몽골관광 서비스품질이 한국관광객의 만족도와 서후행동에 미치는 영향에 관한 연구 = A Study on influence of the Mongolian Tourism Service Quality to Korean Visitors Satisfaction and Behavioral Intentions

다국어 초록 (Multilingual Abstract)

The tourist industry that provides diverse services to meet the tourism needs of people based on tourism resources are called ‘invisible trade’ or ‘factory without smokestack"and are fostered as a strategic industry to acquire foreign currency. Accordingly, emphasis on service in the tourist industry can be regarded as emphasis on increase in customer satisfaction. The important purpose of satisfying customers is to bring about increase in profitability through business expansion.
However, the current service quality of tourism has too many things that should be improved.
Unfriendly service, inadequate roles and abilities of interpreter tour guides, shortages of guidance service of convenient facilities bring about inconvenience to many tourists These inconveniences result in dissatisfaction of tourists, and the dissatisfaction adversely affects the return visits of tourists.
So at this time when Korean tourists visiting Mongolia have been increasing, it is highly necessary to grasp whether the tourists visiting Mongolia have received tourism service that they wanted and how much satisfaction they have received and returned home.
This research is to analyze the effects of human services and material service in Mongol tourism on customer satisfaction and return visit intention and recommendation intention of Korean tourists visiting Mongolia.
As a result of this research, it was found that as Korean tourists visiting Mongolia felt satisfaction with the services of interpreter tour guides and contact employees in the human service that they received during Mongol tourism, the degree of overall satisfaction also became higher. And it was found that satisfaction with services of basic facilities and auxiliary facilities among material services exerted effects on the overall degree of satisfaction but the satisfaction with the tourist infrastructureexerted no effects on the overall degree of satisfaction. Next, the overall degree of satisfaction with Mongol tourism was found to have effects on the visit intention and recommendation intention with high explanatory power, so its importance in evaluating the degree of satisfaction was confirmed again.
In the difference test conducted additionally, it was found that companion forms in behavioral characteristics of Korean tourists visiting Mongolia had effects on the satisfaction level and recommendation intention with regard to interpreter tour guides, and the frequency of visits had effects on the satisfaction with basic facilities and tourism infrastructure services, and the purpose of tourism had effects on the satisfaction with interpreter guides’ services and the return visit intention.
Through the results of the results of this research, it was found that although interpreter tour guides’ role was more important than that of contact employees, the two factors were all confirmed to be important human service resources to enhance the overall degree of satisfaction, so it was found that efforts to maintain and enhance the service quality should be made through continuous service education on the employees of companies related to tourist industry, interpreters, and tour guides. And basic facilities related to accommodations and meals and auxiliary facilities related to tourism should be secured before building infrastructure requiring long period of time and high cost investments, and it is considered that if the propensity of Korean tourists is sufficiently reflected in the development of tourist products, a high degree of satisfaction could be drawn. Finally, through this research it was found that, in order to enhance the recommendation intention, it is important that the tour guides who guide Korean tourists should secure the knowledge of overall areas of Mongolia and play a role of forming positive images through appropriate guiding and explanation and it is necessary to make the opportunity to remove negative images of the public order and environment of Mongolia through inducing return visits of Korean tourists.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 문제제기와 연구목적 1
• 1. 문제제기 1
• 2. 연구의 목적 2
• 제 2 절 연구내용 및 구성 3
• 1. 연구의 방법 및 범위 3
• 2. 연구의 구성 4
• 제 2 장 연구의 이론적 배경 6
• 제 1 절 관광 서비스의 이론적 고찰 6
• 1. 관광 서비스의 개념 6
• 1) 인적 서비스 8
• 2) 물적서비스 9
• 2. 선행 연구의 검토 10
• 제 2 절 관광 만족의 이론적 고찰 12
• 1. 관광객 만족 12
• 2. 재방문의도 14
• 3. 추천의도 15
• 4. 선행 연구의 검토 16
• 제 3 장 몽골 관광 현황 분석 19
• 제 1 절 몽골관광 현황 19
• 1. 관광 현황 19
• 2. 몽골 관광 서비스 산업 현황 23
• 3. 몽골 관광경쟁력 및 수입 현황 25
• 제 4 장 연구방법 26
• 제 1 절 연구모형 및 연구 가설 26
• 1. 연구의 모형 26
• 2. 연구의 가설 26
• 제 2 절 실증조사 설계 27
• 1. 표본 설계와 조사 방법 27
• 2. 변수의 조작적 정의 28
• 제 3 절 설문지 구성 및 분석방법 30
• 1. 설문지 구성 30
• 2. 분석방법 31
• 제 5 장 실증 분석 33
• 제1절 조사의 결과 33
• 1. 인구통계적 특성 33
• 2. 몽골을 방문한 한국관광객의 행태적 특성 34
• 3. 변수의 적합도와 신뢰도 검증 35
• 1) 인적서비스 36
• 2) 물적서비스 37
• 3) 관광만족도 37
• 4) 재방문의도 38
• 5) 추천의도 38
• 4. 연구가설 검증 39
• 5. 연구가설의 검증결과와 요약 54
• 제 6 장 결론 57
• 제1절 요약 및 시사점 57
• 1. 연구결과의 요약 57
• 2. 연구의 시사점 58
• 제2절 연구의 한계 및 향후과제 60
• 참고문헌 62
• Abstract 67
• 부록 70