한국산학기술학회논문지 (Journal of the Korea Academia-Industrial cooperation Society)

  • 제14권2호
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  • Pages.688-695
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  • 2013
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  • 1975-4701(pISSN)
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  • 2288-4688(eISSN)
한국산학기술학회 (The Korea Academia-Industrial cooperation Society)
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해외 패키지여행에서 추가비용과 재구매의 관계 - 인적서비스와 브랜드 역할을 중심으로

Relationship Between Additional Costs and Repurchase in Outbound Package Tour: Focused on the Role of Personal Services and Brand

  • 임연우 (청운대학교 관광레저경영학과) ;
  • 전주형 (청운대학교 관광레저경영학과)
  • Lim, Yeon-Woo (Department of Tourism and Management, Chungwoon University) ;
  • Chun, Joo-Hyung (Department of Tourism and Management, Chungwoon University)
  • 투고 : 2012.10.30
  • 심사 : 2013.02.06
  • 발행 : 2013.02.28
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초록

이 연구는 해외 패키지여행 상품으로 여행할 때 발생되는 추가비용과 재구매의 관계를 분석하였다. 더불어 추가비용과 재구매 관계에서 인적서비스와 여행사 브랜드의 역할을 밝히는 것이 연구목적이다. 연구결과 추가비용은 재구매에 영향을 주지 않는 것으로 분석되었다. 특히 여행자에게 추가비용과 재구매 관계에서 인적서비스 역할이 크지 않음을 알 수 있었다. 반면 여행사 브랜드는 여행자의 재구매에 영향을 주는 것으로 분석되었다. 따라서 해외 패키지여행 상품으로 여행할 때 발생되는 추가비용과 재구매 관계에서 여행사 브랜드는 매개역할을 하는 것으로 분석되었다. 향후 여행시장이 성장함에 따라 여행사에서는 인적서비스 품질향상 뿐만 아니라 브랜드 이미지 형성과 유지에 더 많은 관심을 기울여야 한다.

This article is focused to examine the influence of relationship between additional costs and repurchase in the outbound package tourists regard to the role of the personal service and brand. It is analysed that the additional costs don't have an effect on the repurchase. And also there is no relationship between repurchase and personal service for the tourists. However the role of the brand plays a mediated effect in repurchase in the outbound markets. Nonetheless the manager and contact employee of travel agents have an attention to the personal service quality and brand as well.

키워드

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