잠재배낭여행객의 여행동기와 지각된 위험에 관한 연구 = (A) Study on potential backpackers' travelling motive and perceived risk

다국어 초록 (Multilingual Abstract)

This study attempted to investigate the perceived risk that had a direct effect on backpacking product choice using the potential motive for backpacking to Europe of college ＆ university students occupying the majority of international backpacking, an important part of overseas travelling in Korea, and to analyze the plan to reduce the risk.
And it attempted to make an intensive analysis of individual backpacking, hotel pack and collective backpacking products, the major products currently leading the European backpacking market through 15 travellers' agencies at home dealing with backpacking products and investigate what product potential backpackers wanted of the three forms of products.
The purpose of this study was to provide the basic material for formulating the product planning and marketing strategy that could activate the travelling behavior of potential backpackers. For this purpose, this study conducted the questionnaire research for unexperienced persons of college students enrolled in 4-year college and junior college located in Seoul for empirical research. And data were analyzed using SPSS 10.0 WINDOWS at the confidence level of 95%.
The findings were summarized as follows:
First, it was found that the preferred product was hotel pack products for female students and individual backpacking products for male students in the choice of European backpacking products according to demographic characteristics and that older students had a greater preference for individual backpacking products.
Second, it was found that there was a difference in the travelling motive according to demographic characteristics. Female students showed the higher level of motive for rest and enjoyment and motive for self-realization and that older students had the strong motive for rest and enjoyment and students within the age group of 21 to 25 years old had the highest level of self-realization.
Third, an attempt was made to analyze the difference between the travelling motive and the perceived risk. As a result, it was found that college students with the higher social motive and self-realization motive had the higher level of psycho-social risk and those with the motive for enjoyment had the high level of functional risk and physical risk.
Fourth, an attempt was made to investigate the significant difference in the risk reduction plan preferred according to the level of perceived risk by type. As a result, it was found that compared to the low group the group of college students with the high level of risk had the higher level of preference for the human information factor in the physical risk, the mass media/guidebook in the functional and financial risk and the travellers' agency factor in the risk of time loss.
Based on the above findings, the following suggestions could be presented:
First of all, marketers of the travelling business firm need to plan and market the products that can meet the potential motive related to the particular situation of consumers but induce college students to change the resulting perceived risk. And they should change travellers' perceived risk of the product through the risk reduction plan such as services or advertisings to induce the desire stimulated by the motive directly to the purchase behavior.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 3
• 제3절 연구의 방법 및 구성 = 5
• 제2장 우리나라 유럽배낭여행시장의 현황분석 = 8
• 제1절 유럽배낭여행시장의 현황 = 8
• 제2절 유럽배낭여행 상품의 종류와 특징 = 16
• 제3장 이론적 배경 및 선행연구의 검토 = 23
• 제1절 여행동기에 대한 이론적 배경 = 23
• 1. 여행동기의 개념 = 23
• 2. 여행동기의 유형 = 28
• 제2절 지각된 위험에 관한 이론적 배경 = 34
• 1. 지각된 위험의 개념 및 구성요소 = 34
• 2. 지각된 위험의 유형 및 영향요인 = 41
• 3. 지각된 위험의 유형별 위험감소방안 = 48
• 제3절 여행동기와 지각된 위험에 관한 선행연구 = 54
• 1. 배낭여행의 동기에 관한 선행연구 = 54
• 2. 여행상품구매시 지각된 위험에 관한 선행연구 = 56
• 3. 여행상품구매시 지각된 위험감소방안에 관한 선행연구 = 61
• 제4장 연구설계 및 분석방법 = 65
• 제1절 연구모형의 설계 및 연구가설 = 65
• 제2절 표본의 설계 = 69
• 제3절 설문지의 구성 및 분석방법 = 70
• 1. 설문지의 구성 = 70
• 2. 변수의 조작적 정의 = 75
• 3. 자료의 분석방법 및 절차 = 76
• 제5장 실증분석의 결과 = 78
• 제1절 응답자의 특성 및 기초통계분석 = 78
• 1. 표본의 인구통계적 특성 = 78
• 2. 유럽배낭여행에 관한 전반적인 의견 = 80
• 3. 인구통계적인 특성에 따른 유럽배낭여행상품선택 = 83
• 4. 자료의 타당도와 신뢰도 검증 = 85
• 5. 기술통계분석 = 90
• 6. 인구통계적인 특성에 따른 배낭여행동기의 차이분석 = 93
• 제2절 가설검증 = 97
• 1. 가설 1의 검증 = 97
• 2. 가설 2의 검증 = 98
• 제3절 분석결과에 따른 요약 = 109
• 제6장 결론 = 110
• 제1절 연구의 결론 및 시사점 = 110
• 제2절 연구의 한계 및 향후 연구과제 = 113
• 참고문헌 = 115
• 설문지 = 122
• ABSTRACT = 129