• 산경연구논집
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• 제9권7호
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• pp.61-70
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• 2018

Purpose - The purpose of this research is reflected on the rapid development of online tourism industries. The study was to establish the strategy for Korean tourism enterprises to develop tourist commodities suitable for Chinese tourists and attract them to visit Korea by the empirical analysis of the relation between repurchase intention of tourists and its premise variables (e-service quality, perceived value and satisfaction). Research design, data, and methodology - This research carried out a questionnaire survey on Chinese tourists who visited Korea with experience of using the online travel agency web sites. A total 398 answers were recovered, 41 of them were excluded due to the dishonest answers and 357 of them were finally analyzed. The data was analyzed with IBM SPSS AMOS 22.0. Results - The research results show that in the online travel agency web site e-service quality, convenience, interactivity, information validity, credibility had a positive impacts on perceived value and satisfaction. The perceived value of online travel agency website users has positive impart on satisfaction and repurchase intention. Satisfaction of online travel agency web site users have positive impacts on repurchase intention. But safety has no impact on perceived value while positive impacts on satisfaction was affected. Conclusions - First, in the online travel agency web site e-service quality, safety has no impact on perceived value while it was shown to have positive impacts on satisfaction because the users of online travel agency web sites believe that the protection of personal information, the defense of cracker and the safeguard of payment security are the basic premises of website operation. Although safety does not have impacts on perceived value, users benefits will suffer damage when hacker intrusion and other accidents occur so that online travel agency web sites should not ignore the security concerns. Second, credibility is a major concern for online travel agency web site users. At this time, it is necessary for the web site to establish a system to display both the commodity information and the using experience published on the user's SNS, thus improving the credibility of the website information.

• 유통과학연구
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• 제18권6호
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• pp.25-35
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• 2020

Purpose:Travel agencies have use digital tools in order to shift the paradigm in how business is conducted. Online travel agencies provide the same services as a normal travel agency, including hotels, transportation, guided tours, reservations, and related services, but using an "online platform. Travelers planning a trip can use a lot of forms to collect information and have access to a larger amount of information, so the factors that influence the user's behavioral intention are very important. This research has the conducted to find what factors lead to the attitudes of consumers in using OTA using the UTAUT model. Research design, data and methodology: The object of this study were respondents of a google survey using convenient sample extraction method, chosen among consumers who gathered information, or purchased a product. A total of 217 of the 235 questionnaires Google survey answered were used in the final analysis, excluding insincere responses. Using PSS v.21 and AMOS v.21, frequency analysis, feasibility and reliability analysis, path analysis was performed. Results: UTAUT affects OTA use satisfaction and trust, and OTA satisfaction and trust affect behavior intention. Conclusions: Research was conducted using the UTAUT model to explore factors that affect the attitudes of users of online travel agencies (OTA).

• 한국경영과학회:학술대회논문집
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• 한국경영과학회 2008년도 추계학술대회 및 정기총회
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• pp.37-62
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• 2008

Recent market environment shows a new relationship between customer and company. You can easily observe customers take initiatives to get involved in the marketing activities such as product development, pricing and distribution etc. Despite the fact there are a lot of marketing activities initiated by customers in the online travel market, customer participation has been given little attention in the academic literature. Our research is grounded in the well-known commitment-trust theory of relationship marketing, originally proposed by Morgan and Hunt(1994). According to the theory, trust is central to successful relationship marketing. This study explores the effect of trust on customer participation in the online travel market. Consequently, this study suggests some managerial implications for marketing strategies in response to customer initiative in the marketing activities on the online travel market.

• 경영과학
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• 제26권2호
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• pp.1-18
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• 2009

Recent market environment shows a new relationship between customer and company. You can easily observe customers take initiatives to get involved in the marketing activities such as product development, pricing and distribution etc. Despite the fact there are a lot of marketing activities initiated by customers in the online travel market, customer participation has been given little attention in the academic literature. Our research is grounded in the well-known commitment-trust theory of relationship marketing, originally proposed by Morgan and Hunt(1994). According to the theory, trust is central to successful relationship marketing. This study explores the effect of trust on customer participation in the online travel market. Consequently, this study suggests some managerial implications for marketing strategies in response to customer initiative In the marketing activities on the online travel market.

