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수록정보
43권0호(2021) |수록논문 수 : 13
간행물 제목
43권0호(2021년 08월) 수록논문
최근 권호 논문
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KCI등재

1Determinants of Overall Satisfaction with Virtual Events: An Application of The IS Success Model Perspective

저자 : 김성은 ( Kim¸ Sung Eun )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 1-16 (16 pages)

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Purpose - During the global pandemic, the demands for virtual events have considerably increased and have received significant attention from practitioners and researchers. This study aims to explore critical factors that influence overall satisfaction with virtual events and its impact on word of mouth (WOM).
Design, data, and methodology -A self-administered questionnaire was distributed to adults in the U.S. who had attended a virtual event in the last six months. In total, 699 responses were collected and analyzed using a structural equational model.
Result - The results of this study indicate that e-service quality (e.g., vividness and responsiveness) has a significant influence on satisfaction with virtual events and subsequently affects WOM..
Conclusions - This study extends the generalizability of the information systems (IS) success model into the context of virtual events. The findings of this study allow marketing managers of event organizations to better understand and examine the critical determinants of overall satisfaction with virtual events.

KCI등재

2지역축제 서비스품질이 축제인지도와 축제성과에 미치는 영향: 민간주도형 축제를 중심으로

저자 : 이희성 ( Lee¸ Hee Sung )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 17-37 (21 pages)

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Purpose - The purpose of this study is to examine the impact of local festival service quality on festival awareness and festival performance.
Design, data, and methodology -Based on extensive literature review, four sub-factors of festival service quality were derived: Festival program, festival food/ souvenir, festival promotion/guide, and festival space. Two factors of festival awareness were derived: Differential map and likely recognition. Lastly, social performance and touristic performance were selected as the main factors of festival performance Based on prior research, the hypotheses were established that the quality of the festival service affects the awareness of the festival and the performance of the festival. Data were collected from visitors to Gyejoksan barefoot festival from May 11 to 12, 2019 and a total of 275 samples were used for hypotheses test.
Result -The service quality of the Gyejoksan barefoot festival showed a positive impact on festival awareness and festival performance, and that only the "food/souvenir" factor among service quality had a negative impact on discriminatory awareness.
Conclusions - By verifying the quality of festival services, the impact relationship between festival awareness and festival performance, the academic value of this research may be granted by re-verifying the results of the relevant prior research or confirming detailed causality.

KCI등재

3국내 ICT기반 관광 스타트업의 동향 및 성과 연구

저자 : 윤혜진 ( Yoon¸ Hye Jin ) , 김은희 ( Kim¸ Eun Hee )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 39-59 (21 pages)

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Purpose-Recently, the Korean government considers the start-up as the engine of future economic growth. Tourism businesses have increasingly changed to innovative and technology-based businesses after the fourth industrial revolution and the COVID-19 pandemic. This study aims to systematically understand and describe the growth and output of the ICT(information and communications technology)-based tourism start-ups, which have been dramatically developing in the Korean tourism industry.
Design, data, and methodology-We utilized the secondary data of the Korea Tourism Organization, which collected 87 tourism start-ups from January 2011 to April 2021. Data analysis was performed using the descriptive analysis and cross-tab analysis.
Result-The results showed that the two-sided market is prominent in the domestic tourism market, with O2O(online to offline) and online business being the main focus. It was also found that many technological innovation companies are concentrated in Seoul, where infrastructure and support are abundant. The large majority of tourism start-ups are mainly based on e-commerce technology and have patents. Additionally, venture capital plays a vital role in the investment and growth of tourism start-ups in South Korea.
Conclusions - Based on the results, theoretical and practical implications were discussed to foster tourism start-up businesses in South Korea.

