according to existing theories, and the model to be checked is established. By making use of the SPSS software, a descriptive statistical analysis, reliability and validity analysis for the actual data obtained by questionnaire are conducted, and the in-depth law of the data is discovered to support the opinion of this paper.After analyzing total 353 samples, it resulted that the factors influencing Seoul Brand perception was divided into 7 factors such as natural conditions, infrastructure, social factors, economic factors, cultural factors, government image and public image. Seoul Brand perception was divided into 3 dimensions such as perceived quality, brand image and brand identification. Natural conditions, infrastructure, social factor, government image and public image have a positive impact on Seoul Brand perception.According to the analyze results, the corresponding managerial suggestions and future research directions were also proposed. Urban brand strategy in urban marketing is an effective means to enhance the city's attraction and competitiveness. As the city's business card, the role of urban brand in promoting the development of a city's tourism industry cannot be ignored. The object of this study, Seoul, is a very typical example. Urban brand or tourism in Seoul will have a more long-term development if government regulators can take more attention to Chinese or other foreigner tourists’ attitudes and behavior and make use of them.