Earticle

초록

영어

The demand for travel services have increased, as more focus of consumption have shifted from goods to experiences. Naturally, consumer’s online dependency for travel information search and travel service purchase have escalated. We address the influence of consumer characteristics, including travel knowledge(purchase channel knowledge, travel experience), individual’s leisure consumption level, and gender, on online travel reservation channel choices: flight/hotel company’s own website, general shopping app/site, online travel agency(OTA), etc. Also, we compare these effects between hotel reservation channel choices and flight ticket reservation channel choices. Travel characteristics, such as travel length, number of companions, and purchase price level, are included as control variables. Findings show that consumers with greater purchase channel knowledge are more likely to use general shopping apps/sites to purchase flight ticket and OTAs to make hotel reservations. Consumers with greater travel experiences are more inclined to directly purchase from the suppliers of flight and hotel services, while demonstrating lower tendency to use search portal sites(Naver, Daum). Male consumers are more likely to make purchases from the suppliers’ direct online channels, while female consumers show relatively higher use of general shopping apps/sites purchasing flight tickets and OTAs booking hotels online.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 온라인 여행 서비스 탐색 및 구매
2. 온라인 여행 서비스 선택 관련 개인의 특성
3. 항공 서비스와 숙박 서비스의 비교
Ⅲ. 연구설계
1. 가설 설정
2. 연구모형
3. 자료 수집
4. 설문지 구성 및 분석 방법
Ⅳ. 연구결과 분석
1. 표본의 일반적 특성, 여행 관련 특성 및 여행 자체 특성
2. 항공권/숙박 온라인 구매채널 선택 요인 분석
Ⅴ. 결론
참고문헌

키워드

저자

• 이승환 [ Seunghwan Lee | 아주대학교 경영대학 조교수 ]
• 김상훈 [ Sanghoon Kim | 서울대학교 경영대학 교수 ] 교신저자

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