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관광경영학회> 관광경영연구> 국내 저비용항공사 마케팅커뮤니케이션과 경험단서가 고객가치에 미치는 영향

KCI등재

국내 저비용항공사 마케팅커뮤니케이션과 경험단서가 고객가치에 미치는 영향

The effect of Marketing Communication and Experience Clue in Domestic LCC brand on Customer Value

홍미이 ( Miyi Hong )
  • : 관광경영학회
  • : 관광경영연구 88권0호
  • : 연속간행물
  • : 2019년 03월
  • : 23-40(18pages)

DOI


목차

Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 분석결과
Ⅴ. 결 론
참고문헌

키워드 보기


초록 보기


						
The purpose of this study is to suggest effective marketing plan for reinforcing domestic LCC(Low Cost Carrier) brand competitive. This study analyzed the effect of customer experience regarding domestic LCC brand on customer value. The questionnaires were conducted by customers with domestic LCC’s milage point. The results are as follows; First, It is verified that domestic LCC’s marketing communication can be positively correlated with customer value by the order of priority, advertising, sales promotion and public relation, but mouth to mouth hasn’t correlated with it. Second, It is shown that customer experience clue factor of domestic LCC can be positively correlated with customer value by the order of priority, physical and human clues, but function clue hasn’t correlated with it. In conclusion, customer experience regarding domestic LCC brand is tactical implementation component for creating customer value. Therefore, the factors of customer experience regarding domestic LCC should be considered deeply in the service brand management. This study has deducted measurement factors that build brand experience and has suggested new perspective regarding customer experience management of service brand.

UCI(KEPA)

간행물정보

  • : 사회과학분야  > 관광학
  • : KCI등재
  • :
  • : 격월
  • : 2092-528X
  • :
  • : 학술지
  • : 연속간행물
  • : 1997-2019
  • : 1522


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1지속가능한 마을재생 지표 활용 방안에 관한 연구: 부산 감천문화마을 지역주민을 대상으로

저자 : 임경환 ( Kyunghwan Lim ) , 이재곤 ( Jaekon Lee )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 1-21 (21 pages)

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The purpose of this study is to contribute to the improvement of mid - and long - term value by effectively utilizing the village regeneration project through the study on the use of sustainable village renewal index. The town revitalization project is intricately intertwined with related stakeholders such as politics, local governments, local residents, business people, and local residents. This study was carried out to utilize sustainable villages regeneration indices using various regeneration indices in Korea and abroad. Prior to the use of sustainable villages regeneration indicators, we derived the preliminary attributes in this study by Top-Down & Bottom-Up method, and selected sustainable village regeneration index items and experts' Respectively. We will show priority items through the continuous village regeneration project to promote more efficient business and expect continuous development of village regeneration through successful village regeneration project. In this study, a study on the utilization of sustainable villages regeneration index in Busan Gamcheon Cultural Village was carried out. The reason for the selection is that it is a successful village-based regeneration project with more than 2 million tourists annually as a part of the urban regeneration project, which has cultivated the arts and culture of the rural areas in the country. However, on the back side, tourist complaints of tourists suffering from the local residents have accumulated, and the touristization phenomenon has finally arrived. Although sustainable village regeneration indices are considered necessary for sustainable village regeneration indices as the theme of this study, there is a need for village regeneration indices in the future, but there is a continuing interest in the area of village regeneration units that have been completed, It can be used as a solution.

2국내 저비용항공사 마케팅커뮤니케이션과 경험단서가 고객가치에 미치는 영향

저자 : 홍미이 ( Miyi Hong )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 23-40 (18 pages)

다운로드

(기관인증 필요)

초록보기

The purpose of this study is to suggest effective marketing plan for reinforcing domestic LCC(Low Cost Carrier) brand competitive. This study analyzed the effect of customer experience regarding domestic LCC brand on customer value. The questionnaires were conducted by customers with domestic LCC's milage point. The results are as follows; First, It is verified that domestic LCC's marketing communication can be positively correlated with customer value by the order of priority, advertising, sales promotion and public relation, but mouth to mouth hasn't correlated with it. Second, It is shown that customer experience clue factor of domestic LCC can be positively correlated with customer value by the order of priority, physical and human clues, but function clue hasn't correlated with it. In conclusion, customer experience regarding domestic LCC brand is tactical implementation component for creating customer value. Therefore, the factors of customer experience regarding domestic LCC should be considered deeply in the service brand management. This study has deducted measurement factors that build brand experience and has suggested new perspective regarding customer experience management of service brand.

