관광교육 서비스 평가, 만족, 행동의도에 관한 연구
An Effects of Evaluation on the Satisfaction and Behavioral Intention in Tourism Education
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수요자 중심의 대학교육 정책을 수립하기 위해서는 대학교육 평가, 만족, 구매의도 등 마케팅의 핵심개념을 도입할 필요가 있다. 기업의 경우, 소비자에게 그들의 제품을 평가시켜 보다 질 높은 품질을 유지함으로써 기업의 성공과 발전을 도모하는 것처럼, 대학교육에 있어서도 예외는 아니다. 대학 교육을 하나의 서비스로서 간주할 경우, 거기에는 대학이 제공하는 교육 서비스가 존재하며 그 서비스의 평가에 따라 극단적으로 말하자면 대학의 생존 여부가 결정된다고 할 수 있다. 그만큼 대학에 있어 교육서비스와 관련한 평가 작업은 필수적이라 할 수 있는 것이다. 본 연구에서는 관광관련 전공 학생들을 대상으로 대학교육을 하나의 서비스로 간주하여 학생들에게 제공하고 있는 교육관련 서비스가 어떠한 요인으로 구성되어 있는지를 다차원적으로 파악하고 이러한 관광교육 서비스 요인과 만족, 행동의도간의 인과관계를 밝힘으로써 관광교육 서비스 평가 과정의 구조적 관계를 규명함을 연구목적으로 한다.
Abstract
Recently, the interest and the importance of evaluation on tourism education has been increased all of the world. The concept and the need of tourism education has been explored and their struggle for identity has been described. A large number of authors have focused on tourism education, however the process of evaluation on tourism education has not been proposed yet. In this study, it has been investigated that the structural relationship of evaluation in tourism education which could be highly competitive among educational service area. The object of this study goes to some 600 students whose major is tourism in Korea. The questionnaire has been used as a survey instrument containing 13 tourism education evaluation variables and 5 demographic variables. Of the 600 questionnaire sent out to the students, 435 were returned, for a 75.0% response rate. To attain the purpose, 5 hypotheses were made and tested, using structural equation modeling analysis.
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