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여행상품 모바일 광고 특성과 소비자태도, 구매의도 간의 관계 연구
신재원 관광경영학회 2020 관광경영연구 Vol.96 No.-
The Advanced mobile technology has resulted in the increasing use of mobile device to deliver advertisements for services and products in travel industry. The purpose of this study is to investigate the relationship among Mobile advertisement characteristic, consumer attitude and purchase intention. To perform this study, total 250 questionnaire were distributed to consumers who had experienced mobile ads of travel product from their device dated from November 1th to November 30th. Unworkable data were excluded, 229 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis were measured by using SPSS 18.0 accordingly. For the study structure, mobile ads characteristic was divided with personalization, informativeness, interactivity, credibility and entertainment. Consumer attitude was divided with advertising attitude and brand attitude. Purchase intention was a single factor. The results have shown as follows: Hypothesis 1, except interactivity, all attributes related mobile advertisement have a positive effect on advertising attitude. Hypothesis 2, among mobile advertisement, only three factors which are personalization, credibility and entertainment. have a positive effect on brand attitude. Hypothesis 3, advertising attitude. has a positive effect on brand attitude. Hypothesis 4, consumer attitude consisted of advertising attitude. and brand attitude had a positive effect on purchase intention. This study result has found that managing mobile advertisement is a source of competitive marketing advantage in travel industry.
복합리조트의 서비스품질이 고객만족과 고객감동에 미치는 영향
신재원,이규상 관광경영학회 2020 관광경영연구 Vol.97 No.-
This study is about the effect of service quality of integrated resort on the customer satisfaction and the customer delight. Three main hypotheses are based on service quality, the customer satisfaction, the customer delight. The empirical analysis was analyzed using the SPS WIN Ver2.22.0 statistical package program after the questionnaire was collected and the survey was conducted for one month from May 3 to June 1, 2020. First, according to the analysis results, three of the five factors in the quality of service at the integrated resort affected customer satisfaction. Second, one of the one factors in customer satisfaction affected customer delight. Finally, four of the five factors influenced customer delight as influential facts about the quality of service in integrated resort. As the result of this study, In the future, we will have to develop a strategy that will allow our customers to feel more comfortable, feel more reliable and respond to their expectations through more sincere and attentive services. A comprehensive strategy is needed to help customers who want to experience this through differentiated service quality through programs and courses that utilize diverse resources and regional characteristics that are unique to a integrated resort that can lead to customer satisfaction. In the future, advanced cases of service quality that affect customers' emotions will be experienced and acquired, and strategies will be needed to continuously improve the differentiated service quality of the integrated resort. Therefore, we expect that domestic integrated resorts will emerge as Korea's representative killer contents.
호캉스 선택속성이 지각된가치와 만족 및 행동의도에 미치는 영향
신재원 한국호텔리조트학회 2022 호텔리조트연구 Vol.21 No.1
The purpose of this study is to investigate the relationship among hocances’s selective attributes, perceived value, satisfaction and behavior intention. To perform this study, Total 340 questionnaire were distributed to tourists who had experienced hocance. dated from September 15th to October 15th . Unworkable data were excluded, 306 usable response were obtained for empirical analysis. For the study structure, selective attributes of hocance was divided with price policy, convenience of use, level of service, location and exterior. perceived value, satisfaction and behavior intention were sing factor. The results have shown as follows: Hypothesis 1, among selective attributes of hocance, all factors have a positive effect on perceived value. Hypothesis 2 and 3, perceived value of tourist has a positive effect on satisfaction and behavior intention. Hypothesis 4, satisfaction has a positive effect on behavior intention. This study results has found that managing selective attributes of hocance is competitive marketing tool in hotel industry.