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The Interaction Effect Between Selection Attribute and Performance of Package Tour on Tourist Satisfaction

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초록

본 연구는 여행사가 패키지투어 상품에 대한 정보를 고객에게 제공할 때 반드시 포함시켜야 하는 정보를 확인하기 위하여 이루어졌다. 고객만족 이론 중 가치-지각 불균형 이론(value-percept disparity theory)을 패키지투어 상품에 적용함으로서, 패키지투어의 실행이 여행객의 만족에 영향을 미칠 때에 패키지투어의 선택속성이 조절변수로 작용할 것이라는 가설을 검증하였다. 실증분석결과, 패키지투어의 선택속성 중 호텔, 음식, 관광활동, 쇼핑, 보험이 패키지투어의 실행과 상호작용하여 여행객만족에 영향을 미치는 것으로 나타났다. 따라서 여행사는 고객에게 패키지투어상품에 대한 정보를 전달할 때 호텔, 음식, 관광활동, 쇼핑, 보험에 대한 구체적인 정보를 제공해야 여행객의 만족도를 높일 수 있는 것으로 나타났다.

참고문헌 (40)

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