여행상품의 지각된 가치가 만족과 행동의도에 미치는 영향 - 제주 패키지 상품 이용객을 대상으로 -

Abstract

This study was to examine relationships among the perceived value, satisfaction and behavioral intention of Jeju package travellers. Questionnaire survey was conducted to domestic tourists departing Jeju island and a total of 334 samples were finally used for the analysis. The result of factor analysis delineated four factors of the perceived value of Jeju package tour product: emotional value, functional-quality value, functional-price value and social value. Results of regression analysis indicated that there was a positive relationship between respondents` evaluation on the perceived value of the product and their level of overall satisfaction. Results also showed that the respondents` perceived value was positively associated with their behavioral intention. More specifically, out of five dimensions of perceived value of the products, functional-quality value most significantly influenced on the visitor satisfaction and behavioral intention. Practical implications and limitation of the study were discussed at the end of this study.