국외관광자 관광상품 정보탐색에 관한 연구

A Study on the Outbound Tourists' Information Search

The purpose of this study is to verify the outbound tourists' external information search model when they purchase a outbound tour product by using the correlation analysis and the path analysis. The verify this model through verifying the correlation of each element. The components of this model are as follows: experience: enduring involvement: situational involvement: knowledge: information: importance of information: difficulty of information acquisition: external information search. The scale to measure the component was “R. Perdue scale”. This study recomposed suitable for outbound tour product and developed by expert's previous research. The study had the following results: the first analysis a correlation analysis understanding the structure of this model, was to verify the basic hypothesis of each factor of the external information search can be applied for the purchasing of outbound tour products. This analysis shows that the basic hypothesis that has a close correlation, except knowledge and information. The results of the path analysis of each factor are as follows: the path coefficient between experience and enduring involvement 8.080, experience and knowledge 3.080, enduring involvement and knowledge 6.392, experience and importance of information 1.860, experience and difficulty of information acquisition 1.865, situational involvement and difficulty of information acquisition 3.833, importance of information and external information search 2.064. These result explain that the external information search has great effect on these results in process of purchasing a outbound tour product. I hope that the next study would keep high study as theoretical study and some more needs as analysis by closely questionnaire contents.