여행사 브랜드 가치 및 선택 속성이 여행사 애호도에 미치는 영향 연구: 서비스 보증의 조절효과

This study aims to investigate how much the travel agent's brand equity and choice property affect on the travel agent's loyalty. Also this study aims to investigate the moderating effect of service guarantees on these variables. The research problems starts from intangibility of oversea tours when oversea travellers choose and the fact that travellers can't experience the quality of tour until participating. The questionnaires were distributed to the people who travelled overseas during the last 3 years in Daegu metropolitan city and 168 questionnaires were used for the final analysis. The respondents consist of 46.4% males(78 persons) and 53.6% females(90 persons). The multiple regression analysis shows that travel agent's using convenience property, perceived quality of oversea tour, brand awareness, and travel agent selectivity influence on travel agent's loyalty as variables in order. In addition, service guarantees have moderating effects between travel agent's brand equity/choice property and travel agent's loyalty.