공정여행상품의 지각된 사회적 가치가 여행상품 신뢰와 구매의사결정에 미치는 영향 연구

As a research on the influences of the perceived social value of the fair travel products on the trust in the travel products and the purchase decision-making. Regarding the collection of the data, the survey questionnaire had been distributed to the adult males and females aged 20 years old or older. And, the time period of the investigation, it had been carried out from October 1, 2018 until October 12, 2018. Among the total of the 250 copies of the survey questionnaire, excluding the 15 copies of the insincere answers, finally, the 235 copies had been used in the analysis. Firstly, it had been analyzed that the perceived, social value of a fair travel product had the significant, positive (+) influence on the trust in the travel product. Secondly, it appeared that the perceived, social value of a fair travel product had the significant, positive (+) influence on the purchase decision-making regarding the travel product. And, thirdly, it had been analyzed that the trust in a fair travel product had the significant, positive (+) influence on the purchase decision-making. In other words, in order to induce the purchases by heightening the level of awareness regarding the social corporations of the potential customers and the fair travel agencies, the information on the fair travel products must be provided easily to the customers. And the motivations, the trust, and the value of the potential customers regarding the fair travel products must be expanded slowly through the diverse SNS activities, the experiences of, and the PR by, the famous people, the fair travel service program together with the local people, etc.