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한국이벤트컨벤션학회> 이벤트컨벤션연구> 웨딩이벤트 소비자의 자기결정성에 따른 확장된 계획행동이론이 구매의도에 미치는 영향

KCI등재

웨딩이벤트 소비자의 자기결정성에 따른 확장된 계획행동이론이 구매의도에 미치는 영향

Effect of expanded planning behavior on purchase intention according to the self-determination of wedding event consumers

임소희 ( Im So Hee ) , 이미혜 ( Lee Mi Hye )
  • : 한국이벤트컨벤션학회
  • : 이벤트컨벤션연구 44권0호
  • : 연속간행물
  • : 2021년 11월
  • : 157-178(22pages)
이벤트컨벤션연구

DOI

10.31927/asec.17.4.9


목차

I. 서 론
II. 연구의 이론 고찰
III. 연구설계
IV. 분석결과
V. 결론
참고문헌

키워드 보기


초록 보기

Purpose - In order to derive the rapidly changing trend of wedding event consumers through empirical research, the purpose is to conduct a study on the impact of wedding event consumers ' self-determination, expanded planning behavior, and purchase intention.
Design, Data, and Methodology - literary research, empirical research and analysis were conducted to establish a theoretical systematization of the concept of wedding event consumers' self-de termination, expanded planning behavior, purchase intention, and influence relationship between measurement variables. Self-determination established three constituent factors: autonomy, competence, and relationship, and expanded planning behavior established four constituent factors: attitude toward behavior, subjective norms, perceived control, and prior knowledge. Purchasing intention was measured as a single-dimensional multi-question and the study was conducted.
Results-As a result of hypothesis verification, it was verified that among the factors constituting the crystallinity of the wedding event service, the relationship had a positive (+) effect on all components of the planned behavioral intention. In other words, it seems that consumers of wedding events are highly aware of the relationship between the community connected to others and the quasi-geo group.
Conclusions -The results of this study are hoped that various wedding event strategies well be develiped by wedding event consumers and research on them will continue.

UCI(KEPA)

I410-ECN-0102-2022-300-001003593

간행물정보

  • : 사회과학분야  > 관광학
  • : KCI등재
  • :
  • : 계간
  • : 1738-7981
  • :
  • : 학술지
  • : 연속간행물
  • : 2005-2022
  • : 412


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1오프라인 전시컨벤션 참가 편익에 대한 현상학적 연구

저자 : 김은정 ( Kim Eun Cheong ) , 이슬기 ( Lee Seul Ki )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 1-25 (25 pages)

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Purpose - This study intends to in-depth understanding of the benefits of offline participation in conventions and exhibitions recognized through the corona pandemic from the participant's point of view and suggest ways to develop them.
Design, data, and methodology-This study adopts the phenomenological research method of Giorgi (1985) to derive and categorize the benefits of offline participation in conventions and exhibitions, based on the statements from 16 actual participants in conventions and exhibitions.
Result-The benefits of offline participation in conventions and exhibitions were categorized into 9 final subjects: 'Encouraging spontaneous and active participation', 'Providing the environment for realistic and immersive experience', 'Leading to creative experience and serendipity', 'Gaining emotional values through direct interaction', 'Creating a platform for communication and networking', 'Promote a sense of community and solidarity', 'Expediting problem-solving and identifying potential business opportunities, 'Presenting a moment to heal, recharging and inspire in new places', 'Other material benefits'
Conclusions-This study has academic significance in that it presented the benefits of participation in the overall concept of offline conventions and exhibitions after the corona pandemic. It is necessary to further develop these core competitive elements of offline events that can survive in an environment where untact will accelerate in the future, thereby attracting continued interest from participants.

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2국내 미활용 폐교부지를 활용한 캠핑장 입지분석

저자 : 김진재 ( Kim Jin Jae ) , 임현우 ( Lim Hyun Woo ) , 김성범 ( Kim Sung-bum )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 27-46 (20 pages)

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Purpose - The purpose of this study is to suggest a systematic framework of determining suitable locations for camping sites using closed schools in Korea. This is achieved by the following procedures.
Design, data, and methodology -First, the relative importance for each locations factor the was derived using Analytical Hierarchy Process (AHP). The distance criteria for each location factor was established using the Geographic Information System (GIS). Then the location measure for each candidate site is calculated as a weighted sum of the location factors and their corresponding relative importances. Next, the derived results were visualize d in a map using spatial interpolation method in GIS.
Result and Conclusions-The candidate sites with relatively high scores were classified into natural (stream & mountain) and urban types to discuss the location specific development plans.

