개별여행자의 경험적 소비특성이 관계몰입과 지속참가의도에 미치는 영향

Abstract

The aim of this study is the finding of the effect of the experiential consumption features of individual travelers on continuous participation intention and relationship commitment. The experiential consumption features of individual travel comprise playfuless, symbolism, intercommunity and aesthetics. Three of relationship commitment are belief, emtoion and activity. And continuous participation intention is consist 3item. To achieve this research, set up hypothesis referring to literature. 306 out of total 320 copies of questionnaires were collected and analysis used for SPSS 21.0. It is summarized as follows that the result of hypothesis examined about influence relationship between continuous participation intention and relationship commitment on experiential consumer features of individual traveler. First, experiential consumption features of individual traveler are partial positive effect on relationship commitment. Second, relationship commitment of individual travelers have a partial positive continuous participation intention. Third, experiential consumption features of individual traveler have a partial positive effect on continuous participation intention. Accordingly, individual traveler can be influenced by psychological factors such as experiential consumption, relationship commiment. The findings suggest ways that travel agency have ito effort improvement of individual travel environment and development several individual travel products.