관광리조트 선택속성이 재방문의도에 미치는 영향에 관한 연구 - 관계마케팅의 조절효과를 중심으로 -
A Study on the Effects of Tourism Resort Selection Attributes on Re-visit Intention - Focusing on the Moderating Effect of Relationship Marketing -
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초록
The main purpose of this study is to examine the moderating effect of relationship marketing between the selection attributes of tourism resorts and the re-visit intention of tourist. To achieve the purpose, questionnaires were distributed at 4 tourism resorts in the north of Gangwon-do for 17 days from December 24th, 2010 to January 9th, 2011 and the total was 301 samples for the empirical analysis. The results are as follows; Frist, The main factors of selection attributes (Convenience, Economics, Aesthetics, Diversity) are positively influenced the re-visit intention. Second, Relationship marketing implement factors (Long-term relationship orientation, Service Orientation) are positively influenced between the selection attributes of tourism resorts and the re-visit intention. On the basis of these results, Relationship marketing showed that the important moderating factor in the influence between the selection attributes of tourism resorts and the re-visit intention. Therefore, The developers of tourism resort and researchers first will have to understand the importance of relationship marketing to perform the service marketing strategy. Based on results of this research, we discussed about meaning and limited of the research, and future study.
Abstract
The main purpose of this study is to examine the moderating effect of relationship marketing between the selection attributes of tourism resorts and the re-visit intention of tourist. To achieve the purpose, questionnaires were distributed at 4 tourism resorts in the north of Gangwon-do for 17 days from December 24th, 2010 to January 9th, 2011 and the total was 301 samples for the empirical analysis. The results are as follows; Frist, The main factors of selection attributes (Convenience, Economics, Aesthetics, Diversity) are positively influenced the re-visit intention. Second, Relationship marketing implement factors (Long-term relationship orientation, Service Orientation) are positively influenced between the selection attributes of tourism resorts and the re-visit intention. On the basis of these results, Relationship marketing showed that the important moderating factor in the influence between the selection attributes of tourism resorts and the re-visit intention. Therefore, The developers of tourism resort and researchers first will have to understand the importance of relationship marketing to perform the service marketing strategy. Based on results of this research, we discussed about meaning and limited of the research, and future study.
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