earticle

영어

As tourists’ preferences and needs diversify and tourists with conspicuous characteristics increase, demands and expectations on tourist agencies are also becoming higher recently. Tourists’ complaints behavior are taking place more frequently occurring on a frequent basis due dissatisfactory factors when such demands and expectaions are not met. It is true that researches on consumer's compliant in travel service seem to have very important issue in the light of the travel service marketing and the consumer protection. This study classified consumers into young generation(20-49 age) and silver generation(over 50 age). This study performed factor analysis on individual characteristics and compliant behaviors. The individual characteristics is grouped into positivity, aggression, improvision, adaptability, passivity. Also the compliant behaviors is grouped into public behavior, discontent voicer, redress seeking, avoid-turnover, non-actor. This result is as follows. First, this study performed multivariate analysis of variance to test the difference between young generation and silver generation on the individual characteristic types. In the study, the individual characteristic types showed significantly difference between young generation and silver generation. Also analyzing the differences of generations on five individual characteristic types respectively. while young generation showed more then silver generation at in terms of positivity, aggression and improvision, silver generation showed more then young generation at in case of adaptability and passivity. Second, this study performed multivariate analysis of variance to test the difference between young generation and silver generation on the compliant behavior types. In the study, the compliant behavior types showed significant difference between young generation and silver generation. Also analyzing the differences of generations on five compliant behavior types respectively. while young generation showed more then silver generation at in terms of public behavior and non-actor, silver generation showed more then young generation at redress seeking and avoid-turnover. But there was no difference in terms of discontent voicer between young generation and silver generation. Finally, this study performed canonical correlation analysis to test relation of the individual characteristic types to the compliant behavior types. In the study, the adaptability characteristic has correlation with non-actor, the aggression characteristic has correlation to public behavior, discontent voicer, redress seeking, the improvision characteristic has correlation with the avoid-turnover.

한국어

본 연구에서는 소비자들의 개인특성유형들과 여행자들의 불평행동유형을 규명하여 이들이 어떠한 관계를 갖는지를 알아보고자 하였다. 또한 고령화 시대를 맞이하여 젊은세대와 실버세대의 개인특성유형과 불평행동유형이 어떻게 다르게 나타나는지를 알아보고자 하였다. 본 연구에서는 20-49세를 젊은세대로 분류하고 50세 이상을 실버세대로 분류하였다. 본 연구에서 요인분석을 한 결과, 개인특성은 외향성, 개방성, 신경성, 친화성, 성실성의 5가지 유형으로 나타났으며, 불평행동은 공적행동형, 불만토로형, 보상추구형, 회피전환형, 무행동형의 5가지유형으로 나타났다. 본 연구에서 개인특성유형은 젊은세대가 외향성, 개방성 및 신경성이 실버세대보다 더 많이 나타났고, 실버세대는 친화성과 성실성이 젊은세대보다 더 많이 나타났다. 또한 불평특성유형은 젊은세대가 실버세대보다 공적행동형과 무행동형이 더 많이 나타난 반면에, 실버세대는 젊은세대보다 보상추구형과 회피전환형이 더 많이 나타났다. 그러나 불만토로형은 젊은세대와 실버세대 간에 차이를 보이지 않았다. 마지막으로 정준상관분석을 실시한 결과, 개인특성유형과 불평행동유형은 유의한 상관관계를 갖는 것으로 나타났는데, 친화성은 무행동형과 상관관계를 가지며, 개방성은 공적행동형, 불만토로형 및 보상추구형과 상관관계를 갖고 신경성은 회피전환형과 상관관계를 갖는 것으로 나타났다.