KCI등재

4문화자원과 정보통신기술의 상호작용이 관광산업에 미치는 효과

저자 : 김준호 ( Kim¸ Joon Ho )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 61-81 (21 pages)

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Purpose - The purpose of this study is to investigate the individual effect of cultural resources and information & communication technology(ICT) on the tourism industry, and the interaction effect between cultural resources and ICT, considering the prevalent importance of the cultural assets and technological innovation.
Design, data, and methodology -In total, 333 observations of 132 countries from 2007 to 2015 was used to analyze by two multiple regression models with the dependent variable of the tourism industry and the independent variables of cultural resources and ICT from the travel and tourism competitiveness index of World Economic Forum.
Result - The results of this study demonstrate positive and significant effect of ICT on the tourism industry, and a positive and significant effect of the interaction between cultural resources and ICT on the tourism industry.
Conclusions - Experiencing digitalized cultural resources directly induces a motivation to visit physical cultural product locations, and visitors in the field can also enhance the unique satisfaction of cultural tourism by enjoying cultural resources with more meaningful information. The policy makers need to devise a plan to enhance the cultural resources and ICT for tourists to sustain the tourism development based on the results of this study

KCI등재

5다크 투어리즘 체험요소가 브랜드자산 및 구전의도에 미치는 영향

저자 : 이미혜 ( Lee¸ Mi Hye )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 83-102 (20 pages)

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Purpose - The purpose of this study is to empirically verify the effect of the experience factors of dark tourism between brand property and word-of-mouth intention.
Design, Data, and Methodology - A theoretical system was built for the concept of experience factors, brand property and word-of mouth about dark tourism based on literature study and also for influentialrelations among these factors. The experiment design surveyed 286 people who visited in Seodaemun Prison History Hall and the SPSS 21.0 statistics analyzed fequency, factor, reliablity and regression.
Result - The result of this study experience factors of dark tourism were found to have a significant impact brand property and word-of-intnetion.
Conclusions - Based on the result are hoped that have to experience of various dark tourism and to build brand property and that ressearch them will continue.

KCI등재

6지속가능한 환대·관광산업을 위한 너징 및 디지털 너징

저자 : 장서희 ( Chang¸ Seo Hee )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 103-122 (20 pages)

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Purpose - In reality, machines have been widely adopted in hospitality fields including hotels, restaurants, events and tourism attractions. Many hospitality businesses have replaced employees with machines to reduce their labor costs. However, merely efficiency-focused decision-making is risky because the substantial value of hospitality can be discarded, which will not be sound and beneficial for anybody in the long-term. Technological innovations should reflect the underlying value of hospitality rather than technology per se for a matured and healthy society where social members coexist.
Design, data, and methodology - Therefore, with nudging theory postulated by Thaler and Sunstain, this study not only explores nudging and digital nudging cases in the hospitality fields but also suggests how to develop hospitality nudging and digital nudging strategies in the future.
Conclusions - As it is of great importance to understand and utilize complicated psychological, social and cultural factors to develop effective and creative nudging strategies, this issue should continue to be actively discussed in the future. It is expected that this paper will contribute to a meaningful starting point for such discussions in this regard.

KCI등재

7항공사 외부환경 변화에 따른 객실승무원의 고용불안정성과 조직몰입, 이직의도 간 구조적 관계

저자 : 조희수 ( Cho¸ Hee Soo )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 123-139 (17 pages)

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Purpose - The purpose of this study is to understand the structural relationship of cabin crew's Job Insecurity, organizational commitment, turnover intention due to changes in the Airline's External Environment.
Design, data, and methodology -This study was conducted on airline cabin crew working for domestic FSC(Full Service Carrier) airlines. And a total of 300 respondents were used for the final analysis. The data from the survey were analyses using SPSS 20.0 and AMOS 22.0 statistics package. Frequency analysis was performed to examine the general characteristics of sample, Structural equation model was implemented for confirmatory factor analysis, Cronbach's alpha calculation, correlation analysis, and mediating effect test.
Result - As a result of study first, Hypothesis 1 of “the job insecurity according to the airline's environment will have a significant effect on organization commitment” was adopted. second. Hypothesis 2 for “cabin crew's organization commitment will have a significant effect on turnover intention” was adopted. As a result of study third, Hypothesis 3 of “the job insecurity according to the airline's environment will have a significant effect on turnover intention” was adopted.
Conclusions - The implication of this study is to derive the roles and tasks of airlines that can minimize the employment instability of airline cabin crew.

