Earticle

초록

영어

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

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 항공사 프로모션 혜택
  2. 관계몰입
  3. 장기협력관계
 Ⅲ. 연구 설계
  1. 연구모형
  2. 가설설정
  3. 설문구성
  4. 조사대상 및 분석방법
 Ⅳ. 분석결과
  1. 조사대상의 일반적 특성
  2. 타당성 및 신뢰도 검증
  3. 연구모형 적합도와 가설 검증
 Ⅴ. 결론
 참고문헌

키워드

저자

• 홍영호 [ Yeongho Hong | 장안대학교 호텔관광학부 관광경영과 조교수 ]
• 이진호 [ Jinho Lee | 장안대학교 호텔관광학부 관광경영과 외래교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338