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관광경험의 구전동기에 관한 연구

Word of Mouth Motivation of Travel Experience

황영현|김민형
한국마이스관광학회 (Korea MICE Tourism Society)|2017.12|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제17권 제4호|pp. 7-21

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키워드

인구통계적 특성구전동기여행 특성경험 특성네트워크 특성Word of mouth motivationDemographic variableTrip characteristicsExperiential characteristicNetwork characteristics

초록

The aim of this study was to explore the word of mouth motivation of travel experience. In order to empirically examine the word of mouth motivation, a survey of university students(n=139) who participated in a field trip was conducted during November 11 to 12, 2014 in Busan, Korea. The results indicate that word of mouth motivation is classified into "helping the tourism destination", "concern for other consumers", "social benefit", "self-enhancement", "venting feeling" motivation. The "self-enhancement" motivation shows significant differences by gender and "concern for other consumers", "social benefit" motivation shows significant differences by the prior visit experience to the destination. The "helping the tourism destination" motivation is significantly higher for satisfied travelers, while "venting feeling" motivation is higher for dissatisfied travelers. Individuals with high network centrality show a high "self-enhancement" motivation, while the group with low centrality tends to spread WOM for venting their feeling. Discussions on theoretical and empirical implications are provided with the direction for future study.

Abstract

The aim of this study was to explore the word of mouth motivation of travel experience. In order to empirically examine the word of mouth motivation, a survey of university students(n=139) who participated in a field trip was conducted during November 11 to 12, 2014 in Busan, Korea. The results indicate that word of mouth motivation is classified into "helping the tourism destination", "concern for other consumers", "social benefit", "self-enhancement", "venting feeling" motivation. The "self-enhancement" motivation shows significant differences by gender and "concern for other consumers", "social benefit" motivation shows significant differences by the prior visit experience to the destination. The "helping the tourism destination" motivation is significantly higher for satisfied travelers, while "venting feeling" motivation is higher for dissatisfied travelers. Individuals with high network centrality show a high "self-enhancement" motivation, while the group with low centrality tends to spread WOM for venting their feeling. Discussions on theoretical and empirical implications are provided with the direction for future study.

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