Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
권호 표지
DOI QR코드

DOI QR Code

Relationship Between Additional Costs and Repurchase in Outbound Package Tour: Focused on the Role of Personal Services and Brand

해외 패키지여행에서 추가비용과 재구매의 관계 - 인적서비스와 브랜드 역할을 중심으로

  • Lim, Yeon-Woo (Department of Tourism and Management, Chungwoon University) ;
  • Chun, Joo-Hyung (Department of Tourism and Management, Chungwoon University)
  • 임연우 (청운대학교 관광레저경영학과) ;
  • 전주형 (청운대학교 관광레저경영학과)
  • Received : 2012.10.30
  • Accepted : 2013.02.06
  • Published : 2013.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This article is focused to examine the influence of relationship between additional costs and repurchase in the outbound package tourists regard to the role of the personal service and brand. It is analysed that the additional costs don't have an effect on the repurchase. And also there is no relationship between repurchase and personal service for the tourists. However the role of the brand plays a mediated effect in repurchase in the outbound markets. Nonetheless the manager and contact employee of travel agents have an attention to the personal service quality and brand as well.

이 연구는 해외 패키지여행 상품으로 여행할 때 발생되는 추가비용과 재구매의 관계를 분석하였다. 더불어 추가비용과 재구매 관계에서 인적서비스와 여행사 브랜드의 역할을 밝히는 것이 연구목적이다. 연구결과 추가비용은 재구매에 영향을 주지 않는 것으로 분석되었다. 특히 여행자에게 추가비용과 재구매 관계에서 인적서비스 역할이 크지 않음을 알 수 있었다. 반면 여행사 브랜드는 여행자의 재구매에 영향을 주는 것으로 분석되었다. 따라서 해외 패키지여행 상품으로 여행할 때 발생되는 추가비용과 재구매 관계에서 여행사 브랜드는 매개역할을 하는 것으로 분석되었다. 향후 여행시장이 성장함에 따라 여행사에서는 인적서비스 품질향상 뿐만 아니라 브랜드 이미지 형성과 유지에 더 많은 관심을 기울여야 한다.

