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온라인 여행 커뮤니티에서 커뮤니케이션 유형에 따른 관광객의 행동 변화

Tourists' Behavioral Changes According to the Type of Communication in Online Travel Communities

한희정|구철모|박상철|정남호
한국지식경영학회 (The Knowledge Management Society of Korea)|2014.04|지식경영연구 (Knowledge Management Research)|제15권 제1호|pp. 1-19|DOI 10.15813/kmr.2014.15.1.003

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키워드

Behavioral changeSmart TourismOnline Travel CommunityPush-Pull-MooringCommunication Types
주제분류경영학

초록

Due to advance in Internet technology, most tourists tend to search travel information in the OnlineTravel Communities(OTC). Given this new paradigm in terms of finding travel information, most of relevantstudies in this area are still dealt with explaining tourists' behaviors regardless of the types ofcommunications. Therefore, to overcome some limitations in previous studies, we attempt to examine therelationships between both formal and informal communications and tourists' behavioral changes in the OTCcontext. Specifically, we developed a research model by employing the PPM(push-pull-mooring) frameworkand tested it to understand why and how tourists' behaviors might be changed. Survey data collected from323 online tourists were used to test the model the model using SEM(structural equation modeling). Theimplications of our empirical findings for both research and practice are discussed.

Abstract

Due to advance in Internet technology, most tourists tend to search travel information in the OnlineTravel Communities(OTC). Given this new paradigm in terms of finding travel information, most of relevantstudies in this area are still dealt with explaining tourists' behaviors regardless of the types ofcommunications. Therefore, to overcome some limitations in previous studies, we attempt to examine therelationships between both formal and informal communications and tourists' behavioral changes in the OTCcontext. Specifically, we developed a research model by employing the PPM(push-pull-mooring) frameworkand tested it to understand why and how tourists' behaviors might be changed. Survey data collected from323 online tourists were used to test the model the model using SEM(structural equation modeling). Theimplications of our empirical findings for both research and practice are discussed.

참고문헌 (50)

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