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As Korea is experiencing a continuous increase in incentive tourism travel, and in travelers to the country, the current evaluation of Korea’s tourist destinations & travel itineraries, and services offered such as accommodation, transportation, food, etc. are being measured as lacking and insufficient. This paper focuses on the case of the Baojian Corporation’s incentive tour, which sent approximately 11,000 people to Korea in 2011. The incentive travelers were surveyed regarding the incentive destination & itineraries, and services offered. This paper tries to understand the level of Korea’s cultural awareness and the relationship between Korea’s awareness and the overall travel satisfaction. Analysis tools used were simple and multiple regression analysis. Simple regression analysis was used to measure each visitor’s experience of the incentive tour’s itinerary. Multiple regression analysis was used to measure the properties of services offered. The research findings obtained through the evaluation of the Korea incentive travel destinations & itineraries, and services offered, may be used to create a plan and operate an effective incentive tourism program in the future. In particular, the findings may be able to provide a theoretical and practical implication for Korea’s incentive tourism market’s expansion and growth in satisfaction.

A Study on Korea Incentive Travel Program and the Influence of Readiness Assessment on Travel Satisfaction - with focused on the Case-study of China