간행물

한국호텔리조트학회> 호텔리조트연구

호텔리조트연구 update

Journal of Hotel & Resort

  • : 한국호텔리조트학회
  • : 사회과학분야  >  경영학
  • : KCI등재
  • :
  • : 연속간행물
  • : 격월
  • : 1598-7760
  • :
  • : 호텔리조트연구(~2005) → 호텔리조트카지노연구(2005~) → 호텔리조트연구(2008~)

수록정보
20권5호(2021) |수록논문 수 : 22
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20권6호(2021년 12월) 수록논문
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KCI등재

1호텔직원의 감정노동이 스트레스와 고객지향성 및 이직의도에 미치는 영향 - 신체적 및 심리적 스트레스의 매개변수으로 -

저자 : 이성욱 ( Lee Sung-uk ) , 이승연 ( Lee Seoung-youn )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 5-27 (23 pages)

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This study set externally emotional labor and inner emotional labor antecedents of emotional labor, and the stress of physical stress and psychological stress and how it affects the outcome variables of influence, and finally on turnover intention was to measure customer orientation. Such research is conducted to derive more substantial implications for human resource management and operation of the hotel industry, largely effective training of hotel staff and perform emotional labor. Therefore, the progress of the study was carried out with the following method and range. The antecedents of emotional labor through Literature Review on the labor theory of emotion were selected externally inner emotional labor and emotional labor. Parameters were selected to physical stress and psychological stress of the stress and the degree of customer orientation and turnover chosen as outcome variables. The suitability of the proposed model was confirmed using the structural equation model. The suitability of the model was generally recognized and the research hypothesis was verified based on the suitability of the proposed model.

KCI등재

2호텔 종사원의 자기효능감과 잡 크래프팅이 직무열의에 미치는 영향

저자 : 엄세포 ( Oem Se-po ) , 박철호 ( Park Chul-ho ) , 한수정 ( Han Su-jung )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 29-48 (20 pages)

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This study aims to propose reasonable and effective management plan for human resources in order to achieve sustainable growth in hotel industry by conducting an empirical study on how work engagement is affected by self-efficacy and job crafting. In order to achieve such goal the study first established theoretical system based on precedent studies whose conducted in Korea and abroad whose design is related to the purpose of this study and then proposed a hypothesis and research model based on the established system. The empirical study for hypothesis and research model testing was conducted by distributing 400 copies of survey to employees working in 5-star hotels located within the city of Seoul for 31 days between March 1st of 2020 to 31st of the same month. Response from 341 individuals were used as base data for final empirical analysis. Regarding verification of hypothesis, first, self-efficacy in hotel employees shows significantly positive (+) effects on job crafting. Secondly, the self-efficacy of hotel employees shows significantly positive (+) effects on work commitment. Third, job crafting in hotel employees shows significantly positive (+) effects on work engagement.

KCI등재

3코로나 19에 따른 호텔산업의 현황과 향후 변화에 관한 연구

저자 : 김건 ( Kim Gun )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 49-67 (19 pages)

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The purpose of this study was to analyze the current status of the hotel industry due to COVID-19 and changes and propose future strategies for the survival of hotels. By examining the current state of the hotel industry due to COVID-19 and conducting in-depth interviews with experts in the hotel industry and academia. At first, The hotel company's response strategy for corona virus crisis and the current state of government support. Second, By listening to and analyzing opinions on the direction of change in the hotel industry in the post-corona era. We intend to present implications for resolving the immediate crisis of the hotel industry and long-term development plans. Existing studies have suggested implications for the overall change in the tourism industry in the post-corona era, but this study focuses on changes in the market, changes in expectations for hygiene and cleanliness, changes in technology changes in products changes in manpower management etc. Implications were presented for changes in all of the hotel industry. In order to achieve the research purpose an individual in-depth interview “one of the qualitative research methods” was used. Implications for the hotel change in the post-corona era include realization of a differentiated concept that pre-emptively reflects the needs of various customers, financial preparation for crisis, innovation in manpower management, pre-emptive introduction of ICT technology, and hygiene and cleanliness. It was found that a strategy and promotion such as continuous interest and investment are necessary.

