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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.14 no.10, 2016년, pp.147 - 158
박현지 (동명대학교 관광경영학과) , 박중환 (동명대학교 관광경영학과) , 오암석 (동명대학교 미디어공학과) , 김영하 (동명대학교 U-관광컨벤션연구소) , 박봉규 (동의대학교 호텔컨벤션학과)
The purpose of this study is to define determinants of tourists' behavior focused on tourism omni-channel and to verify the relationship between tourism information search motivation, tourism omni-channel satisfaction, tourism experience and perceived risk. We presented the hypotheses including ease...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
스마트폰과 인터넷의 발전으로 관광객이 맞이하게된 채널은? | 고객으로서 관광객은 상품 구매의사결정의 각 단계에서 자신의 취향에 맞게 다양한 채널중 특정채널을 선택 하는[1] 멀티채널시대에서 스마트폰과 인터넷의 발전으로 인하여 현재는 옴니채널(Omni-Channel)이라는 새로운 시대를 맞이하게 되었다. 옴니채널이란 온라인, 모바일, 오프라인, 카타로그 등 모든 채널을 하나의 채널로 통합하여 고객으로 하여금 끊이지 않는 정보를 제공하는 것을 의미한다[2]. | |
옴니채널이란? | 고객으로서 관광객은 상품 구매의사결정의 각 단계에서 자신의 취향에 맞게 다양한 채널중 특정채널을 선택 하는[1] 멀티채널시대에서 스마트폰과 인터넷의 발전으로 인하여 현재는 옴니채널(Omni-Channel)이라는 새로운 시대를 맞이하게 되었다. 옴니채널이란 온라인, 모바일, 오프라인, 카타로그 등 모든 채널을 하나의 채널로 통합하여 고객으로 하여금 끊이지 않는 정보를 제공하는 것을 의미한다[2]. 즉, 각 채널간의 경계가 없어지며 모든 채널이 통합되어 고객에게 일원화된 정보를 끊임없이 제공하는 서비스가 옴니채널인 것이다. | |
옴니채널을 통해 관광객들이 할 수 있는 것은? | 따라서 관광객은 오프라인 공간에서 온라인 및 모바일을 통한 정보를 제공받고 정보검색에서부터 구매완료까지 소비행위를 할 수 있는 것이다. 특히 구매의사결정 과정에 있어 정보검색과 구매단계에서의 채널의 다양화와 편의성 증진에 대한 요구는 더욱 강력하게 나타나고 있다. |
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