The Analysis on Customer Behavior of Tourism Omnichannel based upon ICT

ICT 기반 관광옴니채널에 대한 고객행동분석 -인구통계학적 특성에 따른 통합기술수용모형의 변수를 중심으로-

  • 박현지 (동명대학교 관광경영학과)
  • Received : 2018.04.09
  • Accepted : 2018.06.20
  • Published : 2018.06.28


This study is focused on analyzing the difference by demographical characteristics of users on acceptance behavior of tourism omnichannel based upon Unified Theory of Acceptance and Use of Technology. Through field survey with 392 respondents, the results are as follows. Partially differences on acceptance behavior are found according to gender, age, education and job as demographic characteristics of tourism omnichannel. And the difference by demographic characteristics on acceptance behavior about preferring tourism information is not significant. However performance expectancy and effort expectancy as factors of UTAUT are significantly positive in thirties group of tourism omnichannel users.


Tourism Omnichannel;Tourism Omnichannel User;Acceptance Behavior;UTAUT;Demographical Characteristics


Supported by : Tongmyong University


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