???? ? ?? ? ?? ???? ????? ????: ????? ?? (A comparison analysis of Chinese and Japanese tourists' motivation factors in Jeju-do (province): a structural equation model)

? ??? ???? ? ?? ? ?? ???? ? ?? ? ?? ????? ???? ?? ??? ?? ????? ?????. ??? ??? ??? ????? ?? ????? ???? ? ???? ?????? ?? ???? ???? ? ?? ??? ?????. ? ?? ??? ? ?? ????? ????? ?? ????? ?? ?? ? ??? ?????? ?????. ? ?? ?? ???? ?? ????? ?? ??? ???? ??? ???, ??? ????? ???? ???? ??? ??? ?? ??? ? ???. ??? ?? ???? ?? ????? ?? ??? ???? ???, ?????? ??? ???? ??? ??? ?? ??? ? ??. ? ?? ??? ?? ?? ???? ??? ???? ??? ??? ?? ???.

The purpose of this study was to compare the motivation factors between two groups: Chinese and Japanese tourists in Jeju-do. Also, this study offered an integrated approach to attempts to extend the theoretical and empirical research evidence on causal relationships of each group among motivation factors, perceived value, satisfaction, and intention to revisit and finally, the result of path analysis was compared.The results indicated that Chinese tourists' perceived value was positively affected by tourists' convenience (i.e. reservation system and tour guide) and their cultural experience had an influence on tourists' satisfaction significantly. On the other hand, Japanese tourists' satisfaction was positively affected by tourists' convenience and their perceived value significantly influenced on tourists' intention to revisit. The findings of this study can be used as a marketing strategy for each tourist group