방한 일본인의 발 관리 샵 유입경로에 따른 서비스 품질만족도 및 재방문 의도에 관한 연구

Abstract

This study attempted to determine tourist satisfaction and intent to revisit by the flow of tourists to a foot salon. For this, a total of 354 Japanese tourists visiting the Republic of Korea through diverse routes (83: through the Internet; 108: travel guidebook; 53: signboard & façade advertising; 46: travel agency; 64: acquaintances’ recommendation), who received foot care services in Busan were examined. The collected data were analyzed using SPSS 21.0. In terms of age, those who decided to visit South Korea based on the information on the Internet were lower than the ‘acquaintances’ recommendation’ group. (p <0.05) In terms of physical environment & tangibles (P<0.05), expertise & technology (P<0.01), and satisfaction with service quality (P<0.01), the ‘through-the-Internet’ group was higher than ‘signboard & façade advertising’ and ‘travel agency’ groups. In terms of reliability, in addition, it was lower than the ‘travel agency’ group. (P <0.05) In terms of satisfaction with foot salon services, the ‘acquaintances’ recommendation’ group was significantly higher than ‘travel guidebook,’ ‘signboard & façade advertising’ and ‘travel agency’ groups. (P <0.01) In fact, it was close to the ‘through-the-Internet’ group. In terms of intent to revisit, the ‘through-the-Internet’ group was the highest (P <0.01). In addition, a significantly positive correlation was found between tourist satisfaction & satisfaction with service quality and intent to revisit. (P <0.001) Therefore, it appears that the study results would be useful in developing service and marketing strategies customized according to customer preferences by the flow of tourists to a beauty salon.