The Philippines
Fact-Finding Investigation on Seoul Tour Products
January 2014 Fact-Finding Investigation on Seoul Tour Products
January 2014 02 Philippines Contents - isavailableThis report onlinefor download at theofficial tour guidewebsite (http://www.visitseoul.net). City ofSeoul - The entire contents are openfor ofthisreport anyone to useprovided ascopyright that City suitableacknowledgement ofSeoul owner isgiven. - The copyright are andpublication rightsreservedfor of thisreport City. Seoul Contents
01 Purpose and Overview 04
02 Inbound Philippine Tourists 05
03 Current State of Seoul Tour Products in the Philippines 06 1. Number of Seoul Tour Products 06 2. Price Ranges 06 3. Tour Durations 08 4. Ratio of Seoul Tours to the Entire Itinerary 09
04 Characteristics of Seoul Tour Products 10 1. Number of Stops 10 2. Types of Stops 12 3. Major Tourist Attractions 12 4. Viewing and Experiential Activities 14 5. Ratios of Free and Paid Tourist Attractions and Experiential Activities 15 6. Shopping 15 7. Meals 17 8. Tourist Cities Outside of Seoul 18
05 Satisfaction Survey Results on Seoul-Certifi ed Quality Tour Products 20 1. Reasons for Choosing a Certified or Regular Product 22 2. Channels for Recognizing Certified Products 22 3. Comparison of Satisfaction between Certified and Regular Products 23 4. Comparison of Attributes between Certified and Regular Products 24 5. Comparison of Detailed Attributes between Certified and Regular Products 25 6. Satisfaction with the Seoul Itinerary Relative to the Entire Itinerary 28
Appendix 1. Seoul-Certified Quality Tour Products-Certification Marks and Certificate 30 Appendix 2. Quality Tour Products Certified by Seoul City in 2013 31 04 Philippines 01 Purpose and Overview countries. 2. Overview andtastes ofSeoul.true beauty by City, Seoul and provide among other countries foreign to the experience with tourists opportunities to publicize Quality Tour“Seoul-Certified Products,” whichare through selected arigorous review process isalsointended anddurationsaswell attractions.It including productcomposition,prices asmajortourist analyzing thecurrent state oftour productsoffered by localtravel agenciesonmajorAsian markets, The ofthis research purpose isto promote the development of robust tour products by thoroughly 1. Purpose Purpose andOverview 01 tour withtheproducts. productsto findouttheirlevel ofsatisfaction tour productsandregular quality were onSeoul-certified withtourists conducted interviews One-on-one ② countries.” by marketed This research tour onSeoul packages wasconducted ① Seoul-CertifiQuality ed Survey Satisfaction Tour Fact-fi nding research off onproduct eringsinsixmajor Asian countries Target Agencies Target Tourists Category Category Methods Duration Duration Content Content Method Place It was conducted withallthetravel inthesix wasconducted agenciesdeveloping andoffering tourIt packages August months) 2013–September 2013(two etc. activities,shopping, prices, attractions,experiential tourist menus,Itineraries, meansoftransportation, fairs, intourism etc.participating Visit local travel agencies for investigation; and look into their websites and brochures of agencies Philippines) tour thatplanandsellSeoul packages Travel agenciesoperating insixmajorAsian (China, Japan, countries Taiwan, Thailand, andthe HongKong July 2013–December 2013 (sixmonths) July 2013–December Seoul, etc. Level (accommodations, ofsatisfaction meals, level experiences, ofawareness guidesanditineraries), of basedonastructuredquestionnaire interviews One-on-one stayed inKorea on suchatour package Last accommodationswhere visitingKorea tourists tours package foreignInbound tourists on Seoul-certified Seoul-CertifiQuality ed Tour Products Details International Airport Airport International Area Immigration attheIncheonDeparture foreignInbound tours on regular tourists package “travel agencies insixmajorAsian Regular TourRegular Products 02
Inbound Philippine Tourists Inbound Tourists Philippine 02
From January 2013 till December 2013, a total of 400,686 Philippine tourists visited Korea, accounting for 3.3% of 12,175,550 visitors who came in from around the world over the same period of time. It also represents a 20.9% increase from the same period of the previous year.
Philippine tourists are expected to continue to visit Korea, judging from the constant demand for tours among young Filipinos in their 20s and 30s, who are highly interested in K-Pop and the “Korean Wave,” as well as increasing transit tours by travelers bound for the United States and demand for shopping-oriented tours among Philippine women.
Inbound tourists between January 2013 and December 2013
Nationality Inbound Tourists (2013) Inbound Tourists (2012) Year-on-Year Growth
(Subtotal) 8,793,280 7,982,731 10.2% up
China 4,326,869 2,836,892 52.5% up
Japan 2,747,750 3,518,792 21.9% down Six Asian Taiwan 544,662 548,233 0.7% down 05 countries Thailand 372,878 387,441 3.8% down
Hong Kong 400,435 360,027 11.2% up
Philippines 400,686 331,346 20.9% up
Total 12,175,550 11,140,028 9.3% up
※Tourism Knowledge and Information System of the Korea Culture and Tourism Institute (January 2013–December 2013) 06 Philippines 03 Current State of Seoul Tour Products in the Philippines distributed across the price ranges from KRW 300,000 to more than KRW 1.2million. 300,000to more acrossdistributed thanKRW ranges from theprice KRW 900,000rangeaccount for 13.2%. 400,000 (14.7%),whileproducts intheKRW The products are evenly The biggestsharerange ofKRW tour isintheprice ofSeoul productsavailable onthePhilippine market 1,123onAugust onUS$1=KRW (Based 1,2013) The average tours price810,000). isUS$717(about KRW ofpackage 2. Price Ranges Tours tours. offers eightpackage Product details were with checked the 24 Philippine agencies, and it is found that Blue Orient Travel and sell tour productsinthePhilippines. investigated. Amongthem,atotal of68productsare for saleby atotal of24travel agenciesthatplanand As of August 2013, 343 travel agencies offer a total of 2,655 Seoultour products in the six countries There are atotaltourfor of68Seoul products saleinthePhilippines. 1. NumberofSeoul Tour Products in thePhilippines Current State of 03 till November 2013. 2013 smallest innumberwhencompared withthetotal from numberofinboundtourists January investigated.all thecountries This appearsto berelated thatPhilippine to are tourists thefact the The Philippines whichisthesmallestamong hasatotal of 68productsavailable onthemarket, Seoul tour insixAsianSeoul products countries (atotal offered of2,655products by 343agencies) Number of Category products Total 2,655 Comparisons ofSixAsian Countries China 1,513 ※ Seoul City's fact-finding investigation fact-finding tour City's onSeoul productsavailable Seoul insixAsian countries Japan Seoul TourSeoul Products 671 Taiwan 130 Thailand 160 Hong Kong 113 Philippines 68 Price ranges of Seoul tour offerings in the Philippines
Average US$717 (approx. KRW 805,000) Base: All (N=68), %, KRW thousands, no. of products
14.7 13.2 11.8 11.8 11.8 11.8 10.3 7.4 5.9
1.5
300–less 400–less 500–less 600–less 700–less 800–less 900–less 1000–less 1100–less 1200 or than 400 (5) than 500 (10) than 600 (8) than 700 (8) than 800 (8) than 900 (1) than 1000 (9) than 1100 (8) than 1200 (4) more (7) Current State of Seoul Tour Products in the Philippines Products Tour of Seoul State Current
※ At the exchange rate as of August 1, 2013 (US$1 = 1,123 KRW) 03
With regard to price ranges by duration, most of the tours for 3 nights and 4 days or shorter are priced at KRW 300,000–600,000, whereas the majority of the tours for 4 nights and 5 days or longer belong to the price brackets of KRW 900,000–1,000,000 and KRW 1 million–1.1 million.
