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한국이벤트컨벤션학회> 이벤트컨벤션연구> AR을 활용한 스마트관광의 경제적 가치 평가: 2단계 가상가치추정법(CVM) 활용

KCI등재

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

Economic value estimation of smart tourism using Augmented Reality(AR)

김예림 ( Kim Ye Lim ) , 김미성 ( Kim Mi Seong ) , 윤유식 ( Yoon Yoo Shik )
  • : 한국이벤트컨벤션학회
  • : 이벤트컨벤션연구 44권0호
  • : 연속간행물
  • : 2021년 11월
  • : 179-199(21pages)
이벤트컨벤션연구

DOI

10.31927/asec.17.4.10


목차

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

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초록 보기

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.

UCI(KEPA)

I410-ECN-0102-2022-300-001003604

간행물정보

  • : 사회과학분야  > 관광학
  • : KCI등재
  • :
  • : 계간
  • : 1738-7981
  • :
  • : 학술지
  • : 연속간행물
  • : 2005-2022
  • : 400


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1소셜미디어 텍스트마이닝을 통한 코로나19 전후 축제 키워드 비교 연구: 보령머드축제를 중심으로

저자 : 이해솔 ( Lee Hae Sol ) , 김창수 ( Kim Chang Soo )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 46권 0호 발행 연도 : 2022 페이지 : pp. 1-23 (23 pages)

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Purpose - This study aims to examine and compare the opinions of social media users on the Boryeong Mud Festival, which has experience in holding face-to-face festivals before Covid-19 and non-face-to-face festivals afterwards.
Design, data, and methodology - Using Textom, social media data were text-mined for the Boryeong Mud Festival, two years before and after Covid-19. Based on the collected data, TF and TF-IDF analysis, Degree Centrality, and LDA topic modeling were performed.
Result - The 'where' was important for the face-to-face festival, while there were many comments on 'how' to participate for the non-face-to-face festival. For companion, the face-t o-face festival were mainly 'friend', while the non-face-to-face festival were 'children'.
Conclusions - It can be seen that the interest in non-face-to-face festivals have decreased since COVID-19. In order to hold a non-face-to-face festival, evaluations of festivals from the past and specific plans must be made thoroughly. Therefore, this study is meaningful in comparing and examining data so that non-face-to-face festivals can be prepared with differentiation from face-to-face festivals, and using these as basic data to prepare for non-face-to-face festivals. However further research was suggested so that data collection can be balanced and sentiment analysis for each word would be necessary.

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2지역축제 활성화를 위한 지속가능성 방향 연구 : 장항선셋페스티벌을 중심으로

저자 : 육태용 ( Youk Tae Yong ) , 박병유 ( Park Byoung Yoo ) , 서희정 ( Seo Hee Jung )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 46권 0호 발행 연도 : 2022 페이지 : pp. 25-44 (20 pages)

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Purpose - The purpose of this study is to analyze the festival before COVID-19 and analyze the festival after COVID-19 to predict the possibility of future festival and also to present the direction of sustainable development of local festival focus on Janghang Sunset Festival.
Design, data, and methodology - The subjects of study were visitors who attended Janghang Sunset Festival in 2019 and 2020(the festival was canceled so research could not conducted in 2021 / Conducted with expert interview). For data processing, frequency analysis was performed using SPSSWIN Ver. 26,0.
Result - For the revitalization and sustainable development of local festivals, local festivals should be achieved by hosting and attracting local festivals, including cultural and social expectations.In addition, contents should be continuously developed so that the scale of visitors' consumption can be expanded and the profit structure of local residents can be diversified through the festival

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3교통 접근성 개선이 관광 공간 상호작용에 미치는 영향

저자 : 김상혁 ( Kim Sang Hyuck ) , 송희원 ( Song Hee Won )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 46권 0호 발행 연도 : 2022 페이지 : pp. 45-64 (20 pages)

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Purpose -The purpose of this study is to examine the effect of transportation accessibility improvement on the tourism spatial interaction and on the tourism spatial structural change as time passed.
Design, data, and methodology -The research design for this study is fold three parts. First, gravity model was used to measure the tourism spatial interaction. Second, the effect of opening high-speed rail was identified by conducting the random-effects model. Third, the mean center and standard deviation distance analysis were used to identify the change of the tourism spatial structure between each region that has high-speed rail station The annual panel data from 2010 to 2019 was used to conduct the empirical analysis. The data were gathered from the Origin-Destination statistics provided by the Korea Transport Database.
Result -The empirical results show that the opening of high-speed rail increased the tourism spatial interaction between each region that has high-speed rail station. In addition, the mean center of tourism spatial interaction has moved from the metropolitan area to regional area, since the high-speed rail has been opened in 2017.
Conclusions -The study reveals that the improvement of transportation accessibility increases the tourism spatial interaction as well as alleviates the concentration of the tourists in the metropolitan area.

