애착과 전환비용이 국내 관광지 충성도 형성에 미치는 영향 - 제주지역을 중심으로 -
A Study of the Effects of Attachment and Switching Costs on Loyalty Formation in Domestic Tourist Destinations - Focusing on the Jeju Region -
0
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
The purpose of this study First, investigates the formation mechanism of loyalty to a tourist destination that reflects attachment to a tourist destination and switching costs. Second, it also examines what factors cause attachment to a tourist destination and switching costs to increase. Third, we would like to suggest specific marketing plans to increase loyalty to tourist destinations. According to the results of this study The hypothesized model, including the factors forming tourist destination attachment and switching costs, showed a high degree of fit with the survey data, and the assumed causal relationship was generally confirmable. Specifically, it was confirmed that attachment to a tourist destination and switching costs have a positive effect on loyalty to a tourist destination. In addition, attachment to a tourist destination is determined by evaluation of tourist resources, evaluation of accumulated experience, evaluation of novelty, and evaluation of interpersonal hospitality benefits. It was also revealed that the conversion cost is determined by the evaluation of novelty and the evaluation of interpersonal convenience.
Abstract
The purpose of this study First, investigates the formation mechanism of loyalty to a tourist destination that reflects attachment to a tourist destination and switching costs. Second, it also examines what factors cause attachment to a tourist destination and switching costs to increase. Third, we would like to suggest specific marketing plans to increase loyalty to tourist destinations. According to the results of this study The hypothesized model, including the factors forming tourist destination attachment and switching costs, showed a high degree of fit with the survey data, and the assumed causal relationship was generally confirmable. Specifically, it was confirmed that attachment to a tourist destination and switching costs have a positive effect on loyalty to a tourist destination. In addition, attachment to a tourist destination is determined by evaluation of tourist resources, evaluation of accumulated experience, evaluation of novelty, and evaluation of interpersonal hospitality benefits. It was also revealed that the conversion cost is determined by the evaluation of novelty and the evaluation of interpersonal convenience.
참고문헌 (28)
- 김지현, "항공사 고객과 객실승무원과의 라포가 공정성, 호혜성 및 고객시민행동에 미치는 영향 연구", 관광연구저널, 38(1), pp.173~190 (2024)
- 성영신, "브랜드 성격이 브랜드 애착에 미치는 영향 : 커뮤니티 몰입도에따른 차이 비교", 소비자광고, 5(3), pp.15~20 (2004)
- 송선영, "카지노 복합리조트의 회복적 서비스스케이프와 방문객의 장소애착, 장소충성도의 영향관계에서 관여의 매개된 조절효과", 관광연구저널, 38(1), pp.191~213 (2024)
- 송윤헌, "기존 제품에 대한 일반화된 만족이 혁신적 신제품의 구매의도에 미치는영향 : 스마트폰 구매를 중심으로", 상품학연구, 30(5), pp.147~159 (2012)
- 이기영, "가상 제품경험이 브랜드태도-구매의도 일관성에 미치는 영향에 관한 이해", 광고연구, 89, pp.255~284 (2011)
- 최웅, "한식레스토랑의 물리적 환경이 고객가치와 충성도에 미치는 영향", 호텔리조트연구, 15(4), pp.443~464 (2016)
- 최철재, "관광서비스에서 품질지각이 재구매의도에 미치는 영향 : 서비스애착의 매개역할 및 접촉강도의 조절효과", 대한경영학회지, 32(9), pp.1581~1603 (2019)
- Albaity, M., "Novelty seeking, image, and loyalty—The mediating role of satisfaction and moderating role of length of stay : International tourists'perspective", Tourism management perspectives, 23, pp.30~37 (2017)
- Baldwin, M. W., "Social-Cognitive Conceptualization of Attachment Working Models : Availability and Accessibility Effects", Journal of Personality and Social Psychology, 71(1), pp.94~109 (1996)
- Burnham, T. A., "Consumer switching costs : A typology, antecedents, and consequences", Journal of the Academy of marketing Science, 31(2), pp.109~126 (2003)
- Can, V. V., "Destination loyalty as a consequence of satisfaction and switching barriers", Tourism Analysis, 19(3), pp.273~286 (2014)
- Chen, C. F., "A closer look at destination : Image, personality, relationship and loyalty", Tourism Management, 36, pp.269~278 (2013)
- Chubchuwong, M., "The"people"aspect of destination attachment in international tourism", Journal of Travel & Tourism Marketing, 33(3), pp.348~361 (2016)
- Cohen, S. A., "Consumer behaviour in tourism : Concepts, influences and opportunities", Current issues in Tourism, 17(10), pp.872~909 (2014)
- Fyall, A., "Relationship marketing : The challenge for destinations", Annals of Tourism Research, 30(3), pp.644~659 (2003)
- Gitelson, R. J., "Insights into the repeat vacation phenomenon", Annals of tourism Research, 11(2), pp.199~217 (1984)
- Gwinner, K. P., "Relational benefits in services industries : the customer’s perspective", Journal of the academy of marketing science, 26, pp.101~114 (1998)
- Holmes, J. G., "Social Relationships : The Nature and Function of Relational Schemas", European Journal of Social Psychology, 30(4), pp.447~495 (2000)
- Jones, M. A., "The positive and negative effects of switching costs on relational outcomes", Journal of Service Research, 9(4), pp.335~355 (2007)
- Lam, S. Y., "Customer value, satisfaction, loyalty, and switching costs : an illustration from a business-to-business service context", Journal of the academy of marketing science, 32(3), pp.293~311 (2004)
- Lee, J., "The mediating effect of place attachment on the relationship between festival satisfaction and loyalty to the festival hosting destination", Journal of Travel Research, 51(6), pp.754~767 (2012)
- Morais, D. B., "Why do first-time and repeat visitors patronize a destination?", Journal of Travel & Tourism Marketing, 27(2), pp.193~210 (2010)
- Oliver, R. L., "Satisfaction: A behavioral perspective on the consumer" (2010), M.E. Sharpe
- Prayag, G., "Antecedents of tourists’ loyalty to Mauritius : The role and influence of destination image, place attachment, personal involvement, and satisfaction", Journal of travel research, 51(3), pp.342~356 (2012)
- Shirazi, S. F. M., "Destination management and relationship marketing : Two major factors to achieve competitive advantage", Journal of Relationship Marketing, 10(2), pp.76~87 (2011)
- Veasna, S., "The impact of destination source credibility on destination satisfaction : The mediating effects of destination attachment and destination image", Tourism Management, 36, pp.511~526 (2013)
- Yuksel, A., "Destination attachment : Effects on customer satisfaction and cognitive, affective and conative loyalty", Tourism management, 31(2), pp.274~284 (2010)
- Reisinger, Y., "Structural equation modeling : Critical issues and new developments", Journal of travel & tourism marketing, 21(4), pp.41~71 (2007)