온라인 관광객 의사결정과정에서 웹기능에 관한 탐색적 연구

• 영문명: An Exploratory Study on the Substitutability of Web Functions in the Decision-making Process of Online Holiday Travelers: Direct/Indirect Web Access Groups
• 발행기관: 한국관광학회
• 저자명: 현용호 허향진 김윤숙
• 간행물 정보: 『관광학연구』제28권 제2호, 291~312쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2004.10.31

영문 초록

This paper describes online traveler behavior during the extensive decision-making stage. Need recognition, information search, evaluation of alternatives, pre-purchases, and post-purchases clarify how systematically Destination Marketing Organizations(DMOs) approach online holiday travelers and identify what destination Web strategies are specifically needed at various stages of the decision-making process. This study examines whether online travelers sequentially pass through each stage of the decision-making process on the Internet using regression analysis and logistic regression analysis. Research findings indicate two access groups, which show different sequential Web explorations in the context of the decision-making process. A self-selected Web survey was utilized by persuading every CTEC Web visitor, except local residents, to take part in the Web survey.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형과 조사설계

Ⅳ. 분석결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

웹 기능 직․간접 웹 접속 방문객 온라인 관광객 의사결정과정 오프라인 홍보매체