KCI등재

3위험정보탐색처리(RISP) 모형을 적용한 COVID-19 위험지각이 새벽배송 신선식품 구매의도에 미치는 영향

저자 : 김영국 ( Kim Yeong-gug ) , 우은주 ( Woo Eun-ju )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 47-60 (14 pages)

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Purpose - The current study is was empirically analyze risk factors and changes in food purchase consumption perceived by consumers to which the Risk Information Seeking and Processing (RISP) model is applied.
Design, data, and methodology -The online survey was performed, and a total of 310 questionnaires were distributed online. And then 291 questionnaires were used for the analysis. After verifying the reliability, validity and feasibility of the suggested model, the relationship of the research model was analyzed.
Result - This study found out that information seeking and systematic processing promoted buying behaviors to use early-morning delivery services. The present study showed statistically significant results for the all paths.
Conclusions -The results of this current study provides marketing strategic and practical information that can maximize customer behavior. Also the results of this study suggested practical application in the food field. The related to the risk perception of COVID-19 can be more systematically understood and measured quantitatively by food consumers.

KCI등재

4표현주의 기법을 활용한 문화관광 소비 활성화 고찰: 음악극 <말러매니아>를 중심으로

저자 : 강준수 ( Kang Jun Soo ) , 박우택 ( Park Woo Teak ) , 송영민 ( Song Young Min )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 61-80 (20 pages)

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Purpose - The purpose of this study is to investigate the possibility of enhancing the under standing of visitors, satisfying visitors, and expanding tourism consumption through the use of expressionism techniques based on the subjective mind and inner sensibility of humans.
Design, data, and methodology -This study discussed the way expressionism techniques are specifically reproduced through the musical play < MAHLERMANIA >.
Result -The musical play < MAHLERMANIA > is a cultural tourism product that provides fun and enjoyment to visitors by using various devices such as expressionism techniques, music effects, and stage equipment to suit the circumstances of the times.
Conclusions -The implication of this study is that it is exploring the possibility and direction of the expansion of cultural tourism products for the music play < MAHLERMANIA >, which specifically presents the inner psychology of human beings to the audience using the expressionism technique. On the other hand, the limitation of this study is that the analysis was limited to the music play < MAHLERMANIA > in discussing the expansion of cultural tourism consumption through the use of expressionim techniques.

KCI등재

5호텔산업의 비대면서비스기술에 대한 인적서비스 필요성 인식 고찰에 관한 연구 : 국내 5성급 호텔을 중심으로

저자 : 봉미희 ( Bong Mi Hee )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 81-105 (25 pages)

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Purpose - This study attempted to structurally examine the relationship between perceived benefits and perceived risks on the necessity of human service and the intention to use non-face-to-face service technology of hotel companies.
Design, data, and methodology -201 copies of samples were extracted by online and offline survey methods. It were performed that frequency analysis using the SPSS program, confirmatory factor analysis and structural equation analysis using AMOS analysis tools.
Result - As a result of the analysis, first, it was found that perceived benefits had a negative(-) effect on the necessity of human service. Second, it was found that the perceived risk had a positive(+) effect on the necessity of human service. Third, it was found that the perceived risk had a positive(+) effect on the intention to use hotels using non-face-to-face service technology. Fourth, it was found that the necessity of human service had a negative(-) effect on the intention to use hotels using non-face-to-face service technology.
Conclusions - From the results of this study, it was found that the existing perception that human services must be the main focus in five-star hotels has changed due to the prolonged COVID-19 pandemic.

