여행객이 인지하는 국외여행인솔자의 성격특성과 고객만족, 신뢰 및 충성도와의 관계 연구

Abstract

The purpose of this study is to empirically study the effect of overseas tour conductor's personality perceived by travelers during the travel period on customer satisfaction, trust, and loyalty. The sample of the survey was set for travelers who had traveled to Western Europe for more than 8 days, which had a lot of roles as an overseas tour conductor. As a result of the factor analysis, the personality of the overseas tour conductor was divided into extroversion, emotional instability, conscientiousness, openness to experiences, agreeableness, and customer satisfaction, trust, and loyalty were each classified into a single dimension. As a result of the hypothesis test, it was found that extraversion and agreeableness had a significant effect on customer satisfaction, and that extraversion, conscientiousness, agreeableness, and openness to experience had a significant effect on trust. However, it was analyzed that emotional instability did not significantly affect both factors, and conscientiousness and openness to experience did not significantly affect customer satisfaction. And customer satisfaction and trust were found to have a significant effect on loyalty. In the end, according to the characteristics of the overseas tour conductor perceived by the travelers during the travel period, there is a difference in the level of satisfaction and trust among travelers, and satisfaction and trust act as factors that can increase loyalty.