Price ranges of Seoul tour products by duration (Philippines) In KRW thousands, no. of products 300–less 400–less 500–less 600–less 700–less 800–less 900–less 1M–less 1.1M–less 1.2M or Price Range than 400 than 500 than 600 than 700 than 800 than 900 than 1M than 1.1M than 1.2M more 3 nights and 4 days or shorter 5 9 7 4 4 - 2 3 1 1
4 nights and 5 days or longer - 1 1 4 4 1 7 5 3 4
※ At the exchange rate as of August 1, 2013 (US$1 = KRW 1,123)
Prices of Seoul tours for sale in the Philippines differ, ranging from US$283 (approx. KRW 320,000) to US$1,788 (approx. 2 million), with a six-fold difference between the highest- and lowest-cost products. The average 07 price is US$717 (approx. KRW 810,000), which belongs to the high-priced group after Thailand and Japan.
Comparisons of Six Asian Countries
Results of comparing the average prices of Seoul tour products available in six Asian countries show that they differ among countries. The average price of the products in Thailand is the highest at KRW 970,000, followed by Japan at KRW 860,000; the Philippines at KRW 810,000; China at KRW 680,000; Taiwan at KRW 660,000; and Hong Kong at KRW 580,000.
Average per-night prices also differ among countries. The average price of tour packages in the Philippine market is KRW 190,000 per night; that of Japan is KRW 220,000; Thailand, KRW 200,000; Hong Kong, KRW 150,000; and China and Taiwan, KRW 120,000 each.
Average and per-night prices of Seoul tour products In KRW thousands
Average price Price per night 970 860 810 680 660 580
220 200 120 120 150 190
China Japan Taiwan Thailand Hong Kong Philippines 08 Philippines 03 Current State of Seoul Tour Products in the Philippines are priced at KRW 1millionormore. are atKRW priced many products comparison, ofthe4-night-and-5-day 600,000–1million.By 300,000–600,000orKRW KRW tours 300,000and600,000,whilemostofthe3-night-and-4-day are intherangeofeither ofKRW bracket As aresult rangesby itinerary, of analyzingprice itisfound tours that2-night-and-3-day belongto theprice 3. TourDurations and 3days 600,000–less than1million 300,000–less than 2 nights Seoul tourSeoul price ranges by duration (Philippines) Durations of Seoul tour packages onthePhilippine market Durations tour ofSeoul packages 10.3 1 millionormore 7 countries, are althoughthey alllocated inthesamecontinent. are thegreatest innumber Thailand. This showstour thatSeoul durationsdiffer slightlywiththe accountforproducts themost,whilethree-night packages the Philippines. Japan,two-night In in tours accountfor whichiscloserto Korea,three-night Hong Kong), themostofpackages haveWhile four-night thebiggestshare intheGreater packages ChinaRegion (China, Taiwan and duration All (In KRW) All (In Durations tour insixAsian ofSeoul products countries Duration and 4days By 3 nights 42.6 29 600,000 8 nightsand9days 7 nightsand8days 6 nightsand7days 5 nightsand6days 4 nightsand5days 3 nightsand4days 2 nightsand3days and 5days 1nightand2days 4 nights 39.7 27 2 nightsand3days Base: All(N=68),%,no. ofproducts and 7days 6 nights 4.4 3 7 Comparisons ofSixAsian Countries and 8days 7 nights 1.5 7 - - 1 China 3 nightsand4days 60.2 and 9days 20.3 10.8 8 nights 0.1 2.4 4.9 1.4 1.5 - 1 29 Japan 10 14 5 offers an itinerary ofeightnightsandninedays.offers anitinerary 10.3% (7)and4.4%(3), respectively. The longest tour andsix-night tours accountfor(27), whiletwo-night Packages offour nightsandfive days accountfor 39.7% tours. package (29) of68Seoul offour days andthreeItineraries nightsaccountfor 42.6% mostly for four days andthree nights. offered tourSeoul packages inthePhilippines are 43.7 4 nightsand5days 10.0 36.2 4.2 5.5 0.4 - - 27 Taiwan 10 15 78.5 2 10.0 10.8 0.8 6 nightsand7days - - - - Thailand 3 91.3 5.6 2.5 0.6 2 1 - - - - - 7 nightsand8days Hong Kong 1 82.3 11.5 0.9 5.3 - - - - 1 - - Philippines 8 nightsand9days No. ofproducts 42.6 In % In 39.7 10.3 1.5 4.4 1.5 1 단위 :개 - - 1 - - 4. Ratio of Seoul Tours to the Entire Itinerary
The shorter the duration is, the larger the portion of Seoul is; the longer the duration is, the smaller it is.
Only 3 day/2 night products are found to consist of full-day Seoul tours, while 52.4% of the 4 day/3 night products include three to four days of tours in Seoul. Also, in the case of 5 day/4 night tours, 70.3% (19) of them are scheduled to spend one to two days in Seoul for sightseeing.
About 7% (five) of Seoul tour products in the Philippines have rather long itineraries relative to those available in China and other Southeast Asian countries. These products assign one or two days for
sightseeing in Seoul, which is not very long. in the Philippines Products Tour of Seoul State Current 03 Tours lasting three nights and four days consist mostly of visits to theme parks in Seoul and Gyeonggi Province as well as city tours in Seoul. Itineraries longer than three nights include Gapyeong and Yongpyeong, well-known as filming locations for popular TV dramas, as well as various other places.