KCI등재

6OTA 종사자의 개인-환경 적합성과 자기효능감, 직무만족간의 관계 연구

저자 : 윤선영 ( Yoon Sun Young )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 107-129 (23 pages)

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Purpose -The objective of this research is to examine the relationship among OTA employees' personal environment fit, self-efficacy and job satisfaction to provide useful human resource strategies that can be used in rapidly changing environment especially pandemic.
Design, data, and methodology -A total of 352 online surveys were collected. The collected data was analyzed using SPSS WIN 20.0. including factor analysis, frequency analysis, correlation analysis, reliability analysis and multiple regression analysis.
Result -The results show that OTA employees' all components of personal environment fit had a significant influence on self-efficacy, and self-efficacy had a significant influence on job satisfaction. Also, person-organization fit, a component of personal environment fit, had a significant influence on job satisfaction. However, person-job fit, a component of personal environment fit, did not appear to have a significant influence on job satisfaction.
Conclusions -OTA needs to have a better understanding of their employees who have different character from traditional travel organization to develop useful human resource strategies and make productive organization management plans.

KCI등재

71925년 근대 관광 및 여가활동에 관한 텍스트 마이닝 분석

저자 : 여경진 ( Yeo Kyung Jin )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 131-151 (21 pages)

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Purpose -This study identfies the types of tourism and leisure activities of Korean people under the Japanese Colonial rule, investigates the differences between the social classes, and classifies the types of tourism and leisure activities according to the social classes from the articles published in Dong-Ah Ilbo in 1925s.
Design, data, and methodology -Text mining techniques are employed to analyze understanding text data. Use Texstorm to analyze test mining. And the NetDraw program is utilizes and the keyword network analysis, sentral analysis, and CONCOR analysis the analysis of collected data.
Result - First, not only traditional play, but also western sports, such as soccer, baseball, and tennis were enjoyed a same time. Second, there were some differences in the types of traditional play and sports played between the social classes.Third, Koran people enjoyed cultural activities, including dance and music concert.
Conclusions -It is shown that the tourism and recreation activities in 1925 established the foundation for the modern tourism of Korea. It is also shown that text mining techniques can be used to identify key information and trends from a vast text data set.

KCI등재

8향토음식이미지가 관광지이미지, 장소애착, 행동의도에 미치는 영향: 광주광역시를 중심으로

저자 : 박민희 ( Park Min Hee )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 153-169 (17 pages)

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Purpose - This study was conducted to examine the effect of local food image in Gwangju Metropolitan City on destination image, place attachment and behavioral intention and the effect of tourist destination image and place attachment on behavioral intention.
Design, data, and methodology -For tourists who have visited Gwangju Metropolitan City, it was conducted from May 1 to May 20, 2022.
Result - The results of this study are as follows. First, Hypothesis 1-1 was partially accepted as the quality and uniqueness factors of the Gwangju local food image had a positive (+) effect on the cognitive destination image. Also, it was found that the uniqueness factor of the Gwangju local food image had a positive (+) influence relationship on the emotional destination image, so Hypothesis 1-2 was partially accepted. Second, Hypothesis 2 was partially accepted as it was found that two factors, the uniqueness of Gwangju's local food image and food attribute factors, had a positive (+) effect on place attachment. Third, it was found that the emotional factors of the tourist destination image had a positive (+) effect on the behavior intention, so it was partially adopted. Finally, Hypothesis 4 was accepted as it was shown that place attachment had a positive (+) influence on behavioral intention.
Conclusions - This offers that the good quality of local food in Gwangju can represent the image of the region and provide a point of differentiation from other regions.

KCI등재

9온라인 정보특성과 정보신뢰, 그리고 참여의도 간의 영향관계에 대한 연구 : 제주도 음식관광객을 중심으로

저자 : 주기화 ( Ju Gihwa ) , 이상묵 ( Lee Sangmook )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 171-191 (21 pages)

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Purpose - The purpose of present study is to verify the effect of online information characteristics on trust and participation intention as perceived by food tourists in Jeju island.
Research design, data, and methodology - Survey method was employed and distributed using online survey as perceived by tourists who have food tour experiences in Jeju Island. Total 521 participants were collected and it used for statistical analysis.
Results - The proposed the hypothesis on the formulated model, only vividness has significantly influenced on both trust and participation intention. Specifically two factors(usefulness and vividness) have significantly impact on trust, and three elements(synonymy, vividness, and entertainingness) have significantly influence on participation intention. Furthermore, the trust was critical predictor of participation intention.
Conclusions - Based on these founding, current study may contribute to suggest important marketing strategic for food tourism industry in Jeju island, and it will be useful to increase profit for related business.

