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한국이벤트컨벤션학회> 이벤트컨벤션연구> 한국관광 브랜드 경험과 목적지 만족, 행동의도의 구조적 관계연구: 2019 한국관광공사 글로벌 캠페인을 중심으로 -

KCI등재

한국관광 브랜드 경험과 목적지 만족, 행동의도의 구조적 관계연구: 2019 한국관광공사 글로벌 캠페인을 중심으로 -

An analysis of Structural Relationships among Korea-tourism Brand Experience, Destination Satisfaction, and Behavioral Intention : Focus on 2019 KTO Global Campaign

남기찬 ( Nam Ki Chan ) , 김기현 ( Kim Ki Hyun ) , 윤유식 ( Yoon Yoo Shik )
  • : 한국이벤트컨벤션학회
  • : 이벤트컨벤션연구 41권0호
  • : 연속간행물
  • : 2021년 02월
  • : 45-61(17pages)

DOI

10.31927/asec.17.1.3


목차

I. 서 론
II. 연구의 이론 고찰
III. 연구 설계
IV. 분석결과
V. 결론 및 시사점
참고문헌

키워드 보기


초록 보기

Purpose - The purpose of this study is to investigate the relationships between koreatourism brand experience, destination satisfaction and behavioral intention.
Research Design, data, and methodology - This study adopted the three different functions of brand experiences by Beckman et al.(2013) and modified for this study. A total 50,055 questionnaires were collected by online survey. Using the Structural Equation Modeling(SEM), the proposed hypotheses were tested.
Result - Results of this study revealed that three brand experience factors of sensor, affective and intellectual experience had a partially affected on destination satisfaction and behavioral intention.
Conclusions - Through the findings, theoretical and practical implication for industry experts and public officers. More detail discussion provided in conclusion section.

UCI(KEPA)

간행물정보

  • : 사회과학분야  > 관광학
  • : KCI등재
  • :
  • : 계간
  • : 1738-7981
  • :
  • : 학술지
  • : 연속간행물
  • : 2005-2021
  • : 355


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발행기관 최신논문
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1포스트 코로나 시대, 국제회의산업 변화 전망과 새로운 정책방향 모색: 정책 이해관계자 의견을 중심으로

저자 : 정광민 ( Jeong Kwang Min ) , 김은희 ( Kim Eun Hee ) , 윤혜진 ( Yoon Hye Jin )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 1-20 (20 pages)

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Purpose-The coronavirus disease (COVID-19) started in Wuhan, China, in December 2019 and rapidly spread across China and beyond. Most businesses are fully or partially closed following government restrictions; the COVID-19 outbreak has led to significant disruptions of the global economy and a severe crisis in the tourism industry. This study explores experts' perceptions and opinions on the shift of international conference industry during/after the COVID-19 pandemic, suggesting policy response to the convention industry.
Design, data, and methodology-An expert survey was used to collect the data in September 2020. Data analysis was performed using the descriptive analysis and Analysis of Variance to identify the difference among the three groups.
Result-The results showed that the form of meetings, exhibitions, and events would change from offline to online and hybrid platforms even after the end of the COVID-19.
Conclusions - The policy mix should be considered to shift from the initial focus on the survival of the small/medium businesses in the short term towards a more longer-term and systematic approach, such as strengthening research and development, crisis response management, cooperative relationship between stakeholders. Future directions are discussed.

2SNS의 홍보특성이 축제 충성도에 미치는 영향에 관한 연구: 축제 몰입의 매개효과와 축제 관여도의 조절효과를 중심으로

저자 : 강민정 ( Kang Min Jung ) , 황두현 ( Hwang Doo Hyun )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 21-44 (24 pages)

