서울 방문 외국인의 활동유형이 재방문 빈도에 미치는 영향: 다수준 영과잉 음이항 회귀모형을 활용한 국적별 차이를 중심으로

초록

The growing global interest in Korean culture has led to an increase in foreign visitors to Korea. However, the growth in repeat visits has remained limited. Previous studies have primarily focused on qualitative determinants of revisit intention, offering limited insight into actual revisit behavior. Moreover, despite the diversification of destinations and tourism activities, empirical analyses examining how activity types influence revisit behavior across nationalities remain scarce. Using data from the 2024 Seoul Foreign Visitor Survey, this study investigates the relationship between activity types and both the frequency and probability of revisits through Multiple Correspondence Analysis (MCA) and a Multilevel Zero-Inflated Negative Binomial (ZINB) regression model. After redefining foreign visitors’ activity patterns through MCA, the study estimated their effects on revisit behavior using ZINB models with national-level random effects. The analysis yielded three main findings. First, activity types exert heterogeneous effects on revisit behavior. Second, visits to areas outside Seoul significantly increase the likelihood of revisiting Seoul. Finally, revisit behavior is shaped not only by individual characteristics and satisfaction, but also by the interaction between activity types and national contexts.

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