항공사와 여행사 간 관계특성이 장기거래지향에 미치는 영향

• 영문명: A study of influence of relational characteristics between airlines and travel agencies on the long-term relationship orientation: Assessing the mediating role of trust and the moderating role of reputation
• 발행기관: 관광경영학회
• 저자명: 이현주 천덕희
• 간행물 정보: 『관광경영연구』제20권 제3호, 103~124쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2016.05.31

영문 초록

This study examined the effects of relational characteristics between airlines and travel agencies(TAs) on their long-term relationship orientation, assessing the mediating role of trust and the moderating role of reputation. The data collected was analyzed utilizing SPSS 22.0 to identify the role of trust as a mediator and that of reputation as a moderator. The results from data analysis shows that communication has a positive influence on long-term relationship and it is moderated by reputation and partially mediated by trust. Dependency was also turned out to have a positive relationship with long-term relationship and trust plays a mediating role between the variables. Yet opportunistic behavior has a negative relationship with long-term relationship. Based on the research result, implications to enhance the long-term relationship orientation between airlines and travel agencies were discussed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

Relational Characteristics Between Airlines and Travel Agencies Trust Reputation Long-term relationship orientation