숙박업 품질인증제 친숙도, 신뢰도, 구매의도에 관한 연구
A Study on Familiarity, Credibility, and Purchase Intention of the Quality Certification System in Lodging Industry
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As the tourism industry grows, the importance of qualitative growth has been also highlighted. Specifically, the lodging industry is making efforts to secure the competitiveness through "the lodging quality certification system". In spite of big interest for this system, there is little research on this. The purpose of this study is as follows. Firstly the relationship between familiarity, credibility, and purchase intention of the quality certification system for accommodation was examined. Secondly, it was examined whether the familiarity, credibility, and purchase intention of the quality certification of lodging business differ according to general factors such as demographic characteristics and purchase experience. As a result, familiarity for "the lodging quality certification system" had a positive effect on credibility, and credibility had a positive effect on purchase intention accordingly. In addition, the effect of familiarity, credibility, and purchase intention was found to be partially different depending on general factors. Based on this analysis, I discussed the managerial implications of my claims.
Abstract
As the tourism industry grows, the importance of qualitative growth has been also highlighted. Specifically, the lodging industry is making efforts to secure the competitiveness through "the lodging quality certification system". In spite of big interest for this system, there is little research on this. The purpose of this study is as follows. Firstly the relationship between familiarity, credibility, and purchase intention of the quality certification system for accommodation was examined. Secondly, it was examined whether the familiarity, credibility, and purchase intention of the quality certification of lodging business differ according to general factors such as demographic characteristics and purchase experience. As a result, familiarity for "the lodging quality certification system" had a positive effect on credibility, and credibility had a positive effect on purchase intention accordingly. In addition, the effect of familiarity, credibility, and purchase intention was found to be partially different depending on general factors. Based on this analysis, I discussed the managerial implications of my claims.
참고문헌 (37)
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