개인가치와 휴가성향이 관광선호유형에 미치는 영향 = (The) Effect of personal values and vacation style on travel preferences

다국어 초록 (Multilingual Abstract)

As consumers in the tourism market, tourists are, in a sense, psychological substances highly depending on psychological processes such as motivations, attitudes, expectations, and desires. Therefore, a psychological analysis of travelers may be an effective approach to study traveler behavior in that through it, explanation for their values, attitudes, and behaviors is possible in terms of characteristics, and motives.
In many previous researches, various psychological approach models were developed and modified to describe traveler behavior and a variety of psychologically explainable variables(eg. image, perceived risk, motivation, attitude, satisfaction, personality) were used for these studies. However, recent traveler behavior study tends to apply psychographic tools including personal values, lifestyle, travel style, vacation style, benefit sought, etc. Yet, most psychographic studies performed have been limited to a partial use of phsychographics, which has not been widely applied to traveler behavior. In addition, no systematic study on the relationships between the phychographic constructs has been found.
This study aimed to describe the factors motivating travelers and exerting influence on their travel decision making, using previously validated personal values, vacation style, and travel preferences and examining the systematic correlation between these variables.
To achieve this research objective, phsychographic concepts including personal values, vacation style, and travel preferences were identified through theoretical consideration and the validity of the constructs was examined. Lastly, the author reviewed various prior research results for the path relation between these determinants. Variables set based on these theoretical backgrounds were subjected to exploratory factor analysis, validity test, item-to-total correlation, and confirmatory factor analysis (LISREL).
Personal values, measured by Kahle's LOV(list of value) scale, was classified into internal and external values; vacation style, measured by Zins's scale, into nature, comfort/relaxation, fun/entertainment, familiarity/atmosphere, and challenge/experience; travel preferences, measured by Mo's ITR(international tourist role) scale, into destination oriented, travel service oriented, social contact oriented; and these constructs proved to have relatively high inner consistency.
A research model and hypotheses were established through analyzing reliability and validity of the measurement tools. However, the established research model and hypotheses were tested using LISREL 8.30, covariate structure model statistical program. The important results were as follows.
First, according to analysis results, the path diagram of the research model show GFI=0.98, χ2 =17.01(p-0.15), df=13, RMR=0.039, NFI=0.97, which mean the research model in this study was significant.
Second, internal values showed direct effects on vacation style constructs such as nature/scenery, relaxation/safety, and familiarity/atmosphere, and external values on those like aature/scenery, fun/entertainment, and challenge/experience. Thus, personal values' influence on vacation style was found to be statistically significant.
Third, vacation style, destination-oriented-dimension(DOD) and travel-service-dimension(TSD) were directly influenced by internal values and DOD and social contact dimension(SCD) by external values, which showed personal values' influence on travel preferences.
Fourth, vacation style influenced travel preferences. Vacation style, nature/scenery, relaxation/safety, and familiarity/atmosphere had direct influence on travel preference, DOD and fun/entertainment, challenge/experience on SCD, with relaxation/safety, challenge/experience showing direct influence on TSD. Internal values influenced travel preferences indirectly through nature/scenery, relaxation/safety, and familiarity/atmosphere. External values influenced SCD indirectly through fun/entertainment, and challenge/experience and internal values influenced TSD indirectly through Relaxation/Safety.
These study results imply that ;
First, international travelers could be categorized on the basis of their travel preferences. Thus, correct understanding of international travelers I profiles helps marketing managers to select a target market and market their products adopting the most proper marketing strategy.
Second, personal values appear to influence travel preferences more indirectly through vacation style than directly. In other words, travelers I travel preferences depend on vacation style rather than on personal values. Therefore, market segmentation and marketing strategy considering vacation style is required.
Third, travelers' travel preference is influenced by various vacation style factors, not only by personal values. Thus, it is considered that travel products developing strategy based on personal values and vacation style should be established.
To conclude, an understanding of travelers' profiles provides marketing practitioners with useful information to select target markets, develop products based on market segmentation and establish marketing strategies including ad copy creation.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구배경 = 1
• 2. 연구목적 = 3
• 3. 연구범위 및 방법 = 4
• 4. 용어의 정의 = 7
• Ⅱ. 이론적 배경 = 9
• 1. 개인가치 = 9
• 1) 가치의 개념 = 9
• 2) 가치의 측정과 구조 = 12
• 3) 개인가치와 관광자 행동 = 19
• 2. 휴가성향 = 22
• 1) 휴가성향의 개념 = 22
• 2) 휴가성향과 관광자 행동 = 24
• 3. 관광선호유형 = 26
• 1) 관광선호유형의 개념 = 26
• 2) 관광자 유형 = 28
• 3) 관광선호유형과 관광자 행동 = 31
• 4. 선행연구 = 33
• 1) 개인가치와 휴가성향과의 관계 = 33
• 2) 개인가치와 관광선호유형과의 관계 = 36
• 3) 휴가성향과 관광선호유형과의 관계 = 38
• Ⅲ. 연구모델과 실증분석방법 = 41
• 1. 연구모델 및 가설설정 = 41
• 1) 연구모델의 설정 = 41
• 2) 연구가설의 설정 = 43
• 2. 변수의 조작적 정의 = 46
• 3. 조사 및 분석방법 = 48
• 1) 조사방법과 설문지 구성 = 48
• 2) 통계적 분석기법 = 50
• Ⅳ. 실증조사결과 = 52
• 1. 표본의 구성 = 52
• 1) 인구통계적 특성 = 52
• 2) 해외여행 특성 = 54
• 2. 측정도구의 신뢰성 및 타당성 = 55
• 1) 개인가치 = 55
• 2) 휴가성향 = 58
• 3) 관광선호유형 = 61
• 4) 연구모델의 경로도형 = 64
• 3. 연구모델의 적합도 평가 = 65
• 4. 가설의 검증 = 68
• 1) 상관관계 분석 = 68
• 2) 가설검증 = 69
• Ⅴ. 결론 = 84
• 1. 연구의 요약 및 시사점 = 84
• 1) 연구의 요약 = 84
• 2) 시사점 = 86
• 2. 연구의 한계 및 향후 과제 = 90
• 참고문헌 = 92
• Abstract = 102
• 설문지 = 105