개별여행자의 여행사 선택속성 연구

A study on the Travel Agency Choice Attributes of FIT Travelers

The purpose of this study is to understand the definition of FIT , segment the types of FIT products and examine what choice attributes are considered more important when FIT travelers are choosing the travel agency. It also analyzed the attributes that effect on satisfaction and satisfaction's effect on reuse & recommend intention. The analysis results were as follow: First, the result of analyzing the difference of the travel agency choice attributes by the type of FIT travel products shows that there were differences in the convenience of travel agency's homepage and travel product price of travel agencies. Second, Professionalism and reliability of travel agencies were found to have an effect on satisfaction. Third, the satisfaction of FIT traveler has significant effect on reuse and recommend intention. The results of this study would be helpful for planning FIT products to suit FIT travelers’ needs and developing effective marketing strategies of FIT travel agency.