도·소매여행사의 관계특성과 관계지속의도에 관한 연구

• 영문명: A Study of Relationship Characteristics and Intent to Relationship Continuity between Wholesale Travel Agency and Retail Travel Agency: the Moderating Effect of Trust
• 발행기관: 관광경영학회
• 저자명: 신강현
• 간행물 정보: 『관광경영연구』제23권 제2호, 267~288쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.03.31

영문 초록

This study aims to explore the relational characteristics between wholesale travel agencies and retail travel agencies and to verify their effects on trust and intent to relationship continuity. 217 questionnaires in total were gathered and SPSS 21.0 was used for statistics analysis. The analysis shows that the relational characteristics between wholesale travel agencies and retail travel agencies consist of communication, interdependence, and opportunism. The results of testing hypotheses were as follows. First, communication and interdependence have direct effects on trust and intent to relationship continuity. Second, trust has a direct influence on intent to relationship continuity. Besides, trust also plays a role as a moderating factor between relationship characteristics and intent to relationship continuity. Managerial implications are discussed at the last part of the paper.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Wholesale Travel Agency Retail Travel Agency Relationship Characteristics Trust Intent to Relationship Continuity