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한국호텔리조트학회(구 한국호텔리조트카지노산학학회)> 호텔리조트연구> 해외여행상품의 지각된 가치가 신뢰 및 구매의도에 미치는 영향

KCI후보

해외여행상품의 지각된 가치가 신뢰 및 구매의도에 미치는 영향

The Effect of Recognized Value of Overseas Travel Product On Trust and Purchase Intention

류동균 ( Ryu Dong-gyun )
  • : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회)
  • : 호텔리조트연구 17권4호
  • : 연속간행물
  • : 2018년 11월
  • : 129-145(17pages)

DOI


목차

Ⅰ. 서 론
Ⅱ. 이론적 고찰
Ⅲ. 연구 설계
Ⅳ. 분석결과
Ⅴ. 결 론
참고문헌

키워드 보기


초록 보기


						
The purpose of this study is to recognize how emotional value, functional value, functional quality, and social value which are sub-dimensions of travelers’ recognized values to overseas travel products influence on trust and purchase intention and to provide useful information to the marketing of overseas travel agency by validating the causality which trust influences on purchase intention. From January 10 to January 30, 2018, the data was collected for 10 days. Total 400 copies of questionnaires were distributed, 341 copies of them were collected, and 333 copies excluding 8 which were faithlessly responded were used to analyze as effective samples. Results of analysis can be summarized as follow: First, it was analyzed that emotional value, social value, and price value influenced a significant effect on reliability. However, it was indicated that quality value did not influence a significant positive (+) effect on reliability; Second, it was analyzed that price value and quality value influenced a significant positive (+) effect on purchase intention. While it was indicated that emotional value and social value did not influence a significant positive (+) effect on purchase intention.

UCI(KEPA)

간행물정보

  • : 사회과학분야  > 경영학
  • : KCI후보
  • :
  • : 계간
  • : 1598-7760
  • :
  • : 학술지
  • : 연속간행물
  • : 2003-2019
  • : 789


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발행기관 최신논문
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1확장된 통합기술수용모형(UTAUT2)을 중심으로 한 호텔 고객의 셀프서비스기술(SST) 이용의도

저자 : 이수희 ( Lee Soo-hee )

발행기관 : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 간행물 : 호텔리조트연구 17권 4호 발행 연도 : 2018 페이지 : pp. 5-24 (20 pages)

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This study investigated the user intention of self service technology(SST) in hotel, which was focused on UTAUT2. With the development and the increasing of interest in a new hotel service, hotel is trying to provide SST for customers. SST in hotel provides rapid and standard services to customers, and it can be saved employee-related labor cost. Indeed, it provides speed, convenience, consistency and control to users. Despite the advantages of SST, it has not been investigated the user intention in hotel customers yet. This study reviewed the past and recent UTAUT2 issues of terminology and applied to hotel industry with self innovativeness. UTAUT2 is a powerful prediction framework, it can effectively explain and analyze user's technology acceptance behaviors for new information technology products. 227 valid responses were used for this analysis by utilizing the statistical package programs SPSS 21. 0 and AMOS 21.0. The findings of this research summarized as follows. First, self innovativeness impacted on performance expectancy, effort expectancy, social influence and facilitating condition of UTAUT2 positively. Second, social influence, hedonic motivation and habit of UTAUT2 impacted on the use intention positively. Third, performance expectancy, effort expectancy and facilitating condition of UTAUT2 did not impact on the use of intention for hotel customers. UTAUT2 is focused on individual perspectives in technology adoptions, so managers in hotels utilize this enhanced model for hotel customers for user intention to provide more insights and better service.

