관광정보탐색 행동에 영향을 미치는 요인에 관한 연구 : 관광동기 및 라이프스타일을 중심으로
저자
발행사항
제주 : 제주대학교 대학원, 2001
학위논문사항
학위논문(석사)-- 제주대학교 대학원: 경영학과 2001
발행연도
2001
작성언어
한국어
주제어
KDC
326.39 판사항(4)
발행국(도시)
제주특별자치도
형태사항
viii, 72p. : 삽도 ; 26 cm.
소장기관
In modern society, leisure activities are recognized as important part of life in terms of improvement of quality of individual's life. Especially developed societies are producing various-formed leisure cultures as consumption and leisure activities shifts to more characteristic features.
Neither former demographic variables nor social and economic variables used for classification of tourists are failing to give out explanation of complicated and sensitive psychological status of tourists and tour behaviors of them and insufficient even as strategic information for tour marketing. This presents a need of a determining factor that can explain fundamental reasons of tourists' behavior besides social and demographic information. And a need for analysis of motive for tour and life-style that could scrutinize not only social and cultural environmental factors but also psychological aspects of customer follows.
This research would like to present a useful thought-provoking points to help tour-related people and marketers practice tour marketing at right time and at right place examining factors that influence activities of tour information exploring when tourist consider tour by looking into previous studies on tour motive, life-style and tour information exploring.
Basic materials for practical analysis of the research was pulled from tourists who came back from Jeju Island tours and other materials was collected by carrying out questionnaire surveys over randomly sampled tourists. Of the samples collected by this method, questionnaires of 305 significant samples were used for analysis. Findings of the analysis are as follows.
First, results of verification of hypothesis 1 that types of tour motive of tourists would influence information exploring of them revealed that learning motive has weak influence over non-commercial personal information, non-commercial and commercial media information and breakaway motive has weak influence over non-commercial media information.
Second, results of verification of hypothesis 2 that life-style of tourists would influence information exploring of them revealed that the self-contentment type has weak influence over non-commercial personal information and the conservative-stabilization type has weak influence over commercial media information.
Third, it is revealed that the self-contentment type has weak influence over breakaway, anticipation and learning motive and the leisure type has weak influence over breakaway and learning motive.
Summarizing verification results of hypothesis 1, 2, 3, we assumed that tourists who explore non-commercial personal information (advice of family and friend) should have high learning motive, a desire to enlarge his or her experience and to experience other cultures through tour, tourists who explore non-commercial media information (publication of public organization and articles of newspaper and magazine) should have high learning and breakaway motive, a desire to get away from ordinary life and for vacation out of city and tourists who explore commercial media information (advertisement of TV and magazines, newspaper and magazine) should have high learning motive.
Results of verification of hypothesis 2 revealed that tourists who explore non-commercial personal information (advice of family and friend) belong to self-contentment life-style, of which people prefer light and gorgeous things and want to be looked different from others and tourists who explore commercial media information belong to conservative stabilization type of which people were against smoking of women and concur with censorship of film.
Looking into hypothesis 2 regarding relationship between life-style and tour motive, it was revealed that the higher learning motive tourists have, the more he or she explores tour information and peoples of self-contentment and conservative stabilization types explore tour information a lot. And examining tour motive and life-style types, it was also revealed that peoples of self contentment type and leisure type has high tour motive.
Fourth, results of verification of hypothesis 4 that exploring of information would be done differently according to demographic characteristics revealed that there is no difference between male and female. After, we verified that exploring of information would be done differently according to age and it was revealed that there is difference over commercial media information. We also verified an assumption that information exploring would be done differently according to school career and found out that there is difference over non-commercial media information. Verification results of difference of information exploring according to job found that there is difference over non-commercial media information. Verification results of difference of information exploring according to income level found that there is difference over non-commercial personal information.
Fifth, results of verification of hypothesis 5 that whether there is difference of life-style according to demographic characteristics revealed that there is difference of life-style between male and female. About difference of life-style according to age, it was also revealed that there is significant difference between leisure and intellectual investigation types. Conservative and stabilization type showed significant difference of life-style according to school career. Intellectual investigation type showed significant difference of life-style according to job. Intellectual investigation type also showed significant difference of life-style according to level of income.
Results of the research support that there are significant differences between life-style, tour motive and tour information exploring. Therefore, when offering tour information to tourists, a strategy that induce active and consistent information exploring of tourists is needed and tour information should be offered classifying tourists by character, tour motive and life-style of them. Development of tour package that attract tour prospects and are consistent for offering of tour information should be done to satisfy needs of tourists. These would work for growth of the tour industry. While we could expect offering of custom-tailored tour goods in accordance with change of tour pattern and leisure culture in tour businesses, development of related goods should be pushed for considering income level, age and gender.
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