여행사 인터넷 마케팅이 고객만족과 구매행동에 미치는 영향 연구 -대전 지역을 중심으로- = Impact of Purchase Behavior and Customer Satisfaction on Travel Agency Internet marketing -focusing on Daejun area-

다국어 초록 (Multilingual Abstract)

In order to meet the objective of this study, both review of related literatures and empirical research were carried out. Through review of related literature, travel agency`s internet marketing, guest satisfaction and purchase behavior were conceptualized and research model and hypothesis were set up, Suggestions from this study are as follows; First, web board should be utilized to provide customers` convenience searching for related information and to maximize profit by offering information related to internet travel agency, Second, every effort should be made to raise the level of customer satisfaction by increasing awareness through enhanced marketing strategies. Third, proper plan to encourage actual purchase by customer on line while utilizing information needs to be drawn.