2호텔기업의 감성마케팅이 이미지, 고객만족 및 재방문의도에 미치는 영향

저자 : 이상호 ( Lee Sang-ho ) , 김경숙 ( Kim Kyung -sook )

발행기관 : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 간행물 : 호텔리조트연구 17권 4호 발행 연도 : 2018 페이지 : pp. 25-46 (22 pages)

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The purpose of this study was to analyze the effects of emotional marketing of hotels on image, customer satisfaction, and revisit intention. We utilized Frequency, Exploratory Factor Analysis, Correlation, Confirmatory factor analysis, Structural Equation, and Effective Analysis to examine the responses of 286 visiting Korean five star hotels. The following is a summary of our findings. First, the results of the relationships between emotional marketing and image show that the sense of sight does not have a positive effect on cognitive image, but has a positive effect on emotional image. The sense of smell/touch positively influences both cognitive and emotional images. The sense of hearing has a positive influence on cognitive image, while has no influence on emotional image. Second, both cognitive and emotional image positively affect customer satisfaction. Third, the result shows that customer satisfaction has a positive effect on revisit intention. Fourth, the results of effectiveness analysis of potential factors indicate that of the three factors of emotional marketing, only the sense of smell/touch affects cognitive and emotional images, customer satisfaction, and revisit intention either directly or indirectly. Implications of these results and direction for future research are discussed.

3Big5 성격특성, 자기효능감 및 조직효과성과의 관계 - 서울과 인천 소재 특급호텔 종사원을 대상으로 -

저자 : 이승일 ( Lee Seung-il ) , 문주호 ( Moon Ju-ho ) , 박경준 ( Park Gyeong-jun )

발행기관 : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 간행물 : 호텔리조트연구 17권 4호 발행 연도 : 2018 페이지 : pp. 47-70 (24 pages)

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The purpose of this study was to find out which personality traits of hotel employees can increase their self-efficacy, and what are the effects of their job performance on innovative behavior, and organizational citizenship behavior. After the review of the previous studies on big five personality traits, it was established four hypotheses of the relations between the variables of the research model. To collect the data, the questionnaire survey was conducted with the employees who are working at five-star hotels in Seoul and Incheon and it was collected 385. It was investigated the reliability and validity test of the measurement tool. To verify the relations between variables, covariance structure analysis was conducted. The results showed that the four personality traits such as extraversion, agreeableness, conscientiousness, and openness were influenced positively on their self-efficacy except neuroticis. Self-efficacy of hotel employees were positively influenced their job performance, innovative behavior, and organizational citizenship behavior. Finally the big five personality traits as an antecedents factors of self-efficacy were influenced with job performance, innovative behavior, and organizational citizenship behavior. This results were re-confirmed the relations between relevant variables and contributed to expand the generalization of the results of previous studies.

4인공지능(AI)과 로봇기술의 전개에 따른 호텔산업 종사원의 인식과 영향 및 대응방안 연구

저자 : 한학진 ( Han Hag-chin ) , 이용철 ( Lee Yong-chul ) , 신윤식 ( Shin Youn-sik )

발행기관 : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 간행물 : 호텔리조트연구 17권 4호 발행 연도 : 2018 페이지 : pp. 71-90 (20 pages)

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As the age of the fourth industrial revolution comes, automation technologies such as machine learning and artificial intelligence are affecting the profession of the tourism industry. The more specific purpose of this study was to analyze the recognition of hotel employee for job replacement level and influences of artificial intelligence and Robot service. As for the results of analysis, managers are more aware of the introduction of artificial intelligence and robot services than employees. it is analyzed that the possibility of substitution of artificial intelligence technology is shown as the reservation management rather then sales marketing field. In addition, human services related to the impact of artificial intelligence have positive effects on replacement efficiency, productivity and management efficiency. Finally, it was analyzed that manager 's perception change and response positively influenced future artificial intelligence. It also shows that the development of artificial intelligence technology is expected to be influential throughout the hotel industry in the near future, it is inevitable that a collaborative network both academia and industry sector should be established. especially, it is said that they should train artificial intelligence and big data experts in tourism field. Several academic and practical implications are suggested.