KCI등재

8잡크래프팅이 직무자율성과 조직유효성에 미치는 영향 관계 : 임파워먼트의 조절효과

저자 : 윤선영 ( Yoon¸ Sun Young )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 141-165 (25 pages)

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Purpose - The purpose of this study is to examine the effect of job crafting on job autonomy and organizational effectiveness of travel agency employees and to verify whether empowerment has a moderating effect in the relationship between job crafting and organizational effectiveness.
Research design, data, and methodology - This study, a total of 322 respondents were collected by using SPSS20.0. Analysis was performed using frequency analysis, reliability analysis, exploratory factor analysis and multiple regression analysis, hierarchial regression analysis.
Result - The results of the study are as follows: First, it was found that job crafting of travel agency employees influences job autonomy and organizational effectiveness. Second, in the influences of job autonomy on organizational effectiveness. Third, the moderate effects of empowerment was found to be effective in the relationship between job crafting and organizational effectiveness.
Conclusions - This study may contribute to set up new strategy in ways on the organizational management practices focused on the job crafting, job autonomy and organizational effectiveness.

KCI등재

9브랜드 인게이지먼트에 따른 프랜차이즈 커피전문점의 VMD가 구매의도에 미치는 영향

저자 : 방소윤 ( Bang¸ So Yoon ) , 조원영 ( Cho¸ Won Young ) , 김용성 ( Kim¸ Yong Sung )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 167-185 (19 pages)

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Purpose -The purpose of this study is to investigate the effects of Visual merchandising(V MD) factors to brand engagement and purchase intention, so that make this become the basic data for the employers or employees of franchise cafe.
Design, data, and methodology -To accomplish this purpose, the survey for visitors of franchise cafes in Seoul was progressed, and VMD factor was divided into six main components: 'Harmonization', 'Attractiveness', 'Fit', 'Pandemic', 'Functionality' and 'Reliability' factors. Based on previous studies, this study hypothesized and tested it using regression analysis.
Result -VMD components have been shown to have a significant positive effect on brand engagement. And it has been shown to have a significant positive effect on purchasing intentions.
Conclusions -Since the cafe atmosphere differs significantly from the restaurant, maximizing the atmosphere and efficiency of the space by considering the VMD factor is critical. So the operators and employees of franchise cafes will be able to establish appropriate and effective marketing strategies through the results of the study on what VMD elements customers respond to and how efforts should be made to maximize those characteristics.

KCI등재

10웰니스관광 체험자의 자아효능감 및 스트레스가 몰입과 만족에 미치는 영향 : 제천/충주지역 웰니스 관광체험자를 대상으로

저자 : 박우택 ( Park¸ Woo Teak ) , 이병철 ( Lee¸ Byeong Cheol )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 187-206 (20 pages)

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Purpose - The purpose of this study is to examine the effect of wellness tourism participants' self-efficacy and stress on flow and satisfaction.
Design, data, and methodology -Based on extensive literature, this study chose stress and self-efficacy (physical, social-emotional, and cognitive) as main factors resulted from the experience of wellness tourism program. Data were collected from the participants of wellness tourism program operated in Jecheon and Chungju city, South Korea from February 24 to March 8, 2021. A total of 193 samples were used for hypotheses test by using regression analysis
Result- As findings, the perceived level of stress exerted a significant impact on flow, and only social-emotional factor as self-efficacy showed a significant effect on flow. Interestingly, while stress had a significant effect on satisfaction, none of self-efficacy factors showed a significant effect on satisfaction.
Conclusions - This study informed that the higher the level of stress awareness, the harder it is to focus on the wellness tourism program. In addition, the study suggested to increase more social activities to enhance participants' active involvement in wellness program.

