목 차 CONTENTS

Ⅰ. 연구개요 ········································································································1
1. 연구 배경 ····································································································1
2. 연구 목적 ····································································································2
3. 연구 방법 ····································································································2

Ⅱ. 이론적 배경 ································································································4
1. MZ세대 정의와 특징 ·················································································4
2. 관광시장에서 MZ세대의 중요성 ·····························································12
3. MZ세대의 여행 특성 ···············································································13

Ⅲ. MZ세대 유치 정책사례 분석 ·································································16
1. MZ세대 유치 정책사례 선정방향 ··························································16
2. MZ세대 소비행동 특성 맞춤서비스 사례 ·············································17
3. MZ세대 여행 의사결정 특성 맞춤서비스 사례 ····································23
4. 시사점 ·······································································································26

Ⅳ. 중국 MZ세대 제주관광 행태분석 ·························································28
1. 중국관광객 입도현황 ···············································································28
2. 제주 중국관광객 유치마케팅 사업 분석 ················································31
3. 제주입도 중국관광객 특징(정량) ····························································33
4. 중국 MZ세대 제주관광 행태분석 ··························································48
5. 요약 및 시사점 ························································································58

Ⅴ. 중국 MZ세대 관광객 유치활성화 방안 ···············································62
1. 기본 방향 ··································································································62
2. 중국 MZ세대 관광객 유치방안 ······························································64

Ⅵ. 결론 및 제언 ······························································································80

참고문헌 ············································································································· 82

Abstract ············································································································ 84

부록 1 : 심층면접조사 결과 ············································································ 86
부록 2 : 심층면접 조사지 ············································································· 10