5농촌관광 참여자의 사전기대가 사후평가에 미치는 영향

저자 : 나준호 ( La Jun-ho ) , 이강욱 ( Lee Kang-wook ) , 지명원 ( Chi Myong-won )

발행기관 : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 간행물 : 호텔리조트연구 17권 4호 발행 연도 : 2018 페이지 : pp. 91-111 (21 pages)

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The purpose of this study is to empirically explore the influence of Rural Tourist's Preliminary Expectation on the Post Evaluation. For this purpose, study model and hypotheses were established through document researches, questionnaires were prepared to assess variables based on document researches and questionnaire data were collected for an empirical analysis. The subjects of this study were 254 participants in rural tour. In EFA, 3 sub-factors of tourist's preliminary expection, naming each Relation, Practical and Deviation Expectation, were identified, while 5 sub-factors of post evaluation, naming each Emotional, Social, Experimental, Economic, and Qualitative Evaluation. From the EFA results, 3 main hypotheses about the influence relationship between Post Evaluation and Relation Expectation, Practical Expectation, Deviation Expectation, and 15 sub-hypotheses were derived as the hypotheses consist of this study model. As results of verification on study hypotheses, all the hypotheses except only one sub-hypothesis were adopted and it was confirmed that the rural tourist's Preliminary Expectation had a statistically significant positive influence the Post Evaluation. The only hypothesis rejected was about the relationship between the Deviation Expectation and the Social Evaluation, which can be understood as the tendency of deviant tourists to avoid social activity.

6여행형태와 재방문 여부에 따른 외래 관광객의 여행특성 및 만족도 차이에 관한 비교 분석

저자 : 김현정 ( Kim Hyun-jung )

발행기관 : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 간행물 : 호텔리조트연구 17권 4호 발행 연도 : 2018 페이지 : pp. 113-128 (16 pages)

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The purpose of this study is to compare the travel characteristics of foreign tourists and their satisfaction according to the travel types and repeat visit. This study classified foreign tourists into 6 types. These include type A (first visit, individual travel), type B (first visit, group travel), type C (first visit, airtel), type D (repeat visit, individual travel), type E (repeat visit, group travel), and type F (repeat visit, airtel). In this study, the data from the Ministry of Culture, Sports and Tourism (MCST) and the Korea Tourism Organization (KTO) were used. The results of the analysis are as follows. First, the Chi-square (χ²) test showed a significant difference in the travel characteristics depending on the type of foreign tourists. Second, in the one-way ANOVA, a significant difference was observed in the satisfaction level for each item except travel expenses, and in the general satisfaction level depending on the type of foreign tourists. It was found that foreign tourists with type A, type D, type B and type E had higher satisfaction than those with other types. Based on these results, implications of this study are as follows. First, previous studies have examined only the travel types, and distinguished foreign tourists based on repeat visit only. In this study, however, foreign tourists were divided into the representative types based on their travel types and repeat visit. Second, this study compared travel characteristics and satisfaction according to the types of foreign tourists, which is expected to provide practical help to the tourism industry in establishing differentiated tourism policies and marketing strategies.

7해외여행상품의 지각된 가치가 신뢰 및 구매의도에 미치는 영향

저자 : 류동균 ( Ryu Dong-gyun )

발행기관 : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 간행물 : 호텔리조트연구 17권 4호 발행 연도 : 2018 페이지 : pp. 129-145 (17 pages)

다운로드

(기관인증 필요)

초록보기

The purpose of this study is to recognize how emotional value, functional value, functional quality, and social value which are sub-dimensions of travelers' recognized values to overseas travel products influence on trust and purchase intention and to provide useful information to the marketing of overseas travel agency by validating the causality which trust influences on purchase intention. From January 10 to January 30, 2018, the data was collected for 10 days. Total 400 copies of questionnaires were distributed, 341 copies of them were collected, and 333 copies excluding 8 which were faithlessly responded were used to analyze as effective samples. Results of analysis can be summarized as follow: First, it was analyzed that emotional value, social value, and price value influenced a significant effect on reliability. However, it was indicated that quality value did not influence a significant positive (+) effect on reliability; Second, it was analyzed that price value and quality value influenced a significant positive (+) effect on purchase intention. While it was indicated that emotional value and social value did not influence a significant positive (+) effect on purchase intention.

