Title of Paper

Developing the Optimal Korean Performing Arts Tourism Product for Japanese Tourists

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Abstract

This study investigated Japanese tourist’s preferences when choosing a Korean performance and then found the optimal Korean performing arts tourism product for Japanese tourists using a conjoint analysis. On-site surveys were conducted with self-completed questionnaires to collect data with a convenience sampling procedure. The resultant optimal Korean performing arts tourism product would have the following attributes: less than 5,000 yen ($50) admission fee, open-run theater, Korean concert, and Seoul metropolitan tourism district as location of theater. The results revealed that Japanese tourists are sensitive to price when selecting Korean performing arts. Understanding tourists’ opinions and behavior is important for the places where international performances are held.

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Developing the Optimal Korean Performing Arts Tourism Product for Japanese Tourists

This study investigated Japanese tourist’s preferences when choosing a Korean performance and then found the optimal Korean performing arts tourism product for Japanese tourists using a conjoint analysis. On-site surveys were conducted with self-completed questionnaires to collect data with a convenience sampling procedure. The resultant optimal Korean performing arts tourism product would have the following attributes: less than 5,000 yen ($50) admission fee, open-run theater, Korean concert, and Seoul metropolitan tourism district as location of theater. The results revealed that Japanese tourists are sensitive to price when selecting Korean performing arts. Understanding tourists’ opinions and behavior is important for the places where international performances are held.