Seoul itineraries of Seoul tour products (Philippines)
2N/3D Products (7) 3N/4D Products (29) 9 7 (31.0%) (100.0%) 7 7 (21.4%) 6 (21.4%) (20.7%)
0 0
1 day 2 days 3 days 1 day 2 days 3 days 4 days KRW 300,000-less KRW 300,000-less than 600,000 - - 7 than 600,000 1 1 7 5 KRW 600,000-less - - - KRW 600,000-less 3 4 1 2 than 1 million than 1 million 09 KRW 1 million or KRW 1 million or more - - - more 3 1 1 -
4N/5D Products (27) 6N/7D Products (3) 11 2 (40.7%) (100.0%) 8 (29.6%) 1 4 (33.3%) 3 (14.8%) (11.1%) 1 (3.7%) 0 0 0 0 0
1 day 2 days 3 days 4 days 5 days 1 day 2 days 3 days 4 days 5 days 6 days 7 days KRW 300,000-less KRW 300,000-less than 600,000 - - 1 - 1 than 600,000 ------KRW 600,000-less KRW 600,000-less than 1 million 4 7 2 2 - than 1 million - 1 - - - - - KRW 1 million or KRW 1 million or more 4 4 - 2 - more - 1 1 - - - -
7N/8D Products (1) 8N/9D Products (1)
1 1 (100.0%) (100.0%)
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 2 3 4 5 6 7 8 1 2 3 4 5 6 7 8 9 day days days days days days days days day days days days days days days days days KRW 300,000-less ------KRW 300,000-less than 600,000 than 600,000 ------KRW 600,000-less ------KRW 600,000-less than 1 million than 1 million ------KRW 1 million or - 1 ------KRW 1 million or more more - 1 ------10 Philippines 04 Characteristics of Seoul Tour Products longer have 17.8stops onaverage, visiting16to attractions. 20tourist withthemajority the biggestpercentage ofthetours visitsixto ten attractions. tourist Tours lasting4nightsand5days or The average ofthree numberofstops is10.9for nightsandfour tours days withanitinerary orshorter, and have five orless. eighteen products (26.5%)offer 11–15stops, whilesix(8.8%)have 21ormore placesto visit,andfour (5.9%) accounting for 32.4%) have 16 to 20 places to visit. Eighteen products (26.5%) offer 6–10 stops, and another With regard to thenumberofstops includedin one product,thelargest percentage oftheproducts(22, total, includingshoppingplaces. is found tours that the averageIt for number of stops sale in package the Philippineson 68 Seoul is 14.1 in available inthePhilippines is14.1. The average numberofstops 1. NumberofStops TourSeoul Products Characteristics of 04 Duration accommodationare notcounted. and shopping stops are activities 1) Only tourist attractions, experiential included in the number of stopsthe tours, during and restaurants and Number ofstopstour inSeoul products Number ofstopstour inSeoul products Average numberofstops: 14.1 Number ofStops Number ofStops All All 3 nights and 4 nights and 4 days or 5 days or shorter longer Average Average 14.1 17.8 10.9 14.1 1) included in the Seoul tour includedintheSeoul products 5 orless 5 orless 4 5.9 4 4 - 6–10 26.5 6–10 18 18 17 1 11–15 11–15 26.5 18 18 10 8 16–20 Base: All(N=68),%,no. ofproducts 16–20 32.4 22 22 15 7 No. ofproducts 21 ormore 21 ormore 8.8 6 6 6 -
Characteristics of Seoul Tour Products Tour Characteristics of Seoul 04
It is confirmed that the majority of the products in the KRW 300,000–600,000 range have six to ten places to visit, while those priced at KRW 600,000–1 million offer 11 to 15 stops more than any other number of stops, and the largest percentage of those worth 1 million or more offer 16 to 20 stops.
Number of stops in Seoul tour products (Philippines) No. of products
Number of Stops Average 5 or less 6–10 11–15 16–20 21 or more
All 14.1 4 18 18 22 6 300,000–less than 8.7 4 15 3 - 1 600,000 Price 600,000–less than (in 15.4 - 2 12 11 1 11 1 million KRW) 1 million or more 18.9 - 1 3 11 4
Comparisons of Six Asian Countries
The average number of stops on 68 Seoul package tours for sale in the Philippines is 14.1, placing the country in the fifth place in terms of the number of stops in Seoul.
While people from Taiwan (19.9), Hong Kong (19.8), China (18.7) and Thailand (18.3) visit similar numbers of tourist attractions in Seoul, the Philippines (14.1) and Japan (6.6) visit relatively fewer places. The reasons are believed to be that the itineraries of Hong Kong, China, Taiwan and Thailand are heavy on Seoul, while those of the Philippines have less days scheduled for Seoul relative to the entire tour duration. In the case of Japan, the itinerary itself is short, and even the short itinerary includes free time.
Number of stops on packaged tours (six Asian countries) No. of products China Japan Taiwan Thailand Hong Kong Philippines Number of tourist attractions in tour 18.7 6.6 19.9 18.3 19.8 14.1 packages (average) 12 Philippines 04 Characteristics of Seoul Tour Products Village, andChangdeokgung (Changdeok Palace). center asmust-sees ofSeoul inSeoul, suchasN Seoul Tower, Jogyesa (Jogye Temple), Also, prefer distances from themost of the products surveyed within short to include tourist attractions of Koreaislivinginpresent time. Gyeongbokgung used to live BlueHousewhere visitthenearby where inthepast,they thePresident kings The second most popular is attraction the “Blue House.” is meaningful in that, after visiting It usedto live.”traditional royal Dynasty residenceoftheJoseon where thekings outthatPhilippine stop. turns finditappealingto tourists beableto seethe as amandatory It “Korean tour the68Seoul productsfor saleinthePhilippines,Of 63(92.6%)listGyeongbokgung (Gyeongbok Palace) “Gyeongbokgung” tours isamajorplace available to package visitinSeoul inthe Philippines. there experience. ismore andshoppingto viewing dothanhands-on reveals at3.8(26.6%).Ananalysisoftheitineraries that activities shopping at4.7(33.9%)andexperiential accountfor ofplacesto attractions visit,tourist themostat5.6(39.6%),followed oftypes terms In by Products consist ofsightseeing (26.6%). (39.6%),shopping(33.9%),andexperiential activities 2. Types ofStops 3. Major 3. Major Tourist Attractions and 5days orlonger, rather than thosefor 3nightsand4days orshorter, whiletheshare ofshoppingisdeclining. isincreasing attractions inproductsfor oftourist ofplacestoWhen itcomesto4nights visit,theproportion types days orshorter days orlonger 4 nights and5 3 nights and4 Types ofstopstour (Philippines) inSeoul products Types ofstops by duration Average numberofstops: 14.1 Duration Tourist attractions 37.1% (4.0) 41.3% (7.3) Shopping Experiential 3.8 places) activities (26.6%, (35.4%, 7.0개) 체험활동 Experiential activities Experiential (39.6%, 5.6places) Tourist attractions (33.9%, 4.7places) Shopping 36.1% (3.9) 33.3% (5.8) 26.9% (2.9) 26.4% (4.7) Namsangol Hanok Base: All(N=68),% Base: All (N=68), % Major tourist attractions in Seoul tour products No. of Ranking Tourist Attractions Percentage Products
1 Gyeongbokgung 63 92.6
2 Blue House 60 88.2 Characteristics of Seoul Tour Products Tour Characteristics of Seoul 3 N Seoul Tower 28 41.2 04
4 Jogesa 18 26.5
Namsangol Hanok 5 16 23.5 Village
6 Changdeokgung 8 11.8
Seoul World Cup 7 6 8.8 Stadium
8 Cheonggyecheon 4 5.9
9 COEX 3 4.4
Bukchon Hanok 10 2 2.9 Village
Comparisons of Six Asian Countries
Most frequented tourist destinations diff er with Seoul package tours off ered in six Asian countries. 13 An analysis of the tour product offerings shows that most frequented tourist attractions in Seoul vary with the countries.
