국내 관광객의 펜션 이용에 대한 태도형성과 행동의도의 선행변수에 관한 연구

Abstract

As the travel industry has been developed for the past a couple of decades, researches on the accommodation industry have accordingly been actively carried out mostly on profitability, service quality, selection attributes, and service scape so far. In addition, researches on consumers’ attitude and behavioral intention affected by service quality and service value have been scarcely carried out in the tourism research field, if it were not for the hotel industry when it comes to the specific accommodation facility. In short, the majority of the studies have been shown focusing on the hotel industry among the all types of accommodation facility industries. In this study, therefore, service quality and service value in the pension industry have been hired as antecedents to identify how the factors affect customer satisfaction, customer trust, revisit intention, and WOM intention. A survey method has been hired for the purpose of empirical study. And 300 questionnaires were collected, of which 243 were finally used for analysis after eliminating the questionnaires with irrelevant answers and missing values. The survey data were analyzed by SPSS22.0 and AMOS18.0. By presenting the results of this study, it is expected to suggest marketing strategies that can enhance the customer satisfaction.