여행기업의 프랜차이즈 선택속성이 관계 질과 장기지향성에미치는 영향 연구- H투어와 M투어의 가맹점을 대상으로 -

The travel industry in Korea is rapidly shifting according to internal and environmental changes. The growth of travel companies is mainly spearheaded by mergers and acquisitions(M & A). This shift has also led to customers’ preference for large-sized travel companies. Among these environmental changes, small- and medium-sized travel agencies are seeking to secure competitive advantage and stable business operation through franchising contracts with large-sized travel companies. The study also has the purpose of presenting important data for the establishment of win-win strategies between franchisors and franchisees, and of suggesting some directions in building long-term relationship mechanisms for franchisors to secure franchisees with high loyalty. The results from the study on the long-term intentionality of travel-business franchising present the following implications: First, this study suggests that six kinds of choice-attribute factors have partially significant influence on relationship quality. Second, the result from the study on the relationship quality and long-term intentionality shows that the bonding factor has significant influence on the intention to continue the relationship. Even though the bonding factor has negative influence on the switching intention, the trust factor does not have significant influence. This implies that in the expansion of franchisees by early travel companies, the franchising-operation policies of franchisors to secure franchisees with high loyalty are consistent with the findings from the study.