Different countries prefer slightly different tourist spots: the Philippines and China include Gyeongbokgung as a must-see in their itineraries, while the favorite spot is Changdeokgung (Changdeok Palace) for Japan; Cheonggyecheon Stream for Taiwan; N Seoul Tower for Thailand; and the Blue House for Hong Kong.
Most-frequented attractions of Seoul tour products (six Asian Countries) In % China Japan Taiwan Thailand Hong Kong Philippines
Gyeongbokgung Changdeokgung Cheonggyecheon N Seoul Tower Blue House Gyeongbokgung 1 (93.8) (35.8) (92.3) (86.3) (41.6) (92.6)
Bukchon Hanok Blue House Blue House Gyeongbokgung Sungnyemun Blue House 2 Village (93.5) (79.2) (63.8) (17.7) (88.2) (29.7)
Cheonggyecheon Blue House Namsan Park Blue House Namsan Park N Seoul Tower 3 (48.3) (28.0) (53.8) (55.6) (15.0) (41.2) 14 Philippines 04 Characteristics of Seoul Tour Products fun andinteresting are activities alsoincluded, suchasthe Teddy NantaShow BearMuseum, andLotte World. are asthey consideredHanbok are themostKoreanexperiences, andstops events withhighparticipation for products, 20.6%)andvisitingthe onTeddy andtrying Kimchi (9products, BearMuseum 13.2%).Making (offered Kimchi onHanbok(14 The secondmostpreferred by 19products, ismaking 27.9%),trying activity of57(83.8%)the68products.in theitineraries outto betheNationalFolk turns market ofKorea,asisthecasewithChina. Museum The museumislisted available onthePhilippine tour inSeoul packages includedmostoften activity The orexperiential viewing Tour focus products onKorean traditions and cultural experiences. 4. Viewing andExperiential Activities Ranking Ranking of viewing and experiential activities of Seoul tour ofSeoul products ofviewingandexperiential activities Ranking 2 1 4 3 7 7 7 7 5 5 preference weighted toward activities. experiential highpercentagethe Philippines, visittheNationalFolk oftourists avery ofKorea,showing Museum a inthecaseof comparison, (58.4%).By (46.9%);andHongKong, HanbokExperience Bear Museum whereas Taiwan prefers theKoreanCultural Center LivingExperience (42.3%); Thailand, the Teddy of Korea(59.2%)themost,andJapanchoosesChanging oftheGuard ceremony mostoften, Different prefer countries different activities.ChinavisitstheNationalFolk experiential Museum Rankings ofstops for listedtour (sixAsian inSeoul products countries) viewingandexperiential activities Rankings 3 2 1 National Folk ofKorea Museum National Museum ofKorea National Museum Teddy BearMuseum Tourist Attractions National Folk Museum Lotte(39.0) World Trick Eye Museum Trying onHanbok Walkerhill Casino Making Kimchi Kimchi Making Making Kimchi Making Drawing Show of Korea(54.4) Nanta Show Lotte World China (37.1) Changing oftheGuard Han River Cruise Han River ceremony (10.1) Comparisons ofSixAsian Countries Casino (4.9) Japan (4.6) No. ofProducts 57 14 19 2 2 2 2 5 5 9 Experience CenterExperience (42.3) Lotte(33.1) World Korea LivingCulture Museum (31.5) Museum Teddy Bear Taiwan 2.9 2.9 2.9 2.9 7.4 7.4 13.2 National Folk Museum Trick Eye Museum Museum (46.9) Museum of Korea(41.9) Teddy Bear Thailand 20.6 (39.4) 27.9 Trick Eye Museum Percentage Hanbok experience Hanbok experience Making Kimchi Kimchi Making Hong Kong (34.5) (57.5) (58.4) National Folk Museum experience (20.6) Making Kimchi Kimchi Making of Korea (83.8) Philippines Hanbok (27.9) Base: All(N=68),% In % In 83.8 5. Ratios of Free and Paid Tourist Attractions and Experiential Activities
53.6% of the tourist attractions and 65.8% of experiential activities are chargeable.
The share of free tourist attractions in one product offering is found to be 46.4%, while paid tourist attractions account for 53.6%.
Ratios of free and paid tourist attractions Products Tour Characteristics of Seoul 04 Base: All (N=68), %, no. of products Percentages of tourist attractions
Top 5 Free Tourist Attractions Top 4 Paid Tourist Attractions
1. Blue House (60) 1. Gyeongbokgung (63) 무료 2. Jogesa (18) 52.5% Paid 2. N Seoul Tower (28) 53.6% 3. Namsangol Hanok Village (16) Free 유료 3. Changdeokgung (8) 47.5% 4. Seoul World Cup Stadium (6) 46.4% 4. 63 Building (1)
5. Cheonggyecheon (4) K-POP dance lessons (1)
Seokpajeong (1)
On the other hand, 65.8% of experiential events are found to be chargeable.