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Purpose - The purpose of this study is to practically test the hypothesis on the relationship between SNS publicity characteristics, festival flow, and festival loyalty. The purpose of this study is to present specific plans for festival SNS promotion marketing to festival-related practitioners.
Design, data, and methodology - This study conducted a self-administered survey of 128 festival visitors who had experience using SNS related to festival promotion. This study analyzed the data using the Partial Least Square (PLS) analysis method using SmartPLS 3.0.
Result - The results shown through the empirical analysis of this study are as follows. First, it was found that interactivity and up-to-dateness, which are factors of SNS characteristics, directly significantly affected festival loyalty. Second, it was found that reliability, entertainment, and convenience, which are the characteristics of SNS festival promotion, have a positive and significant effect on the immersion of festival participants, affecting festival loyalty.
Conclusions - This study informed festival-related practitioners the importance of SNS publicity strategy during the festival planning stage. In addition, this study suggested SNS publicity strategy method based on customer segmentation according to the degree of involvement in the festival.

3한국관광 브랜드 경험과 목적지 만족, 행동의도의 구조적 관계연구: 2019 한국관광공사 글로벌 캠페인을 중심으로 -

저자 : 남기찬 ( Nam Ki Chan ) , 김기현 ( Kim Ki Hyun ) , 윤유식 ( Yoon Yoo Shik )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 45-61 (17 pages)

다운로드

(기관인증 필요)

초록보기

Purpose - The purpose of this study is to investigate the relationships between koreatourism brand experience, destination satisfaction and behavioral intention.
Research Design, data, and methodology - This study adopted the three different functions of brand experiences by Beckman et al.(2013) and modified for this study. A total 50,055 questionnaires were collected by online survey. Using the Structural Equation Modeling(SEM), the proposed hypotheses were tested.
Result - Results of this study revealed that three brand experience factors of sensor, affective and intellectual experience had a partially affected on destination satisfaction and behavioral intention.
Conclusions - Through the findings, theoretical and practical implication for industry experts and public officers. More detail discussion provided in conclusion section.

4내추럴와인전문점의 관계혜택이 고객만족과 전환의도에 미치는 영향

저자 : 박은혜 ( Park Eun Hye )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 63-82 (20 pages)

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Purpose - The purpose of this study is to explore the effect of relational benefits, customer satisfaction of natural wine store and switching intention.
Design, data, and methodology -The survey for customers of natural wine store in Seoul was progressed. And relational benefit was divided into Four main components: 'social benefits', 'psychological benefits', 'customization benefits' and 'economic benefits'. Based on previous studies.
Result -Among the relational benefits of natural wine store, 'social benefits' and 'psychological benefits' had a significant impact on customer satisfaction. 'social benefits', 'psychological benefits', and 'customerization benefits' affected the intent of switching intention. In addition, Customer satisfaction affected switching intention.
Conclusions -In many previous studies, most relational benefits had a positive impact on customer satisfaction and had a negative impact on transition intent, but 'customization benefits' and 'economic benefits' did not affect customer satisfaction in this study. 'customization benefits' had a positive effect on switching intention. Natural wine stores need to focus more on a comfortable and friendly atmosphere and trust in wine quality and stores than on small economic benefits to maintain existing customers, the results showed.

5축제방문동기가 축제이미지, 만족, 그리고 재방문의도에 미치는 영향: 도심 음식축제 방문객을 중심으로

저자 : 신지원 ( Shin Ji Won ) , 이상묵 ( Lee Sang Mook )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 83-102 (20 pages)

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Purpose - The purpose of this study is to investigate the effect of the participants' motivation, festival image, festival satisfaction and revisit intention focused on consumers who visited the city food festival.
Research Design, data, and methodology -Design, data, and methodology -Online surveys were distributed to consumers who visited the city food festival from September to October 2020 through text messages, e-mails, and social media. A total of 313 respondents responded, but a total of 260 respondents were used for the survey excluding consumers who did not visit the city food festival and 53 respondents who were unfaithful. Frequency analysis was performed to understand the general characteristics and demographic characteristics of respondents using the SPSS 25.0 statistical program for people who have visited the city festival, and confirmatory factor analysis and structural equation model using AMOS 23.0 was employed.
Result - In this study, the hypothesis of the influence relationship between the motive of visiting the festival, the image of the festival, the satisfaction of the festival, and the intention to revisit were verified. Specifically, the motivating factor for visit was composed of a pursuit factor and an incentive factor, and the causal relationship between these two motive factors was directly or indirectly influenced by the image and satisfaction of the city food festival.
Conclusions - The results of this study provided meaningful implications for establishing future marketing strategies for festival-related industries and participating organizations which are facing many difficulties.

