로지스틱 회귀분석을 이용한 패키지 관광객의 여행사 선택 의도에 미치는 영향 연구 : 조절초점에 따른 비교 연구

Based on the theory of regulatory focus, this study divided the tendency of consumers to choose a travel agency into promotion and prevention focus groups, and verified by logistic regression that demographic characteristics, travel agency selection attributes and travel frequency of different groups differ in their intention to choose a travel agency. Through theoretical considerations, the factors of the properties of regulatory focus and travel agency selection were extracted, and the demographic characteristics, the characteristics of travel agency selection, and the number of trips were selected as independent variables, and the intention of selecting a large travel agency (0) and the intention of selecting a small and medium travel agency (1) were selected as dependent variables for the binary logistic regression. The study found that tourists who come to Japan for group package tours consisted of a high percentage of housewives in their 40s and 50s, with monthly incomes ranging from 2 million won to 6 million won, and that they prefer small and medium-sized travel packages with prevention-oriented tendencies among their regulatory focus. For the entire group, a monthly income lower than 8 million won to 10 million won and a monthly income of 10 million won or more, preferred factor 2 safety and convenience and accessibility of factor 4 products among the travel agency selective attributes, and more than three trips over the number of trips of zero affected the travel agency's intention to select the travel agency. In the case of promotion groups among the regulatory focus, only three or more trips than zero affected the intention of choosing a travel agency, and no other factors emerged. For prevention groups out of the regulatory focus, academic background (graduate school) over academic background (elementary and middle school), preferred factor 4 product accessibility among travel agency's selection attributes, and three or more trips over zero trips affected the travel agency’s intention to select the travel agency.