COVID-19으로 인한 위험지각이 항공사 브랜드이미지 및 브랜드 충성도에 미치는 영향: 국내 항공사를 중심으로 (The effect of COVID-19 Risk Perception on airline brand image and brand loyalty: Focusing on domestic airlines)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 34권 / 6호 / 263 ~ 282페이지
· 저자명 : 박수미

초록

This study empirically investigated whether the perception of Corona 19 risk significantly affects brand image and brand loyalty at a time when air travel is seriously shrinking due to the pandemic that started in 2020 and has continued to the present. The survey was conducted on 220 travelers who used the Busan Gimhae International Airport domestic flight for 26 days from March 5th to March 30th, 2022. Of these, 214 valid questionnaires were used for the final analysis.
As a result of analysis using the SPSS win 22.0 program, it was found that the perception of economic, physical, and social and psychological risks due to COVID-19 did not significantly affect the brand image. Similarly, each risk perception factor did not significantly affect brand loyalty. On the other hand, it was found that brand image had a positive (+) effect on brand loyalty. The reason for this result is that, due to the situation in which no infection has occurred in the plane so far, concerns about infection in the plane of air travelers are reduced, which is why it is judged that the Corona 19 crisis factor and brand image and brand loyalty are considered irrelevant.
This study is expected to provide empirically analyzed literature suggesting the importance of continuous national quarantine policy compliance and safe in-flight service for the recovery of air travel stagnation due to COVID-19.

영어초록

This study empirically investigated whether the perception of Corona 19 risk significantly affects brand image and brand loyalty at a time when air travel is seriously shrinking due to the pandemic that started in 2020 and has continued to the present. The survey was conducted on 220 travelers who used the Busan Gimhae International Airport domestic flight for 26 days from March 5th to March 30th, 2022. Of these, 214 valid questionnaires were used for the final analysis.
As a result of analysis using the SPSS win 22.0 program, it was found that the perception of economic, physical, and social and psychological risks due to COVID-19 did not significantly affect the brand image. Similarly, each risk perception factor did not significantly affect brand loyalty. On the other hand, it was found that brand image had a positive (+) effect on brand loyalty. The reason for this result is that, due to the situation in which no infection has occurred in the plane so far, concerns about infection in the plane of air travelers are reduced, which is why it is judged that the Corona 19 crisis factor and brand image and brand loyalty are considered irrelevant.
This study is expected to provide empirically analyzed literature suggesting the importance of continuous national quarantine policy compliance and safe in-flight service for the recovery of air travel stagnation due to COVID-19.

참고자료

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