관광목적지 매력성과 가이드 서비스품질이 고객만족과 옵션선택에 미치는 영향

The purpose of this study is to explore the effects of travel destination attractiveness and guide service quality on consumer satisfaction and option choice. To achieve this purpose, this study distributed a structured questionnaire by self-description survey method, from February 1st to February 9th, 2019 (7 nights and 9 days package travel to Turkey, during the lunar new year holiday season in Korea). The survey was conducted with tour group package customers at the departure gate of Turkey Istanbul International Airport while waiting for the departing flight back to Korea. A total of 250 (83%) valid samples out of 300 questionnaires were used in frequency, Factor, Reliability, Correlations, and Regression analysis utilizing SPSS V.25. The results of this study are as follows: First, travel destination attractiveness (i.e., novelty, sociability, Escape from the daily life) directly and positively influenced customer satisfaction (i.e., travel, destination, overall). Second, travel destination attractiveness (i.e., novelty, sociability, Escape from the daily life) is directly and positively related to option choice (i.e., shopping, food & beverages, travel option items). Third, guide service quality (i.e., professional, likeability, empathy, Reliability, Responsiveness) directly and positively influenced customer satisfaction (i.e., travel, destination, overall). Fourth, guide service quality (i.e., professional, likeability, empathy, Reliability, Responsiveness) is directly and positively related to option choice (i.e., shopping, food & beverages, travel option items). Fifth, customer satisfaction (i.e., travel, destination, overall) is directly and positively related to option choice (i.e., shopping, food & beverages, travel option items). Implications of this study provide theoretical and insightful contributions and also practical suggestions are discussed.