여행업종사자들의 인터넷마케팅 인식 연구

A Study on the Influence of Internet Marketing in the World of Tour Operations in Korea

The purpose of this research is to examine how travel workers perceive the external environment of the present traveling industry, their opinions about the influence on the existing travel industry by the internet travel business. The result of this research indicate as follows: First, travel personnel think that there are differences between the internet marketing and personal service marketing. Second, travel personnel think that the future of internet marketing for travel businesses is bright. Third, travel personnel do not view the prospect of travel businesses negatively on the ground of the increasing internet usage. Fourth, while the travel personnel who have a positive perception of internet marketing think internet marketing is more effective than personal service marketing, the travel personnel who have a negative perception of the internet marketing think personal service marketing is more effective than internet marketing. Fifth, travel personnel say that the serious problems of internet marketing are the lack of experts to maintain and update the home pages, the shortage of practical and accurate travel information and the low booking rate and profit rate relative to the high cost of home page installation and maintenance. Sixth, most travel personnel think that it is more desirable to introduce new systems, by considering the achievements and profits after utilizing the existing systems of travel businesses, rather than to invest disorderly and unreasonably to the internet travel businesses in the current situation.