여행사간 관계 연구

A Relation Study between Travel Agencies

This paper is to delve into how the trust and commitment between wholesale and retail business entities are built by centering upon the relationship among wholesale and retail travel agencies(TA)and how the trust and commitment are affected by digging into dynamic interrelationship among them. The study employs a method of distributing questionnaires, after expounding the main objective and study methods, to the wholesale and retail employees dealing with more than business transaction in a bid to increase the response rate to the questionnaires. The followings are the results of the empirical analysis. First, the analysis shows that higher trust of a wholesale travel agency leads directly to increasing the commitment of the wholesale travel agency. Second, higher trust of a wholesale travel agency causes to increase the commitment of the wholesale travel agency. Third, higher trust on the products that wholesale travel agency offers in the market proves to increase the company commitment of the wholesale travel agency. Fourth, the analysis also shows that higher employee trust of a wholesale travel agency turns out to increase the employee commitment of the wholesale travel agency. Fifth, higher trust on the products that a wholesale travel agency provides also enhances the employee commitment of the wholesale travel agency. The wholesale travel agencies should exert their best efforts to build up the strong trust in the relationship with the retail travel agencies and maintain the long-term commitment.