해외전시박람회 전문여행사 선택속성과 관계지속간의 관계연구

Abstract

The purpose of this study is to examine the effect of overseas exhibition participants’ selection criteria for choosing a travel agency on satisfaction and relationship continuity intention. Based on extensive literature review, five main factors of selection criteria were chosen: professionality, reputation, human service, price competitiveness, and recommendations. Data were collected from overseas exhibition participants using a travel agency. A total of 248 samples were analyzed to test hypotheses. As results, there were positive significant effects of travel agency’s professionality, reputation, and human service both participants’ satisfaction and relationship continuity intention but recommendation for travel agencies is significant only on satisfaction. Interestingly, price competitiveness was not significant on satisfaction and relationship continuity intention. As expected, participants’ satisfaction showed a signification effect on relationship continuity intention. Based on findings, theocratical and practical contribution were discussed