6사회연결망분석을 활용한 오버투어리즘 연구동향 분석

저자 : 정연동 ( Jung Yeon Dong ) , 강덕제 ( Kang Deog Je )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 103-123 (21 pages)

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Purpose - Through domestic journals in tourism and master's and doctoral dissertations, we will study in depth the research papers on over-tourism to understand the research trends of over-tourism in the academic field, understand the meanings and relationships of concepts contained in key keywords, and present new research directions for over-tourism research in the future.
Design, data, and methodology -A total of 30 dissertations were finally selected, including 12 dissertations and 18 domestic academic journals that fit the purpose of this study. In order to comprehensively grasp the research trends and trends on over-tourism, the data were analyzed based on the key keywords of the papers to be analyzed. A social network analysis was conducted based on the data collected. The social network analysis used the Ucinet 6 program. In this study, we focused on the analysis of connectivity and the centrality of power. Data was also visualized using the NetDraw program to identify the structural relationships of network connections.
Result - In all keywords and dissertation keywords, "gentrification" was connected and the value of the centrality of the status was the highest. On the other hand, in the academic paper, the 'tourism policy' was connected and ranked highest in the value of prestige centrality.
Conclusions - Research on over-tourism in the domestic tourism sector is believed to be mainly focused on social problems caused by changes in social conditions, such as the continued increase in tourists and changes in travel methods.

7주이상스 이론 및 아우라의 측면에서 본 문화예술 고찰

저자 : 강준수 ( Kang Jun Soo )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 125-144 (20 pages)

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Purpose - The purpose of this study is to examine specific examples of popular cultural tourism products based on the concept of 'cultural theory' and Lacan's 'jouissance' through examples of cultural festivals led by the public as a subject of cultural consumption.
Design, data, and methodology - Everyone has a desire to pursue culture and tourism outside of everyday life. Jacques Lacan describes these inner desires and pleasures of human beings with the concept of 'jouissance.' Festivals in which Lacan's concept of 'jouissance' is well revealed include 'Day of the Dead' in Mexico and 'Halloween Day', a traditional Irish festival. A specific example of the enjoyment of popular culture consumption is the Jarasum Jazz Festival.
Result - Through the'Day of the Dead' and'Halloween Day', tourists break the taboo of death and experience extreme pleasure while enjoying the joy of death. And 'Jarasum Jazz Festival' shows the concreteness of popular culture tourism while satisfying the inner desires of tourists through musical consensus.
Conclusions - Festivals that have existed for a long time have come with changes in their essential characteristics, and festivals in modern society are becoming events that embody popular culture consumption. If the public's desire for cultural consumption is specifically reproduced, the possibility of the development of the festival is very high. The implication of this study is that cultural theory and cultural consumption issues are linked with actual festivals. On the other hand, the limitation of this study is that various festivals cannot be presented, and discussion is being conducted only in a few festivals.

8DMZ를 방문한 외국인 관광객의 다관광지 방문패턴 연구 : 패키지여행객과 개별자유여행객 비교를 중심으로

저자 : 한주형 ( Han Ju Hyoung ) , 노은정 ( Noh Eun Jeong )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 145-164 (20 pages)

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Purpose - The purpose of this study is to analyze the multi-destination travel pattern of foreign tourists visiting the DMZ, and compare the patterns between package tourists and FIT(free independent tourists).
Design, data, and methodology -Using foreign tourist survey data, 901 tourists who visited the DMZ from 2014 to 2017 were analyzed. The demographic characteristics of package tourists and FIT were compared by applying chi-square tests. The multi-destination travel patterns were examined by using association rule mining, one of the data mining techniques.
Result - The association rule mining showed that compared to package tourists, FIT visited more diverse tourist attractions in its itinerary. In particular, FIT visited historical tourist attractions and other trendy tourist attractions such as Gangnam stations.
Conclusions - The study analyzed the spatial relationship between DMZ and other tourist attractions, suggesting implications for the utilization of DMZ resources and the development of linked tourism resources.