Keywords

References

  1. Ahn, J. A., "A Study on the Validity of Consumer Based Brand Equity", The Korean Journal of Advertising, 14(2), 253-278, 2003.
  2. Berens, G., van Riel, C. B. M., and van Bruggen, G. H., "Corporate Association and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance", Journal of Marketing, 69, 35-48, 2005. DOI: http://dx.doi.org/10.1509/jmkg.69.3.35.66357
  3. Brown, S. P. and Stayman, D. M., "Antecedents and Consequences of Attitude toward the Ad: A Microanalysis", Journal of Consumer Research, 1(0), 34-51, 1992.
  4. Chaudhuri, A. and Holbrook, M. B., "The Chain of Effects from Brand Trust and Brand Affect to Brand Preference: The Role of Brand Loyalty", Journal of Marketing, 65(2), 81-93, 2001. DOI: http://dx.doi.org/10.1509/jmkg.65.2.81.18255
  5. Cho, Y. H., Jung, H. S. and Yoon, S. C., "The Effect of Justice Recognition of Travel Mediators' Complaint Handling on Customers Satisfaction and Behavioral Intention" Journal of Tourism Sciences, 30(1), 251-269, 2006.
  6. Choi, K. H. and Lee, J. H., "The influence of Travel Product Selective Attribute on the Satisfaction and Loyalty: Focus on Brand Image's Moderator", 2007 The 61th TOSOK International Tourism Conference, 275-287, 2007.
  7. Choi, S. I. and Kim, D. I., "A Study on Impact Between Customer Satisfaction and Re-purchase Service Quality of Foreign Tourism Products", Journal of Korea Academia-Industrial Cooperation Society, 11(8), 2853-2859, 2010. DOI: http://dx.doi.org/10.5762/KAIS.2010.11.8.2853
  8. Exciting Korea, "Types of Tourism-related Job: I Doubt They are Working in the Tourism", Korea Tourism Association, Summer, 24-39, 2011.
  9. Ha, D. H. and Lee, S. W., "Effects of Lifestyle on Trust and Purchase Intention in Travel Products" Journal of the Aviation Management Society of Korea, 6(4), 153-169, 2008.
  10. Her, G. J. and Cho, B. H., "Study on the Activation Shopping Tourism", The Culture & Tourism Institute, Report 99-01, 1999.
  11. Hyun, G. N., Her, H. Y. and Kim, I. J., "The Influence of Service Switch Travelers on the Tour Escort Qualification", The 32th KASTM Conference, 308-324, 2008.
  12. Jang, Y. L. and Yu, J. P., "The Research on Effects of Senior Tourists' Satisfaction and Purchasing Intention by Their Motivation, Constraints, Preferences on Products and Destination", Journal of Hospitality and Tourism Studies, 10(2), 98-116, 2008.
  13. Jeon, J. A. and Ahn, D. H., "A Study on the Deluxe Hotel Customers in Relationship with Perceived Value, Customer Satisfaction and Intention of Revisiting and Recommendation", Journal of Tourism and Leisure Research, 19(3), 49-68, 2007.
  14. Joo, D. K., "A Study about Choosing Attributes Which Affects the Satisfaction.Recommendation of Tourist- Specifically based on Package Tourist toward Europe", Journal of the Aviation Management Society of Korea, 8(4), 3-20, 2010.
  15. Jung, M. E. and Jang, Y. R., "A Study on the Attribute and Satisfaction in Tour Product Exposition", Journal of Culture & Tourism, 2(1), 183-204, 2000.
  16. Kim, D. K., "A Study on Tourists' Shopping Behavior", Journal of Tourism Sciences, 26(3), 211-232, 2002.
  17. Kim, J. H. and Won, J. H., "An Effect of Brand Royalty upon Choice of Travel Agency", Journal of Tourism Management Research, 16(0), 53-67, 2002.
  18. Kim, L. S., "The Relation of Model Structure on the Brand, Quality Perception and Credit Card Selection by Credit Card User Based on Life Style", Journal of Korea Academia-Industrial Cooperation Society, 9(5), 1407-1413, 2008. DOI: http://dx.doi.org/10.5762/KAIS.2008.9.5.1407
  19. Kim, Y. G and Kim, M. S., "Understand of Travel Agency and Airline Business", Hanol Publishing.
  20. Kim, Y. K., "Brand Personality and the Type of Study on the Factors Influencing: Based on Product Characteristics and Consumer Factors", Advertising Research, 49(0), 29-53, 2000.
  21. Korea Association of Travel Agents, www.kata.or.kr, 2012.
  22. Korea Culture and Tourism Institute, "Analysis of Tourism Trends-Mar 2012", 2012.
  23. Korea Culture and Tourism Institute, "Tourism Information Systems", www.tour.go.kr, 2012.
  24. Korea Tourism Organization, "2007 National Survey on Overseas Travel", 2007.
  25. Korea Tourism Organization, "2010 Tourist Complaints Report", 2011.
  26. Lee, C. E. and Lee, J. Y., "Research on the Difference on Selection of Travel Product Attributes by Tourism Action: Focus on Outbound Tourist", The Journal of the Korea Contents Association, 9(10), 398-406, 2009. DOI: http://dx.doi.org/10.5392/JKCA.2009.9.10.398
  27. Lim, Y. W. and Yu, H. K., "A Study on the Effect of the Brand Preference and Personal Selling Service of Hybrid Travel Agency's Customer on Physical Environment", Korean Journal of Tourism Research, 26(5), 435-454, 2011.
  28. Lim, Y. W. and Yu, H. K., "The Influence of e-Servicescape on Selective Attribution of the Internet Travel Agency: A Focus on the Moderating Effect of Low Price and Large Brand Preference", Journal of Tourism Sciences, 34(1), 319-339, 2010.
  29. Ministry of Culture, Sports & Tourism, "Culture Statistics Portal", http://culturestat.mcst.go.kr, 2012.
  30. Oh, S. K., "Factors Influencing Operation of Travel Agency Service", The Journal of the Korea Contents Association, 7(10), 283-292, 2007. DOI: http://dx.doi.org/10.5392/JKCA.2007.7.10.283
  31. Park, J. M., "A Study on the Choice Attributes of Travel Products about Japan Visit Group Travelers", Korean Journal of Tourism Research, 20(3), 329-350, 2006.
  32. Park, Y. K. and Yoon, J. H., "The Effect of the Tourists' Understanding of Package Tour on Revisit to Travel Agency and Word of Month of Tourism Products-Centered around Thai Tourists", Korea Academic Society of Hotel Administration, 18(2), 167-179, 2009.
  33. Shin, D. S., "A Study on Service Guarantee to Service Quality, Service Value and Customer Loyalty in Travel Agency", Korean Journal of Tourism Research, 22(4), 243-264, 2008.
  34. Shin, G. C. and Jang, J. N., "A Study on the Effect of Brand Familiarity and Brand Image on Intending Purchase and Revisiting by Coupon Property-Focused on Chicken Speciality Store", Journal of Korea Academia-Industrial Cooperation Society, 11(1), 295-306, 2010. DOI: http://dx.doi.org/10.5762/KAIS.2010.11.1.295
  35. Sohn, H. K. and Sohn, D. H., "A Study on the factors Influencing Outbound Shopping Tourist's Purchasing Behavior: Based on Impulsive Purchasing in Duty Free Shop", Journal of Tourism and Leisure Research, 19(3), 303-322, 2007.
  36. Syrett, G., "Manual of Travel Agency Practice 3rd edition", Elsevier: MA, 2007.
  37. Woo, M. H., Kang, M. K. and Kwon, J. H., "A Study on Influence of Tour Conductor's Role on Tourists' Satisfaction and Repurchase" Journal of Tourism and Leisure Research, 13(2), 179-192, 2002.