골프장과 여행사간의 관계마케팅에 관한 연구

초록

The objective of this study is to examine the impact of relational characteristics on relational quality and relational performance between travel agencies and golf clubs, and to compare the results of two groups. Based on extensive literature review, this study selected four main components of relational characteristics: scale(size of company), reputation, professionalism, and contact frequency. Relational quality was divided into three factors: reliability, satisfaction and immersion. This study used a self-administered questionnaire targeting employees of golf clubs and travel agencies who are responsible for sales between golf club and travel agency. Total 314 valid samples (golf club: 159 copies, travel agency: 155 copies) were used for analysis. As main results, professionalism and contact frequency related to features of staff, rather than scale, reputation related to corporate features of golf club and travel agency were represented to be more influential on relational quality and long-term relationship orientation.

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