ERG 이론을 적용한 한국 20대의 해외여행 기대혜택이 여행유형 선택에 미치는 영향에 대한 실증적 연구

Abstract

In this study, based on Alderfer's (1972) ERG theory, we examined how Korean twentysomethings’, important consumers in Korea's tourism industry, expected benefits of overseas travel were motivated and how much they affected their choice of travel type. We classified travel types as package tour, package relaxation, free tour, and free relaxation travel types on the basis of group and objective. As a result of the empirical analysis, the free tour travel type was the most preferred. The existence need was the desire for respondents to satisfy the most through the free relaxation travel type, such as the growth need and free tour type, but the relationship need was low in all travel types. The discriminant analysis result also showed high discrimination power in the existence-growth-relationship need for the preferred travel type. The hit ratio was 43.4%. The characteristics of the preferred travel type group inferred by a function of the group center value were lower. The package tour group had a high relationship need, the package relaxation group had a high growth need, and the free relaxation group had a high existence need. The characteristics of the free tour group showed high self-actualization tendency. Meanwhile, most of respondents preferred personal/mental leisure, followed by social/physical leisure. As a result of crosstab analysis between the preferred leisure type and the preferred travel type, personal/mental leisure were the most frequent, except for the package tour type. This study provides useful practical implications for companies as well as academic understanding of Korean twentysomethings’ expected benefits from and motivations for overseas travel.