여행상품의 지각된 가치가 만족과 행동의도에 미치는 영향

An Effect of Perceived Value of Package Tour Product on Satisfaction and Behavioral Intention

This study was to examine relationships among the perceived value, satisfaction and behavioral intention of Jeju package travellers. Questionnaire survey was conducted to domestic tourists departing Jeju island and a total of 334 samples were finally used for the analysis. The result of factor analysis delineated four factors of the perceived value of Jeju package tour product: emotional value, functional-quality value, functional-price value and social value. Results of regression analysis indicated that there was a positive relationship between respondents' evaluation on the perceived value of the product and their level of overall satisfaction. Results also showed that the respondents' perceived value was positively associated with their behavioral intention. More specifically, out of five dimensions of perceived value of the products, functional-quality value most significantly influenced on the visitor satisfaction and behavioral intention. Practical implications and limitation of the study were discussed at the end of this study.