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온라인 관광정보 신뢰성이 관광정보 만족도와 관광객 행위의도에 미치는 영향

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Alternative Title
The Effect of Online Tourism Information Reliability on Satisfaction of Tourist Information and Tourist Behavior Intention
Abstract
Whether you are tourists or tourists, the desire to obtain diverse and accurate tourist information is increasing day by day. As such, tourism companies, public institutions and local governments will need to provide higher quality tourist information in the future. However, recently, tourists easily obtain various tourist information through various supply channels such as smartphone, computer, and laptop. However, satisfaction of tourists and intention of tourists is changing depending on the reliability of the information. In other words, tourist information changes every moment. Admission to yesterday's attractions may be increased today, and restaurants may move or disappear without notice. Past information may be some wrong information, and such misinformation will inevitably lower tourism satisfaction. The purpose of this study is to grasp causal relationships through empirical studies, recognizing that the reliability of the online tourism information, which can easily obtain information anywhere, significantly affects the satisfaction of tourist information and the intention of tourist behavior. The questionnaire survey was conducted for domestic tourists visiting Jeju International Airport after the tour of Jeju Island. The survey period was 4 days on weekdays and 2 days on weekends, and from February 11, 2017 It was conducted for two weeks until 24th. The questionnaire was distributed to the whole population and the survey results were collected through the sample of the participants who indicated their willingness to accept the questionnaire through the convenience sampling method. The results of this study are summarized as follows. First, we found that the formation of the trust level of online tourism information reflects not only the quality of information, but also the timing characteristics for information use. The path from the reliability to the satisfaction level is a suitable structure. It also proved that the level of trust in information forms a direct causal relationship with satisfaction levels formed by tourists' subjectivity. It also proved that the level of trust in information forms a direct causal relationship with satisfaction levels formed by tourists' subjectivity. The results of previous studies are re - verified. In other words, it is considered that the characteristics of tourism information do not determine the level of satisfaction, but the trust level formed based on it is reflected in satisfaction level and played a positive role. Second, it is clarified how the trust level of online tourism information, which has not been widely discussed in previous research, affects the intention of tourists. The level of trust in online tourism information was found to be causal in relation to the tactic of tourists' behavior, and it was analyzed that they had a significant positive effect on these relationships. This means that a positive attitude change occurs to tourists through the formation of the trust level in tourism information, and thus positive reinforcement of psychology and attitude can occur. This study confirms that the level of trust in tourist information positively affects the intention of tourists. Therefore, the influence of online tourism information will be greater in a series of decision making processes such as selection of tourist sites. Indeed, recent tourism consumers are forming social relationships by exploring or sharing various types of information through various channels. In addition, these activities themselves are not limited to the level of individual utility, but spread through social networks, affecting other information audiences and generating emotional responses. This study suggests that the conceptual approach to the reliability of on - line tourism information reflecting the development and trend of technology is more meaningful in terms of both academic and practical aspects. The results of this study are expected to be useful not only as a result, but also as a useful resource for enhancing tourist satisfaction level, activating as a sustainable tourism destination and strategically approaching it.
Author(s)
김상현
Issued Date
2017
Awarded Date
2017. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000008256
Alternative Author(s)
Kim, Sang-Hyun
Affiliation
제주대학교 경영대학원
Department
경영대학원 관광개발학과
Advisor
송재호
Table Of Contents
제1장 서론 1
제1절 연구의 배경 1
제2절 연구의 목적 4
제3절 연구범위와 연구방법 5
제2장 이론적 고찰 8
제1절 온라인 관광정보 신뢰성 8
1. 온라인 관광정보 개념 8
2. 온라인 관광정보 신뢰성 13
3. 신뢰성에 관한 선행연구 19
제2절 온라인 관광정보 만족도 21
1. 만족도 21
2. 재사용의도 24
3. 만족도에 관한 선행연구 25
제3절 행위의도 27
1. 관광목적지 만족도 28
2. 재방문의도 31
3. 추천의도 33
4. 행위의도에 관한 선행연구 34
제3장 연구의 설계와 분석 방법 37
제1절 연구모형 및 연구가설 37
1. 연구모형 37
2. 연구가설의 설정 38
1) 온라인 관광정보 신뢰성과 온라인 관광정보 만족도 38
2) 온라인 관광정보 만족도와 관광객 행위의도 38
제2절 변수의 조작적 정의 및 조사 설계 39
1. 변수의 조작적 정의 39
1) 관광정보 신뢰성 39
2) 관광정보 만족도 39
3) 관광객 행위의도 40
2. 설문구성 및 자료의 수집 41
3. 분석방법 41
제4장 분석결과 42
제1절 표본의 일반적 특성 42
1. 인구통계학적 특성 42
2. 분석과정 46
제2절 신뢰성 및 타당성 검증 47
1. 탐색적 요인분석 47
2. 확인적 요인분석 49
제3절 가설 검증 53
제5장 결론 55
제1절 연구의 요약 55
제2절 연구의 한계 및 제언 57
참고문헌 59
설문지 68
ABSTRACT 71
Degree
Master
Publisher
제주대학교 경영대학원
Citation
김상현. (2017). 온라인 관광정보 신뢰성이 관광정보 만족도와 관광객 행위의도에 미치는 영향
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