Chinese package tourists visiting Korea chose passive complaining behaviors even though their satisfaction level was very low, this study analyzed its background. The whole process of the study was based on the qualitative research methodology. Though this study started from understanding Chinese tourists' complaints and current issues of tour packages for Chinese tourists in their viewpoints, the analytical focus was moved to their complaining behaviors. The qualitative data was collected through the interview with Chinese tourists having damages or complaints in the process of visiting Korea. From January 2015 to September 2015, total two times of preliminary and main researches were performed. The conclusion was obtained by process that continuously seek for the meaning through repeating the process of summarizing/interpreting the qualitative data. This study intensively analyzed the problems of tour products targeting Chinese tourists visiting Korea and their coping measures/backgrounds based on the qualitative research method. It would be possible to understand the tourism phenomenons in the cultural aspect only when having continuous efforts to seek for the relations between traditional cultures and tourists' behaviors including Chinese tourists in the multi-cultural aspect in the future.
ABSTRACT I. 서론 II. 이론적 배경 1. 방한 중국관광객 패키지 여행상품 2. 서비스 불평행동 3. 서비스 회복 III. 연구 설계 1. 연구방법 2. 자료의 수집 방법 IV. 분석결과 1. 질적 조사 참여자 일반적 특성 2. 질적 자료 분석 V. 결론 참고문헌
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