긍정적 구전과 부정적 구전 효과의 비교 -온라인 관광정보를 중심으로-
분야
사회과학 > 관광학
저자
김가윤 ( Ga Yoon Kim ) , 김현정 ( Hyun Jung Kim ) , 장준수 ( Joon Soo Jang )
발행기관
한국관광학회
간행물정보
관광학연구 2012년, 제36권 제2호, 261~279페이지(총19페이지)
파일형식
19701988.pdf [무료 PDF 뷰어 다운로드]
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    The purpose of this study was to compare differences of tourism destination`s images and attitudes according to the balance of online Word of Mouth (WOM) tourism informations. Data were collected from 167 tourism majors throughout the month of May, 2011. using a static-group collection method and comparison design including two experimental groups and one control group. A preliminary analysis to identify appropriate measurement dimensions including exploratory factor analysis, reliability and validity analysis was conducted, followed by t-test to examine analysis propositions. Through the analysis, five factors of tourism destination`s image were identified as follows: cognitive image: tourism infrastructure, tourism activity, tourism environment/ emotional image: active, comfort. The results show that there are significant differences among three groups. Most discernable, the group which had negative information was responded to almost factors strongly rather than the other groups. This result supports a prospect theory. Theoretical and practical implications were discussed based on the results for marketers of the online tourism companies and organizations. Also limitations of the study were discussed.
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