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Analysis of Relationship between Tourism Information Search Motivation, Tourism Omni-Channel Satisfaction: Considering the Moderator Effects of Tourism Experience and Perceived Risk

관광옴니채널상의 관광정보탐색 동기가 만족도에 미치는 영향관계 분석 -관광경험과 위험지각의 조절효과를 고려하여-

  • Park, Hyun-Jee (Dept. of Tourism Management, Tongmyong University) ;
  • Park, Jung-Hwan (Dept. of Media Engineering, Tongmyong University) ;
  • Oh, Am-Suk (Dept. of Tourism Management, Tongmyong University) ;
  • Kim, Young-Ha (Dept. of U-Tourism and Convention Institute, Tongmyong University) ;
  • Park, Bong-Kyu (Dept. of Hotel and Convention, Dongeui University)
  • 박현지 (동명대학교 관광경영학과) ;
  • 박중환 (동명대학교 관광경영학과) ;
  • 오암석 (동명대학교 미디어공학과) ;
  • 김영하 (동명대학교 U-관광컨벤션연구소) ;
  • 박봉규 (동의대학교 호텔컨벤션학과)
  • Received : 2016.08.11
  • Accepted : 2016.10.20
  • Published : 2016.10.28

Abstract

The purpose of this study is to define determinants of tourists' behavior focused on tourism omni-channel and to verify the relationship between tourism information search motivation, tourism omni-channel satisfaction, tourism experience and perceived risk. We presented the hypotheses including ease of use, trust and satisfaction and also analyzed the moderator effects of tourism experience and perceived risk(financial risk, psychological risk) variables. For an accuracy of expected results, we focused on survey with 298 respondents. Based upon prior studies, it is meaningful that this study verified 1) the positive relationship between tourism information search motivation and tourism omni-channel satisfaction and 2) the significant moderating effect of financial risk on the relationship between tourism information search motivation and tourism omni-channel satisfaction.

Keywords

Tourism Omni Channel;Information Research;Satisfaction;Tourism Experience;Perceived Risk

Acknowledgement

Supported by : 한국연구재단

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