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국외여행상품 선택속성에 따른 여행만족, 여행자 충성도및 여행자 전환의도에 미치는 영향

The Effect on The Travel Satisfaction, Tourist’s Loyalty and Tourist’s Switching Intention According to the Selection Attribute of Outbound Travel Products

이명구
한국호텔리조트학회 (Korea Hotel & Resort Association)|2016.08|호텔리조트연구 (Journal of Hotel & Resort)|제15권 제3호|pp. 327-344

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참고문헌

키워드

충성도Attributes만족Travel Satisfaction국외여행상품significant effect. Thirdthe business characterthe suitability of Travel ProductsTravel LoyaltyTravel Switching Intention
주제분류관광학

초록

This research aims to identify selection attributes of Overseas Travel Products and test the influence relation that the Travel Satisfaction has the effect on the travel agency’s Switching Intention by grasping the travel agency’s Loyalty. Accordingly, it is expected that these effort present the strategic implication for the efficient operation suitable for the scale of each travel agency in the overseas travel environment that the competition is being deepened. The questionnaire has been collected with the investigation through the e-mail from March 5, to March 31, 2016 and by getting the cooperation from employees of overseas travel enterprises located in Seoul and Metropolitan area. Total 400 copies of questionnaire have been distributed and total 347 copies have been collected, the factor analysis and the reliability verification have been implemented by using SPSS 22.0 and AMOS 22.0 for the 297 copies excluding 50 copies that the non-sampling error occurs owing to the not completed answer or the insincere answer, the covariance structure analysis has been implemented to verify the presented research hypothesis. First, the human service and the reputation of travel agency appeared to have the significant positive (+) effect on the travel agency’s Loyalty. But, the business character, the suitability of Travel Products and the online information appeared not to have the significant effect on the travel agency’s Loyalty. Second, the human service, the business character, the suitability of Travel Products and the online information have been analyzed to have the significant positive (+) effect on the Travel Satisfaction. But the reputation of travel agency appeared not to have the significant effect. Third, the human service appeared to have the significant negative (-) effect on the travel agency’s Switching Intention. But, the business character, the suitability of Travel Products, the online information and the reputation of travel agency appeared not to have the significant effect on the travel agency’s Switching Intention. Fourth, the Travel Satisfaction appeared to have the significant positive (+) effect on the travel agency’s Loyalty. Fifth, the Travel Satisfaction appeared to have the significant negative (-) effect on the travel agency’s Switching Intention. Finally, it appeared to have the significant negative (-) effect on the travel agency’s Loyalty. significant effect. Third, the human service appeared to have the significant negative (-) effect on the travel agency’s Switching Intention. But, the business character, the suitability of Travel Products, the online information and the reputation of travel agency appeared not to have the significant effect on the travel agency’s Switching Intention. Fourth, the Travel Satisfaction appeared to have the significant positive (+) effect on the travel agency’s Loyalty. Fifth, the Travel Satisfaction appeared to have the significant negative (-) effect on the travel agency’s Switching Intention. Finally, it appeared to have the significant negative (-) effect on the travel agency’s Loyalty. key words : Outbound Travel Produces, Attributes, Travel Satisfaction, Travel Loyalty, Travel Switching Intention

Abstract

This research aims to identify selection attributes of Overseas Travel Products and test the influence relation that the Travel Satisfaction has the effect on the travel agency’s Switching Intention by grasping the travel agency’s Loyalty. Accordingly, it is expected that these effort present the strategic implication for the efficient operation suitable for the scale of each travel agency in the overseas travel environment that the competition is being deepened. The questionnaire has been collected with the investigation through the e-mail from March 5, to March 31, 2016 and by getting the cooperation from employees of overseas travel enterprises located in Seoul and Metropolitan area. Total 400 copies of questionnaire have been distributed and total 347 copies have been collected, the factor analysis and the reliability verification have been implemented by using SPSS 22.0 and AMOS 22.0 for the 297 copies excluding 50 copies that the non-sampling error occurs owing to the not completed answer or the insincere answer, the covariance structure analysis has been implemented to verify the presented research hypothesis. First, the human service and the reputation of travel agency appeared to have the significant positive (+) effect on the travel agency’s Loyalty. But, the business character, the suitability of Travel Products and the online information appeared not to have the significant effect on the travel agency’s Loyalty. Second, the human service, the business character, the suitability of Travel Products and the online information have been analyzed to have the significant positive (+) effect on the Travel Satisfaction. But the reputation of travel agency appeared not to have the significant effect. Third, the human service appeared to have the significant negative (-) effect on the travel agency’s Switching Intention. But, the business character, the suitability of Travel Products, the online information and the reputation of travel agency appeared not to have the significant effect on the travel agency’s Switching Intention. Fourth, the Travel Satisfaction appeared to have the significant positive (+) effect on the travel agency’s Loyalty. Fifth, the Travel Satisfaction appeared to have the significant negative (-) effect on the travel agency’s Switching Intention. Finally, it appeared to have the significant negative (-) effect on the travel agency’s Loyalty. significant effect. Third, the human service appeared to have the significant negative (-) effect on the travel agency’s Switching Intention. But, the business character, the suitability of Travel Products, the online information and the reputation of travel agency appeared not to have the significant effect on the travel agency’s Switching Intention. Fourth, the Travel Satisfaction appeared to have the significant positive (+) effect on the travel agency’s Loyalty. Fifth, the Travel Satisfaction appeared to have the significant negative (-) effect on the travel agency’s Switching Intention. Finally, it appeared to have the significant negative (-) effect on the travel agency’s Loyalty. key words : Outbound Travel Produces, Attributes, Travel Satisfaction, Travel Loyalty, Travel Switching Intention

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