• 디지털산업정보학회논문지
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• 제5권1호
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• pp.9-22
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• 2009

This paper is an explanation of a design and an implementation of Web 2.0 online travel agency system for frequent decision-making. On the Web 2.0 travel agency system, optimized information is obtained by applying data mining technology such as association rules, decision trees, and neural networks, and this system is a unified system that consists of the block systems of hotels, ground traffic, and flights in tour packages of a travel agency system. Furthermore, it is implemented to manage the system that is not for the administrator of a travel agency system, but for users or communities that use the system need their own information. The expected effect of this system is to maximize the investment company's efficiency through a new-concept interest model created by B2C customers, and also B2B small and medium-sized travel agencies adopting the system. As a result, it is a system that stimulates dormant customer activity and prevents good customers from leaving by maximizing the merit and capacity of the existed web site for marketing. Moreover, this system is also a model for people who plan customized travel agency business, and will show a way for the domestic and international travel agency industry's globalization.

• 경영과정보연구
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• 제37권4호
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• pp.175-193
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• 2018

본 연구는 온라인 여행사(OTA) 이용 여행자들의 최초 선택 시 중요하게 고려하는 요인과 재방문 시에는 온라인 여행사 선택요인이 중요도에서 어떻게 차이가 있는지 살펴보고, 이용 만족도에 영향을 끼치는 선택요인을 분석하였으며 온라인 여행사(OTA)를 이용한 경험이 있거나 이용하고자 하는 여행자들의 온라인 여행사 선택에 영향을 끼치는 요인과 어떤 요인을 중요하게 생각하는지, 재방문 시에는 중요도에서 어떤 차이를 보이는지 살펴보고자 한다. 연구결과, 온라인여행사 최초 이용자와 재방문자 간의 재방문 시 선택속성 차이에 관한 검증 결과 "적극적인 컴플레인 해결태도, 변경 및 취소의 편리성, 티켓과 서류의 배송서비스, 컴플레인 제기 편리성, 서비스 보상제도, 최신정보의 갱신 신속성, 예약절차의 간편함, 과거 만족시켜 주었던 정도, 직원의 업무처리능력, 다양한 결제수단과 결제의 안전성, 오프라인 여행사와의 연계성"과 같은 서비스 환경 구축과 강화에 중점을 두어야 함을 시사하고 있었다. 또한 최초 방문시 선택속성별 온라인 여행사에 대한 만족도 분석 결과 선택요인이 만족도에 영향을 미치고 있으며, 그 중 컴플레인 제기 편리성, 잘아는 직원의 유무, 적극적인 컴플레인 해결태도와 같은 A/S 환경요인이 만족도에 공헌하는 것으로 나타났다. 불편민원 대응에 대한 적극적인 고객 서비스의식(Customer Satisfaction Mind)과 이용의 편리성 등 체계적인 서비스 구조를 원하고 있으며, 이는 온라인 여행사의 생존과 발전을 위한 필요한 마케팅 전략이라는 점을 시사하고 재방문 시 선택속성별 온라인여행사에 대한 만족도의 경우 최초 방문자를 표적시장으로 한 마케팅 집중전략이 유효하며, 이는 온라인여행사의 생존을 위한 필수 마케팅 추진전략의 일환(一環)이라는 점을 시사하고 있다.

