게스트하우스 서비스품질이 고객만족과 재방문에 미치는 영향: 직원친절도 조절효과를 중심으로
Effects of Guesthouse Services Quality On Guest’s Satisfaction and Revisitation: The Moderating Effects of Staff’s Hospitality
0
조회
0
다운로드
9
인용
0
참고문헌
키워드
초록
Through the related research between the service of foreign tourists’ accommodations, hospitality of staff, satisfaction, revisit intention, this study analyzes the difference in the satisfaction of tourists on their accommodations service quality, and among those factors this study focuses on the result of how the hospitality of the staff affects the satisfaction of guests. The results of this study would foster middle-low price accommodations for foreign tourists in Korea such as hostels and city lodging and help guesthouse operators expand their understandings about the traits of tourists. The study would also provide practical suggestions and implications for the operators to manage their facilities rationally and strategically. For the actual research, the spatial range of the sampling was based on English speaking, Thai, Chinese and Japanese tourists who used city lodging located in Seoul Jung-gu and Jongno-gu. The survey was reconstructed by the researcher based on the preceding research and among 300 questionnaires, excluding the invalid questionnaires, 203 were used as valid data. First of all, the overall analysis content shows that the tourists who stayed at guesthouses considered the location of the place the most important motive of their choice followed by cleanness, economic feasibility, and facility conditions. Secondly, the location, cleanness, economic feasibility and facility conditions affected the satisfaction of the guesthouse. Third, the service quality selection property (location, cleanness, facility condition, economic feasibility) and satisfaction had a mediator effect with the hospitality of the staff. Therefore it can be said that among all the provided services, not only are the static features important but also the hospitality of the staff which can give emotional change after the visit, is also important for tourists in choosing a guesthouse. Fourth, the satisfaction had a meaningful effect on revisit intention. When the satisfaction of the tourists was higher the percentage of revisitation was also higher. The current Korean tourism business is only operated by focusing on the immediate profits without planning for a long-term systematic tourism market. However we should keep in mind that in order to gradually expand the tourism market to gain long-term profit, every facility, service and quality should be enhanced and making an overall plan will help Korean tourist business.
Abstract
Through the related research between the service of foreign tourists’ accommodations, hospitality of staff, satisfaction, revisit intention, this study analyzes the difference in the satisfaction of tourists on their accommodations service quality, and among those factors this study focuses on the result of how the hospitality of the staff affects the satisfaction of guests. The results of this study would foster middle-low price accommodations for foreign tourists in Korea such as hostels and city lodging and help guesthouse operators expand their understandings about the traits of tourists. The study would also provide practical suggestions and implications for the operators to manage their facilities rationally and strategically. For the actual research, the spatial range of the sampling was based on English speaking, Thai, Chinese and Japanese tourists who used city lodging located in Seoul Jung-gu and Jongno-gu. The survey was reconstructed by the researcher based on the preceding research and among 300 questionnaires, excluding the invalid questionnaires, 203 were used as valid data. First of all, the overall analysis content shows that the tourists who stayed at guesthouses considered the location of the place the most important motive of their choice followed by cleanness, economic feasibility, and facility conditions. Secondly, the location, cleanness, economic feasibility and facility conditions affected the satisfaction of the guesthouse. Third, the service quality selection property (location, cleanness, facility condition, economic feasibility) and satisfaction had a mediator effect with the hospitality of the staff. Therefore it can be said that among all the provided services, not only are the static features important but also the hospitality of the staff which can give emotional change after the visit, is also important for tourists in choosing a guesthouse. Fourth, the satisfaction had a meaningful effect on revisit intention. When the satisfaction of the tourists was higher the percentage of revisitation was also higher. The current Korean tourism business is only operated by focusing on the immediate profits without planning for a long-term systematic tourism market. However we should keep in mind that in order to gradually expand the tourism market to gain long-term profit, every facility, service and quality should be enhanced and making an overall plan will help Korean tourist business.
