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Factors Influencing Purchase Intention for Travel Products of Social Enterprise
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사회적기업 여행사의 여행상품에 대한 구매의도 영향요인

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Type
Academic journal
Author
Kim, Min-Hyung (동아대학교) Hwang, Yeong-Hyeon (동아대학교)
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.29 No.7 (Wn.119)
Published
2017.7
Pages
5 - 19 (15page)

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Factors Influencing Purchase Intention for Travel Products of Social Enterprise
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Abstract· Keywords

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This study aims to explore the purchase intention for travel products of tourism social enterprises and to identify factors influencing the purchase intention for the products. For empirical study, a survey was conducted during the period from March 24 to April 6, 2015 in Busan, Korea and 406 samples were used for the final analysis. Results of a regression analysis indicated that potential tourists’ purchase intention for the products of tourism social enterprise is significantly influenced by demographic variables (i.e., gender, education, income, marital status), travel characteristics (i.e., purpose of travel, type of companion), perception on social enterprise in general, and consumption value (i.e., rarity value). Those who know about social enterprise show higher purchase intention for the products of tourism social enterprise. Potential tourists with higher rarity value show high intention to purchase social enterprise’s travel products. Practical and theoretical implications of the results are addressed with the directions for future study.
#사회적기업(Social Enterprise) #여행상품(Travel Products) #구매의도 (Purchase Intention) #소비가치(Consumption Value)

Contents

Abstract
Ⅰ. 서론
Ⅱ. 선행연구 고찰
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론 및 시사점
참고문헌

References (32)

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[학술지(정기간행물)] - 김균목 / 2012 / 우리나라 관광분야 사회적 기업의 가능성과 방향 / 관광학연구 36 (1) : 31 ~ 50 dbpia [학술지(정기간행물)] - 김민형 / 2015 / 사회적기업 여행사의 여행상품에 대한 추가 지불의사 영향요인 / 관광학연구 39 (10) : 149 ~ 161 dbpia [학술지(정기간행물)] - 김성섭 / 2008 / 한국관광상품에 대한 지불의사가격 추정을 통해 가치 측정 및 관광자 특성 분석: 신(新) 생태관광상품인 동굴관광에 적용 / 호텔경영학연구 17 (1) : 175 ~ 198 dbpia [학술지(정기간행물)] - 김태헌 / 2016 / 지속가능한 관광을 위한 공정관광체계와 관광정책의 역할 - 서울 북촌한옥마을을 중심으로 - / 동북아관광연구 12 (2) : 71 ~ 90 dbpia [학술지(정기간행물)] - 민대기 / 2012 / 공정무역제품의 다차원적 소비가치가 태도 및 구매의도에 미치는 영향 / 기업경영연구 19 (4) : 139 ~ 156 dbpia

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