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KCI등재

1Determinants of Overall Satisfaction with Virtual Events: An Application of The IS Success Model Perspective

저자 : 김성은 ( Kim¸ Sung Eun )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 1-16 (16 pages)

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Purpose - During the global pandemic, the demands for virtual events have considerably increased and have received significant attention from practitioners and researchers. This study aims to explore critical factors that influence overall satisfaction with virtual events and its impact on word of mouth (WOM).
Design, data, and methodology -A self-administered questionnaire was distributed to adults in the U.S. who had attended a virtual event in the last six months. In total, 699 responses were collected and analyzed using a structural equational model.
Result - The results of this study indicate that e-service quality (e.g., vividness and responsiveness) has a significant influence on satisfaction with virtual events and subsequently affects WOM..
Conclusions - This study extends the generalizability of the information systems (IS) success model into the context of virtual events. The findings of this study allow marketing managers of event organizations to better understand and examine the critical determinants of overall satisfaction with virtual events.

KCI등재

2지역축제 서비스품질이 축제인지도와 축제성과에 미치는 영향: 민간주도형 축제를 중심으로

저자 : 이희성 ( Lee¸ Hee Sung )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 17-37 (21 pages)

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Purpose - The purpose of this study is to examine the impact of local festival service quality on festival awareness and festival performance.
Design, data, and methodology -Based on extensive literature review, four sub-factors of festival service quality were derived: Festival program, festival food/ souvenir, festival promotion/guide, and festival space. Two factors of festival awareness were derived: Differential map and likely recognition. Lastly, social performance and touristic performance were selected as the main factors of festival performance Based on prior research, the hypotheses were established that the quality of the festival service affects the awareness of the festival and the performance of the festival. Data were collected from visitors to Gyejoksan barefoot festival from May 11 to 12, 2019 and a total of 275 samples were used for hypotheses test.
Result -The service quality of the Gyejoksan barefoot festival showed a positive impact on festival awareness and festival performance, and that only the "food/souvenir" factor among service quality had a negative impact on discriminatory awareness.
Conclusions - By verifying the quality of festival services, the impact relationship between festival awareness and festival performance, the academic value of this research may be granted by re-verifying the results of the relevant prior research or confirming detailed causality.

KCI등재

3국내 ICT기반 관광 스타트업의 동향 및 성과 연구

저자 : 윤혜진 ( Yoon¸ Hye Jin ) , 김은희 ( Kim¸ Eun Hee )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 39-59 (21 pages)

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Purpose-Recently, the Korean government considers the start-up as the engine of future economic growth. Tourism businesses have increasingly changed to innovative and technology-based businesses after the fourth industrial revolution and the COVID-19 pandemic. This study aims to systematically understand and describe the growth and output of the ICT(information and communications technology)-based tourism start-ups, which have been dramatically developing in the Korean tourism industry.
Design, data, and methodology-We utilized the secondary data of the Korea Tourism Organization, which collected 87 tourism start-ups from January 2011 to April 2021. Data analysis was performed using the descriptive analysis and cross-tab analysis.
Result-The results showed that the two-sided market is prominent in the domestic tourism market, with O2O(online to offline) and online business being the main focus. It was also found that many technological innovation companies are concentrated in Seoul, where infrastructure and support are abundant. The large majority of tourism start-ups are mainly based on e-commerce technology and have patents. Additionally, venture capital plays a vital role in the investment and growth of tourism start-ups in South Korea.
Conclusions - Based on the results, theoretical and practical implications were discussed to foster tourism start-up businesses in South Korea.