KCI등재

10로컬푸드의 지속가능성을 위한 식품박람회 역할 탐색 : Q방법론 적용

저자 : 최누리 ( Choi Nu Ri ) , 김인신 ( Kim In Sin )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 47권 0호 발행 연도 : 2022 페이지 : pp. 193-211 (19 pages)

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Purpose -The main purpose of the study was to identify exhibitors' subjective perceptions of participation benefits in food exhibition regarding for sustainable local food.
Design, data, and methodology -The Q methodology was applied to achieve the purpose of the current study, which consists of five steps: Q-pupulation, Q-sample completion, P-sample selection, Q-sorting, and Q-analysis. Q-sample was completed through interviews with 17 experts and data collected from 32 exhibitors in the 'Busan International Food Expo(BO FOOD) 2022' were analyzed using R 4.1.3 program.
Result - Through Q analyses, three types of perception were extracted. The first type is economic sustainability orientation, the second type is cultural sustainability for attracting food tourists, and the third type is trust building with other participants or attendants.
Conclusions -This study emphasized the role of food exhibition for sustainable local food and expanded sustainability theory to the context of local food management. In addition, practical implications were proposed for managing food exhibition and establishing sustainable local food.

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1홀로그램 텔레프레전스 기술의 체험이 MICE행사 참가자에게 미치는 영향

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발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 1-21 (21 pages)

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Design, data, and methodology -Based on the previous studies, this study hypothesized that four experience factors; entertainment, educational, aesthetic and escape experiences will influence experience quality; absorption and interaction each and those will influence the participants' satisfaction. To verify the hypotheses, multi-regression analysis with SPSS were conducted.
Result - The results showed that education and aesthetic experience influenced on both absorption and interaction, additionally entertainment experience had influenced on interaction only. On the other hand, escape experience had no impact on both absorption and interaction. Also, absorption and interaction had impact on the participant's satisfaction.
Conclusions -This study broadened theoretical concept in MICE research by adopting Hologram technology and it provided practical implications on how to effectively operate Holog ram technology in MICE with organizers and hosts.

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2음악극 < Songs of Lear >를 활용한 감성마케팅 고찰

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발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 23-40 (18 pages)

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Purpose - The purpose of this study is to examine ways to revitalize the consumption needs of modern consumers through emotional marketing using the music play < Songs of Lear >. Grzegorz Bral, the director of the musical play < Songs of Lear >, uses human emotions as a way to satisfy the diverse consumption needs of modern consumers.
Design, data, and methodology -If consumers in the past focused on product functions, modern consumers tend to pursue sensibility not only in product functions but also in product design or image. Consumption patterns are also changing according to the times, and there is a lot of interest in products that stimulate the emotions of modern consumers.
Result -The creation of consumer desire through emotional stimulation of consumers is related to the effective application of emotional marketing. Emotional marketing using performing arts is worth discussing in that it is a way to develop and revitalize various products in the tourism industry.
Conclusion -The implication of this study is that it specifically suggests the means of emotional marketing as a way to create effective consumption desires of modern consumers for performing arts works. On the other hand, the limitation of this study is that there was no discussion on emotional effects that can be developed in various ways as well as emotional marketing using auditory or vision.

KCI등재

3외국인 전용 카지노 VIP 고객 보상프로그램이 게임 수익에 미치는 영향 : 무료 식음료 서비스와 게임 칩을 중심으로

저자 : 김정효 ( Kim Jung Hyo ) , 김상혁 ( Kim Sang Hyuck )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 41-57 (17 pages)

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Purpose -The purpose of this study is to examine the effect of reward program on the game revenue for VIP customers in foreigner-only casino, with two major services in terms of free food and beverage(F& B)services and providing game chips
Design, data, and methodology - For this study, the dependent variables are the game time and the drop money amount of customer. Free meal order quantity, game chip payment amount, and interaction effect variable between free meal order quantity and game chip payment are used as independent variables. VVIP customer ratio, the number of game customer, promotion day dummy variable are used for the control varia bles. Daily panel data were used for test the suggested hypotheses by conducting panel regression models as an analysis technique.
Result -Empirical results show that only free F&B service had a significant effect on the VIP cusotmer's game time. Both the free F&B service and the providing the game chip service were significantly influenced on the customer's drop money amount. In addition, there were existed the interaction effect between the free F&B service and the providing the game chip service
Conclusions - Based on the results of this study, the effectiveness of free F&B services on game revenue for casino VIP customers is revealed. The results of this study would provide important information to establ ish more effective casino customer reward program.

