관광형 MaaS 서비스품질이 지각된 유용성과 만족도, 충성도, 지속사용의도에 미치는 영향 :강릉패스 앱을 대상으로

초록

Tourism necessitates a departure from the routines of daily spaces, and in this context, transportation becomes an inseparable element since tourists must utilize transportation means to achieve this departure. Various efforts are being made to provide transportation convenience for tourists, among which is the city of Gangneung's initiative as part of the government's Smart City Challenge project to vitalize local commerce and tourism by introducing South Korea's first tourism-oriented MaaS (Mobility as a Service). MaaS is garnering attention as an alternative solution for a variety of urban issues, including traffic congestion and parking difficulties. This study considers it important to examine the continued use intention of tourists, given that tourism-oriented MaaS is being implemented as a practical model for sustainable tourism. Therefore, this study aims to identify the elements of service quality in MaaS applications and, by extending the post-acceptance model, analyze the impact of MaaS app services on perceived usefulness, satisfaction, and loyalty, thereby influencing continuance intention. The research discovered significant path coefficients for MaaS app service quality in four factors: reliability, connectivity, accessibility, and convenience. While MaaS app service quality had a positive impact on perceived usefulness, it did not significantly influence satisfaction. Conversely, perceived usefulness positively affected loyalty, which in turn, led to the continuance intention. Additionally, it was revealed that the realationship between MaaS app service quality and continuance intention is partially mediated by perceived usefulness and loyalty. Lastly, satisfaction did not significantly influence the continuance intention. These findings provide a foundational basis for research on tourism-oriented mobility apps, contribute to theoretical expansion by delineating specific factors of MaaS app service quality and applying the post-acceptance model, and offer practical implications for the continuous use and activation of MaaS app services, as well as developmental strategies for tourism-oriented MaaS mobile platforms.

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