KCI등재

4숙박서비스 분야 고숙련 일학습 병행제의 효율적 활용에 관한 연구

저자 : 박경연 ( Park Kyung-yeon )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 69-82 (14 pages)

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This article introduces P-TECH(Pathways in Technical Education, oriented Convergent High-Technology) program and how to utilize effectively in hotel industry. It covers an overall review of the P-TECH from its background, purpose and current development status. Also this article tries to find out how to utilize effectively P-TECH when dealing with practical issues. In order to achieve the purpose of the article, carefully selected focus group interview has been conducted with three experts from the hotel operation fields and three professors who have participated in P-TECH program as a teacher and NCS(National Competency Standards) development. Based on an analysis of the interview, creating new NCS modules with high tech related, strengthening the linkages between apprentice school and P-TECH program, finding excellent companies with decent knowledge of P-TECH, motivating and encouraging current students have been suggested as some practical ideas for more effective utilization of P-TECH.

KCI등재

5문화관광축제의 경험적 가치가 장소 애착, 지역 이미지, 지지도에 미치는 영향 - 강릉커피축제를 중심으로 -

저자 : 이제용 ( Lee Je-yong ) , 김영표 ( Kim Young-pyo )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 83-101 (19 pages)

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The purpose of this study was to derive the empirical value factors of the festival, to find out the effects of the derived empirical value factors on place attachment, regional image, and support, and to presented theoretical and practical implications for revitalizing the coffee festival. The survey was conducted on users who participated in the 2019 Gangneung Coffee Festival from October 3 to October 6, 2019. Structured questionnaires were distributed and asked to respond to the survey in a self-administered method. A total of 530 questionnaires were distributed and 500 were finally used as valid samples, excluding insincere and inconsistent responses. The research results are as follows. Firstly, the empirical value of the coffee festival was extracted into four factors (playfulness, aesthetics, efficiency, and readiness). Secondly, in the relationship of empirical value on place attachment, playfulness, aesthetics, efficiency, and readiness all had a positive (+) effect. Thirdly, in the relationship of empirical value on regional image, aesthetics, efficiency, and readiness presented positive effects while playfulness showed negative effect. Fourthly the festival's attachment to the place showed a positive (+) effect on the relationship between the empirical value and support. In the conclusion, theoretical and practical implications were presented.

KCI등재

6메타버스의 관광산업 활용에 관한 연구

저자 : 송학준 ( Song Hak Jun ) , 김철민 ( Kim Cheol Min ) , 전유정 ( Jeon Yu Jung )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 103-118 (16 pages)

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Metaverse is drawing attention due to the spread of non-face-to-face trends as a result of the recent COVID-19 pandemic (global pandemic) and the development of information and communication technology following the commercialization of 5G. Although metaverse is emerging as a new management topic in the tourism field, academic research on it is not actively conducted. Therefore, the purpose of this study is to analyze the metaverse type and to derive its core characteristics. In addition, the development trends and related technologies by type of metaverse are reviewed, and utilization methods according to the characteristics of the tourism industry are explored through various examples. The implications of this study will be helpful in establishing the usage direction of the metaverse in the tourism industry.

KCI등재

7음식관광객의 라이프스타일이 음식관광 만족도와 재방문의도에 미치는 영향

저자 : 이상미 ( Lee Sang-mi ) , 이정원 ( Lee Jung-won )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 119-133 (15 pages)

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The purpose of this study is to analyze the effect of food tourism satisfaction and revisit intention according to the lifestyle of food tourists. As doing so, this is to provide guideline that can revitalize food tourism. The findings are as follows. First, Lifestyle was showed with five factors: 'various encounters', 'healthy food', 'restaurant tour', 'discount food purchase', and 'responsibility'. Second, among the lifestyle factors, 'restaurant tour', 'discounted food purchase', and 'responsibility' were found to have a significant effect on satisfaction with food tourism. But 'various encounters' and 'healthy food' did not have a significant effect on satisfaction. Therefore, hypothesis 1 was partially accepted. Third, satisfaction with food tourism was found to have a significant effect on revisit intention. Therefore, hypothesis 2 was accepted. As a practical implication, first, it is necessary to actively promote local cuisine by strengthening SNS, blog, YouTube, Facebook, etc., which are various communication means of young people. Second, for tourists, local food not only plays an important role in understanding local culture and environment, but is also being transformed into a specialized tourism resource for the region. Therefore, it is necessary to stimulate the motivation of tourists through emotional publicity that allows them to experience the unique characteristics of the region.