9푸드 디자인 속성이 소비자 선호도와 구매의도에 미치는 영향 : 미쉐린 가이드 서울 2020을 중심으로

저자 : 류경민 ( Ryu Kyoung Min ) , 김선희 ( Kim Sun Hee )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 165-186 (22 pages)

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Purpose - This study aims to provide basic data for establishing a marketing strategy after empirically analyzing the effect of design properties of food on consumers preferences and purchase intentions through menu images of restaurants selected in the Michelin Guide Seoul 2020.
Design, data, and methodology -A total of 216 questionnaires were analyzed for general consumers nationwide. The main contents of the study consist of food design, properties of food design, consumer preference, theoretical consideration of purchase intention, and design and analysis of the study.
Result - As a result of the study, factors excluding food color among food design attributes had a significant influence on consumer preference and purchase intention. In addition, it was confirmed that consumer's preference had a significant influence on purchase intention. Accordingly, it is necessary to seek effective measures to increase consumer preference, and to further increase consumer preference and purchase intention through sub-factors of food design attributes and marketing.

10축제캐릭터에 대한 호감도가 축제에 대한 태도와 방문의도에 미치는 영향에 관한 연구

저자 : 박용진 ( Park Yong Jin )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 41권 0호 발행 연도 : 2021 페이지 : pp. 187-204 (18 pages)

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Purpose - The purpose of current study is the effect of Festival Character, s symbol representing local festival, on the attitude toward the festival and the intention to visit.
Design, data, and methodology -A Based on the results of the preceding research, the first preliminary survey was to investigate the favorability of the characters of the 2020 Cultural Tourism Festival, and the second main survey avoided the questionnaire of 103 people, and the collected data were used as SPSS statistics for frequency analysis, reliability analysis, correlation analysis, and regression.
Result - In summarizing the results of the analysis, it can be seen that the higher the affinity for the festival character is, the more favorable attitude to the festival expressed by the character appears, and it is helpful to actually visit the festival by inducing the intention to visit the festival.
Conclusions - It can be said that the likelihood of the festival characters has a favorable attitude toward the festival itself and has an effect on the visit to the festival. Therefore, it implies that it is important not only to develop festival characters but also to develop festival characters with favorable designs for maximizing and revitalizing visitors to the festival.

12
주제별 간행물
간행물명 수록권호

KCI등재

이벤트컨벤션연구
42권 0호 ~ 42권 0호

KCI등재

동북아관광연구
17권 2호 ~ 17권 2호

KCI등재

관광경영연구
103권 0호 ~ 103권 0호

KCI등재

관광학연구
45권 3호 ~ 45권 3호

KCI등재

관광연구
36권 3호 ~ 36권 3호

KCI후보

여가관광연구
34권 0호 ~ 34권 0호

KCI등재

MICE관광연구(구 컨벤션연구)
63권 0호 ~ 63권 0호

KCI등재

관광연구
36권 2호 ~ 36권 2호

KCI등재

Tourism Research
46권 1호 ~ 46권 1호

KCI등재

관광경영연구
102권 0호 ~ 102권 0호

KCI등재

동북아관광연구
17권 1호 ~ 17권 1호

KCI등재

이벤트컨벤션연구
41권 0호 ~ 41권 0호

KCI등재

관광연구
36권 1호 ~ 36권 1호

KCI등재

관광학연구
45권 2호 ~ 45권 2호

KCI등재

관광경영연구
101권 0호 ~ 101권 0호

문화관광연구
22권 2호 ~ 22권 2호

International Journal of Culture and Tourism Research
13권 1호 ~ 13권 1호

KCI등재

동북아관광연구
16권 4호 ~ 16권 4호

KCI등재

Tourism Research
45권 4호 ~ 45권 4호

KCI등재

MICE관광연구(구 컨벤션연구)
62권 0호 ~ 62권 0호
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