Ratios of free and paid experiential activities 15 Percentage of experiential activities Base: All (N=68), %, no. of products
Top 3 Free Experiences Top 5 Paid Experiences
1. National Folk 1. Making Kimchi (21)
Museum of Korea (59) 2. Trying on Hanbok (15) Free Paid 2. War Memorial of Korea (2) 34.2% 65.8% 3. Teddy Bear Museum (14)
3. Samsung d'light (1) 4. Lotte World (9)
3. Tasting strawberries (1) 5. Nanta Show (7)
6. Shopping
Agency-designated shopping places: ginseng and amethyst stores Non-designated shopping places: duty-free shops, Dongdaemun Market and Myeongdong
When it comes to products for inbound tourists, ginseng and amethyst stores top the list of agency- designated shopping places in the itineraries. Among non-designated regular shopping places, it is found that tourists visit duty-free shops, Dongdaemun Market and Myeongdong the most. 16 Philippines 04 Characteristics of Seoul Tour Products king Ran Shopping places listedtour inthePhilippines onSeoul products 1 3 4 5 6 tourists, whoprefer themost. Myeongdong whovisit duty-free shops the most, and Chinese and Japanese counterparts, Thai andHongKong themost,showing adifferentthe Philippines Market preference visitDongdaemun from their A lookinto regular shoppingplacesfrequented shows by from thattourists countries Taiwan and high interest inhealth-andbeauty-related products. stores; andHongKong, healthfood stores. However, itisfound thatAsian generallyshow tourists preferthan any otherplaces, shops; gift whiletheirJapanesecounterparts Taiwan, cosmetics slightly different preferences: Chinese, Thai andPhilippine agencieschoose ginseng stores more An analysisoftheshoppingplacesdesignated by travel agenciesinthesixAsian reveals countries Amethyst stores Agency-designated shoppingplacesAgency-designated for tour (sixAsian Seoul products countries) Ranking Shopping Place Non-designated shoppingplacesNon-designated (sixAsian countries) specialty storesspecialty Korean food Health food Herb shops Herb Cosmetics Gift shops Gift Ginseng 3 2 1 3 2 1 stores stores Health food store Cosmetics store Duty-free shops Agency-Designated ShoppingPlaces Ginseng store Dongdaemun Dongdaemun Myeongdong Market China China Product Count 38 38 16 14 10 6 6 Korean food store Comparisons ofSixAsian Countries 8.8 Duty-free shops 8.8 Namdaemun Folk shop art 14.7 Gift shop Gift Insadong Market Japan Japan 20.6 23.5 Percentage Health food store Cosmetics store Ginseng store Dongdaemun Dongdaemun Myeongdong Gwangjang Gwangjang 55.9 55.9 Taiwan Taiwan Market Market king king Ran 1 8 6 5 4 Apgujeong Rodeo StreetApgujeong Rodeo Dongdaemun Market Dongdaemun Gwangjang Market Gwangjang Duty-free shops Shopping Place Cosmetics store Namdaemun Market Duty-free shops Shopping atSinchon Garosugil Road Myeongdong Ginseng store Dongdaemun Dongdaemun Myeongdong Herb shop Herb Insadong Thailand Thailand Itaewon Market Product Health food store Count Regular ShoppingPlacesRegular Shopping Street Cosmetics store Ewha Women's Ginseng store Dongdaemun Dongdaemun 20 12 18 20 20 Myeongdong 2 2 5 2 5 Hong Kong Hong Kong University University Market 2.9 2.9 2.9 7.4 7.4 17.6 Percentage Cosmetics store Duty-free shops Amethyst store Ginseng store Dongdaemun Dongdaemun Myeongdong Philippines Philippines Market 26.5 29.4 29.4 29.4 Base: All(N=68),% 7. Meals
For meals on the tour, “Korean buffet” is offered the most.
The most popular menu for meals on the package tours is “Korean buffet” (listed 18 times). Philippine tourists generally prefer “Korean buffet” and “Korean table d'hote” as these give them a chance to try a variety of Korean foods. Characteristics of Seoul Tour Products Tour Characteristics of Seoul
Ginseng Chicken Soup is the second most popular dish, and other traditional Korean dishes such as “Korean 04 table d'hote”, “Bulgogi” and “Korean Barbecue” also rank high on the list.
Ranking of menus listed on Seoul tour products
Ranking Food Times Served
1 Korean buffet 18
2 Ginseng Chicken Soup 13
3 Korean table d'hote 12
4 Bulgogi 12
5 Korean Barbecue 10
6 Udon 10
7 Chicken Barbecue 8
8 Steamed seafood 6 17 9 Seafood buffet 6
10 Grilled pork ribs 5
Comparisons of Six Asian Countries
When it comes to meals offered as part of the tour products for sale in six Asian countries, a Korean buffet is provided the most on tour packages originating from the Philippines, while Ginseng Chicken Soup tops the list for Taiwan and Thailand. China offers Korean table d'hote the most, whereas Japan prefers Bibimbap, and Hong Kong prefers Shabu-Shabu the most.
Menu compositions of Seoul tour products (six Asian countries) China Japan Taiwan Thailand Hong Kong Philippines Korean table Ginseng Chicken Ginseng Chicken 1 Bibimbap Shabu-Shabu Korean buffet d'hote Soup Soup Ginseng Chicken Korean table Ginseng Chicken Ginseng Chicken 2 Dolsot Bibimbap Pork Ribs Soup d'hote Soup Soup Korean table 3 Bibimbap Juk (porridge) Pork Ribs Shabu-Shabu Pork Barbecue d'hote 18 Philippines 04 Characteristics of Seoul Tour Products They are followed by ”Paju, Gyeonggi Province (25.0%)“and”Sokcho, Province Gangwon (22.1%).“ tourists, asisthecasewith Thai (53.1%). tourists influenced by the Korean Wave, Chuncheon is one of the places visited most frequently by Philippine eachaccountingforproportions, 44.1%.In Yongin, theEverland Theme Park istheplaceto go, and Besides Seoul, Yongin, Gyeonggi Province Province andChuncheon,Gangwon are listed inthesame Many includeChuncheon, thecenter products oftheKorean Wave, asamust-visit destination. 8. Tourist ofSeoul Cities Outside Tourist tour inSeoul products citiesoutsideofSeoul Gangwon Gangwon Gyeonggi Seoul only Seoul Region Region Others Chungcheong Others (Gapyeong (2),PocheonOthers (1)) (2),Incheon Yeoju (Outlets) (China Town) Incheon HaenggungPalace)Suwon (Hwaseong Play City) Bucheon (Woongjin Paju (Heiri Trick Museum) Art Yongin (Everland) Others (Pyeongchang (2),Samcheok(1), Others Yangyang (1)) (Sinheungsa) Sokcho Garden) Chuncheon (Jade Jeolla Region Jeolla Gyeongsang Jeju Region Jeju Region Region Region Danyang (3) Gwangju (3) Gwangju Busan (4),Gyeongju (2),Daegu(1) Jeju (8) Jeju ※ The total sum of the percentages exceeds 100 because oneproduct 100because includesmultiple stops. ※ Thetotalsumofthepercentages exceeds Count 15 11 17 30 15 30 3 3 7 5 3 8 9 8 4 4.4 4.4 4.4 5.9 7.4 10.3 11.8 11.8 13.2 ※ Places inparentheses: ※Places Majortouristattractions 16.2 22.1 22.1 25.0 Percentage Base: All(N=68),%,no. ofproducts 44.1 44.1 Comparisons of Six Asian Countries
As for tourist attractions outside of Seoul listed on the tour products of the six Asian countries, they vary with the countries. Characteristics of Seoul Tour Products Tour Characteristics of Seoul
The Philippines visits “Yongin (Everland)” the most, together with Taiwan, Thailand and Hong 04 Kong. The cities accounting for the largest shares of product offerings in the Philippines turn out to be “Yongin (44.1%),” “Chuncheon (Jade Garden, 44.1%)” and “Paju (Heiri Trick Art Museum, 25.0%).” This shows that the itineraries are centered around the outskirts of Seoul within short travel distances.
