호텔상품의 온라인 여행사 웹사이트 품질이 이용만족 및 행동의도에 미치는 영향 : 관여도를 중심으로

Abstract

The online travel agency website is in its prime due to development of IT industry, information exchanges thru SNS and rapid growth of online shopping trends. The Korean offline travel agencies have entered the rapid growing market by establishing online promotion division to sell hotel products and compete against the existing social commerces like Coupang, Ticket Monster, We Make Price and also a few global online travel agencies have made their debut in Korean market. Recently, a hotel-booking-service had to shut down its operation after suffering from the over competition and financial difficulties. The study objects to represent some theoretical and operation-level implications for sustainable businesses of online-travel agencies and hotels. To achieve the study objectives, study aims to understand the client purchase behaviors and quality attributes of websites, identify those factors which escalate clients' intention in repurchase and recommendation and also to represent basic resources to help website quality and efficient operations of online-travel-agencies. The involvement level of clients is taken as moderator variables to see the significant gap between the quality attribution of website for hotel product and client satisfaction level which then will draw the working-level implications. The study introduction is formed in Chapter 1 with the background, objectives, method and scope of the study. Chapter 2 or the Theoretical Background includes pilot studies, domestic and international academic journals, news, various researches, online travel company visits, self experience of the service and interviews of online travel companies and marketing personals of hotels to review, establish a study structure and influencing relationship between the online travel company's website quality, satisfaction, behavioral intention and involvement. The Chapter 3 or 'Study Structure' includes the study model and hypothesis while Chapter 4 or 'Analysis Result' is detailed with the survey to investigate the study model and hypothesis. The survey was delivered at the '2018 Hotel Show & OTA Travel Mart in Jeju'. The statistical process of the collected data was handled with SPSS 21.0 Statistic Program. The study hypothesis was investigated under the positive analysis result of the survey in the comprehensive manner. Chapter 5 or 'Conclusion' includes a comprehensive establishment of the study, limitations and future study direction.