earticle

영어

This study has been conducted to explain the importance of brand management for strengthening travel agency employees' role based on human resources in terms of personal psychology including self-efficacy and psychological contract. In addition, the importance of brand management for a travel agency as the antecedent variable has been explained. The survey aimed at travel agency employees in Seoul and sampling for total 279 has been done , and basic analysis and hypothesis verification have been conducted through SPSS 22.0. The implications based on the analyzed findings are as follows. First, with regard to the relation between travel agency employees' brand perception and personal self-efficacy, only authenticity among brand characteristic factors has significant effects on this. In other words, authenticity among brand characteristic factors travel agency employees recognize has proved to be an influential factor for the improvement of personal self-efficacy. Second, in term the relation between brand recognition and psychological contractof travel agency employees, competence and interest among brand characteristic factors have proved to be main factors. In other words, the competence and interest of travel agency brand have direct effects on the consistency of employees psychological contract. Third, self-efficacy of travel agency employees has turned out to have a significant influence on psychological contract. This indicates that self-efficacy employees personally recognize within a travel agency has a high causal relationship with the formation of psychological contract with a travel agency.