Japan (49.8%) has the most products whose entire itinerary consists of full-day Seoul tours. In terms of major cities visited, the largest number of tourists visiting Jeju is from China (71.3%), whereas Suwon is visited the most by Japanese tourists (40.4%).
Tourist cities outside of Seoul off ered in tour products In %
China Japan Taiwan Thailand Hong Kong Philippines
Seoul only 8.5 49.8 10.8 3.8 1.8 22.1
Paju 37.6 9.4 35.4 34.4 15.0 25.0
Yongin 5.5 20.3 60.8 76.3 63.7 44.1 Gyeonggi 19 Region Incheon 29.4 - - 0.6 7.1 11.8
Suwon 3.5 40.4 34.6 18.1 8.0 13.2
Chuncheon 4.5 0.7 23.1 9.7 Gangwon 53.1 44.1 Region Pyeongchang 0.5 0.4 3.8 6.9 23.0 2.9
Jeju Region 71.3 5.1 0.8 4.4 8.8 11.8
Busan 16.1 6.3 1.5 5.0 14.2 5.8 Gyeongsang Region Gyeongju 2.9 14.5 1.5 3.8 14.2 2.9
Chungcheong Region 3.6 8.5 9.2 2.5 13.3 4.4
Jeolla Region 5.0 2.8 10.8 20.6 14.2 4.4 20 Philippines 05 Satisfaction Survey Results on Seoul-Certified Quality Tour Products Seoul-Certified Quality Seoul-Certified Tour Products on Results Survey Satisfaction 05 ① Quality Seoul-Certified Tour Products tourists ascustomers.tourists Quality There areTour atotal of15Seoul-Certified Products in2013,andoneofthem targets Philippine products. certified differentiatedattractions, guideanditinerary, ofwhichusersare interms assured ofservices from non- The componentsoftour include accommodations, productsreviewed formeals, tourist certification andtastes ofSeoul.products assure thetruebeauty willexperience thattourists through byCity arigorous review Seoul process. andcertified Suchproducts ontheglobalmarket 2) have been reviewed and selected every other month, starting in April 2013. inApril othermonth,starting have beenreviewed every and selected tour productsto bedeveloped andthereby improve Quality thereliabilityoftour productsamongconsumers.Tour Seoul-Certified Products Winter Package (Nancy Tour) Seoul City's certification system certification for tourSeoul City's products high-quality is intended to eliminate group low-quality tour products and induce high-quality itineraries in Seoul for inSeoul daysitineraries two ormore. inSeoul (10:00through 19:00) oftheproductincludesfull-day Itinerary The overall itinerary guide tourist Guide Certified 30,000ormore perperson. sites tourist isKRW inSeoul quality Tourist Attractions fees forThe activity) sumofadmission(experiential a maximum ofthree 20,000 ormore perperson. Meals for meals(lunch/dinner)to oftwo betaken daysThe isKRW two sumoftheprices inSeoul Accommodations orhigher) nightsatahotel Aminimumoftwo located (first-class inSeoul 2) refer products that to are high-quality selected from group tour
Satisfaction Survey Results on Seoul-Certified Quality Tour Products Satisfaction Survey Results on Seoul-CertifiedTour Quality 05
Current state of Seoul-Certifi ed Quality Tour Products
Total China Japan Taiwan Thailand Hong Kong Philippines Myanmar Russia
Number of 15 4 3 1 1 2 1 2 1 products
The satisfaction survey was conducted from August 2013 until December 2013 through one-on-one 21 interviews with tourists visiting Korea on Seoul-certified package tours at the accommodations where they stayed on their last day in Korea. Also, to compare certified products against regular products, another survey was conducted at the Incheon International Airport with Philippine tourists leaving Korea during the same period.
The survey questionnaires for certified and regular products consist of the following content, which includes ”accommodation,“ ”experiences,“ ”meals,“ ”guide“ and ”itinerary.“
Category Regular Products Certifi ed Products
Inbound foreign tourists on Seoul-certified package Target Tourists Inbound foreign tourists on regular package tours tours
Methods One-on-one interviews based on a structured questionnaire (conducted by interviewers who could speak English)
Departure Immigration Area at the Incheon Last accommodations where tourists visiting Korea on Place International Airport such a tour package stayed in Korea 22 Philippines 05 Satisfaction Survey Results on Seoul-Certified Quality Tour Products target countries. Hong Kong. This indicates thepointoffocus shouldbedifferentiated whereefforts publicity dependingon other hand, thepercentage of Thai was28.0%,whileit49.5%for whocited tourists friends/colleagues through atravel agency, for whiletheabsolute channelwasfriends/colleagues Taiwan (81.8%).Onthe (79.5%) of the respondents the case of about Japan, the the productabsolute came tomajority In know (11.9%).“and the”Internet respondents said”travel agencies,“ onthelistwere whichtopped (23.8%)“ thelist.Next ”friends/colleagues Asked about channels through product, which came they 59.5% to of aboutthe learn the certified ”certified product,“ forproduct. factor asadetermining choosingaregular may orcertified serve Judging from thisresult, ”price,“ whichislow onthelistofconsiderationsfor whoboughta tourists relative difference products, for from certified whichitis19.0%. cameinsecondplace.against theprice“ However, isalso high ”lowat 30.0%, showing productprice“ a product—withsame asfor 63.3%oftherespondents choosingacertified citingit.”Great productmakeup On theother hand, theNo. 1reason for choosingaregular productisalso”good productmakeup“—the and”goodthe price“ inthatorder. imageandreputation ofthetravel agency“ meals provided. activities, and quality reasonsof experiential include ”great Other against product makeup (69.0%).”way theproductispackaged This to canbeattributed accommodationsatadeluxe hotel, diversity Investigation results show thatPhilippineproductsbecausethey group choosecertified tourists the “like for1. Reasons Regular or Choosing aCertified Product 2. Channels for Recognizing Certified Products Reasons forReasons (multiplechoices choosingaproduct allowed) 63.3 makeup product Good Good 69.0 Great product against price 33.3 makeup makeup 35.7 reputation of 10.0 image and agency Good Good 26.2 30.0 product price Low Low 19.0 Credible tour information 10.0 available Regular products Regular 16.7 13.3 makeup Creative product 14.3 Certified products Certified 0.0 Others 11.9 Channels through which tourists come to know about certified products (multiple responses allowed)
59.5 Base: All of the certified products (n=544), %
23.8 11.9 4.8 2.4 0.0 Number of Travel Friends/ Media Travel Category Internet Others cases agencies colleagues (Press/TV) literature
All 544 33.8 31.4 21.5 7.0 5.3 11.8 Satisfaction Survey Results on Seoul-Certified Quality Tour Products Satisfaction Survey Results on Seoul-CertifiedTour Quality
Japan 44 79.5 11.4 9.1 4.5 6.8 2.3 05 Taiwan 11 36.4 81.8 0.0 0.0 0.0 0.0 Country Thailand 346 26.3 28.0 26.6 6.4 7.2 17.9 Hong Kong 101 28.7 49.5 15.8 11.9 0.0 1.0 Philippines 42 59.5 23.8 11.9 4.8 2.4 0.0
3. Comparison of Satisfaction between Certified and Regular Products
The overall level of satisfaction with certified products turns out to be largely high relative to regular products. 23 At the detail level, the difference between certified and non-certified products for the question about being ”willing to recommend the product to others“ is the biggest at 0.26 points. This difference is considered to arise from the fact that tourists who saw the sights of Seoul on a certified tour showed a higher level of satisfaction.