• 문화기술의 융합
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• 제6권4호
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• pp.171-177
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• 2020

본 연구는 온라인 여행사를 이용한 중국 개별여행객을 중심으로 e-서비스품질이 관계품질과 재이용의도에 미치는 영향을 파악하기 위하여 실시하였다. 연구대상은 방한 중국 여행객 중 온라인 여행사 이용 경험이 있는 개별여행객으로 선정하였으며 중국여행객들이 가장 많이 이용하고 있는 제주국제공항에서 설문조사를 실시하였다. 자료 수집은 2019년 7월 15일부터 2019년 7월 21일까지 7일 동안 이루어졌다. 총 320부를 배포하여 최종 유효한 설문지 300부를 분석에 사용하였다. 연구결과, 온라인 여행사의 e-서비스품질 요인이 관계품질(만족, 신뢰)에 미치는 영향에서는 e-서비스품질의 편의성, 개별성, 정확성, 가격매력성 모든 요인이 영향을 미치는 것으로 나타났으며 만족도와 신뢰도 모두에 '정보의 정확성'이 가장 큰 영향을 미친 것으로 파악되었다. 온라인 여행사의 관계품질과 재이용의도의 영향관계에서는 모든 하위요인인 만족과 신뢰 요인들이 재이용의도에 영향을 미치는 것으로 파악되었다. 향후 온라인 여행사를 이용한 중국 여행객에 대한 마케팅적 기초자료를 관계자와 실무자들에게 제공하고자 한다. 특히 중국 개별여행객들의 관광 행동을 중심으로 효과적인 온라인 여행사와의 업무적 협력관계 방안과 전략적 대안을 제시하고자 한다.

• The Journal of Asian Finance, Economics and Business
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• 제8권4호
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• pp.971-982
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• 2021

The purpose of this study was to investigate the relationship between information quality, Online Travel Agency (OTA) trust, and continuous usage intention provided by OTA through the application of the SOR(Stimulus-Organism-Response) model. To achieve the purpose of the study, 234 responses were used for analysis, and the hypotheses were tested through the SPSS v.21 program and AMOS v.21 programs. The research results can be classified into the following three categories. First, it was determined that accuracy, timeliness, and usefulness among the factors for information quality had a significant positive effect on OTA trust and continuous usage intention. Second, it was determined that OTA trust was found to have a significant positive effect on continuous usage intention. Third, it was determined that OTA trust had an indirect effect on the relationship between accuracy, timeliness, usefulness, and continuous usage intention among the factors for information quality. This study looked at the lower dimension of information quality, which was insufficient in the field of OTA. This study can be used as basic data to, in practice, build a user-centered informational provision environment by identifying the factors that promote the continuous usage intention of consumers, which is linked to the revenue of online travel agencies.

• Asia pacific journal of information systems
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• 제29권3호
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• pp.468-488
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• 2019

As the growth of online travel agencies (hereafter OTAs) accelerates, competition among hotels to gain exposure on the first page of OTA websites, and the financial burden, such as commissions hotels have to pay in return, are increasing. Therefore, to facilitate successful management in the tourism industry, it is important to establish what makes people continue the practice of using OTAs to book rooms in hotels and other accommodation outlets. By adopting the heuristic-systematic model (HSM), this study explores the factors that drive consumers' continued use of OTA and classifies them into heuristic cues (brand awareness, cost saving, and scarcity message) and systematic cues (recommendation quality and the ability to provide reputation). Furthermore, we divided the sample based on the location of hotels within and outside Korea, and investigated the different roles of the cues between two models. The results are expected to provide theoretical and practical implications for both OTAs and hotels.

• 한국정보시스템학회지:정보시스템연구
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• 제26권3호
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• pp.149-169
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• 2017

Purpose The purpose of this study is to investigate how OTA recommendation influences users' purchase decision making and reuse intention based on the users' destination type. And we compare the results of domestic destination and overseas destination. Design/methodology/approach This research model was designed with the recommendation elements of OTA. And this study conducted an empirical analysis using self-administered questionnaires. The target of the analysis is an individual who has purchased hotel rooms through the OTA for the past one year. A total of 374 usable data were collected (177 domestic respondents and 197 overseas respondents) and analyzed using partial least squares analysis using Smart-PLS 3.0. Findings Two OTA recommendation characteristics - recommendation accuracy and recommendation objectivity were significant in overall model. And easy of decision making was significantly affect to OTA reuse intention. Also, only recommendation accuracy variable was revealed to significant moderating variable between domestic model and overseas model.