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곽영대(Young Dai Kwak),서헌(Heon Seo) 한국관광연구학회 2012 관광연구저널 Vol.26 No.2
The purpose of this study is to examine the effects of travel agencies` distribution function and partnership. From the survey, a total of 176 useful samples were collected and analyzed in SPSS 17.0 & AMOS 5.0. This study were as follows. First, the travel agencies` distribution function had a significantly positive influence on the unity(communication, fame) of partnership. Second, the travel agencies` distribution function is analyzed to had a significantly positive influence conflict(settlement) of partnership. Finally, travel agencies` distribution function is to be positively related to the unity of partnership. In conclusion, travel agencies` and partner relations issues resolved between the horizontal and aggressive manner, and formed a family trust, cooperation and competition in the development of the relationship should be developed.
곽영대(Kwak, Young-Dai) 한국관광레저학회 2023 관광레저연구 Vol.35 No.3
The purpose of study is to suggest the as follows. First, the partnership relation through the travel agency distribution & marketing function factors are not significantly affected by support factors that it does not have an important effect on reliability and commitment between them. Thus, it seems to be that these are because of the subordinate relations the uncertainty of travel market environment, the shortage between travel product sales mutual support marketing channels and due to the formation of hierarchical support the unification of cooperation. Second, the travel agency relation factor of distribution & marketing function is analyzed to have an effect on the distribution channel, reputation, communication, promotion and it is identified as an important variable factor by having a regular partner in the distribution & marketing function among the released to resolve the conflict issue and the building of development partnerships. The results of travel agency and partner relations resolved between the horizontal and aggressive manner, formed a family trust, cooperation and competition in the development of relations coopetition.
연구논문: 여행사 유통기능과 파트너십(partnership)에 관한 연구
곽영대 ( Young Dai Kwak ),양승필 ( Seung Pil Yang ) 대한관광경영학회 2011 觀光硏究 Vol.26 No.5
본 연구는 여행사에서 이루어질 수 있는 다양한 형태의 유통기능과 갈등, 협력이라는 파트너십간의 인과관계를 검증하기 위하여 여행사의 유통기능과 파트너십의 유효 측정변수를 추출하고 연구모형을 실증적으로 분석한 후 연구결과의 현실적 시사점을 얻고자 하였다. 본 연구의 목적을 달성하기 위하여 실시한 실증분석의 결과를 요약하면 다음과 같다. 첫째, 여행사의 유통기능과 파트너십을 구성하는 요인들을 추출하기 위하여 요인분석을 실시한 결과 유통기능은 의사소통, 판촉지원, 유통방식, 브랜드 요인으로 구성되었고, 파트너십은 결속, 갈등해결, 협력으로 추출되었다. 둘째, 유통기능과 결속간의 영향관계에서는 의사소통과 판촉지원 요인이 통계적으로 유의하게 결속에 정(+)의 영향을 미치고 있고, 브랜드 요인은 부(-)의 영향을 미치는 것으로 나타나 가설 1이 부분 채택되었고, 유통방식 요인은 통계적으로 유의하지 않아 가설이 기각되었다. 셋째, 유통기능과 갈등해결간 영향관계를 분석한 결과 추출된 유통기능 요인 중 의사소통 요인이 유의하게 유통기능에 정(+)의 영향을 미치며, 판촉지원과 유통방식 요인은 부(-)의 영향이 있는 것으로 분석되어 가설 2가 부분 채택되었다. 또한, 브랜드 요인은 통계적으로 유의하지 않아 가설이 기각되었다. 넷째, 유통기능과 협력간 영향관계의 결과는 의사소통 요인이 유의하게 유통기능에 정(+)의 영향을 미치며, 유통방식과 브랜드 요인은 부(-)의 영향이 있는 것으로 분석되어 가설 3은 부분 채택되었다. 그리고 판촉지원 요인은 통계적으로 유의하지 않아 가설이 기각되었다. The purpose of this study is to examine the effects of travel agencies` distribution function and partnership. From the survey, a total of 176 useful samples were collected and analyzed. A statistical analysis included were descriptive statistics, exploratory factor analysis, reliability analysis, simple regression analysis, and multiple regression analysis. Findings from this study were as follows. First, the travel agencies` distribution function had a significantly positive influence on the unity(communication, promotion support) of partnership. Second, the travel agencies` distribution function is analyzed to had a significantly positive influence conflict resolution(communication) of partnership. Finally, travel agencies` distribution function is to be positively related to the cooperation(communication) of partnership. In conclusion, travel agencies` and partner relations issues resolved between the formed a family trust and cooperation and competition in the development of relations cooperation is evidence of the relationship should be developed.
농촌관광마을과 여행사의 협력방안에 관한 탐색적 연구 -농촌관광체험상품을 대상으로-
고영길 ( Young Kil Ko ),박용민 ( Yong Min Park ),곽영대 ( Young Dai Kwak ) 관광경영학회 2009 관광경영연구 Vol.40 No.-
The aim of this study to indicate the plan of the cooperation between rural tourism village and travel agency through the comparative analysis of their own homepage and the actual condition. To fulfill this purpose, 12 travel agency products that included rural tourism villages in their schedule had been selected as the experimental group and their schedule page and homepage of corresponding villages were analyzed. The finding of the study were observed during examination, improvement of region`s preparations to receive understanding on travel agency and their products active marketing efforts and finding of method to participate in travel product development process had been suggested as tasks for villages and excavation and analysis of tourism resources in villages development of products according to the market, selling of travel products, offering of travel information and promotion were suggested as tasks for travel agency.