KCI등재

8위드코로나 시대의 온라인 수업의 질이 수업몰입 및 수업 만족에 미치는 영향 - 경기도 내 관광전공 대학생을 중심으로 -

저자 : 이세훈 ( Lee Sae-hoon ) , 김종성 ( Kim Jong-sung ) , 박재영 ( Park Jae-young )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 135-150 (16 pages)

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The education system has undergone significant changes due to COVID-19. The unprecedented online school opening has been implemented. Attendance classes and online classes are repetitively still took place in elementary, middle, and high schools. In addition, universities continue to provide education through online courses. The purpose of the study is to examine the effect of online course quality on course commitment and satisfaction, and the effect of class commitment and satisfaction on course of university students majoring in tourism taking online courses. The quality of online courses was established based on previous research, instructors, contents, and system factors. The subject of the study was conducted from December 1st to December 16th, 2020 using an online Google questionnaire based on a survey of university students majoring in tourism attending three two-year colleges in Gyeonggi-do. A total of 155 copies were used for the final analysis, and the SPSS 23.0 statistical package was utilized for empirical analysis based on the survey results. The results of the study are as follows. First, it was discovered that online course query instructor, content, and system factors all had a positive (+) effect on online learning flow. Second, it was discovered that all of the instructor, content, and system factors of online course query had a positive (+) effect on online learning satisfaction. Third, it was discovered that online course flow has a positive (+) effect on online course satisfaction.

KCI등재

9중국 스마트폰 관광 앱 품질이 행동 의도에 미치는 영향 - 기술수용모델(TAM)을 적용하여 -

저자 : 장은용 ( Jiang Yin-long ) , 김혜선 ( Kim Hyesun ) , 민보영 ( Min Bo-young )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 151-172 (22 pages)

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The purpose of this study is to explore the relationships between Chinese smartphone tourism application quality and the behavior intention. A survey was conducted for users who had experience using smartphone tourism applications, and 239 available questionnaires were responded. The processes of the analysis are divided into 3steps and the corresponding results are as follows: Firstly, three parameters (i.e. information quality, system quality, and review quality) in smartphone tourism application quality have significant but different effects on the perceived usefulness and the perceived ease of use, respectively. Subsequently, the perceived usefulness has an more influence on attitude of use than that of the perceived ease of use. Finally, the attitude of use has an impressive impact on the behavior intention. Therefore, by grasping their needs, we will present ways and strategies to attract consumers.

KCI등재

10국내외 도시 대표축제 사례분석 - 성남시 대표축제 시사점 도출을 중심으로 -

저자 : 박현정 ( Park Hyun-jung ) , 서원재 ( Seo Won-jae )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 6호 발행 연도 : 2021 페이지 : pp. 173-194 (22 pages)

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The purpose of this study was to provide the development implications of Seongnam city's representative festival through the analysis of successful cases of representative festivals in domestic and overseas with the functional perspective. This study explored a pure function of the city's representative festival, and discussed the regional and environmental characteristics of Seongnam city. In addition, the current festival status and problems being held in Seongnam city were analyzed. As a research method, this study employed a qualitative approach using a multiple-case/holistic design that analyzes cases by similar conditions such as domestic and overseas representative festivals in overall units by a purposive case selection. Based on this method, this study analyzed a total of six domestic and overseas cases by selecting recurring festivals, which have been periodically held in downtown and urban area and were judged to have historical value and active cultural interactions. Given the findings, this study discussed strategic insights for the development of Seongnam city's representative festival. Further suggestions for future studies were discussed.

