전통주 관광시장의 관계품질과 관계성과에 관한 연구

다국어 초록 (Multilingual Abstract)

Abstract

MA.(MS.) Thesis

Study on relationship quality and relationship performance for Korean Traditional Wine Tourism market.
Jeong, Hae Na
Department of Tourism Management
Graduate School
Kyonggi University

The purpose of this study is the relationship quality and relationship performance of Korean Traditional Wine Tourism market. The specific objective of this study is as follow: First, to identify the effect of the Servicescape with relationship quality. Second, to identify the effect of the emotion with relationship quality. Third, to identify the effect between satisfaction with confidence of the relationship quality. Fourth, to identify the effect of the relationship quality with relationship performance.
The investigation target for this study was all tourists at least once had experience that korean traditional wine tour. This study was restricted to the target population as travelers of list from the Susubori academy and Korea bartenders association. 135 questionnaires were distributed. The data was collected by post mail and e-mail from September 26th to October 15th 2013. This data was filtered to 15 questionnaires, after removing insincere responses, multiple response, and no response data. All data analysis was accomplished using the SPSS 18.0 package.
The findings of the study are as follow: First, The environment of the servicescape is only affects to satisfaction and the other variables are affects to satisfaction and trust. Second, the positive emotion is affects to positive satisfaction and the negative emotion is affects to negative trust. Third, the Trust is affects to revisit intention and word-of-mouth influence but the satisfaction is not affects nothing. Fourth, the best impact on satisfaction is the positive emotion and the best impact on trust is the negative emotion.
Conclusion of this study, First, in order to increase the confidence of traditionalism tourists and not a natural environment with human service environments should be like. Second, the korean traditional wine tourist feel more positive emotions. so it is important to avoid negative emotions. Third, the korean traditional wine tourist have to gain more satisfaction and trust from revisiting and positive word-of-mouth leads on 'emotion'.
Some recommendations for future researches were suggested based on the conclusion of this study: First, To gain more domestic and foreign tourists will have to research about the wine tourism with the long-term interests and passion. Second, There were the temporal and spatial constraints. The subsequent researchers have to research with the korean traditional wine tourist who have more experienced for this study.

목차 (Table of Contents)

• 목 차
• 표 목 차 ⅴ
• 그 림 목 차 ⅶ
• 논 문 개 요 ⅷ
• 제 1 장 서론 1
• 제 1 절 문제제기와 연구목적 1
• 1. 문제제기 1
• 2. 연구목적 6
• 제 2 절 연구범위와 방법 7
• 1. 연구범위 7
• 2. 연구방법 8
• 제 2 장 이론적 배경 10
• 제 1 절 서비스스케이프 10
• 1. 서비스스케이프 개념 10
• 2. 서비스스케이프 구성요소 13
• 3. 서비스스케이프 측정 17
• 제 2 절 감성반응 19
• 1. 감성반응 개념 19
• 2. 감성반응 구성요소 23
• 3. 감성반응 측정 26
• 제 3 절 관계품질 28
• 1. 관계품질 개념 28
• 2. 관계품질 구성요소 28
• 3. 관계품질 측정 37
• 4. 서비스스케이프와 관계품질 간의 관계 37
• 5. 감성반응과 관계품질 간의 관계 38
• 제 4 절 관계성과 40
• 1. 관계성과 개념 40
• 2. 관계성과 구성요소 40
• 3. 관계성과 측정 43
• 4. 관계품질과 관계성과 간의 관계 44
• 제 5 절 선행연구 45
• 1. 국내 45
• 2. 국외 47
• 제 3 장 조사설계와 분석방법 49
• 제 1 절 연구모형과 가설설정 49
• 1. 연구모형 49
• 2. 가설설정 50
• 3. 변수정의 51
• 제 2 절 조사설계 54
• 1. 조사목적 54
• 2. 조사대상 54
• 3. 조사방법 54
• 제 3 절 설문지 구성 55
• 1. 자료수집 55
• 2. 분석방법 56
• 제 4 장 실증분석 57
• 제 1 절 조사자료 분석 57
• 1. 조사대상자의 인구통계 특성 57
• 제 2 절 신뢰성과 타당성 검증 59
• 1. 신뢰성 검증 59
• 2. 타당성 검증 64
• 제 3 절 가설검증과 실증분석 69
• 1. 상관관계 분석 69
• 2. 가설검증 72
• 3. 회귀분석 80
• 제 4 절 종합토의 83
• 1. 연구결과 요약 83
• 2. 시사점 85
• 제 5 장 결 론 87
• 참고문헌 91
• 설문지 104
• ABSTRACT 110