earticle

영어

In this study, we investigate productivity of Korea Airports Corporation’s website to provide tourism information to increase the utilization rate of local airports which have recorded deficits. The main reasons for the deficit and low utilization rate are low population and few airline routes. One of the efforts that Korea Airports Corporation has made to remedy these situations is providing tourism information on the local airport’s web site to vitalize local tourism and increase the number of tourists that visit the area and thus to increase the utilization rate of the local airports. To achieve the purposes, the establishment and management of the website should fit the demand of users. In this study, we test the productivity of the KAC’s websites using, regression, and hierarchical regression method and for reference, IPA analysis was conducted. For the study, 500 questionnaires are distributed and 472 are collected and 124 defective questionnaires were excluded from analyses. The study results are as follow. First, the simple regression results show that for the 4 factors that are information quality, system quality, service quality, and KAC related factor affect users’ satisfaction at the statistically significant level. And users’ satisfaction affects revisit and at the statistically significant level. The hierarchical regression analysis result indicates that instead of focusing KAC related factor system factor and service factor should be emphasized. IPA analysis tells that most important and urgent items that KAC should modify are the information has to be various, covers wide range of tourism and should be reliable, although the information should fit the original purposes that should be based on the local information regarding tourism. These days local government also manage the web site for various purposes and most cases provide information regarding local tourism resources. So the questionnaire answers require KAC to provide more various and reliable information than local government’s website. Less important and low satisfaction items are deeper information and website design related items. Highly important and high satisfaction items are providing information representing local tourism, recent information, speed. Low important but high satisfied items are link, reliability, methods providing information. From these results, to achieve the original purpose of activating local tourism to increase the utilization of local airports by providing local tourism information on the local airport’s website, all the 4 factors, that is, information quality, system quality, service quality, and KAC related quality are important. However, considering budget, manpower, material constraints, KAC should focus on providing the various and wide range of tourism related information different from that of other web sites and make efforts to increase fun and speed while stick to its original purposes as the hierarchical regression analysis results show. In this study, the condition of KAC website management regarding providing local tourism information and ways to correct the current system, if any, for more productivity are investigated while considering the KAC’s constraints. The constraints are those that the menu to provide tourism related information is secondary purpose while providing airport related information should be the primary purpose, publicity, not commercialism should be kept, management and direction of it should fit to the original purposes, and the providing tourism information methods and the contents should be different from those of local governments’ websites, etc. And the study results are different from the other studies reflecting these conditions.