KCI등재

4문화자원과 정보통신기술의 상호작용이 관광산업에 미치는 효과

저자 : 김준호 ( Kim¸ Joon Ho )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 61-81 (21 pages)

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Purpose - The purpose of this study is to investigate the individual effect of cultural resources and information & communication technology(ICT) on the tourism industry, and the interaction effect between cultural resources and ICT, considering the prevalent importance of the cultural assets and technological innovation.
Design, data, and methodology -In total, 333 observations of 132 countries from 2007 to 2015 was used to analyze by two multiple regression models with the dependent variable of the tourism industry and the independent variables of cultural resources and ICT from the travel and tourism competitiveness index of World Economic Forum.
Result - The results of this study demonstrate positive and significant effect of ICT on the tourism industry, and a positive and significant effect of the interaction between cultural resources and ICT on the tourism industry.
Conclusions - Experiencing digitalized cultural resources directly induces a motivation to visit physical cultural product locations, and visitors in the field can also enhance the unique satisfaction of cultural tourism by enjoying cultural resources with more meaningful information. The policy makers need to devise a plan to enhance the cultural resources and ICT for tourists to sustain the tourism development based on the results of this study

KCI등재

5다크 투어리즘 체험요소가 브랜드자산 및 구전의도에 미치는 영향

저자 : 이미혜 ( Lee¸ Mi Hye )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 83-102 (20 pages)

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Purpose - The purpose of this study is to empirically verify the effect of the experience factors of dark tourism between brand property and word-of-mouth intention.
Design, Data, and Methodology - A theoretical system was built for the concept of experience factors, brand property and word-of mouth about dark tourism based on literature study and also for influentialrelations among these factors. The experiment design surveyed 286 people who visited in Seodaemun Prison History Hall and the SPSS 21.0 statistics analyzed fequency, factor, reliablity and regression.
Result - The result of this study experience factors of dark tourism were found to have a significant impact brand property and word-of-intnetion.
Conclusions - Based on the result are hoped that have to experience of various dark tourism and to build brand property and that ressearch them will continue.

KCI등재

6지속가능한 환대·관광산업을 위한 너징 및 디지털 너징

저자 : 장서희 ( Chang¸ Seo Hee )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 103-122 (20 pages)

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Purpose - In reality, machines have been widely adopted in hospitality fields including hotels, restaurants, events and tourism attractions. Many hospitality businesses have replaced employees with machines to reduce their labor costs. However, merely efficiency-focused decision-making is risky because the substantial value of hospitality can be discarded, which will not be sound and beneficial for anybody in the long-term. Technological innovations should reflect the underlying value of hospitality rather than technology per se for a matured and healthy society where social members coexist.
Design, data, and methodology - Therefore, with nudging theory postulated by Thaler and Sunstain, this study not only explores nudging and digital nudging cases in the hospitality fields but also suggests how to develop hospitality nudging and digital nudging strategies in the future.
Conclusions - As it is of great importance to understand and utilize complicated psychological, social and cultural factors to develop effective and creative nudging strategies, this issue should continue to be actively discussed in the future. It is expected that this paper will contribute to a meaningful starting point for such discussions in this regard.

KCI등재

7항공사 외부환경 변화에 따른 객실승무원의 고용불안정성과 조직몰입, 이직의도 간 구조적 관계

저자 : 조희수 ( Cho¸ Hee Soo )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 123-139 (17 pages)

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Purpose - The purpose of this study is to understand the structural relationship of cabin crew's Job Insecurity, organizational commitment, turnover intention due to changes in the Airline's External Environment.
Design, data, and methodology -This study was conducted on airline cabin crew working for domestic FSC(Full Service Carrier) airlines. And a total of 300 respondents were used for the final analysis. The data from the survey were analyses using SPSS 20.0 and AMOS 22.0 statistics package. Frequency analysis was performed to examine the general characteristics of sample, Structural equation model was implemented for confirmatory factor analysis, Cronbach's alpha calculation, correlation analysis, and mediating effect test.
Result - As a result of study first, Hypothesis 1 of “the job insecurity according to the airline's environment will have a significant effect on organization commitment” was adopted. second. Hypothesis 2 for “cabin crew's organization commitment will have a significant effect on turnover intention” was adopted. As a result of study third, Hypothesis 3 of “the job insecurity according to the airline's environment will have a significant effect on turnover intention” was adopted.
Conclusions - The implication of this study is to derive the roles and tasks of airlines that can minimize the employment instability of airline cabin crew.

