Understanding the Tourism Satisfaction Formation Process at Service Encounter from Resource Exchange Perspective

SANG SENYAO; We, Jang-Ryang; Lee, In-Jea

doi:10.17086/JTS.2015.39.5.71.86

Satisfaction of the rural tourists is affected by the quality of the social interaction in the service encounter. As a kind of social exchange behaviour, the social interaction is accompanied by the exchanges of various social resources. So this study aims to explore the relationship between the types of resources exchanged and tourists' satisfaction at the rural tourism service encounter. Further, it also examined the moderate effect of tourism motivation between their relationships. From the on-site survey, the total of 193 valid questionnaire were collected and analyzed in SPSS. As the results of this study, we found that three kinds of exchanged resources affected the satisfaction in a rural tourism context named love, social status and information. For testing the moderated effect of the motivation, we used two kinds of rural tourism motivations named 'entertainment' and 'escape.' As the result, we found that the escape motivation had a significant moderated effect on the relationship between love resource and satisfaction. And the entertainment motivation had a significant moderated effect on the relationship between social status and money resources and satisfaction.

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* 2022년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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