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박시범 ( Si Beum Park ),선진영 ( Jin Young Seon ) 한국관광산업학회 2012 Tourism Research Vol.36 No.-
This study was to investigate whether travelers` motivations had a significant effect on their attitudes with a focus on behavioral process of the customers who purchased travel products, and whether these attitudes had a significant influence on travelers` satisfaction again. It was to grasp which motivations had a positive attitude on travel products and which variables affected their satisfaction, to explore measures that could improve a positive attitude and their satisfaction on travel products. Empirical analysis results based on the purpose of this study were as follows: Push motivation of purchase motivations for travel products was composed of four factors such as escape, novelty, friendship promotion, self-realization, and three factors of escape, novelty and self-realization of them had a significant effect on affective attitude and cognitive attitude, and four factors affected behavioral attitude. Pull motivation was analyzed as three factors of service attractiveness, regional attractiveness, convenience, these has a significant influence on behavioral attitude and cognitive attitude, two factors of regional attractiveness and convenience had an effect on affective attitude. With regard to these attitudes on travel products, behavioral attitude, cognitive attitude, affective attitude appeared to affect their satisfaction in the order, and the satisfaction of the travelers showed to affect repurchase intention of travel products. In other words, travelers seek for travel information actively, as they think travel the opportunity to recharge, their satisfaction increases, and motivations like travelers` novelty, escape and regional attractiveness stimulate travelers through marketing activities focused on travel products to provide joy away from everyday life, new cultures and spectacles, and their motivations should have a positive effect on positive attitude formation and active purchase behavior. commitment.
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