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4외식배달플랫폼에서 프랜차이즈업체 선택속성이 구매의도에 미치는 영향과 배달외식관여도의 조절효과

저자 : 김승현 ( Kim Seung-hyun ) , 선경아 ( Sun Kyung-a )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 46권 0호 발행 연도 : 2022 페이지 : pp. 65-88 (24 pages)

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Purpose - The purpose of this study is to examine the effects of selection attribute of franchise restaurants on purchase intention in food delivery platform and the moderating effects of consumer involvement in the decision making process for online food ordering.
Design, data, and methodology -Survey was conducted on a group of consumers who use online food delivery platforms more than once a week, and 322 responses were used for empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were conducted.
Result - Results demonstrate that delivery service quality, brand awareness, brand visual information, and sales promotions shown at online food delivery platforms have positive effects on purchase intention. Also, consumer involvement moderates the relationship between the selection attributes and the purchase intention.
Conclusions -Findings of the study contribute to the restaurant management literature by documenting the influence of the selection attributes of franchise restaurants on purchase intention in the online food delivery platform.

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5팬데믹 상황에서 외식 배달 서비스 특성과 태도 및 지각된 가치, 태도 및 구매의도 간의 관계연구

저자 : 김종봉 ( Kim Jong Bong ) , 유재원 ( Yu Jae Won ) , 서진욱 ( Seo Jin Wook )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 46권 0호 발행 연도 : 2022 페이지 : pp. 89-113 (25 pages)

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Purpose - The purpose of this study is increasing as the trend of contact-free consumption is rising in the present pandemic situation and to clarify effects of certain characteristics on values perceived by customers as well as their purchase behaviors.
Design, data, and methodology - From Oct. 25 to Nov. 21, 2021. a total of 527 questionnaires were distributed to online survey. Then, the reliability and feasibility of the collected data factors were verified and the hypotheses were verified through moderator regression
Result - The purpose of this study is to study the moderating effect of the perception of infectious disease risk on perceived value.
conclusion - In the relationship between all sub-domains of food delivery service characteristics and functional values, risk susceptibility was found to have no effect as a moderating variable. On the other hand, it was found that risk tolerance did not play a moderating role in the marketability, interaction, and information relationship.

KCI등재

6캠핑객의 목적지 선택속성 도출: LDA토픽모델링

저자 : 김두산 ( Kim Doo San ) , 이병철 ( Lee Byeong Cheol )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 46권 0호 발행 연도 : 2022 페이지 : pp. 115-134 (20 pages)

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Purpose - Despite the upsurge of demands in camping tourism, less research attention has been conducted to exploring the experience and perceptions of camping tourists. This study aims to derive destination selection attributes based on camping tourists' experience data on social media sites.
Design, data, and methodology -This study collected 33,798 social text data that contains campers' experiences by searching the keyword 'camping' through blogs and cafes in domestic search engines, Naver and Daum. To derive destination selection attributes of camping tourists, LDA topic modeling technique was used.
Result - Based on the results from LDA topic-modeling analysis, we derived seven destination selection attributes: 'family-friendly camping', 'dispersed camping & gastronomic tour', 'facility convenience of campsites', 'camping safety, 'camping meal & night entertainment', 'daily life comping', and 'sentimental mood'
Conclusions - Using social big data, which contains abundant real-life experiences of customers, the study offered practical insights and marketing strategies to increase local camping demand and understand the potential and existing campers' needs with the knowledge of priorities in their destination selection process.

