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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제10권 제7호
발행연도
2019.1
수록면
83 - 89 (7page)

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Purpose - It is a very important issue for the Korean tourism industry to increase tourism revenue by attracting foreign tourists. Although Japanese tourists have been an important part of the Korean tourism industry for a long time, the level of tourist satisfaction including accommodation has been at the worst compared to other foreign visitors, which strongly requires concrete solutions. Therefore, this study focuses on improving the satisfaction level of Japanese visitors in the use of accommodation, and find out the influence of the managerial response. Research design, data, and methodology - In this study, customer review and managerial response of hotels in Seoul were collected from "Rakuten Travel" which is the most representative online travel agency in Japan. As a result of collecting data from 2016 to 2018, 6,190 customer reviews and 1,241 managerial responses from 120 hotels were used for analysis. In addition, information on the properties of 120 hotels, such as the number of rooms, classification, types of hotel facilities, types of room facilities, accessibility and prices, were collected. To test the hypotheses, moderated multiple regression analysis was conducted with SPSS 22.0. Results - It was found that only 25 sites, 20.8% of the total 120 sites, were implementing managerial response and average response rate was 66.42% among them. As a result of examining the main effects of the hotel attributes on the ratings, accessibility and price are confirmed as effective variables. We also found that the response rate has a significant moderate effect in both the accessibility and price. In other words, there was a significant difference in the influence of accessibility and price on the ratings depending on the response rate. Also, it was confirmed that the response rate is not a pure moderator variable but a quasi moderator variable. Overall, the evidences partially supported the hypothesis. Conclusion - It was possible to provide important suggestions to the hotel managers who were concerned about managing tourist satisfaction with accessibility problems. It was found that the accessibility problem could be overcome by increasing the response rate. It was also confirmed that high ratings can be more effectively achieved for high priced hotels by increasing the response rate.

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참고문헌 (21)

참고문헌 신청
Black, H. G. / 2009 / A storytelling perspective on online customer reviews reporting service failure and recovery / Journal of Travel &Tourism Marketing 26(2):169~179 google schola Chevalier, J. A. / 2018 / Channels of Impact : User reviews when quality is dynamic and managers respond / Marketing Science 37(5):688~709 google schola Gu, B. / 2014 / First step in social media : Measuring the influence of online management responses on customer satisfaction / Production and Operations Management 23(4):570~582 google schola Grönroos, C. / 1990 / Service management and marketing:Managing the moments of truth in service competition / Jossey-Bass google schola Jang, J. / 2016 / A New Framework for Service Quality Cost Management / The Journal of Cost Accounting Research 40(1):122~132 google schola

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