This study aims at suggesting directions to improve productivity and establish a sustainable management system for travel agencies through organizational management, by empirically analyzing mutual influences of the identity, image on the organizational identification and royalty. The reciprocal influential relationships among the identity, image, organizational identification and royalty of travel agencies were examined by empirical analysis: to achieve this, research models 4 main hypotheses and 11 subordinate hypotheses were framed. As a result of verifying hypotheses, mutual influential relationships are as follow. First, the corporate identity in travel agencies has partial influence on the organizational identification. Second, the image of travel agencies was analyzed that it has partial influence on the organizational identification. Third, the organizational identification of its members in travel agencies has partial influence on the royalty. Both individual identification and social identification factors have significant effects on turnover intention, altruistic behaviors and productivity. In result, this study showed that the higher the level of organizational identification formed by the corporate identity, image of travel agencies, the higher the royalty of its members rose.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 여행기업의 정체성 2. 여행기업의 이미지 3. 조직 동일시 4. 조직 충성도 Ⅲ. 연구설계 1. 연구모형 2. 가설설정 3. 변수의 정의 및 측정변수 4. 조사대상 및 분석방법 Ⅳ. 실증분석 1. 표본의 인구통계학적 특성 2. 신뢰도 및 타당성 검증 3. 가설 검증 Ⅴ. 결론 참고문헌
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