중국 여행플랫폼 서비스의 지속적 이용의도에 영향을 미치는 선행변수에 관한 연구

Abstract

Overseas tourism in China is increasing every year, and especially considering the COVID19 situation, more and more travelers want to enjoy tourism using apps without local guides. In this circumstance, this study has been conducted to identify how the attributes of tourism applications affect relationship quality and continuous usage intention. In this study, 200 Chinese people received a questionnaire and conducted an empirical analysis. For empirical study, an online survey method is conducted from August 1, 2022 to August 25, 2022, focusing on those who have experiences in using a mobile tourism application. 200 questionnaires had been collected during the survey period and 195 questionnaires had been used in the final analysis, excluding the responses with missing values or irrelevant answers. The results of the study are as follows. First, the effects of tourism application attributes on reliability turned out to be partially supported, while the effects on satisfaction turned out to be supported. Second, in the relationship of reliability and satisfaction, the result showed that reliability was positively assosiated with user satisfaction. Third, it was found that relationship qualities, including reliability and user satisfaction, were positively affecting continuous intention to use Chinese tourism application.