Overall satisfaction with certified and regular products (Philippines) In points (on a 5-point scale)
4.69 4.69 4.69 4.71 4.64 Certified products 4.63 4.57 Regular products 4.47 4.43 4.37
Overall Willing to Image of Seoul Willing to Number of satisfaction with recommend has been Willing to recommend Seoul Category cases Seoul tour using the product to improved after revisit Seoul to others as a tourist the product others Seoul tour destination Certified 42 4.64 4.69 4.69 4.69 4.71 products Regular 30 4.37 4.43 4.47 4.63 4.57 products Difference in satisfaction level (certified-regular products) ▲0.28 ▲0.26 ▲0.22 ▲0.06 ▲0.15 24 Philippines 05 Satisfaction Survey Results on Seoul-Certified Quality Tour Products 1.08 points. Among theattributes, ”guide“ received moreproductsthanregular pointsfor products–higherby certified including accommodation,meals, experiences, guide, anditinerary. differentiated from regular more productsby ensuring ofproductcomponents substanceinterms products. than non-certified The reason products provide is considered to services be that certified outto behigherinallrespects turns ofdetailedattributes productsinterms withcertified Satisfaction 4. Comparison ofAttributesRegular and between Certified Products Difference level insatisfaction Comparison (Philippines) products ofattributes between regular andcertified Category products (certified-regular products) (certified-regular products Certified Certified Regular Regular Regular products Regular Number of cases 42 30 4.03 average ▲ Grand 4.46 4.03 0.43 Certified products Certified 4.46 modation 4.24 ▲ Accom 4.37 4.24 0.12 4.37 4.07 ▲ Meals 4.25 4.07 0.18 4.25 Experiential 4.24 activities ▲ 4.55 4.24 0.30 4.55 3.64 ▲ Guide 4.73 3.64 1.08 4.73 scheduling 4.13 ▲ Travel 4.40 4.13 0.27 4.40 Shopping In points (ona5-point scale) In 3.96 ▲ 4.42 3.96 0.47 4.42 3.94 ▲ Others 4.53 3.94 0.59 4.53 5. Comparison of Detailed Attributes between Certified and Regular Products
Accommodations When it comes to satisfaction with accommodation facilities at a detail level, certified products received 0.29 points more for the ”surrounding environment“ of the accommodations than regular products. It is considered that first-class or higher-level accommodation in Seoul, which is one of the requirements for certification, plays a role in increasing satisfaction with the surroundings.
Comparison of detailed attributes between regular and certified products – Accommodation facilities (Philippines) In points (on a 5-point scale) Satisfaction Survey Results on Seoul-Certified Quality Tour Products Satisfaction Survey Results on Seoul-CertifiedTour Quality
Regular products Certified products 05 4.52 4.37 4.37 4.38 4.24 4.19 4.23 4.13
Location of Excellent Accommodations accommodations Surroundings of the Category Number of cases accommodation average (proximity to tourist accommodations facility attractions) Certified products 42 4.37 4.38 4.19 4.52
Regular products 30 4.24 4.37 4.13 4.23 Difference in satisfaction level (certified-regular products) ▲0.12 ▲0.01 ▲0.06 ▲0.29 25
Meals Satisfaction with meals at a detail level is higher for certified products than regular products.
Certified products give Philippine tourists the opportunity to try a variety of Korean food by offering a Korean buffet, which is also a menu served most frequently on regular package tours. Having an opportunity to try Korean food while in Korea as well as the good tastes of Korean food is considered to boost the level of satisfaction with meals provided.
Comparison of detailed attributes between regular and certified products – Meals (Philippines) In points (on a 5-point scale)
Regular products Certified products
4.25 4.21 4.26 4.20 4.26 4.07 4.03 3.97
Composition of the Meals Facility of the Category Number of cases menu and quality of Tastes of food average restaurant visited food Certified products 42 4.25 4.21 4.26 4.26
Regular products 30 4.07 4.03 3.97 4.20
Difference in satisfaction level (certified-regular products) ▲0.18 ▲0.18 ▲0.30 ▲0.06 26 Philippines 05 Satisfaction Survey Results on Seoul-Certified Quality Tour Products increasing the proportion of paid experiential activities, such as trying on hanbok, in certified products. incertified onhanbok, activities,suchastrying ofpaidexperiential increasing theproportion offered productsthanregularisconsideredKorean experiences“ products.to betheresult by It certified of to behigherby 0.34pointsfor wasobserved ”uniquely activities withexperiential satisfaction Detail-level requirements interpreters/guides. tourist to certified respectively, than regular products. The reason is considered products to restrictguide be that certified ”communication with the guide“ and the ”guide's in explanations“ by expertise 1.33 and 1.25 points, productsreceived withtheguide,When itcomestohigherpointsfor detail-level certified satisfaction Experiential Activities Guide Comparison of detailed attributes between regular and certified products – Experiential activities (Philippines) Comparison –Experientialactivities products ofdetailedattributes between regular andcertified Comparison –Guide(Philippines) products ofdetailedattributes between regular andcertified Difference level insatisfaction (certified-regular products) (certified-regular Category products products Certified Certified Regular Regular Category products products Certified Certified Regular Regular Difference level insatisfaction (certified-regular products) (certified-regular Regular products Regular Regular products Regular Number of Number ofcases cases 30 42 30 42 Certified products Certified Certified products Certified 3.64 ▲ average Guide 3.64 4.73 1.08 Experiential activities 4.73
4.24 average ▲ 4 4.55 0.30 . 24 4.55 Friendliness ofthe 3.73 ▲ guide 3.73 4.81 1.08 4.81 experiential activities
Diversity of 4.20 ▲ 4.48 4.20 0.28 Communication 4.48 with theguide 3.60 ▲ 3.60 4.93 1.33 4.93
Excellent content of the experience 4.23 Guide's expertise in Guide's expertise ▲ 4.52 4.23 0.29 explanation 3.63 4.52 ▲ 3.63 4.88 1.25 4.88 In points (ona5-point scale) In In points (ona5-point scale) In Uniquely Korean experience Integrity ofthe Integrity 4.30 ▲ 3.60 ▲ 4.64 4.30 0.34 guide 3.60 4.29 0.69 4.64 4.29 Travel Scheduling With regard to satisfaction with travel scheduling at the detail level, certified products were observed to be higher by 0.46 points than regular products in terms of ”convenience in travel scheduling.“ It is considered that tourists choose a certified product because it takes into consideration tourists' needs to take time to enjoy the sights of places that they visit.