KCI등재

4외식업체의 배달음식 소비경험에 의한 감정반응이 이용의도에 미치는 영향

저자 : 김미진 ( Kim Mi Jin )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 59-74 (16 pages)

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Purpose - The purpose of this study is to understand the effect of delivery food consumption experience on emotional response and intention to use.
Design, data, and methodology -Consumption experience was divided into four elements: 'symbolicity', 'diversity', 'playfulness', and 'sociality'. Based on previous studies, this study hypothesized that the consumption experience dimension affects the emotional response, which in turn affects the consumer's intention to use. Frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis were conducted using the SPSS version 25.0 program.
Result -As a result, it was found that all components of the consumption experience did not affect negative emotions, except for 'playfulness' in the consumption experience. In addition, consumption experience positive emotions among emotional responses had a significant positive (+) effect on 'playfulness', 'diversity', and 'sociality'. However, 'symbolism' did not affect. In the last hypothesis, it was found that the emotional response (negative, positive) had a significant effect on all intention to use.
Conclusions - The results provide some insights into the significant impact of emotional responses on the relationship in which delivery food consumption experience promotes consumer usage behavior.

KCI등재

5객실승무원의 직무환경이 직무만족과 조직몰입에 미치는 영향: 국내 대형항공사 중심으로

저자 : 정태연 ( Jung Tae Youn )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 75-91 (17 pages)

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Purpose - The purpose of this study is to examine the relationship between the effect of job environment on job satisfaction and organizational commitment for airline cabin crew of full service carrier.
Research Design, data, and methodology -For the purpose of study, 177 survey questionnaires were distributed among the airline cabin crews who are working for Korean airline & Asian airline from 4st Jul, 2021 to 19th Aug, 2021. Due to the reliability of data, 1 samples were discarded and 176 samples were put to actual analysis. For the purpose of the study, SPSS Ver. 26.0 statistics package are used for conduct and analyses.
Result -This study's results are as follows. First, job environment which are consist of human environment, physical environment, compensation environment had significantly positive effect on job satisfaction. Secondly, job satisfaction had significant effects on organizational commitment. Thirdly, job environment positively affected on organizational commitment.
Conclusions - Full service carrier airlines need continuous attention and company-wide management supervision so that their members(airline cabin crew) can actively and actively respond to changes by motivating them through improvement of the job environment and presenting a steady vision for the company's policies.

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6OTA 종사자의 개인-환경 적합성이 직무열의와 혁신 행동에 미치는 영향

저자 : 차민영 ( Cha Min Young )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 93-114 (22 pages)

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Purpose - The purpose of this study is to examine the relationship between personal environment suitability, job engagement, and innovative behavior of OTA employees.
Research design, data, and methodology -A total of 352 surveys of OTA staff were used in the final analysis. For the analysis method, frequency analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were performed using SPSS WIN 12.0.
Result - The results of the study are as follows: First, it was found that the personal-environmental suitability of OTA workers affects job engagement. Second, it was found that OTA workers' job engagement affects innovation behavior. Third, it was found that the personal-environment suitability of OTA workers did not affect innovation behavior.
Conclusions -In order for online travel agencies to properly respond to rapidly changing and complex situations, organizational understanding of the times and cooperation with workers are absolutely required. Therefore, in this paper, the implications for the human resource management and operation of OTA workers are discussed.

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7카지노 산업의 경제권, 주거권, 학습권, 환경권이 카지노 산업 지지도에 미치는 영향 연구

저자 : 고희선 ( Ko Hee Sun ) , 안수진 ( An Soo Jin ) , 서원석 ( Seo Won Seok )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 115-138 (24 pages)

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Purpose-The purpose of this is to identify the effects of economic, residential, learning, environmental rights of casino industry on degree of trust & support for the casino industry.
Design, data, and methodology -The effects on casino industry were classified into 4 categories through advance research, and this study summarized the implications of casino industry based on the definition of each impact as economic rights, residential rights, learning rights, environmental rights. Also, this study explained confidence and support for the casino industry based on the influence factors.
Result -According to the empirical analysis, it was identified that among the 4 factors of the casino industry, 'the economic rights', 'the residential rights', 'the learning rights' had the positive effects on the 'trust' in the casino industry, and it appear that 'trust' in the casino industry had the positive effects on 'the degree of support' of the casino industry.
Conclusions-Based on the findings, this study investigated the effects of trust based on 4 factors of casino industry on the degree of support for the casino industry, and presented practical implications for increasing support for the casino industry.

