온라인 관광정보 탐색과정 연구

The Information Search Process on The Tourism Website

The purpose of this study is to investigate the relationship between travel information sources and tourist search behavior on the Internet. This research focuses on tourism theory as follows: First, this study broadly looked into travel information searching and classification. Second, this study classified travel information according to information sources into marketer-dominated information, consumer-dominated information, and neutral sources of information. This study chose 16 sites for its empirical study and classified them into three categories: marketer-dominated information, consumer -dominated information, and neutral sources of information. The study conducted online questionnaires on selected web sites, and 1183 out of collected 1191 were used for the analysis. These samples were verified with structural equation modeling. Results are as follows: First, marketer-dominated information is more satisfying than consumer-dominated information and neutral sources of information. Second, the searching order of tourist is generally as follows: online travel agencies, portal sites, accommodations, and travel communities. As a result, travel companies should consider these affecting factors in their planning process.