여행사간 B2B 선택속성과 공정성이 B2C 여행사의 성과에 미치는 영향 연구

These days in Korea tourism industry(especially out-bound travel industry), B2B2C distribution channel is general and broadly expanded. So this study examines the effects of choice attributes between travel agencies(B2B) and travel franchiser's fairness on travel franchisee(B2C)'s management performance. The purpose of the study is to suggest a win-win strategy between travel franchisers and travel franchisees. The research results are as follows:First, 3 factors of B2B choice attributes-trust, brand reputation, price-all had an effect on franchisee's performance. Among them trust was found as the most influential factor. Second, all the choice attributes factors were found to have a significant affect on procedural fairness and interactional fairness. But for distributive fairness, only trust and price factors were found. Third, all the results of the hypothesis test between B2B fairness and B2C performance showed a significant influence. The most influential factor of fairness was indicated as interactional fairness. Fourth, the result of additional research-hierarchical regression analysis-the most influential independent variable factor on B2C performance was found as interactional fairness. And procedural fairness and trust were found as next. Conclusively, the duplicate influential factors on B2C performance were found as interactional fairness and trust. Their common point is a primary role of employee. So excellent employees of travel franchiser are the most valuable factors in B2B2C transactions due to the nature of the travel industry where human services are valued above everything else.