국외여행인솔자의 역할이 고객만족과 행동의도에 미치는 영향
The Effect of Overseas Tour Conductor's Role on Customer Satisfaction and Behavioral Intention
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The purpose of this study is to analyze the effect of overseas tour conductor's role on satisfaction and behavioral intention of tourists. The empirical study conducted a survey of tourists who experienced tour products with overseas tour conductor. A total of 166 questionnaires were distributed and all questionnaires were collected. A total of 149 questionnaires were used for the analysis, except for the 17 questionnaire, which was not responding properly. Frequency analysis, factor analysis, reliability analysis, and regression analysis were performed using the SPSS 22.0 program. As a result of the factor analysis, it was found that the role of overseas tour conductor was divided into leadership, problem solving ability, professionalism, kindness, and customer satisfaction and behavioral intention were classified into single dimension. Regression analysis revealed that leadership and professionalism have significant effects on customer satisfaction and behavioral intention. However, problem solving ability and kindness were not found to have a significant effect. In other words, the leadership and professionalism of the overseas tour conductor can enhance the satisfaction of the tourists and increase the intention of reuse of the travel agent in the future. As a result, it was found that the role of the overseas tour conductor is an important factor to enhance the satisfaction and behavior intention of tourists.
Abstract
The purpose of this study is to analyze the effect of overseas tour conductor's role on satisfaction and behavioral intention of tourists. The empirical study conducted a survey of tourists who experienced tour products with overseas tour conductor. A total of 166 questionnaires were distributed and all questionnaires were collected. A total of 149 questionnaires were used for the analysis, except for the 17 questionnaire, which was not responding properly. Frequency analysis, factor analysis, reliability analysis, and regression analysis were performed using the SPSS 22.0 program. As a result of the factor analysis, it was found that the role of overseas tour conductor was divided into leadership, problem solving ability, professionalism, kindness, and customer satisfaction and behavioral intention were classified into single dimension. Regression analysis revealed that leadership and professionalism have significant effects on customer satisfaction and behavioral intention. However, problem solving ability and kindness were not found to have a significant effect. In other words, the leadership and professionalism of the overseas tour conductor can enhance the satisfaction of the tourists and increase the intention of reuse of the travel agent in the future. As a result, it was found that the role of the overseas tour conductor is an important factor to enhance the satisfaction and behavior intention of tourists.
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