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자료유형
학술저널
저자정보
저널정보
한국호텔관광학회 호텔관광연구 호텔관광연구 제18권 제6호 (통권 제69권)
발행연도
2016.11
수록면
487 - 505 (19page)

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The Korea Grand Sales is shopping tourism festival during the low season aiming to increase the number of FIT. The Korea Grand Sales is held by the Koran government and private companies. The aim of this paper is to empirically analyze the effectiveness of the Korea Grand Sale tourism policy supported by the Ministry of Culture, Sports and Tourism. We employ a representative micro-level data of Foreign Tourists Survey from 2013 to 2015 for the empirical study. The Korea Grand Sale is designed to provide a variety of shopping promotions for inbound tourists visiting in Jan ~ Feb annually. It is the main purpose of this policy to attract inbound tourists in low season, to increase per capita overall and shopping expenses and moreover to motivate their revisits in the near future. As an instrument for policy evaluation, yearly linear regression approach is adopted and we focus on per capita expenditure difference of foreign tourists between sale-period and non-sale-period. In summary, three empirical results are found. First, despite the Korea Grand Sale, still low-season per capita spending is less than high-season(Mar~Dec). Second, the gap of tourist spending between sale- and non-sale periods is gradually reduced due to the Korean Grand Sale promotion and actively participating shops and companies. Third, when we limit our discussion to shopping expenses, the difference in 2015 becomes even statistically insignificant as well as the gap between sale- and non-sale periods is steadily shrinking over last three years. Empirical evidence shows that the Korea Grand Sale is contributing to achieve the policy goals of increasing tourism revenue and revitalize the domestic economy.

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