IPA 방법을 이용한 한방의료체험의 향상 방안에 관한 연구

윤병국(Byeong Kug Yoon),박연옥(Yeon Ok Park),최성환(Sung Hwan Choi) 한국관광연구학회 2012 관광연구저널 Vol.26 No.3

The medical tourism of Korea is still in its early stage. As related tour companies, medical institutions, and governmental agencies are poorly recognizing the medical tourism, the infrastructure for medical tourism has been insufficiently constructed because of lack of strategy. So, this study aims to identify the evaluation factors of oriental medical tour experience, find out the needs of experience tour users based on the evaluation factors with accuracy, examine the difference between the tour factors by using IPA theory in order to establish proper marketing strategy, and investigate how the choice attribute which determines experience tour factors affect users` importance-performance evaluation before and after oriental medical experience tour, thereby suggesting the desirable direction for oriental medical experience tour and giving direct help to business performance through sales improvement. The choice attribute of oriental medical experience is expected to be useful in examining the difference of Chinese tourists` oriental medical tour on importance-performance, and understanding their behaviors, and finally will be utilized as basic data to develop contents of oriental medical experience and oriental medical tour. In addition, it will be utilized as information for differentiated marketing according to experience tendency and contribute to raising our nation`s competitiveness in oriental medical tour.

한국 전통산사(山寺)의 야생차산지 관광테마 개발을 위한 스토리텔링, 관광객의 지각된 가치, 만족, 행동의도 간의 구조적 영향 관계와 매개효과

윤병국 ( Yoon Byeong-kug ),김홍길 ( Kim Hong-kil ) 아시아.유럽미래학회 2018 유라시아연구 Vol.15 No.3

The study was conducted as a part of the strategy to invigorate tourism of Korean mountain temples registered in UNESCO World Heritage List. The relationship of influence and mediating effects among the storytelling of Korean mountain temples wishing to establish wild tea tourism theme, perceived values of tourists, satisfaction and behavioral intention (re-visit and positive comments) were verified, and the results are as follows. Through storytelling, consisting of the two aspects of historicality and education, in such order of emphasis, all tourists were positively influenced in the formation of perceived values on wild tea theme tour, displayed fulfillment of satisfaction, and responded that they will conduct a stronger behavioral intention (re-visit, positive comments), irrespective of previous trips to mountain temples. This refers to the fact that the tourists have responded in their survey that storytelling based on historical facts on the foundation of wild tea habitat, historical figures, incidents and literature will make them feel that the trip to a traditional mountain temple which has established wild tea tourism theme was special, the expenses were well spent, and that the trip was beyond their expectation. Tourists also responded that the exotic charm of the visit to a wild tea habitat will enhance the image of the tourist attraction, and provide joy and emotional healing, helping the tour be perceived as decent. Such perceived values, then, lead to the fulfillment of trip satisfaction and enhanced impression of the region, which can be found from the responses that they intend to revisit the temple and the region. Tourists commented that they would revisit the temple to again enjoy various experience programs (e.g. tea ceremony, wild tea leaf harvesting, wild tea habitat walk and meditation), and that they have the behavioral intention to provide positive word of mouth, that is, deliver comments of recommendation to family and acquaintances, and make posts on social media (e.g. KakaoTalk, Line, Facebook, Instagram, Blog). In regard to the verification of mediating effects, storytelling on wild tea was found to be a strong marketing tool in directly posing significantly positive mediating effects on the enhancement of perceived value of tourists, and behavioral intention such as re-visit and positive comments. It was also found that storytelling also carries out the role of a marketing tool which indirectly poses significantly positive (+) indirect mediating effect on re-visit and positive comments through enhancement of perceived value and satisfaction. To sum up, it was verified that storytelling focused on historicality and education fulfills satisfaction and perceived values of tourists, and is an effective marketing tool in invigorating the economy of the region through creating a new following, by posing a greater influence in attracting revisit, or specifically, positive comments. The study is meaningful in the sense that it has provided a detailed guideline for practical marketing strategy of wild tea storytelling in regard to the development of themed tours for Korean traditional mountain temples, and is considered to contribute to the enhancement of the marketing strategy of storytelling.

GIS를 이용한 한국의 자연 이용형 관광정보시스템 구축에 관한 연구

윤병국(Byeong Kug Yoon) 한국관광연구학회 2006 관광연구저널 Vol.20 No.2

This study is aimed to looking for future-oriented system that it makes effective tourism information systems as considering Ubiquitous-Tourism environment. First, with this in mind, I thought it is desirable that standardized Tourism information System set up through the result of comparing and analyzing Korea Natural Using Tourist Resources Information offered to the 16 Local Government Homepage. Secondly, U-GIS`s environment is very important to build effective tourism information systems in Ubiquitous. Namely, it is anytime anywhere possible a management and use by applying Ubiquitous, Mobile-GIS, Web-GIS and 3D-GIS. In addition, it will be realized electronic synthesis U-Tourism with the continuous monitoring. Lastly, it is important building an up-to-date tourism data, which have precise and accurate sources, to use effective tourism information system. That will be very important parts of all, especially the side of provider and user.

스타벅스의 점포속성이 점포이미지와 소비감정에 미치는 영향 연구

윤병국(Byeong Kug Yoon),최성수(Seong Su Choi),김홍길(Hong Gill Kim) 한국관광연구학회 2011 관광연구저널 Vol.25 No.3

This study analyzes the significant influence of the shop attribute of Starbucks Coffee Company, a representative brand among various take-out coffee shops, on the shop image and the consumer`s emotion. The results of this study are as follows. Firstly, it has been found that the shop attribute of Starbucks Coffee Company influences the consumer`s emotion greatly. Secondly, it has also been found that such an attribute influences the shop image in a significant way. Thirdly, there seems to be a significant relationship between the consumer`s emotion and the shop image of Starbucks. Therefore, this study focuses on the consumer`s behavior in regard to the emotional aspect for the consumer`s experience of consumption at Starbucks. By studying the influence of the shop attribute of Starbucks on the shop image and the consumer`s emotion in the future, it has been attempted to suggest a way for the brand design which can be used to draw consumer`s preferences.