Comparison of detailed attributes between regular and certified products – Travel scheduling (Philippines) In points (on a 5-point scale)
Regular products Certified products
4.60
4.40 4.43 Products Satisfaction Survey Results on Seoul-CertifiedTour Quality 4.31 4.29 4.23 4.20 4.13 4.13 05 3.97
Travel Convenience Courses are Number of Adequate Category scheduling in travel taken as Optional tours cases viewing time average scheduling announced Certified 42 4.40 4.60 4.31 4.43 4.29 products Regular 30 4.13 4.13 4.23 4.20 3.97 products Difference in satisfaction level (certified-regular products) ▲0.27 ▲0.46 ▲0.08 ▲0.23 ▲0.32 27 28 Philippines 05 Satisfaction Survey Results on Seoul-Certified Quality Tour Products shopping placesandforced to shop. tomomentum to clearthenameofgroup efforts tours to would onwhichtourists designated betaken more pointsfor of”no theattribute forced shopping“thanregular products. This isconsidered to give withshopping,When itcomesto products received detail-level satisfaction itisfound 0.77 thatcertified Shopping Comparison –Shopping(Philippines) products ofdetailedattributes between regular andcertified Category products products Certified Certified Regular Regular Difference level insatisfaction (certified-regular products) (certified-regular Regular products Regular Number ofcases 30 42 Certified products Certified Shopping 3.96 average ▲ 3.96 4.42 0.47 4.42 visiting stores Frequency of 3.87 ▲ 3.87 4.21 0.35 4.21 3.90 No forced shopping ▲ 3.90 4.67 0.77 4.67 In points (ona5-point scale) In Free shopping 4.10 ▲ 4.10 4.38 0.28 4.38 6. Satisfaction with the Seoul Itinerary Relative to the Entire Itinerary
Within certified products, satisfaction with the Seoul itinerary is higher relative to the overall itinerary.
To evaluate certified products, tourists were asked about their satisfaction with the end-to-end itinerary and the Seoul itinerary separately. It is found that they are slightly more satisfied with their trips in Seoul: the satisfaction level for the overall itinerary recorded 4.46 points, while it was 4.49 for the Seoul itinerary.
Comparison of satisfaction between overall and Seoul itineraries of certified products (Philippines) In points (on a 5-point scale)
End-to-End Seoul
4.73 4.68 4.46 4.49 4.51 4.55 4.48 4.37 4.40 4.40 4.40 4.42 4.46 4.25
Accom All Meals Experiences Guide Itinerary Shopping modations
29
Comparison of satisfaction between overall and Seoul itineraries of certified products (Philippines) In points (on a 5-point scale)
End-to-End Seoul
4.93 4.88 4.81 4.67 4.64 4.60 4.57 4.81 4.86 4.48 4.52 4.52 4.79 4.50 4.43 4.45 4.48 4.43 4.29 4.36 4.57 4.29 4.62 4.31 4.26 4.48 4.50 4.48 4.45 4.40 4.38 4.31 4.38 4.26 4.26 4.29 4.29 4.19 4.21 4.29 Excellent accommodation facility Location of accommodation Surroundings of the accommodation Composition of the menu Tastes of food Facility of restaurants visited activities in experiential Diversity Excellent content of experience Uniquely Korean experience Friendliness of the guide Communication with the guide in explanation Guide's expertise of the guide Integrity Convenience in travel scheduling Courses areas announced taken Adequate time viewing Optional tours Frequency of visiting stores No forced shopping Free shopping
Accom Meals Experiences Guide Itinerary Shopping modations 30 Philippines [Appendix 1] Seoul City-Certified Quality Tour Products–Certification Marks and Certificate bearing thismark. bearing consumers canbeassured chooseoneoftheproducts ofreliabilitywhenthey packages, certified of tour guarantees products. thequality City SinceSeoul to high-quality mark awards acertification To withconfidence, Metropolitan Government theSeoul helpconsumerschooseatour package [Appendix 1] Seoul City's Quality Quality City's Seoul Tour Package Certificate Quality City's Seoul TourMarks Package Certification
Seoul City-Certified Quality Quality Seoul City-Certified Tour Products – Certification Marks and Certificate [Appendix 2] Quality Tour Products Certified by Seoul City in 2013
① Winter Package for five nights and six days (Nancy Tour)
Basic product information
Outbound RAKSO - Travel agency Inbound Nancy Tour +82-2-332-9077 [Appendix 2] Quality Tour Products Certified Seoul by City Products in 2013 Tour 2] Quality[Appendix
Price US$1,150 / KRW 1,208,500 (US$1=KRW 1,050) Duration 5 nights and 6 days
Itinerary (full-day tours in Seoul for two days)
Day 1 Gapyeong Arrival at Incheon Airport – Nami Island – Petite France 31 Sokcho, Day 2 Seoraksan National Park – Yangpyeong Rail Bike Yangpyeong
Yangpyeong, Ski tour (including ski outfit and equipment) – Suwon Hwaseong and Dragon Train – move to Day 3 Suwon Gyeonggi
Day 4 Seoul Move to Seoul – free time in Seoul – performance
Kimchi making and Hanbok try-on – shopping at duty-free shops – free time at Myeongdong – Day 5 Seoul N Seoul Tower and cable car – shopping at Dongdaemun Market
Day 6 Paju DMZ tour – departure for Incheon Airport
Accommodations, experiential activities and meals
Accommodation Imperial Palace/Hilton (super-deluxe hotels)
N Seoul Tower
Experiential Performance (Drawing Show, Nanta Show or Jump Show) Activities
Ski
Meals Buffet (Chinese) Korean (dinner) Month of publication January 2014 Publisher Mayor of Seoul Published by Tourism Policy Division of Seoul City Investigation coordinator Seoul Tourism Organization Investigation performed by Mega Research