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KCI등재

1호텔 종사원의 도전적 직무경험이 적응수행에 미치는 영향 - 상사지원인식의 조절효과를 중심으로 -

저자 : 박현정 ( Park¸ Hyun-jung ) , 박득희 ( Park¸ Deuk-hee )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 5호 발행 연도 : 2021 페이지 : pp. 5-27 (23 pages)

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Hotel industry has been in crisis since the Pandemic. Thus, hotel industry is changing their management methods & strategies and is responding to various challenging management environments in line with changes and trends based on core human resources through personnel restructuring. The purpose of this study was to investigate the impact of challenging job experience on adaptive performance of hotel employees, and examine whether perceived supervisor support is moderating between challenging job experience and adaptive performance. The survey was conducted, and a total of 220 questionnaires were used for statistical analysis. The results of this analysis were as follows: first, the challenging job experience of hotel employees was a positive impact on adaptive performance. Second, perceived supervisor support played a moderating role between challenging job experience of hotel employees and adaptive performance. This study was an opportunity to look at the quantitative approach of the hotel employee's job experience, and the results could be provide more structured data on the hotel employee's challenge job experience and adaptive performance to further refine the hotel employee's job design and distribution.

KCI등재

2호텔 식음부서 서비스접점 직원의 조직역량이 조직몰입 및 고객지향성에 미치는 영향

저자 : 장혜준 ( Jang¸ Hye-jun )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 5호 발행 연도 : 2021 페이지 : pp. 29-48 (20 pages)

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With today's growing focus on human services in which employees meet customers for the most hours of their work, the present study was conducted to verify the effects of organizational competency on organizational commitment and customer orientation, involving hotel employes engaged in food and beverage (F&B) service encounters with customers. In the study, a total of 350 questionnaires were distributed offline for a one-month period between January 20 and February 20, 2018, and 337 questionnaires (96.2%) were used for a final analysis. As a result of the analysis, all sub-factors of organizational competency, which were organizational direction, system capabilities, leadership capabilities, and member capabilities, had positive effects on organizational commitment. In addition, the three subfactors of organizational direction, system capabilities, and member capabilities, excluding leadership capabilities, had positive effects on customer orientation. Finally, organizational commitment positively affected customer orientation. Based on these findings, the present study sought practically applicable improvements for hotel employees engaged in F&B service encounters to respond to today's faced-based work environment and suggested implications to help improve their customer orientation.

KCI등재

3친환경 호텔정책이 호텔기업이미지, 만족도, 브랜드충성도에 미치는 영향

저자 : 이제용 ( Lee¸ Je-yong ) , 지계웅 ( Ji¸ Ke-yung )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 5호 발행 연도 : 2021 페이지 : pp. 49-71 (23 pages)

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The purpose of this study is to find out through empirical analysis of hotel company's eco-friendly policy operation plan and whether eco-friendly hotel policy affects the hotel company's image, satisfaction, and brand loyalty. As a result of the analysis, First, it was found that the reduction policy had a significant positive (+) effect on the relationship between the impact relationship of the eco-friendly hotel policy on the quality image and the reduction policy on the impact relationship on the brand image. Second, in the relationship between the effect of eco-friendly hotel policy on satisfaction and brand loyalty, 1) reduction policy had a significant positive (+) effect on satisfaction, and 2) protection policy had a significant positive (+) effect on brand loyalty. appeared to have an impact. Third, it was found that both satisfaction and brand loyalty had a significant positive (+) effect on quality image and brand image in the relationship between hotel company image and brand loyalty. As an implication based on the research results, an efficient and sensible eco-friendly system should be introduced so that the hotel itself can provide eco-friendly services as the efficient and sophisticated reduction policy among eco-friendly hotel policies affects the quality image, brand image, and satisfaction.

