관광 기업의 예약부도 방지를 위한 탐색적 연구 = 예약부도에 따른 페널티와 예약 안내 유형을 중심으로

다국어 초록 (Multilingual Abstract)

This study examined the preferences of necessary strategic approaches to prevent no-show based on consumer perceptions. To this end, an onsite survey was conducted to tourists who had experienced no-show in one of the following tourism companies: resort, hotel, travel agency, and airline. A total of 612 responses were used to obtain and analyze its findings. The first result included an MDPREF and multiple regression analysis regarding the penalty type of no-show and customer secession prevention. The results indicate that the most ideal preventive no-show measures included prepayment of a deposit, the policy of non-refundable deposit, and the sending of an SMS (short message service) and telephone call. On the other hand, respondents had no marked preference for receiving an e-mail, discount, or reservation observance benefit. Meanwhile, the results of a chi-square test and correspondence analysis between period and number of times the SMS or phone call was sent showed that the most appropriate strategy is to use a combination of the two communication methods. The findings suggest that it is important to develop a communications strategy that includes a mix of SMS and telephone calls for preventing no-show. Based on these findings, the theoretical and practical implications were further discussed in the conclusion.