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랜드 오퍼레이터의 역량이 여행사의 경영성과와 장기거래지향성에 미치는 영향

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관광경영학회 관광경영연구 제20권 제5호 통권 72호 2016.09 pp.1-22

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The purpose of this study is to analyze the effects of land operator's competence on travel agency's managerial performance, and long-term relationship orientation. A total of 356 questionnaires were finally used for analyses and SPSS WIN 22.0 Statistical package program was used and this author carried out census frequency analysis, analysis of reliance, analysis of factors and multiple regression analysis. There were four factors extracted from land operator's competencies being competence in service, information, product-developing, staff. As a result of multi regression analysis showed all the land operator's competencies significantly have direct effects both on travel agency's managerial performance and long-term relationship orientation. This research explored tour operator's competencies and examined the relationships between travel agency's managerial performance and long-term relationship orientation. This study can help small-sized tour operators adjust the recently challenging market circumstances and keep a long-term relationship with their precious customers.

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