한국산학기술학회논문지 (Journal of the Korea Academia-Industrial cooperation Society)

  • 제14권2호
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  • Pages.598-604
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  • 2013
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  • 1975-4701(pISSN)
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  • 2288-4688(eISSN)
한국산학기술학회 (The Korea Academia-Industrial cooperation Society)
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관광지 서비스품질이 관광객 행동의도 및 충성도에 미치는 영향

The Effect of Tourism Service Quality on Behavioral Intentions and Loyalty

  • Lee, Yk-Su (Division of Tourism, Cheongju University)
  • 투고 : 2012.10.31
  • 심사 : 2013.02.06
  • 발행 : 2013.02.28
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초록

본 연구는 관광지 서비스품질이 행동의도 및 브랜드 충성도에 어떤 영향을 미치는지 알아보고자 하였으며, 연구결과는 다음과 같다. 관광지 서비스품질이 행동의도 및 충성도에 유의적인 영향을 미치는 것으로 나타났다. 이를 통해 첫째, 향후 충북 관광지의 충성도 강화를 위해 관광지 서비스품질 향상에 대한 하나의 새로운 자료를 제시할 수 있었다. 둘째, 충북 관광지에 대한 관광지 서비스품질을 적용한 새로운 연구로써, 관광과 같은 무형적 상품에 대해서도 품질이 중요함을 알 수 있었다. 이런 결과는 학문적으로는 관광지의 품질과 관련된 적용범위를 확대시킬 수 있는 근거를 제시할 수 있는 것이다. 또한 산업적으로는 관광지의 브랜드 전략을 수립하는데 있어 많은 시사점을 제공해 줄 수 있었다.

This research the impacts of the tourism service quailty to the beahvioral intentions and loyalty to the results are as follow. Study results showed that the quality and behavior of tourist loyalty significantly affecting. Through these results, first, we could suggest one for the tourist to improve the quality of future loyalty to the new material could present on the tourist destination of Cheongbuk. Second, applied quality is important to know was intangible goods such as tourism and tourism quality as new research on the tourist destination of Cheongbuk. These results can be presented to expand the coverage associated with the quality of the tourist academically based. Tourist destination of industrial brand strategy was able to give many implications.

키워드

참고문헌

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