웰빙 라이프스타일에 따른 여행서비스 선택속성에 대한 소비자 인식과 행동

Abstract

This study was performed for the development of travel industry by analyzing the characteristics of wellbeing, life style, consumer awareness and behavior to selection attributes of travel service and purchase intension. The styles of wellbeing were divided into two groups; loyalty and conditional. The two groups all showed the positive relationship with consumer awareness and behavior to selection attributes of travel service. Life styles, however, showed partially positive relationship with consumer awareness and behavior to selection attributes of travel service. Specifically, the group of ‘health-oriented’ and ‘social-oriented’ life style showed strong relationship on the ‘human-factor’ in selection attributes of travel service. There was significantly difference between the consumer awareness and behavior to selection attributes of travel service and all attributes showed higher level of consumer awareness than consumer behavior. It explained that consumers have never been satisfied in the travel business. From IPA module, ‘specialty of employees’, ‘acceptance of additional charges’, ‘reliability of on-line information’, ‘accountability of refund’ would be the critical factors to build up the business to the right way. ‘Human factor’, ‘information factor’, ‘company factor’ had a positive effectiveness to the consumer purchase intension of travel service. Consequently, dimension ‘A’ and ‘B’ in IPA module should be emphasized and controlled to achieve the positive results in consumer selection to the travel service.