The Effect of the Acculturation of Chinese Immigrants on Tourist Satisfaction and Quality of Life

Abstract

Given the rapidly increasing number of foreign nationals migrating to Korea, this study investigates the relationship between cultural adaptation, tourist satisfaction, and quality of life among Chinese immigrants in Korea. A questionnaire survey was conducted among 344 Chinese immigrants in Korea who visited Gyeongju, where Korean World Heritage sites and modern tourist facilities coexist. A structural equation model was used to verify the hypothesis and indicated that cultural assimilation and cultural separation had a significant effect on tourist satisfaction, whereas cultural integration and cultural change did not have any statistically significant effect on tourist satisfaction. Additionally, tourist satisfaction had a significant effect on quality of life (in terms of subjective well-being and psychological well-being). The results of this study can function as a reference for improving Chinese immigrants’ cultural adaptation, tourist satisfaction, and quality of life.