참고문헌 (34)
- 강신겸, "농촌민박 서비스품질이 고객만족과 재방문의사에 미치는 영향 - 평창지역 농촌민박을 중심으로 -", 관광연구논총, 22(1), pp.207~225 (2010), 관광연구소
- 김미경, "커피전문점의 브랜드이미지가 고객만족 및 재방문에 미치는 영향에 관한 연구", 석사, 외식조리관리학과, pp.2012
- 김미정, "고객만족, 고객감동, 행동의도간의 비선형적 관계", 박사, 경영학과 마케팅전공, pp.2013
- 김재홍, "호텔 서비스의 관계혜택이 고객만족, 전환의도 및 유지의도에 미치는 영향에 관한 연구 - 개인성향의 조절효과 검증 -", 관광연구, 27(4), pp.117~139 (2012), 대한관광경영학회
- 김한수, "중저가호텔 선택속성에 따른 관광자 만족과 재이용의도 연구 : 중국계와 일본 개별 관광자간의 차이를 중심으로", 석사, 관광사업경영전공, pp.2014
- 문창현, "전통한옥민박 체험관광의 관광객 만족도 및행동의도에 관한 연구 －전주한옥마을을 중심으로－", 관광연구저널, 23(3), pp.61~79 (2009), 한국관광연구학회
- 박혜은, "실내골프연습장의 마케팅믹스요인이 고객만족과 재방문 의도에 미치는 영향", 석사, 체육학, pp.2008
- 박희자, "약선음식의 지각된 가치와 위험지각이 고객만족 및 충성도에 미치는 영향에 관한 연구", 박사, 관광학, pp.2009
- 성혜진, "한옥 게스트하우스의 물리적 환경이 고객만족과 재방문의도에 미치는 영향: NPS(순추천고객지수)의 조절효과를 중심으로", 관광레저연구, 26(6), pp.209~226 (2014), (사)한국관광레저학회
- 안효례, "호텔 직영레스토랑의 서비스스케이프가 고객만족, 호텔 이용의도에 미치는 영향에 관한 연구 : P호텔 직영레스토랑을 중심으로", 석사, 호텔·리조트학과, pp.2014
- 이도길, "관광동기, 숙박시설 선택속성, 만족도, 행동의도 간의 관계연구: 종로외국인 관광 도시민박업 이용객을 대상으로", 석사, pp.2015
- 이상아, "도심 게스트하우스가 주거환경에 미치는 영향연구: 홍대지역을중심으로", 석사, pp.2014
- 이용기, "시장지향성, 조직의 서비스 지향성, 경영성과의 관계", 한국경영과학회, 26(2), pp.111~129 (2001)
- 한국관광공사, "전국 게스트하우스 현황조사" (2013), 한국관광공사
- 한국관광공사, "2014 외래 관광객 실태조사", pp.191~ (2014), 한국문화관광연구원
- Amold, H, "Moderator Variables: A Clarification of Conceptual analytical and Psychometric Issue", Organizational Behavior and Human Performance, 29, pp.143~172 (1991)
- Anderson, E. W, "Cross-category variation in customer satisfaction and retention", Marketing Letters, 5(1), pp.19~30 (1994)
- Betterncourt, L., "Contact employee: Relationship among workforce fairness, job satisfaction and service behavior", Journal of Retailing, 73, pp.39~61 (1997)
- Bitner, M. J., "Technology infusion in service encounters", Journal of the Academy of Marketing Science, 28(1), pp.138~149 (2000)
- Bitner, M. J, "Evaluation service encounters: The effects of physical surrounding sand employee responses", Journal of Marketing, 54, pp.69~82 (1990)
- Bolton, R. N., "A dynamic model of customers' usage of services:Usage as an antecedent and consequence of satisfaction", Journal of Marketing Research, 36(2), pp.171~186 (1999)
- Chung, K. Y, "Hotel management curriculum reform based on required competencies of hotel employee and career success in the hotel industry", Tourism Management, 21, pp.473~487 (2000)
- Cronin, J. J., "Measuring service quality: Areexamination and extension", Journal of Marketing, 56(3), pp.55~68 (1992)
- Hogan. J., "How to measure service orientation", Journal of Applied Psychology, 69(1), pp.167~173 (1984)
- Kellerman, K, "Information Exchange in Social Interaction in Interpersonal Processes", New Direction in Communication Research, 14, pp.82~95 (1987)
- Manfredo, M. J., "Measuring Leisure Motivation: A Meta-Analysis of the Recreation Experience Preference Scales", Journal Leisure Recreation, 28(3), pp.188~210 (1996)
- Oliver, R. L, "Satisfaction: A behavioral perspective on the consumer" (1997), The McGraw-Hill Companies
- Parasuraman, A., "A conceptual model of service quality and its implications for future research", Journal of Marketing, 49, pp.41~50 (1985)
- Parasuraman, A., "SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality", Journal of Retailing, 64(1), pp.12~40 (1988)
- Schneider, B., "Employee and customer perception of service in banks", Administrative Science Quarterly, 25, pp.252~267 (1980)
- Simon, H. A, "Bounded rationality and organizational learning", Organization Science, 2(1), pp.125~134 (1991)
- Solomon, M. R., "A role Theory Perspective on Dydic Interaction: The Service Encounter", Journal of Marketing, 49, pp.99~111 (1985)
- Williams, W. M, "Practical intelligence for school" (1992), Harper collins
- Woodruff, R. B, "Know your customer: New approaches to understanding customer value and satisfaction" (1996), Black well Business