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8베이비붐 세대와 밀레니얼 세대간 호텔선택속성 비교연구

저자 : 김태리 ( Kim Tae Ri ) , 홍성화 ( Hong Sung Hwa )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 139-156 (18 pages)

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Purpose - The purpose of this study is to verify the generational differences between Babyboomers(birth from 1955 to 1963) and Millennials(birth from 1980 to 2000) in hotel choice attributes importance and satisfaction.
Research data, and methodology -The survey was conducted through Online survey agency and google analytics questionnaire distribution. Total answer was 412 and 10 answer sheets was excluded due to unscrupulous respondents and inapplicable ages. The collected data analyzed by SPSS 27.0, revised IPA and regression analysis. Each factor was classified into 6 categories: Safety and cleanliness, facilities, extra service, aesthetic image, accessibility, and price.
Result - The result of regression analysis of factors that influence satisfaction, safety and cleanliness, aesthetic and price factors were found to be significant.
Conclusions - As a result of a comparative study between generations, there is a relative difference in the importance and performance of factors for each generation.

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9웨딩이벤트 소비자의 자기결정성에 따른 확장된 계획행동이론이 구매의도에 미치는 영향

저자 : 임소희 ( Im So Hee ) , 이미혜 ( Lee Mi Hye )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 157-178 (22 pages)

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Purpose - In order to derive the rapidly changing trend of wedding event consumers through empirical research, the purpose is to conduct a study on the impact of wedding event consumers ' self-determination, expanded planning behavior, and purchase intention.
Design, Data, and Methodology - literary research, empirical research and analysis were conducted to establish a theoretical systematization of the concept of wedding event consumers' self-de termination, expanded planning behavior, purchase intention, and influence relationship between measurement variables. Self-determination established three constituent factors: autonomy, competence, and relationship, and expanded planning behavior established four constituent factors: attitude toward behavior, subjective norms, perceived control, and prior knowledge. Purchasing intention was measured as a single-dimensional multi-question and the study was conducted.
Results-As a result of hypothesis verification, it was verified that among the factors constituting the crystallinity of the wedding event service, the relationship had a positive (+) effect on all components of the planned behavioral intention. In other words, it seems that consumers of wedding events are highly aware of the relationship between the community connected to others and the quasi-geo group.
Conclusions -The results of this study are hoped that various wedding event strategies well be develiped by wedding event consumers and research on them will continue.

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10AR을 활용한 스마트관광의 경제적 가치 평가: 2단계 가상가치추정법(CVM) 활용

저자 : 김예림 ( Kim Ye Lim ) , 김미성 ( Kim Mi Seong ) , 윤유식 ( Yoon Yoo Shik )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 44권 0호 발행 연도 : 2021 페이지 : pp. 179-199 (21 pages)

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Purpose - This study aims to measure the net economic value of smart tourism AR service, which has been widely applied recently. This study suggested the smartphone app service using Augmented Reality (Changdeok ARirang) as an example service.
Design, data, and methodology - Dichotomous CVM(Contingent Valuation Method) was used to evaluate. Willingness-to-pay(WTP) data were collected by the online survey. The survey was designed as a two-stage survey to prevent hypothetical bias and overestimation. 178 valid samples out of 183 samples were used for the analysis.
Result - The results showed that WTP collected within the hypothetical situation (stage 1) was more expensive and overestimated than WTP collected within the actual situation (stage 2). WTP for the use of smart tourism AR service was estimated as 3,802 KRW. Regarding the yearly visitors of Changdeokgung(1.8 million), the overall economic value for the service is estimated as 6,843.6 million KRW.
Conclusions - Through the findings, a theoretical implication for future studies and practical implications for effective marketing and developing smart tourism applications and suggestio ns for future study were discussed.

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