K 뷰티관광의 관광제약요인이 관광동기 및 관광만족도에 미치는 영향에 관한 연구 - 한국을 방문한 중국관광객을 중심으로 -

초록

This study investigates the structural relationships among tourism constraints, tourism motivations, and tourism satisfaction in K beauty tourism, focusing on Chinese tourists visiting Korea for beauty related services. An online survey conducted between November 10 and 25, 2025 yielded 150 valid responses, which were analyzed using reliability tests, exploratory factor analysis, correlation analysis, and regression analysis with SPSS 27.0. The results indicate that tourism constraints have significant negative effects on both motivation and satisfaction, with interpersonal constraints identified as the most influential inhibiting factor. Moreover, Pull motivation reflecting destination attractiveness, professional expertise, and brand trust exerts a strong positive effect on satisfaction, whereas push motivation demonstrates only a marginal influence. These findings suggest that reducing social pressure and strengthening communication based support systems are critical for enhancing satisfaction, while reinforcing destination related attributes is essential for improving competitiveness in K beauty tourism.

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