earticle

영어

The ultimate goal of this study is to set the target market depending on the tourist product with consumer attribute group, to suggest the travel agency the beneficial implications which factors have meaningful relationship with loyalty and conversion intention among many selection factors of tour product. The questionnaires were collected through the persons involved in the tourism business in Seoul and metropolitan areas, and the survey through e-mail from 5th June to 31th June, 2017. Total 500 questionnaires were distributed and total 388 questionnaires were collected, 350 questionnaires were used except for 38 cases in which the double response was not completed or a non-sample error occurred due to an unfaithful response. Factor analysis and reliability verification were carried out by using SPSS 22.0 and AMOS 22.0, Covariance structure analysis was carried out to verify the proposed research hypothesis. The analysis result showed, first, the business characteristics, online information have a significant positive effect(+) to the loyalty of travel agencies. But human services, suitability of travel products, and reputation of travel agencies did not significantly affect the loyalty of travel agencies. Second, the business characteristics, suitability of travel products, and online information have a significant effect on the conversion intention of travel agency. On the other hand, human services and travel agency reputation did not have significant effect. Third, the loyalty of the travel agent showed a positive (+) influence on the intention to switch to the travel agency. Therefore, based on the results of this analysis, this study suggested some useful implications for the operation of the travel agency.