국외여행인솔자의 역할 연구

A Study on the Influence of Tour Conductor to the Travel Product Quality

The purpose of this study is to examine on the tour conductor's role to travel product quality with a related conception and to offer a business strategy of outbound travel product quality to them in such a competitive situation of the travel agencies. In order to accomplish the purpose of this study, First, I rely upon previous tests and researches, furthermore I adapted and modified components of a number of a previously tests and validated research instruments to make the hypotheses of test. A view point of overseas travelers by outbound travel agencies be analyzed actual experience, and then, the difference and problem at issue is to find. By studying these points, I shall endeavor to establish theoretical background about travel product quality. Second, the object of this study is limited to overseas travelers by outbound travel agencies. These questionnaires were made for overseas travelers and were sent to 1,000 questionnaires. This exploratory study surveyed a random sample of 1,000 overseas travelers respondents, and collected 663 usable questionnaires. The data obtained from the returned usable questionnaires was coded for statistical analysis. SPSS 10.0 for windows was used for frequency analysis, reliability analysis, factor analysis, correlation analysis, regression analysis, t-test, and analysis of variance(ANOVA). Findings from analysis result indicate as follows; First, it was founded out that there are many differances between an importance of the travel product and a performance of the travel product quality by travelers. It means on the service result's discordance. Second, travelers are important thinking tour conductor's role, response, local facilities and activities, travel agency business and confidence orderly in an importance of the travel product attributes. Third, outbound tour conductor's role have an effect on the travel product quality. Therefor travel product was made to study of the very important thing that is a mutual relationships with customer, employee and the travel agency. Forth, a traveler who was satisfied with travel product quality was proved of having an effect upon travel agency satisfaction, repurchase intention, and information by word of mouth Finally, we were inquired into how the travel agency satisfaction will be effect with repurchase intention and information by word of mouth. The result of research, everything is shown to the strong correlation. On the basis of the above results, the following conclusion were to inferred. The travel agency managers have to the point of traveler's satisfaction in order to improve the traveler's repurchase intention and information by word of mouth. The limitations of this study are as follow. The attribute variables, which had used for the empirical study, are short of objectiveness because of the lack of precedent study about the effects of tour conductor's to the travel product quality. Therefore, a further study to overcome this limitations are being expected.