게스트하우스 서비스품질이 고객만족과 재방문에 미치는 영향 : 직원친절도 조절효과를 중심으로

Abstract

Through the related research between the service of foreign tourists’ accommodations, hospitality of staff, satisfaction, revisit intention, this study analyzes the difference in the satisfaction of tourists on their accommodations service quality, and among those factors this study focuses on the result of how the hospitality of the staff affects the satisfaction of guests. The results of this study would foster middle-low price accommodations for foreign tourists in Korea such as hostels and city lodging and help guesthouse operators expand their understandings about the traits of tourists. The study would also provide practical suggestions and implications for the operators to manage their facilities rationally and strategically. For the actual research, the spatial range of the sampling was based on English speaking, Thai, Chinese and Japanese tourists who used city lodging located in Seoul Jung-gu and Jongno-gu. The survey was reconstructed by the researcher based on the preceding research and among 300 questionnaires, excluding the invalid questionnaires, 203 were used as valid data. First of all, the overall analysis content shows that the tourists who stayed at guesthouses considered the location of the place the most important motive of their choice followed by cleanness, economic feasibility, and facility conditions. Secondly, the location, cleanness, economic feasibility and facility conditions affected the satisfaction of the guesthouse. Third, the service quality selection property (location, cleanness, facility condition, economic feasibility) and satisfaction had a mediator effect with the hospitality of the staff. Therefore it can be said that among all the provided services, not only are the static features important but also the hospitality of the staff which can give emotional change after the visit, is also important for tourists in choosing a guesthouse. Fourth, the satisfaction had a meaningful effect on revisit intention. When the satisfaction of the tourists was higher the percentage of revisitation was also higher. The current Korean tourism business is only operated by focusing on the immediate profits without planning for a long-term systematic tourism market. However we should keep in mind that in order to gradually expand the tourism market to gain long-term profit, every facility, service and quality should be enhanced and making an overall plan will help Korean tourist business.