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A study on relationship marketing between golf club and travel agency
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골프장과 여행사간의 관계마케팅에 관한 연구

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Type
Academic journal
Author
Lee, Myung-Keun (경기대학교) Lee, Byeong-Cheol (경기대학교) Woo, Eun-Ju (강원대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.27 No.12(Wn.100)
Published
2015.12
Pages
5 - 24 (20page)

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A study on relationship marketing between golf club and travel agency
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Research history (3)

2015

A study on relationship marketing between golf club and travel agency
Lee ,  Myung-Keun ,  Lee Journal of Tourism and Leisure Research 2015.12 Academic journal
A study on relationship marketing in golf club and travel agency - The impact of relational characteristics on relational quality and long-term relationship orientation
Lee ,  Myung-Keun ,  Lee 한국호텔외식경영학회 학술발표논문집 2015.06 Proceeding
(The) impact of relational characteristics on relational quality and relational performance : A case of golf club and travel agency
이명근 여행·항공·크루즈경영 2015.01 Thesis
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Abstract· Keywords

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The objective of this study is to examine the impact of relational characteristics on relational quality and relational performance between travel agencies and golf clubs, and to compare the results of two groups. Based on extensive literature review, this study selected four main components of relational characteristics: scale(size of company), reputation, professionalism, and contact frequency. Relational quality was divided into three factors: reliability, satisfaction and immersion. This study used a self-administered questionnaire targeting employees of golf clubs and travel agencies who are responsible for sales between golf club and travel agency. Total 314 valid samples (golf club: 159 copies, travel agency: 155 copies) were used for analysis. As main results, professionalism and contact frequency related to features of staff, rather than scale, reputation related to corporate features of golf club and travel agency were represented to be more influential on relational quality and long-term relationship orientation.
#골프(Golf) #관계마케팅(Relationship Marketing) #관계의 질(Relational Quality) #관계특성(Relational Characteristics)

Contents

Abstract
I. 서론
II. 이론적 배경
III. 연구방법
IV. 실증분석
V. 결론 및 시사점
참고문헌

References (39)

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[단행본] - 고종원 / 2014 / 여행사 경영론 / 백산출판사 google schola [학술지(정기간행물)] - 권명옥 / 2012 / 항공사와 여행사의 유통관계특성이 갈등과 파트너십 성과에 미치는 영향 연구 / 한국항행학회논문지 16 (1) : 131 ~ 144 dbpia [학술지(정기간행물)] - 김봉철 / 2014 / 호텔 종사원의 서비스 특성이 관계품질에 미치는 영향에 관한 연구 / Tourism Research 39 (4) : 313 ~ 337 dbpia [학술지(정기간행물)] - 김용순 / 2007 / 호텔과 여행사간 협력관계요인이 거래관계, 관계성과에 미치는 영향 / 호텔경영학연구 16 (5) : 113 ~ 131 dbpia [학위논문] - 김인숙 / 2009 / 호텔과 여행사의 관계특성, 관계성과, 장기적 관계지향성간의 영향연구 / 석사 / 경기대학교 관광전문대학원 google schola

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