KCI등재

4호텔 직원이 지각한 지식공유가 직무성과에 미치는 영향 - 혁신행동과 조직몰입의 이중매개효과 -

저자 : 이용석 ( Lee¸ Yong-seok )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 5호 발행 연도 : 2021 페이지 : pp. 73-91 (19 pages)

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This study set the hypothesis based on hotel service employees, modeled it and empirically verified it with the purpose of examining the structural relationship among knowledge sharing, innovation behavior, organizational commitment, job performance psychological empowerment, and prosocial service behavior. To verify the hypothesis, preceding studies were considered and the questionnaire was prepared. Via selecting the judgment sampling, the study proceeded with the employees who worked more than a year at the moment among the service contact employees working in the 5 stars hotels in Seoul. A total of 350 questionnaires were distributed, and 313 valid samples were applied to the study. Collected data was analyzed by using SPSS 22.0, AMOS 22.0, PROCESS macro 3.0 statistical program. As a result of hypothesis verification, first, knowledge sharing has a positive(+) effect on job performance. Second, the indirect effect of innovation behavior and organizational commitment was statistically significant in the influence relationship on the knowledge sharing and job performance. Third, innovation behavior and organizational commitment sequentially played a mediating role in the influence relationship on the knowledge sharing and job performance of the hotel service encounter employees. Through this empirical analysis, the effects of hotel service encounter employee's knowledge sharing, innovation behavior, organizational commitment, and job performance is to be verified. Through this, academic implications, practical implications, and the direction for the future research are to be presented.

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5수정된 IPA를 활용한 호텔 객실예약 애플리케이션 선택속성 평가 - MZ세대를 중심으로 -

저자 : 이수희 ( Lee¸ Soo Hee )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 5호 발행 연도 : 2021 페이지 : pp. 93-110 (18 pages)

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The purpose of the study was to analyze selection attributes of hotel reservation applications for MZ Generation. As making hotel room reservation by mobile applications has been growing, marketers want to develop the most fit application service for their customers. They pay attention to MZ Generation who are digital native and one of the powerful consumers in hotel industry. Using revised IPA, 206 validated questionnaires(customers born in 1981-2003) were analyzed. To find out selection attributes of hotel reservation application, 24 items were sorted into 6 factors(Diversity, Price, Communication, System Quality, Contents Quality, Safety) These results are based on research, and the outcomes are as follows: First, it was shown that customers gave the high mark on safety when they made reservation by mobile. As Safety, System Quality, and Communication factors got high satisfaction, they were in “Keep up the good work Quadrant(High Importance-High Satisfaction)”. Second, what we have to focus is Contents Quality and Diversity factor. They were in “Concentrate here Quadrant(High Importance-Low Satisfaction)” It shows that MZ generation needs more useful and accurate contents with other customers' reviews to choose their hotels. They also wants various interesting experiences by getting facilities' photos & videos, and choosing payment methods they want. To attract MZ generation, hotels and online travel agencies have to provide more enhanced experiences of hotel reservation application.

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6지각된 해고위험이 반이직의도에 미치는 영향 - 정치공학의 조절역할 -

저자 : 김경수 ( Kim¸ Kyung-soo ) , 팜티투짱 ( Pham Thi Thu Trang ) , 조환기 ( Cho¸ Hwan-ki )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 5호 발행 연도 : 2021 페이지 : pp. 111-121 (11 pages)

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This study demonstrates the moderating role of political engineering on the relationship between perceived risk of dismissal and intention to stay, and presents relevant implications. The study sample consisted of full-time sales employees from a five-star tourist hotel in Seoul. The survey period lasted for 10 days from June 21 to June 30, 2021, and 260 structured questionnaires were distributed via convenience extraction method(240 copies (92%)were used in the final analysis). The findings are as follows. First, in regards to academic findings, the results showed perceived risk of dismissal had an effect on intention to stay, political engineering had an effect on intention to stay, and it was confirmed that the moderating role of political engineering had an effect on the interaction between perceived risk of dismissal and intention to stay. Second, under COVID-19, from a practical point of view, the results suggest the need for managers to prepare strategic alternatives that will minimize the damage to the company in the event of unpredictable and uncontrollable catastrophes. In addition, the data suggests the need for employees' self-development as part of the awareness of disasters and as a defense strategy.

