패키지여행객의 여행경험 공동창출(Experience Co-Creation)에 관한 연구

The Experience Co-Creation from the Package Tours Perspective

This paper aims to define what Co-creation in the realm of package travel industry and draw what factors compose of Co-creation, verifying what Co-creation can have an influence on package tourists’ satisfaction and loyalty towards travel agencies, which can help travel agencies build their marketing strategies toward their target markets - package tourists. Using 331 samples, cooperation, interaction, travel experience and participation were led as main factors composing of Co-creation. The result of analysis showed that cooperation, interaction and participation affected satisfaction level of package tourists while cooperation, interaction and travel experience did to loyalty towards travel agencies. Based on the result, marketing strategies from travel agencies’ perspective were discussed and some implications were raised at the last part of the paper.