8계획된 행동이론을 이용한 국외 개별여행 참가의도에 관한 연구

저자 : 천덕희 ( Cheon Deok-hee ) , 김맹진 ( Kim Maeng-jin )

발행기관 : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 간행물 : 호텔리조트연구 17권 4호 발행 연도 : 2018 페이지 : pp. 147-159 (13 pages)

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The purpose of this study is to verify the effect of attitude, subjective norm, and perceived behavioral control of planned behavior theory on intention to participate in overseas individual travel. The positive or negative attitudes toward overseas individual travel, the perception of people around overseas individual travel and the ease or difficulty of participating in overseas individual travel may lead to high or low participation intentions. To verify these findings empirically a survey was conducted for potential customers of overseas travel. A total of 215 questionnaires were collected and 176 questionnaires were used for the analysis, except for 39 questionnaires that responded unfairly. As a result of the factor analysis, it was found that the variables of the planned behavior theory were divided into subjective norm, perceived behavior control, attitude. Participation intention was divided into single dimension. Regression analysis showed that perceived behavioral control and attitude had a significant effect on participation intention, but subjective norms did not. Through this study, it was found that travelers showed a positive attitude toward overseas individual travel, and the more easily they participate, the higher the participation intention.

9항공사 아웃소싱 직원의 이중몰입이 직무만족과 조직시 민행동에 미치는 영향 연구

저자 : 여순심 ( Yeo Soon-sim )

발행기관 : 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 간행물 : 호텔리조트연구 17권 4호 발행 연도 : 2018 페이지 : pp. 161-181 (21 pages)

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The global trend towards outsourcing has become prevalent with the benefits being substantial from cost savings and efficiency gains to greater competitive advantage. The aviation industry has positively adopted the flow and implemented in many sector from consulting, booking, check-in and even to the maintenance. This situation confronts the outsourcing workers in the airlines with dual-commitment: agency commitment and client organization commitment. The purpose of this study is to verify the existence of dual-commitment and influence on job satisfaction and citizenship behavior among outsourcing workers with a point of contact with end users in the aviation industry. Data was gathered from outsourcing employees working at call centers and airports via onsite and online. A total of 288 samples were finally collected for testing hypothesis of this research and SPSS 22.0 was utilized as a statistical analysis tool. The study found that the married showed higher commitment both in agency commitment and client organization commitment and did the older with longer work experience. Further, agency commitment and client organization commitment exert a positive influence upon job satisfaction and citizenship behavior. Managerial suggestions and implications based on the result were discussed at the last part of the study.

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This study was conducted to identify the relationship between the value of programs perceived by visitors participating in the festival to local festival effectiveness, satisfaction, loyalty and persistence, providing implications for the successful hosting and efficient operation of future festivals. The questionnaire survey was from Sept 22, 2017 to Sept 24, 2017 and totally 230 copies had distributed. All the questionnaires were collected back. Except for 20 invalidated questionnaires, 210 questionnaires were used in this study. Data collected through the survey was processed through data coding, followed by analysis on frequency Analysis, reliability analysis, factor analysis and correlation analysis for SPSS 22.0 for Windows. AMOS 22.0 was used for identification factor analysis and structural equation model analysis. The results of the study are summarized as follows : First, the value of the program has a significant impact on the local festival's effect. Second, the value of the program is shown to have a significant impact on satisfaction. Third, the effect of the local festival was found to have a significant impact on satisfaction. Fourth, satisfaction has a significant impact on loyalty. Fifth, satisfaction has a significant effect on persistence.

12
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