해외여행 체험이 여행자의 즐거움 및 구매 후행동에 미치는 영향에 관한 연구
The Effects of Overseas Travel Experience on Traveller’s Pleasure and Post-Purchase Behavior
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The purpose of this study was to identify the effects of overseas travel experience on traveller’s pleasure and further traveller’s pleasure to post-purchase behavior, and the survey was questioned to the tourist who visited Western Europe. The survey was carried out to 220 travellers who have experienced high quality Western Europe tour, and 212 valid samples among them were used for analysis. The result of the factor analysis showed four factors regarding overseas travel experience, which were entertainment experience, esthetic experience, education experience and escape experience. And one factor for pleasure and two factors of satisfaction and loyalty for post-purchase behavior. According to hypothesis test result, the esthetic experience had the strongest influence on traveller’s pleasure. The escape and entertainment experiences were the next most influence on pleasure. But education experience did not influence on pleasure. The study showed that the pleasure of experience had positive impact on satisfaction and loyalty. In conclusion, the various experience of travel abroad increased traveller’s pleasure and proved as a factor to increase the satisfaction and loyalty.
Abstract
The purpose of this study was to identify the effects of overseas travel experience on traveller’s pleasure and further traveller’s pleasure to post-purchase behavior, and the survey was questioned to the tourist who visited Western Europe. The survey was carried out to 220 travellers who have experienced high quality Western Europe tour, and 212 valid samples among them were used for analysis. The result of the factor analysis showed four factors regarding overseas travel experience, which were entertainment experience, esthetic experience, education experience and escape experience. And one factor for pleasure and two factors of satisfaction and loyalty for post-purchase behavior. According to hypothesis test result, the esthetic experience had the strongest influence on traveller’s pleasure. The escape and entertainment experiences were the next most influence on pleasure. But education experience did not influence on pleasure. The study showed that the pleasure of experience had positive impact on satisfaction and loyalty. In conclusion, the various experience of travel abroad increased traveller’s pleasure and proved as a factor to increase the satisfaction and loyalty.
참고문헌 (38)
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