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7온라인수업 환경에서 학습실재감이 학습몰입 및 만족도에 미치는 영향 - 호텔·관광전공 학생들을 중심으로 -

저자 : 최상수 ( Choi¸ Sangsu ) , 이진영 ( Lee¸ Jinyoung )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 5호 발행 연도 : 2021 페이지 : pp. 123-141 (19 pages)

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The objective of this study is to verify the relations of learning presence, learning flow, and learning satisfaction in online education environment, and also to understand which factors of learning presence would have significant effects on learning flow and learning satisfaction. To achieve the objective of this study, a survey was conducted targeting the students majoring in hotel & tourism of three universities in Gangwon-do, Gyeonggi-do, and Chungcheongbuk-do for about a month from April 20th to June 18th 2021. After distributing total 180 questionnaires, total 151 questionnaires were used for the analysis by excluding 29 questionnaires with insincere responses. Using the SPSS.18.0 Program, the multiple regression analysis was conducted. In the results of the analysis, of the subfactors of learning presence, the cognitive presence and emotional presence had significantly positive(+) effects on the formation of learning flow and learning satisfaction of students while the social presence did not have significant effects on learning flow and learning satisfaction. Based on such results, this study aims to present the importance of learning presence in online.

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8고객 태도에 영향을 주는 지속가능성 인식의 효과 - 대한민국 ACCOR 호텔의 사례를 중심으로 -

저자 : 미칼리스토아노글루 ( Michail Toanoglou ) , 오창호 ( Oh¸ Changho )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 5호 발행 연도 : 2021 페이지 : pp. 143-167 (25 pages)

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This study aims principally to pinpoint the primary predictors of the guests' engagement towards sustainable behavior in hotels. A total of 250 questionnaires were collected through a survey administered to hotel guests in Korea. All hotels were managed by Accor. The methodology consists of a stepwise multiple linear regression applied to predict the outcome with a set of variables related to pre- and post-purchase awareness and post-purchase behavior. The findings confirm that respondents' awareness of hotels cultivating an environment with green plants and decorations, use of green construction material, and care of local communities enhance guests' engagement towards being sustainable. Besides, nationality and age are found to be predictors of engagement. This study gives insights to hoteliers on the major elements to consider augmenting guests' engagement.

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9모바일 관광 앱 품질특성이 관광자원 정보, 관광목적지 애착, 재방문의도에 미치는 영향

저자 : 이명구 ( Lee¸ Myoung Goo )

발행기관 : 한국호텔리조트학회 간행물 : 호텔리조트연구 20권 5호 발행 연도 : 2021 페이지 : pp. 169-187 (19 pages)

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This study presented useful information on the quality characteristics of mobile tourism apps by verifying the causal relationship between customer convenience, functionality, information reliability, and desire satisfaction of mobile tourism apps on tourism resource information, attachment to tourist destinations, and revisit. The analysis results are as follows. First, customer convenience and information reliability were found to have a significant effect on tourism resource information. On the other hand, it was found that functionality and customer satisfaction had no significant effect. Second, customer satisfaction was analyzed to have a significant influence on attachment to tourist destinations. However, it was found that customer convenience, functionality, and information reliability had no significant effect on attachment to tourist destinations. Third, customer convenience and customer satisfaction were found to have a significant effect on revisit. On the other hand, functionality and information reliability did not have a significant effect on revisit. Fourth, tourism resource information was found to have a significant effect on attachment to tourist destinations. It was found that tourism resource information did not have a significant effect on revisit. It was found that attachment to tourist destinations had a significant effect on revisit. Therefore, useful implications were presented according to the analysis results.

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As 'social distancing' becomes mandatory due to the COVID-19 pandemic, 'Ontact', a method of communicating online with 'Untact', is attracting attention worldwide. For the long-term growth of Hallyu cultural contents, it is essential to develop new markets and understand potential consumers. Therefore, this study first analyzed data from Mexico, Brazil, and Argentina, which are called 'MBA' in Latin America. Second, the Korean Wave response of local people was searched through Internet search. Finally, by comparatively analyzing the activities of KOCIS(Korean Culture and Information Service) in three major Latin American countries, it was attempted to find a foothold for opportunities and challenges for on-tact Korean Wave cultural contents. In other words, the Hallyu cultural contents industry as a whole is a good opportunity to turn a crisis into an opportunity to the extent that it can be called the paradox of the corona pandemic and Latin America is expected to play a pivotal role in leading the continuous Korean Wave.

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