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8잡크래프팅이 직무자율성과 조직유효성에 미치는 영향 관계 : 임파워먼트의 조절효과

저자 : 윤선영 ( Yoon¸ Sun Young )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 141-165 (25 pages)

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Purpose - The purpose of this study is to examine the effect of job crafting on job autonomy and organizational effectiveness of travel agency employees and to verify whether empowerment has a moderating effect in the relationship between job crafting and organizational effectiveness.
Research design, data, and methodology - This study, a total of 322 respondents were collected by using SPSS20.0. Analysis was performed using frequency analysis, reliability analysis, exploratory factor analysis and multiple regression analysis, hierarchial regression analysis.
Result - The results of the study are as follows: First, it was found that job crafting of travel agency employees influences job autonomy and organizational effectiveness. Second, in the influences of job autonomy on organizational effectiveness. Third, the moderate effects of empowerment was found to be effective in the relationship between job crafting and organizational effectiveness.
Conclusions - This study may contribute to set up new strategy in ways on the organizational management practices focused on the job crafting, job autonomy and organizational effectiveness.

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9브랜드 인게이지먼트에 따른 프랜차이즈 커피전문점의 VMD가 구매의도에 미치는 영향

저자 : 방소윤 ( Bang¸ So Yoon ) , 조원영 ( Cho¸ Won Young ) , 김용성 ( Kim¸ Yong Sung )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 167-185 (19 pages)

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Purpose -The purpose of this study is to investigate the effects of Visual merchandising(V MD) factors to brand engagement and purchase intention, so that make this become the basic data for the employers or employees of franchise cafe.
Design, data, and methodology -To accomplish this purpose, the survey for visitors of franchise cafes in Seoul was progressed, and VMD factor was divided into six main components: 'Harmonization', 'Attractiveness', 'Fit', 'Pandemic', 'Functionality' and 'Reliability' factors. Based on previous studies, this study hypothesized and tested it using regression analysis.
Result -VMD components have been shown to have a significant positive effect on brand engagement. And it has been shown to have a significant positive effect on purchasing intentions.
Conclusions -Since the cafe atmosphere differs significantly from the restaurant, maximizing the atmosphere and efficiency of the space by considering the VMD factor is critical. So the operators and employees of franchise cafes will be able to establish appropriate and effective marketing strategies through the results of the study on what VMD elements customers respond to and how efforts should be made to maximize those characteristics.

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10웰니스관광 체험자의 자아효능감 및 스트레스가 몰입과 만족에 미치는 영향 : 제천/충주지역 웰니스 관광체험자를 대상으로

저자 : 박우택 ( Park¸ Woo Teak ) , 이병철 ( Lee¸ Byeong Cheol )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 43권 0호 발행 연도 : 2021 페이지 : pp. 187-206 (20 pages)

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Purpose - The purpose of this study is to examine the effect of wellness tourism participants' self-efficacy and stress on flow and satisfaction.
Design, data, and methodology -Based on extensive literature, this study chose stress and self-efficacy (physical, social-emotional, and cognitive) as main factors resulted from the experience of wellness tourism program. Data were collected from the participants of wellness tourism program operated in Jecheon and Chungju city, South Korea from February 24 to March 8, 2021. A total of 193 samples were used for hypotheses test by using regression analysis
Result- As findings, the perceived level of stress exerted a significant impact on flow, and only social-emotional factor as self-efficacy showed a significant effect on flow. Interestingly, while stress had a significant effect on satisfaction, none of self-efficacy factors showed a significant effect on satisfaction.
Conclusions - This study informed that the higher the level of stress awareness, the harder it is to focus on the wellness tourism program. In addition, the study suggested to increase more social activities to enhance participants' active involvement in wellness program.

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