여행자의 온라인여행사 선택속성과 재방문시 선택속성에 관한 비교연구 = (A) Study on the attribute of Tourist Behavior for choosing the on-line travel agency as Traveling Medium

다국어 초록 (Multilingual Abstract)

The Purpose of this study is to find out major choice attribute on on-line travel agency when the traveler takes a trip, and also to investigate the difference among choice attribute based on traveler's characteristics.
The data for this study was collected from a questionnaire survey of 307 tourists who have ever taken a travel experience through on-line travel agency. The period of data collection was from 4th. June to 6th June, 2005.
The data was analyzed by Factor Analysis, Correlation, multiple Regression, T-test and data analysis was processed by SPSS/W N 12.0.
Relying on factor analysis, authors found that 4 factors were the important choice attribute. Namely, the importance of rank order of these factors are as :
Factor 1 is Site use environment : site convenient characteristic, information search convenient characteristic, Many travel information, Design is refined, Easy domain
Factor 2 is Service environment : modification ＆ cancellation convenience, delivery service, promptness of reply, Presence of service compensation system, Satisfaction experience of past, information quick renewal
Factor 3 is Personal environment : designates from the company, Anonymous characteristic of transactions, sell articles with a premium, Recommendation of a familiar family friend, omnifarious event, Continuous community formation
Factor 4 is General environment - moderate prices, simple ＆ convenient reservation, Business control ability of staff, Believing brand
According to the experience of overseas travel, there are statistically siginificant difference in selecting On-line Travel
Agency such as type of travel or the purpose of travel, etc.
Added to this, an activating strategy of tourism electronic commerce on a travel agent is as follows.
First, it depends on convenience of tourist product. Second, intense stablilization of electronic payment system . Third, low price policy pull in customers searching for price benefit. Fourth, an online buyer compares it with an off-line buyer that is provided more Sixth, attractive brand image development that it is matched by the need of target customers, brand image, are needed.

목차 (Table of Contents)

• 목차
• 제1장 서론 = 1
• Ⅰ. 연구의 목적 = 1
• Ⅱ. 연구방법 및 범위 = 4
• 제2장 이론적 고찰 = 6
• Ⅰ. 온라인 여행업의 개념정의 = 6
• Ⅱ. 여행사선텍속성에 관한 선행연구 = 13
• Ⅲ. 온라인 여행사 관련 선행연구 = 20
• 제3장 연구설계 및 조사방법 = 32
• Ⅰ. 연구모형 = 32
• Ⅱ. 가설의 설정 = 33
• Ⅲ. 표본추출 및 분석설계 = 34
• 1. 표본추출 = 34
• 2. 추출자료처리방법 = 35
• 제4장 연구조사 결과분석과 가설검정 = 36
• Ⅰ. 표본의 일반적 특성 = 36
• Ⅱ. 표본의 여행경험 특성 = 38
• Ⅲ. 신뢰성검증 및 요인분석 = 40
• Ⅳ. 가설검정 = 46
• 제5장 결론 = 53
• Ⅰ. 연구의 요약 및 시사점 = 53
• Ⅱ. 연구의 한계와 향후 연구과제 = 58
• 참고문헌 = 59
• ABSTRACT = 67