Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
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The Effect of the Domestic Package Tourist’s Flow and Rapport on Emotional Response and Long-Term Orientation of Travel Agency : The Moderating Effect of Reciprocity
- Journal of Tourism Sciences
- Abbr : JTS
- 2020, 44(3), pp.161-179
- DOI : 10.17086/JTS.2020.44.3.161.179
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
- Received : January 27, 2020
- Accepted : April 2, 2020
- Published : May 1, 2020
Cho, Sung-Kyu 1, CHOI KYUWHAN 1
1동아대학교
Excellent Accredited
ABSTRACT
The purpose of this study is to examine the behavior of customers who are engaged in domestic package tour, and suggest corporate strategies for the domestic travel agencies to enhance the long-term orientation with customers. Multiple regression analyses were used to explore the relationships among flow, rapport, emotional response and reciprocity. We distributed 332 questionnaire, and 287 valid questionnaires were analysed in the study. First, flow and rapport were associated with emotional response. Second, emotional response was related to the long-term orientation. Third, reciprocity had partially moderating effects between emotional response and long-term orientation which resulted from the interaction between negative emotional response and reciprocity. The result of the study implies that the importance of communication and rapport between the tour guides and tourists. It is expected that findings of our study will assist in developing strategies and methods to secure the long-term orientation with travel agencies.
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