해외여행상품 선택을 위한 의사결정 프로세스에 관한 연구

Decision-making Process for Choosing Alternative Outbound Travel Product

The goal of this article is to ascertain the factors that govern consumers' choosing to outbound travel product. The authors assess the consumers' travel product choosing processes with information search(internal knowledge, external information knowledge). alternative evaluation(perceived image, emotional experience, price acceptability, appeal, trust), and alternative choice(purchasing intention). Using data on Thailand travel product, the authors find considerable results and conclude by discussing prescriptive recommendations for the travel industry.