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여행업 종사자의 브랜드 인식과 자기효능감, 심리적 계약 간 관계 연구


관광경영학회 관광경영연구 제21권 제6호 통권 79호 2017.11 pp.49-72

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This study has been conducted to explain the importance of brand management for strengthening travel agency employees' role based on human resources in terms of personal psychology including self-efficacy and psychological contract. In addition, the importance of brand management for a travel agency as the antecedent variable has been explained. The survey aimed at travel agency employees in Seoul and sampling for total 279 has been done , and basic analysis and hypothesis verification have been conducted through SPSS 22.0. The implications based on the analyzed findings are as follows. First, with regard to the relation between travel agency employees' brand perception and personal self-efficacy, only authenticity among brand characteristic factors has significant effects on this. In other words, authenticity among brand characteristic factors travel agency employees recognize has proved to be an influential factor for the improvement of personal self-efficacy. Second, in term the relation between brand recognition and psychological contractof travel agency employees, competence and interest among brand characteristic factors have proved to be main factors. In other words, the competence and interest of travel agency brand have direct effects on the consistency of employees psychological contract. Third, self-efficacy of travel agency employees has turned out to have a significant influence on psychological contract. This indicates that self-efficacy employees personally recognize within a travel agency has a high causal relationship with the formation of psychological contract with a travel agency.



관광지 이미지와 애착이 관광자 만족과 충성도에 미치는 영향관계 연구

정후연, 김정준, 이제억

관광경영학회 관광경영연구 제22권 제4호 통권 83호 2018.07 pp.959-984

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The purpose of this study, We would like to present a tourist attraction image and spot attachment to improve the loyalty of tourist spots by empirically validating these relationships. The following are the implications of the empirical study of structural models and hypothesis verification. First, a tourist attraction image appeared to be a spot attachment, satisfaction and loyalty, and the influence of a positive. Second, the attachment of tourist spots appeared to have a positive impact on satisfaction and loyalty. However, the magnitude of its influence showed a more impact on satisfaction than loyalty. Third, the most important variable to form a good tourist image is the attraction. Fourth, the most important variable to form a strong tourist attachment is the emotional attachment. Fifth, the configuration parameters of the image of the tourist attraction, the accessibility of spot dependency, place identity, social bond has the greatest influence. Sixth, the composition of the image of the tourist attractions, the environment has the greatest influence on the emotional attachment of a spot attachment. Seventh, the composition of the sights and images of the variables showed that the appeal has the greatest impact on satisfaction and loyalty. Eighth, the composition of a spot attachment, the emotional attachment has the greatest impact on satisfaction and loyalty.


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