자원거래이론을 적용한 농촌관광접점에서의 상호작용을 통한 만족형성의 이해 = Understanding the Tourism Satisfaction Formation Process at Service Encounter from Resource Exchange Perspective

국문 초록 (Abstract)

본 연구의 목적은 자원거래이론을 바탕으로 농촌관광접점에서 대인 상호작용의 원리를 규명하는 것을 목적으로 하였다. 구체적으로, 첫째, 자원거래이론을 바탕으로 농촌관광 접점에 대인적 상호작용을 통해 거래되는 자원과 만족과의 관계를 규명하였다. 둘째, 대인적 상호작용을 통한 만족 형성에서 동기의 조절역할을 탐구하는 것을 연구의 목적으로 하였다. 현장설문조사를 통해 193부의 유효 설문지가 수집되어 분석에 이용되었다. 가설검증의 결과에 따르면, 농촌관광객 만족 형성과정에 정보(.356), 호의(.193), 사회지위(.177)의 순으로 영향력이 큰 것으로 나타났고, 반면에 금전(-.017)과 제품과 서비스(.028) 자원은 만족에 영향을 미치지 않는 것으로 나타났다. 자원교환에 따른 만족형성의 영향에 있어 동기의 조절효과를 분석하기 위해 위락과 이탈동기를 더미변수로 변환하여 단계별다중회기분석을 실시하였다. 분석결과 거래자원이 만족에 미치는 영향에 있어 방문동기의 조절적 효과가 있는 것으로 나타났다. 이탈동기의 경우, 이탈동기가 높을수록 호의자원이 만족에 미치는 영향은 현격히 줄어드는 것으로 나타났다. 반면, 위락동기의 경우 사회지위 자원(+)과 금전자원(-)이 만족에 미치는 영향에 조절효과가 있는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

Satisfaction of the rural tourists is affected by the quality of the social interaction in the service encounter. As a kind of social exchange behaviour, the social interaction is accompanied by the exchanges of various social resources. So this study aims to explore the relationship between the types of resources exchanged and tourists' satisfaction at the rural tourism service encounter. Further, it also examined the moderate effect of tourism motivation between their relationships. From the on-site survey, the total of 193 valid questionnaire were collected and analyzed in SPSS. As the results of this study, we found that three kinds of exchanged resources affected the satisfaction in a rural tourism context named love, social status and information. For testing the moderated effect of the motivation, we used two kinds of rural tourism motivations named 'entertainment' and 'escape.' As the result, we found that the escape motivation had a significant moderated effect on the relationship between love resource and satisfaction. And the entertainment motivation had a significant moderated effect on the relationship between social status and money resources and satisfaction.

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