KCI등재

7관광지의 매력성과 이미지가 관광객의 행동 의도에 미치는 영향: 긍정적 감정과 지각된 가치를 중심으로

저자 : 신재원 ( Shin Jae Won ) , 박세종 ( Park Se Jong )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 46권 0호 발행 연도 : 2022 페이지 : pp. 135-156 (22 pages)

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Purpose - The study attempted to present the direction of local tourist destination marketers by emphasizing the importance of attractiveness and image for tourist destination. This study is to investigate the effect of attractiveness and image of tourist destination on behavioral intentions.
Design, data, and methodology -To perform this study, Total 210 questionnaire were distributed to people who had experienced domestic travel dated from April 5th to July 16th. Excluding unworkable data, usable 174 responses were obtained for empirical analysis.
Result -The main consequences are as following: (1) the attractiveness of tourist destination had a significant effect on the positive emotion. (2) the image of tourist destination did not have a statistically significant effect on positive emotion. (3) the attractiveness of tourist destination had a significant effect on perceived value. (4) the image of tourist destination had a significant effect on perceived value. (5) the positive emotion of tourist has a statistically significant effect on the perceived value. (6) the positive emotion and perceived value of tourist have a significant effect on the behavioral intention.
Conclusions - The results show that in order to increase the formation of positive emotion and perceived values, it is important to intensively manage the attractiveness and image factors perceived as important to provide reliable information to tourists.

KCI등재

8관광객의 친사회적 동기가 공유경제 가치 인식 및 친환경 관광행동에 미치는 영향

저자 : 왕학 ( Wang He ) , 고동완 ( Ko Dong-wan )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 46권 0호 발행 연도 : 2022 페이지 : pp. 157-178 (22 pages)

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Purpose - The purpose of this study is to analyze the effect of tourists' series of pro-social motivations on sharing economy value perception and eco-friendly behavior in tourist destinations.
Design, data, and methodology - The survey was conducted through an online survey method for a week on June 2020 for tourists using the tourism platform.228 copies were used for analysis. The analysis of the collected data was conducted using SPSS and AMOS.
Result - As a result of path analysis, it was found that altruistic motives showed a significant effect on the perception of value in the sharing economy, and self-centered motives were not significant. Third, the perception of the value of the sharing economy was found to be a positive (+) effect on eco-friendly behavior.
Conclusions - These results have an empirical and informational effect on the shared economy value perceived by tourists through pro-social motives and private collective models, and it is urgent to prepare a strategy to create not only social and environmental values of the shared economy value perceived by tourists.

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9한일 풍속화 이벤트 전시를 통한 문화관광 교류 활성화 고찰

저자 : 강준수 ( Kang Jun Soo )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 46권 0호 발행 연도 : 2022 페이지 : pp. 179-198 (20 pages)

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Purpose - The purpose of this study is to discuss ways to expand cultural tourism exchanges as well as improve the rigid relationship between the two countries by using Korean genre painting and Japanese Ukiyoe.
Design, data, and methodology - Unlike traditional art enjoyed by the elite, Korean-Japanese genre painting has in common that it is a culture led by the common people. Based on these common points, this study intends to explore ways to utilize the fun, play culture, and value that Korean and Japanese genre painting can provide to modern people through event exhibition experience.
Result - Korean-Japanese genre painting can provide emotional stability to modern people suffering from mental stress through elements of humor and satire. The event exhibition experience can materialize the value as a tourism product while providing a variety of experience programs to visitors by utilizing the function of genre painting.
Conclusions -The purpose of this study is to discuss ways to expand cultural tourism exchanges as well as improve the rigid relationship between the two countries by using Korean genre painting and Japanese Ukiyoe.

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1홀로그램 텔레프레전스 기술의 체험이 MICE행사 참가자에게 미치는 영향

저자 : 박찬수 ( Park Chan Soo ) , 이지원 ( Lee Ji Won ) , 윤은주 ( Yoon Eun Joo )

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

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Purpose - With the advance of the fourth industrial area, the MICE industries try to adopt these technologies. This study intended to find the influence of Hologram Telepresence Tech nologies on MICE participants's experience absorption, interaction and their satisfaction, using Pine & Gilmore's experience theory.
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.
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2음악극 < Songs of Lear >를 활용한 감성마케팅 고찰

저자 : 강준수 ( Kang Jun Soo ) , 송영민 ( Song Young Min )

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.

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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.

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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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