3카지노 딜러의 핵심자기평가와 주관적 경력성공의 관계: 무형식 학습 활동의 매개효과를 중심으로

저자 : 배을규 ( Eulkyoo Bae ) , 이다애 ( Daae Lee ) , 이민영 ( Minyoung Lee )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 41-63 (23 pages)

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(기관인증 필요)

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The purpose of this study was to examine the meditating effect of informal learning activity on the relationship between core self-evaluation and subjective career success of casino dealers. For this study, the survey was conducted with 401 casino dealers of P casino hotel. The 371 final data was used for analysis. A survey questionnaire for this study was composed of four parts, including the measurement tools of Core Self-Evaluation(Judge et al. 2003), Informal Learning Activity Level(Choi. 2009), Subjective Career Success(Career satisfaction Scale: Greenhaus et al. 1990; Job Satisfaction Scale: Mobley et al. 1994; Employability Inventory: Johnson. 2001) and demographics. Data analysis was implemented by techniques of frequency analysis, reliability analysis, confirmatory factor analysis, descriptive statistics analysis, correlation analysis, and structural equation modeling. The results of this study were follows: First, core self-evaluation had a positive effect on subjective career success. Second, informal learning activity had a parially mediating effect between core self-evaluation and subjective career success of casino dealers. Based upon those results, several theoretical implications were discussed and practical suggestions were made to improve casino dealers' core self-evaluation, informal learning activity, and subjective career success.

4CVM을 이용한 지역축제 입장료 경제적 가치추정 연구: 성산일출제를 중심으로

저자 : 부창산 ( Changsan Boo )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 65-81 (17 pages)

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(기관인증 필요)

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The purpose of this study is to estimate economic value of Seongsan Sunrise Festival and identify factors which influence willingness to pay of festival-goers. To this end, this study adopted double-bounded dichotomous choice CVM for analysis. For this study, a survey was conducted for local and domestic tourists visited the Seongsan Ilchul Festival and utilize SPSS 21.0 and STATA 14.0 programs for analysis. The study result showed that age and income bracket play significant influence on willingness to pay(WTP) of tourists while visit experience, gender, and level of education are not that significantly influential. By utilizing coefficient estimated from logic model, individual WTF for ticket price of Seongsan Sunrise Festival can be priced at 2,070 KRW. For the pricing plan, local tourists are expected to pay up to 2,008 KRW while domestic tourists priced at 2,160 KRW. This study is expected to provide a fundamental foundation for settling adequate ticket pricing policy and practical strategy for fee-based policy of local festivals.

5내부마케팅이 여행사종사원의 조직신뢰와 고객지향성에 미치는 영향

저자 : 신재원 ( Jaewon Shin )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 83-99 (17 pages)

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The Purpose of this research was to find the relationship among Internal marketing, Organizational trust, Customer orientation. The Self-Communication method was adopted to collect the data during September 2018. Unworkable date was eliminated, and final 270 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and regression analysis were measured by using SPSS 18.0, respectively. It was found as follows: First, regarding the relationship between Internal marketing and Organizational trust, those of Relation factors, Empowerment, Internal Communication positively affect Organizational trust. Second, regarding the relationship between Internal marketing and Customer orientation, Those of Relation factors, Empowerment, Internal communication and Compensation system positively affect Customer orientation. Third, regarding the relationship between Organizational trust and Customer orientation, Organizational trust positively affect Customer orientation. This study examined the necessity of Internal Marketing management based on relationship between Travel agent and It's Employees understanding needs of travel agent for Human resource management. This research suggests theoretical and operational implications on the aspects of marketing management for human resource in travel industry.

6저비용항공사를 이용하는 고객들이 경험한 위험지각과 CSR인식이 고객행동의도에 미치는 영향: 브랜드 이미지의 매개효과와 컴페션의 조절효과

저자 : 김수연 ( Sooyeon Kim ) , 이윤철 ( Yuncheol Lee )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 101-126 (26 pages)

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This research aims to demonstrate the effect of risk perception and CSR perception on customers' behavioral intention by analyzing the mediating effect of brand image and moderating effect of compassion. The study is divided into four categories, firstly, testing the influence of customers' risk and CSR perception on the brand image using low cost carriers; secondly, the effect of brand image on customers' behavioral intention; thirdly, ascertaining the role of mediating effect of brand image in relationship between risk and CSR perception of customers' behavioral intention. Finally, the purpose of this study is to verify the moderating effect of compassion on the relationship between risk perception and brand image, and the relationship between CSR perception and brand image. First, this study suggests that customers who use low-cost carriers for the first time in Korea demonstrate the moderating effect of compassion on the relationship between risk perception and brand image, and the relationship between CSR perception and brand image of low-cost airlines. Second, there is a theoretical implication that we have demonstrated the mediating effects of brand image in the relationship between risk perception and customer behavior intention, and CSR perception and customer behavior intention, which are different from existing research.

