觀光者의 鐵道旅行商品 關與度에 따른 顧客滿足에 關한 硏究

Abstract

This research is aimed at offering basic data to be applied for promotion of railroad traveling in time of developing it by grasping the degree of influence on a tourist satisfaction a railroad traveling product in link with a tourist participation in it. The substantial purpose of this research is as follows: First, to set up railroad traveling theory and its participation theory systematically through the investigation of the existing literature, Second, to verify through an empirical study method to analyze what influence a tourist's participation has on a railroad traveling product, Third, on the basis of the result obtained through an empirical study method, to intend a strategy for increasing the satisfaction with a railroad traveling product. For this purpose, this research conducted its study by limiting its analysis object to the tourists who are using the Seoul Metropolis-run railroad traveling products or had an experience to use it before by setting the year 2009 as the basic year. As a result of an empirical analysis, it was found out that there were a lot more women than men and more married persons than the unmarried in the use of railroad traveling products in terms of demographical characteristic of the surveyed. In addition, the majority of the railroad users covers the persons in their 30s and 40s. As for users' educational background, college graduates, office workers and housewives were found to cover more than 50% of the surveyed. As for income level, the income earners of 1 million won to 3 million won monthly covers the most of the surveyed. On the basis of this data, this research suggests that there need to be a consideration of medium-priced railroad traveling products more than low-priced ones considering that the largest consumer of a railroad traveling product is mostly women whose educational background or income levels are comparatively higher. On the whole, the characteristic of a railroad, like the above-mentioned theory, safety, rapidity and pleasantness. Thus, this research believes there would be no problem in gradually proceeding with something more elegant rather than the existing low-cost of railroad traveling products in the planning of railroad traveling products targeting a group of women with high educational background and income levels by using such advantages. Second, as for the characteristic of a tourist's touring tendency, their using frequency of a railroad traveling product was found to be once or twice; their travel destinations were largely Gyeongsangdo and Gangwondo districts; tourists' traveling style came out in the order of a day-free-style for a day package, free-style for a day lodging and lodging package, and the main activity in railroad traveling products includes a pure relaxation the most. As for a travel itinerary, a day tour and two days & one night trip topped the most. Consequently, on the basis of this, there could be a suggestion in the part requiring consideration in time of product development of railroad traveling or in the part requiring an application in the marketing section. Third, sex distinction, age, level of educational background, and vocation were found to be statistically significant in a subordinate variable of participation- pleasure. The property of tourists' pleasure appeared higher in women in a statistical terms; in their 40s and 50s; college graduates in educational backgrounds and in technical post holder in vocation. Based on this data and in consideration of demographical characteristics of tourists who intend to seek after pleasure, this research put its significance in installing appropriate marketing tools by selecting marketing targets. In addition, as for the symbolism of participation, sex distinction, age, and vocation were found to be statistically significant; women dominate in sex distinction; tourists in their 40s and 50s dominate in age; tourist who finished a graduate course topped the most in educational backgrounds, and there appeared in the order of technical workers, free-lancer, office worker, and student in vocation. Thus, in relation to a tourist who thinks much of the symbolism of participation and in case of considering railroad traveling products, it might be possible to devise and apply a marketing plan in consideration of these targets. As for the importance of participation, age, educational background and vocation were found to be statistically significant, the tourists in their 50s and 60s showing a high numerical value, and free-lancers were found to be high in case of vocation. Indeed, it is imperative to consider product development on the basis of a tourist's traveling tendency to think much of importance. Fourth, in Hypothesis 1, "There might be a difference in customer satisfaction according to their participation in railroad traveling products", convenience in the use, gratifying one's curiosity, and celebratedness were all statistically significant. The pleasure with participation in the convenience in the use was found to be the highest with an average value of 3.94 and as for the pleasure of participation, tourists' satisfaction was found to be higher than the subordinate variables in other participation in comparison with expectation for the convenience in the use of railroad traveling products. In addition, as for gratifying one's curiosity, the symbolism of participation topped the most with its average value of 3.66 while the average value of importance appeared the lowest; as for celebratedness, the pleasure among the participation appeared the highest with an average value of 3.34. The satisfaction with celebratedness, as a subordinate variable of participation, appeared higher than other participation variables in importance. Fifth, the test result in Hypothesis 2. "There might be a difference in customer satisfaction according to users' characteristics" is the one of users' characteristic as to pleasure among customer satisfaction and it was found to be statistically significant in using frequency, traveling destinations, product pattern and partner. The result of users' characteristics as to symbolism among customer satisfaction- traveling destinations, product pattern and partner were found to be statistically significant, and only the traveling destinations and partners were found to be statistically significant as a result of users' characteristics as to importance among customer satisfaction. The participation, as a part deserving consideration in time of developing railroad traveling products or in the division of marketing, causes a difference in satisfaction with expectation. Thus, such aspects could be usefully applied to product recommendation & induction according to their high interest in which part of tourist attractions. Sixth, the test results of the Hypothesis 3, "Customer satisfaction is supposed to have a positive influence repeat purchase" shows that the factor of convenience in the use, curiosity, and celebratedness among satisfaction factors had a significant positive influence on repeat purchase within the significant level of .01. Therefore, hypothesis 3 was adopted. The greatest factors having the biggest influence on repeat purchase among satisfaction factors were found to be in the order of curiosity, convenience in the use, and celebratedness. On the basis of this, this data will a basic one in studying into the plan for inducing repeat purchase. The uppermost limit of this research lies in the fact that it cannot speak for the whole market because the sample size of the surveyed for empirical study is small, and so there exist some limits to substantially reflecting this research's substantial study in major travel agencies planning & dealing in railroad traveling products. To break through such insufficient parts, this research insists that any follow-up research should do the study more into the methodology that could make diverse accesses to satisfaction factors applicable to enterprises dealing in railroad traveling products by expanding the number of empirical samples.