대학생의 인터넷여행상품 구매특성 연구

A Study on the Undergraduate Purchasing Characteristics of Internet Travel Product

Internet is absolutely needed in the tourism business. Many travel agencies offer the information and tourism service to tourists through their homepages. The purpose of this study is to provide objective and basic suggestions for successful internet marketing strategies of the travel agencies by analyzing purchase behavior of travel products. The results of this study, convenience, reliability, and confidence are very important factors to purchase behavior of travel products by using the internet. So internet travel agencies have to improve information quality as like company's product, service program, total travel service, and so on. Also they have to manage customer using the market segmentation by demographic characteristics and to select target market.