U-Tourism을 지향하는 통합형 관광레저도시의 발전방향 모색

윤병국(Byeong Kug Yoon),양병윤(Byung Yun Yang) 한국관광연구학회 2007 관광연구저널 Vol.21 No.3

한방의료 체험관광객의 의사결정연구

윤병국(Byeong-Kug Yoon) 한국관광연구학회 2017 관광연구저널 Vol.31 No.2

2000년 이후 국내 관광지리의 연구동향과 향후 과제

윤병국(Byeong Kug Yoon) 한국관광연구학회 2012 관광연구저널 Vol.26 No.1

This research reviews how tourism geography studies in South Korea have evolved since 2000. There are two purposes of this study. One is to analyze the research trend patterns of tourism geography studies. The other is to bring out new direction from the research results for sustainable tourism geography. Content analysis is employed for 238 articles that are published in major tourism research journals. The studies of hospitality have developed by the growth of tourism/recreation activities, and industries. However, even though tourism geography is a core discipline that is based on space for tourism phenomena, it is currently is ignored and threatened in the academic world. The results indicate that the dominant research trend of tourism geography is about tourists. In addition, tourist destination, tourism development, tourism resource, image of tourist destination, development of tourism resource, tourism information, resident of tourist destination are also major topics in tourism geography since 2000. Such results are assumed that a marketing-based approach is central to tourism studies rather than a spatial-based approach by tourism geographers. In terms of academic societies, the most published tourism academic society in tourism geography theme is the Tourism Sciences Society of Korea (TOSOK). The next most published academic societies are The Korea Academic Society of Tourism and Leisure (KASTLE), The Academy of Korea Hospitality & Tourism (AKHT), Korea Tourism Research Association (KTRA), Korea Academic Society of Hospitality Administration (KASHA), and The Association of Korean Photo- Geographers (AKPG). In terms of research methodology, most of studies are based on quantitative empirical research methods with a lack of qualitative research methods. In terms of research topics, the scope of research topics have been extended and reflected in tourism phenomena as solutions for solving our real problems. However, as a conceptual frame, an academic immaturity of tourism geography that cannot consider the diversity of tourism phenomena originated from the complexity of our society is a serious weakness. So, as one of tourism disciplines, tourism geography should specialize in its academic identity through a unique spatial approach, interdisciplinary approach, regional approach, and GIS-based visualization for sustainable tourism geography studies.

태안관광레저도시 개발에 따른 지역주민의 영향요인 및 개발지지도에 관한 연구

윤병국(Byeong Kug Yoon) 한국관광연구학회 2010 관광연구저널 Vol.24 No.4

The purpose of this research is to examine the current resident`s effect-factor, the difference of development impact, and the impact relation of tourism development on the Taean tourism leisure city and the surrounding areas. The analysis indicated that there had relevance to positive-negative economic impact, positive social impact, negative environmental impact and development support in the tourism development. According to the result of regional influence, Taean-gun has a higher ratio of positive economic impact, negative environmental impact, negative economic impact, and positive social impact, while Anmyeon and Seosan have similar ratio but less than Taean. In case of development support, Taean has a higher result, Seosan was low, Anmyeon was middle one. Based on impact relation between development impact and development support for tourism development, positive-negative economic impact, positive social impact have an important effect upon development support, while negative environmental impact and negative social impact do not affect development support. The degree of effect to development support indicated that positive economic impact was the highest ratio (0.750). In addition, negative economic impact (-0.245) and positive social impact (0.141) were the followings.

영어권과 일어권의 관광지리학 연구 과제

윤병국(Yoon Byeong Kug),이혁진(Lee Hyuk Jin) 한국관광연구학회 1996 관광연구저널 Vol.- No.6

관광개발을 위한 대상지의 제 조건 연구 -말레이시아 코타키나발루를 중심으로-

윤병국 ( Byeong Kug Yoon ),손종민 ( Jong Min Son ),조광남 ( Gwang Nam Cho ),이춘화 ( Chun Hwa Lee ),박삼 ( Sam Park ) 한국사진지리학회 2013 한국사진지리학회지 Vol.23 No.3

Tourism development destination conditions on the university textbooks are analyzed. This result is applied to Field Survey Kota Kinabalu area. Results are as follows. First, at the intersection of East-West, Malaysia due to the geopolitical location has served as a melting pot of cultures. Kota Kinabalu, analyzed the development of the condition of Humanities and social conditions, natural conditions, and conditions in terms of tourism resources fully equipped configuration requirements were. In particular, marine and waterfront area, which blend with the natural environment of Mt. Kinabalu as a world-class resort facilities are equipped with the condition as a tourist destination. Second, the environment is not compromised as a tourist destination and landscape management policies are applied. Kinabalu mountain areas, especially to preserve the natural environment as much as possible and not be ashamed of the past colonial history of North Borneo but to indicate the historicity facilities like a steam train and play actively compensate for the relative lack of cultural resources is trying to. According to a study for the development of Kota Kinabalu alternative tourism facilities provided in hardware, so specific wellness, healing, eco-tourism product will be strengthened by software components. In addition, Tourist areas and hierarchical characteristics, theme tourism products will be configured.