Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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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
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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.

본 연구는 옴니채널에서의 관광정보탐색과 만족도간의 관계와 관광경험과 위험지각간의 조절 영향관계를 규명하고자 하였다. 첫째, 관광정보탐색동기의 편리성과 신뢰성은 모두 만족도에 유의한 영향관계가 있는 것으로 나타났다. 둘째, 관광정보탐색동기인 편리성과 신뢰성이 만족도와의 관계에서 관광경험의 조절효과는 유의적이 않은 것으로 나타났다. 셋째, 관광정보탐색동기인 편리성과 신뢰성이 만족도와의 관계에서 위험지각의 조절효과는 재무위험의 경우 유의적인 것으로 나타났고, 심리위험은 유의적이지 않은 것으로 나타났다. 재무적인 위험의 지각은 만족을 저해한다는 점에서 재무위험을 줄이기 위해 이용하기전 보다 많은 탐색을 통해 정보를 얻으려는 경향이 강하므로, 좀 더 실용적이고 정확한 형태로 정보가 제공되어야 할 것이다.

Keywords

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