긍정적 구전과 부정적 구전 효과의 비교

• 영문명: Differences of Positive WOM and Negative WOM Effects in On-line Tourism Information
• 발행기관: 한국관광학회
• 저자명: 김가윤 김현정 장준수
• 간행물 정보: 『관광학연구』제36권 제2호, 261~279쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.03.31

영문 초록

The purpose of this study was to compare differences of tourism destination's images and attitudes according to the balance of online Word of Mouth (WOM) tourism informations. Data were collected from 167 tourism majors throughout the month of May, 2011. using a static-group collection method and comparison design including two experimental groups and one control group. A preliminary analysis to identify appropriate measurement dimensions including exploratory factor analysis, reliability and validity analysis was conducted, followed by t-test to examine analysis propositions. Through the analysis, five factors of tourism destination's image were identified as follows: cognitive image: tourism infrastructure, tourism activity, tourism environment/ emotional image: active, comfort. The results show that there are significant differences among three groups. Most discernable, the group which had negative information was responded to almost factors strongly rather than the other groups. This result supports a prospect theory. Theoretical and practical implications were discussed based on the results for marketers of the online tourism companies and organizations. Also limitations of the study were discussed.

목차

I. 서론

II. 이론적 배경

III. 연구 방법

IV. 연구 결과

V. 결론

참고문헌

키워드

온라인 구전 관광정보 정보의 방향성 전망이론 관광지 이미지 행동의도 Online WOM tourism information Balnce of online WOM Prospect theory Destination image Behavior intention