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오익근(Ick Keun Oh),이태숙(Tae Suk Lee) 한국호텔외식관광경영학회 2000 호텔경영학연구 Vol.9 No.1
Corporate`s promotional tool has been shifting from advertising, sales promotion or personal selling to PR/publicity. However, a little study on hotel publicity has been conducted so far. Conceptually this study clarifies differences and similarities between publicity and public relations(PR). The purpose of this study is to investigate the characteristics of hotel publicity appeared in a daily newspaper in Korea and then to suggest how to positively publicize hotels. Data was collected during the period of January-December 1999. A total of 119 usable articles were content analyzed. Study questions include: (1) among many publics related to hotels, which public was mainly focused? (2) what was the direction of the articles: positive or negative? (3) whether any differences in facilities, service, and marketing exist between deluxe hotels and budget hotels, and (4) were the newspaper articles only fact-giving or persuasive message? Customer-related topics took up a majority portion of the articles. Stories about budget hotel employees were relatively less dealt, but such stories seemed to have a persuasive power. A statistically significant difference in message direction was found between deluxe and budget hotels. Deluxe hotels gained more positive messages than budget hotels did. Finally, this article provides hotel publicity personnel with some ways to effectively launch publicity campaigns. Recommendations for future studies were prepared in terms of contents and methods.
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김영문(Young Moon Kim),오익근(Ick Keun Oh),양천석(Chun Suk Yang) 한국호텔외식관광경영학회 2000 호텔경영학연구 Vol.9 No.2
The main purpose of this paper was to develop Internet-based electronic commerce(EC) system at the tourism industry in Korea. To accomplish the purpose of this paper effectively, first of all, theoretical background of Internet-based electronic commerce system was reviewed briefly. Second, research methodology was discussed with the following topics: (1) range of data collection, (2) data collection methods and period. (3) tools for the development of electronic commerce system. Third, development and implementation of electronic commerce system were discussed with following topics: (1) configurations of electronic commerce system, (2) implementation of electronic commerce system, (3) manor characteristics of electronic commerce system. (4) future developmental directions of electronic commerce system Finally, this paper was summarized and future research areas were suggested briefly.
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김형미(Hyung Mi Kim),오익근(Ick Keun Oh) 한국호텔외식관광경영학회 2001 호텔경영학연구 Vol.10 No.1
Currently, the development of homestay in Korea, with regard to variety and effective management, has been neglected. In other words, traditional lodging facilities that can provide quality service for guests are relatively less developed. Previous studies on domestic and foreign homestay were all analyzed to learn to cope successfully with this weakness. The goal of this study is to develop new schemes for different types of homestay in a rural area. The schemes to improve the management of homestay. 1. The establishment of legal background for homestay. 2. Development and promotion of local specialty products and introduction of a pension system 3. Advertising and marketing activities for better-informed customers 4. Introduction of a rating system for homestay In-depth studies on homestay are expected in the future.
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