추구편익에 따른 해외여행 패키지상품 구매행동에 관한 연구

A Study on Purchasing behavioral Characteristics of the Oversea Travel Package Product According to Benefit-sought

The purpose of this study is to examine the purchasing behavioral characteristics of the oversea travel package product according to benefit-sought. The survey conducted from July 29 through August 29, 2000. Total of 500 questionnaires were distributed to the tourists who were experienced in using the oversea travel package products of 10 travel agencies in Seoul Korea 423 questionnaires were collected and finally, 374 were usable. SPSS/WIN was used for frequency analysis, factor analysis, cluster analysis, canonical correlation analysis and one-war ANOVA. The results show that tourists consider the degree of services, the properly trained tour escort(T/C), information, the excellent and the properly trained staff for tour, and internet home page. Particularly, the result show that travel agencies should consider such attributes as the culture and the environment-oriented tourists, the properly and excellently trained tour escort as import before they decide to select an appropriate the oversea travel package product.