관광기업의 내부마케팅이 종사원 만족을 매개로 이직의도에 미치는 영향

Abstract

This study began by recognizing the importance of tourism employees in providing tourism services. The focus was placed on hotels and airlines, and in particular, tourism companies were approached from contractors and suppliers. Most of the previous studies focused mainly on the causal relationship between internal marketing and employee’s satisfaction of tourism companies, ie, internal marketing and job satisfaction, internal marketing and turnover intention. However, this study examined the structural causal relationship between the internal marketing, job satisfaction, and turnover intention from an integrated perspective, and reviewed the differences between the contractors and suppliers(namely, subcontractors). In order to achieve the research objective, the preceding study was reviewed and seven conceptions were presented for hypothesis. Each derived sub-conceptual items of measurement and finally modified and supplemented in accordance with the content and purpose of this study. In this process, the survey questions were prepared through expert interviews in addition to previous literature studies, and preliminary surveys were conducted first to find out the suitability of each item's expression and composition. This survey was conducted by completing the final questionnaire after correcting and supplementing the problems found. The survey period was approximately two years from January 15, 2017 to December 31, 2018, and was conducted through convenience sampling. The subjects of this study were the employees of hotels and airlines, which are tourist companies in Busan, especially the self-written questionnaire method that the respondents fill out. A total of 486 questionnaires were distributed, and 433 of the recovered questionnaire were used as valid samples, excluding 53 which were not suitable for demonstration analysis. Descriptive Statistics, Exploratory Factor Analysis, Confirmatory Factor Analysis and Correlation Analysis, Structural Model Analysis for Hypothesis Verification and Types of Differences between Groups (Contractors vs. subcontractor) Using SPSS 23.O and AMOS 23.0 Statistical Package Programs. In addition, multi-group verification was performed. As a result of hypothesis testing on the research model, Hypothesis 1 was partially adopted that internal marketing would have a positive effect on employee satisfaction. On the other hand, the hypothesis 2 was adopted that employee satisfaction will have a negative effect on turnover intention. On the other hand, Hypothesis 3 that internal marketing's impact on employee satisfaction will vary depending on the type of company (contractor vs subcontractor) was selected in the multi-group analysis. However, the effect of employee satisfaction on turnover intention will vary by company type (contractor vs. subcontractor). Although this study derives academic and practical implications, it has the following limitations. First, it is necessary to promote the expandability of research for tourism companies that fit the type of tourism business under the Tourism Promotion Act. Regarding the limitations of the types of tourism companies, this study aimed at the hotel companies and the aircraft industries, which are representative companies in the tourism industry. In the future, it is necessary to study various corporate groups according to Korean standard industry classification(KSIC). Second, further research based on employment patterns and psychological factors working in the same facility will help to correctly understand tourism companies and employees. This study will contribute to mitigating the turnover of workers according to the types of tourism companies, if the research works considering the factors such as welfare and wages are conducted based on the psychological factors by working with contractors and contractors in the same facility. Third, it is necessary to apply the problems of full-time and non-regular workers to tourism firms, which have recently been an issue in the domestic job market. In this study, there may be errors in the segmentation of employment due to the spatial characteristics of the study subjects and the limitation of the company type. In relation to spatial characteristics, company types, and employment segmentation, it is necessary to complement the future research on tourism companies in Busan. Finally, due to the rapid arrival of the Fourth Industrial Revolution, various types of industries and companies are undergoing various changes. This rapid change in business environment suggests the need for continuous research on various internal marketing factors. In particular, the responsiveness of Korean tourism companies, which is rapidly restructuring the world tourism market, also emphasizes flexibility along with timeliness. Therefore, in the future, it is necessary to derive an internal marketing factor for each management type of tourism company and establish a foundation to gain competitive advantage in the market by enhancing employee satisfaction.