CAJ | 학술논문

该文基于企业伦理与消费者行为态度相关理论与研究，探讨旅游企业对不同利益相关者的伦理行为对旅游者购后行为差异的影响机制。本研究以黑龙江省伊春市为案例地进行实证研究发现：企业对所有利益相关者的伦理行为均正向影响旅游者满意度；对员工、顾客及社会的伦理行为会正向影响旅游者忠诚度；只有对顾客的伦理行为会负向影响旅游者非正式抱怨；此外，旅游者满意、忠诚及非正式抱怨之间也会相互影响。该结论旨在为旅游企业乃至所有服务型企业的发展管理提供对策建议，提升企业伦理声誉与营销绩效。
해문기우기업윤리여소비자행위태도상관이론여연구，탐토여유기업대불동이익상관자적윤리행위대여유자구후행위차이적영향궤제。본연구이흑룡강성이춘시위안례지진행실증연구발현：기업대소유이익상관자적윤리행위균정향영향여유자만의도；대원공、고객급사회적윤리행위회정향영향여유자충성도；지유대고객적윤리행위회부향영향여유자비정식포원；차외，여유자만의、충성급비정식포원지간야회상호영향。해결론지재위여유기업내지소유복무형기업적발전관리제공대책건의，제승기업윤리성예여영소적효。
Based on the relevant theories and empirical studies on the business ethics and consumers’ behaviors, this paper looks into the relationship between tourism business ethical behaviors and visitors’ post-purchase reactions.The theoretical and managerial conclusions are: business ethical behaviors towards all its stakeholders have a positive inlfuence on visitors’ satisfactory degree, and those towards its employees, customers and the society have a positive inlfuence on visitors’ loyalty, and only those towards customers have a negative inlfu-ence on visitors’ informal complaints. In addition, visitors’ satisfactory degree, loyalty and informal complaints can inlfuence one another. The author wishes to provide useful guidance for tourism management and all the other service companies to attract consumers.