7중국 호텔 종사원이 지각하는 감성지능이 직무성과에 미치는 영향에 있어 프렌드십의 조절효과

저자 : 진자초 ( Zichao Chen ) , 최우성 ( Woosung Choi )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 127-150 (24 pages)

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The purpose of this study is to examine the effects of perceived emotional intelligence on job performance and the moderating effect of friendship in these relationships among 3 or more star hotel employees in Shanghai and surrounding areas of economic center of China, The results of the study are as follows. In the relationship between emotional intelligence and job performance, the higher the perception of self - emotion, the greater the job performance. And that the understanding of other people 's emotions influenced job performance in a positive (+) direction. In addition, higher perceptions of emotional use showed that job performance also increased. A high perception of emotional control showed that job performance increased. Although emotional recovery does not have a significant effect on job performance, job performance increases with the adjustment effect of supervisor 's friendliness. And it was found that the emotional use affects the job performance. Based on these results, Chinese hotel employees should carry out programs that continuously promote emotional and emotional intelligence, superior friendships and friendships of friends in order to maximize job performance. Specific measures should be presented.

8조직후원인식이 직원 인게이지먼트와 직무만족에 미치는 영향: 서울지역의 특1급 호텔직원을 중심으로

저자 : 김경자 ( Kyungja Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 151-172 (22 pages)

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(기관인증 필요)

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The purpose of this study is to find out the effect of hotel sponsorship recognition on employee engagement in a total of 346 employees of a first - class hotel company in Seoul, The results of this study are summarized as follows. As a result, the emotional sponsorship recognition and the instrumental sponsorship recognition of organizational sponsorship awareness are both sensitive to emotional edge and job involvement, and hotel companies respect employee opinions, show interest in welfare welfare, Efforts should be made to help improve performance with sufficient support for performance. The effect of organizational sponsorship perception on job satisfaction was found to have a significant effect on emotional sponsorship perception, but not on perceived sponsorship perception. Employees are less satisfied with the welfare provided by the hotel, and show the influence of the job satisfaction department on the active assistance of the hotel, clarity of the work distribution, and the supply of human resources. Term and long - term plans for enhancing job satisfaction through raising the awareness of donor support. Job satisfaction has a more crucial role in job satisfaction. I have made a strategic suggestion that I need to understand and satisfy the ultimate values that employees seek to improve emotional engagement and job engagement.

9여행예약애플리케이션 서비스품질을 활용한 기술수용모델에 관한 연구

저자 : 이세훈 ( Saehoon Lee ) , 문정남 ( Jungnam Moon )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 173-192 (20 pages)

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In the tourism market, the volume of transactions through mobile has increased rapidly recently. In this regard, we conducted a study using the technology acceptance model to determine whether the service quality of the travel reservation application affects consumers' acceptance of technology and behavioral intentions. This research is a study of Technology Acceptance Model that uses Travel Reservation Application Service Quality as external variable. The study method was to conduct a online survey and off-line research targeting the various tourist. An empirical survey was conducted between August 13 and August 27, 2018, and 175 valid questionnaires were analyzed. As an analysis method was conducted to verify a analysis of frequency, correlation analysis, factor analysis, structural equation model analysis and study model hypotheses. Analysis showed that Travel Reservation Application Service Quality effect on Technology Acceptance(Perceived Ease of use and Perceived Usefulness) accordingly. Secondly, Technology Acceptance has effects Behavioral Intention.

10유튜브 여행콘텐츠 특성이 몰입과 만족에 미치는 영향 연구

저자 : 최재우 ( Jaewoo Choi )

발행기관 : 관광경영학회 간행물 : 관광경영연구 88권 0호 발행 연도 : 2019 페이지 : pp. 193-211 (19 pages)

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(기관인증 필요)

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This study has researched the effect of YouTube travel contents features on flow and satisfaction. First, this study has defined the relation of effect between YouTube travel contents and users' flow. Second, it has clarified the relation of effect between users' flow and satisfaction. Lastly, it has defined the relation of effect between YouTube travel contents features and satisfaction. With these research purposes, this study suggests practical implications for YouTube travel contents strategies of travel agency through the empirical research results. The survey was conducted from January 18th to January 28th in 2019. A total of 200 questionnaires were distributed and usable 195 questionnaires were analyzed after removing 5 irresponsible questionnaires. As a result of analysis, first, the only factor of amusement has a significant positive effect on pleasure with regard to the factor of YouTube travel contents features for users' flow. Also, with respect to time distortion, both variety and amusement have a statistically significant and positive influence on pleasure. Second, users' flow has a significant impact on satisfaction. Third, YouTube travel contents features have significant positive effect on satisfaction.

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