관광 e-마켓플레이스 참여요인에 관한 연구

Abstract

E-marketplace is a kind of B2B e-business system to support business transactions between companies. Activation of e-marketplace would save transaction cost between companies as well as promote expansion of sales opportunity so that it helps development of relevant industries. From this perspective, it is necessary to introduce and activate e-marketplace in a tourist business. The study tries to find determinants to induce tour operators to participate in tourist e-market place by applying e-marketplace, which is currently highlighted along with the progress of Internet technology, to the tourist industry. Participants in tourist e-marketplace can be divided into two; sellers and purchasers. The sellers include providers of tourist facilities, travel agencies, lodgings like hotels, transportation business such as car-rental services, restaurants, etc. The purchasers include tourists plus the above tourism-related companies. All of them would want to search tourist contents or purchase various tourist products in tourist e-marketplace. Therefore, tourist e-marketplace should equip with features of B2B e-business system as well as those of B2C e-business system at the same time. Consequently, the study first drew out factors to possibly give significant impacts on participation of domestic companies in B2B e-marketplace from precedent B2B-related studies. Secondly, it developed a new study model by integrating the factors that affect web-site customers' satisfaction, which were driven from previous B2B-related studies, with B2B e-marketplace participation determinants. For the purpose of the study, 200 survey instruments were distributed to tourist companies in Jeju Special Self-Governing Province and 135 out of them were collected except unanswered instruments. The sample is analyzed through reliability analysis, factor analysis and logistic regression analysis to test the established study model and hypotheses and proved then factors that affect participation in tourist e-marketplace.