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올림픽 개최지 이미지가 음식관광ㆍ지역 활성화에 미치는 영향연구 - 평창올림픽 강릉특구를 중심으로 -
정규선 ( Jeong Gyu-seon ),최성기 ( Choi Seong-gi ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.1
I would like to introduce the results of this research and the following implications. First of all, it is found that the three variables of the venue image perceived by citizens uniformly affect the essence, economy, experience and pursuit value of food tourism, but the cognitive image does not affect the experience value, and the behavior image does not affect the essential value. Second, according to the analysis, the cognitive and emotional image of citizens in the venue has an impact on local activation, but the behavioral image does not. Considering that behavioral image is an important factor in regional activation, we have come to the implication that it must be used as an opportunity to redefine the image of the city. Finally, citizens believe that the economic value and pursuit value of food tourism have an impact on regional activation, but the essence and experience value have no impact. This prioritizes the importance of reasonable prices, unique tastes, health and unique local cuisine, and suggests that food tourism should be promoted by inheriting and developing various food cultures and storytelling. As a hint of the overall results of this study, we believe that it is necessary to work hard to develop regional activation variables related to tourism and reflect them in policies. It is necessary to be able to estimate the economic impact of tourism consumption. For this reason, it is necessary to establish a data collection system that can determine the number of tourists based on tourism purposes and types of tourism, and to establish an efficient environment. An analysis system can be used to establish policies.
한식당의 서비스스케이프가 고객만족에 미치는 영향 - 브랜드이미지를 조절변수로 -
문안나 ( Moon An-na ),정규선 ( Jeong Gyu-seon ),최웅 ( Choi Woong ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2018 호텔리조트연구 Vol.17 No.3
The purpose of this study was to investigates the factors of servicescape in Korean restaurant market and the magnitude of their effects, and analyses if the servicescape influences customer satisfaction with service implementation. Also, to test the moderating effects of brand images on the relationship between servicescape and customer satisfaction. Data were collected via a self-description questionnaire for 20days from 5th of Oct. on 2016 to 25th of Oct. A total of 300 questionnaires were collected and 260(86.6%) valid samples were analyzed with SPSS 22 program to test the hypotheses of this research. The study results can be summarized as follows: It was hypothesized that comfort, aesthetics, cleanliness and convenience would affect the customer satisfaction against the backdrop of emerging importance of servicescape. The hypothesis was not supported by the result that cleanliness and convenience influenced the customer satisfaction. An MMR(moderated multiple regression analysis) was conducted to establish the moderating effects of brand images and servicescape on customer satisfaction. Comfort, aesthetics and cleanliness of servicescape were found to have moderating effects. Thus, the hypothesis that brand images would moderate the convenience of servicescape and customer satisfaction was rejected.