제주도 패키지 여행상품의 지각된 가치가 만족과 행동의도에 미치는 영향 - 국내관광객을 대상으로

Abstract

Because of the establishment of five day workweek, operation of low cost carriers and several external factors, the amount of visitors in Jeju Island gradually increased in these days. Unlikely overseas travel spots, Jeju Island is inexpensive and convenient tour destination. Although most type of tourists visiting Jeju Island is individual, many group travelers are visited by using package tour products. The purposes of this study are to examine relationship among perceived value, satisfaction and behavior intention, to investigate which factor of perceived value is mostly affected to the satisfaction and behavior intention and to provide a practical implication to travel business fields. To accomplish this purposes, the concept of perceived value, satisfaction and behavior intention is settled and various theories were examined on literature reviews. Based in these, research model and hypothesis were established. In quantitative analysis, questionnaire survey was conducted to domestic tourists departing Jeju island in Jeju International Airport during 9 days. Total 362 questionnaires were distributed and then 352 questionnaires were collected. 334 questionnaires were finally used for the analysis. SPSS 12.0 program were employed for the statistical analysis and exploratory factor analysis, frequency analysis and multiple regression were used. The result of factor analysis, perceived value of package tour product divided by four components - emotional value, functional-quality value, functional-price value and social value. At verifying of hypothesis, there was positive relationship between perceived value and satisfaction and functional-quality value most strongly affected to the satisfaction. To the result of regression analysis both perceived value and behavior intentions, positive influences is also proved. The discussions from results are as follows. First, elderly aged tourists such as from 40 to 50, and group travelers generally used package tour products for their travel in Jeju Island. In addition, they visited in Jeju Island not special vacation but weekend leisure. Second, perceived value of tour products are composed by multiple factors. Third, perceived value has the role of precedent variable on satisfaction and behavior intention. Forth, distinction from other research, functional-quality value strongly influence to satisfaction and behavior intention. The practical implications from this study are as follows. First, the tour product should be planned and organized considering demographic characters of customers. Second, travel agencies have to more concerned about product quality and Jeju province government must supervise to decrease about complaining of low quality products. Third, more empirical researches should be studied on perceived value as multiple factors and relationship among variables. Limitation of this study is that the results could not be generalized because survey was only conducted to domestic visitors in Jeju area.