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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제11권 제1호
발행연도
2020.1
수록면
29 - 38 (10page)

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Purpose: Understanding which product types of overseas travel (free independent travel vs. package travel) consumers will choose is one of the key issues of marketing and consumer behavior in travel agency management. Prior studies on overseas travel type preferences mainly focused on comparing regional differences (e.g., Asian vs. Westerner, or Korean vs. Australian, or Korean vs. Japanese, or American, French, Italian vs. Japanese) influencing the choice of overseas travel type. Another researchers focused on comparing cultural differences (e.g., individualism vs. collectivism, or individualistic culture vs. collectivistic culture), subcultural difference (e.g., acculturation; Koreans living in Republic of Korea vs. Koreans living in Australia), travel lifestyle, and socio-demographics (e.g., age, gender, income level, education level, marital status, occupation etc.). However, there are few studies that identify individual psychological differences (i.e., individual psychological differences within the same culture) influencing the choice of overseas travel type. Self-construal is a psychological factors that greatly influences choice behavior. The purpose of this study was to examine the role of self-construal as an antecedent variable influencing choice of overseas travel product type. Research design, data and methodology: To achieve the purpose of this study, the questionnaire survey method was used. Selfconstrual items composed of independent self-construal items and interdependent self-construal items. Product types of overseas travel were free independent travel (FIT) type versus package travel type. In this study, the correlation coefficient between independent self-construal and interdependent self-construal was nonsignificant. It meant that the relationship between independent self-construal and interdependent selfconstrual was orthogonal. Therefore it was analyzed that independent self-construal and interdependent self-construal separately. Reliability analysis, factor analysis, and logistic regression analysis (controlling gender and age) was used as the data analysis method. Results: According to the results of this study, the stronger independent self-construal, the more preference for the free independent travel type rather than package travel, and the stronger interdependent self-construal, the more preference for the package travel type rather than free independent travel. Conclusions: Self-construal is an antecedent variable influencing the choice of travel type. Travel agencies must consider the consumer’s selfconstrual (independent self-construal vs. interdependent self-construal) before planning and designing overseas travel products.

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참고문헌 (58)

참고문헌 신청
Abele, A. E. / 2007 / Agency and communion from the perspective of self versus other / Journal of Personality and Social Psychology 93(5):751~763 google schola Cao, J. / 2014 / Does travel broaden the mind? Breadth of foreign experiences increases generalized trust / Social Psychological and Personality Science 5(5):517~525 google schola Caruana, R. / 2008 / Paradoxes of consumer independence : A critical discourse analysis of the independent traveler / Marketing Theory 8(3):253~272 google schola Chen, J. S. / 2000 / Measurement of Korean tourists' perceived images of overseas destinations / Journal of Travel Research 38(4):411~416 google schola Cojuharenco, I. / 2012 / Self-construal and unethical behavior / Journal of Business Ethics 109(4):447~461 google schola

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