농촌 관광의 고객접점(Moment Of Truth)도출을 위한 델파이 조사 연구

• 영문명: A Delphi Study on Moment of Truth in Rural Tourism: Based on Experience Marketing perspective
• 발행기관: 관광경영학회
• 저자명: 김민철 정재석 문정훈 최영찬
• 간행물 정보: 『관광경영연구』17권 제1호, 25~51쪽, 전체 27쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.03.31

영문 초록

The objective of this study is finding the moment of truth(MOT) in rural tourism at the perspective of customer experience management(CEM). In order to identify all MOT in rural tourism, data were collected through the interview of ten experienced people, who are professors, field experts, and village administrators. The result of content analysis shows eleven high-level of MOT, seventy four low-level MOT. After then, using the Delphi analysis, important 57 MOT were deducted. This research provides researchers and managers in rural tourism with useful information. First, specific and integrated customer experience management(CEM) are required in rural tourism as well as in general management and marketing fields. Second, the result shows that a trend of rural tourism focuses on the sales of agricultural products and post management of customer more than before. Therefore, further researches should be done regarding the recent trend.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 델파이 분석 결과

Ⅴ. 결론

참고문헌

키워드

experience marketing CEM(customer experience marketing) moment of truth rural tourism Delphi method