항공사 프로모션 혜택이 여행사의 관계몰입과 장기협력관계에 미치는 영향

• 영문명: The Influences of Promotion Benefits of Airlines on Relational Commitment, Long-term Cooperative Relationship of Travel Agencies
• 발행기관: 관광경영학회
• 저자명: 홍영호 이진호
• 간행물 정보: 『관광경영연구』제17권 제3호, 491~511쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.09.30

영문 초록

This study aims to examine the effects of promotion benefits of airlines on relational commitment, long-term cooperative relationship between airlines and travel agencies. And the results of research also aim to provide practical implications that can be used as a basic data to enhance the competitiveness of airline's sales promotion. This study is based on previous literature reviews of promotion benefit, relational commitment and long-term cooperative relationship. As the results of the factor analysis, promotion benefit of airlines is composed of two dimensions of monetary benefit and non-monetary, relational commitment is consisted of affective commitment and calculative commitment. While long-term cooperative relationship is consisted of a single dimension. As the results of rectifying hypothesis, monetary and non-monetary benefit have a significant relationship with affective and calculative commitment respectively. And affective and calculative commitment also have a significant relationship with long-term cooperative relationship. The implications of this study based on the results of the empirical analysis are as follows. Firstly, airlines should strengthen promotion plans to provide monetary for travel agencies. Secondly, it is necessary to improve mutual trust and closer relationship between airlines and travel agencies. Thirdly, airlines should consider travel agencies as a business partner with close ties than short-term relationship.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Promotion Benefit Relational Commitment Travel Agencies Long-term Cooperative Relationship, Airlines