축제참가자의 라이프스타일에 따른 확장서비스 마케팅 요인이 축제만족도에 미치는 영향 -2009 동장군 축제 참가자를 중심으로

부숙진 ( Sug Jin Boo ) 한국항공경영학회 2009 한국항공경영학회지 Vol.7 No.4

This study was to investigate the influence of expended marketing mix factors according to participants` life-style on overall satisfaction level of festival participants focused on 2009 Dongjangkun Festival. The main study results and implications of empirical analysis on 216 samples as follows; First, festival participants` life-style was divided into 7 factors and all had influence on 3p marketing mix factors; people, physical evidence and process. Further, life-style had most influence on process, so this implies Dongjangkun Festival organizers need to manage sufficient participants` event booking and waiting service. Second, all expended marketing mix factors except process influenced on overall festival satisfaction level. Especially physical evidence had most influence on festival satisfaction level, it means Dongjangkun Festival needs to more interest in facilities like restaurants, rest places, shower places, etc. Also, this study suggests expended 3p mix can be important factors for post-festival. Last, this study was analyzed that life-style had influence through 3p on festival satisfaction level, it had no direct impact though. Therefore, we can look into how the life-style influences on the expended marketing mix factors and how the 3p factors influences on the festival satisfaction level through this study and manage the post festivals based on this analysis.

여행계획성향에 따른 축제만족도와 충성도에 관한 연구 -2010 산천어축제와 바우덕이축제 사례를 중심으로-

부숙진 ( Sug Jin Boo ) 한국항공경영학회 2010 한국항공경영학회지 Vol.8 No.4

This study was to investigate the influence of travel planning propensity on festival satisfaction and loyalty focused on 2010 Sancheoneo Ice Festival ans Baudeogi Festival. The main study results and implications of empirical analysis on 536 samples as follows; First, "My planning concentrates on the major aspects of the trip such as city and attractions. More specific things like what to do and where to eat are decided during trip." was most influenced on festival satisfaction and loyalty in Sancheoneo Ice Festival, while "I keep my advance planning to a minimum and leave a lot of room open for spontaneous changes" was most influenced on festival satisfaction and loyalty in Baudeogi Festival. Also, in both cases "I like to plan my pleasure trips in great detail and do not enjoy changing these plans during the trip." was not much influenced on festival satisfaction and loyalty. This facts showed that festival operation ability and service on-site were most important, pre-festival promotion was also important though. Second, as for decision-making time for festival visitation, "2-3 months in advance" was most influenced on festival satisfaction and loyalty in both festivals, while "Day of Departure" was not much influenced on festival satisfaction and loyalty. So festival promotion needs to precede 2-3 months ago on and off-line. Third, visitation planning type to Sancheoneo Ice Festival was not meaningfully influenced on festival satisfaction and loyalty. We can find out Sancheoneo Ice Festival was concentrated on "Sancheoneo Ice Fish" program, so it`s very important that other event programs need to be developed through this fact. Besides, We can find out the same result in Baudeogi festival as well. So Baudeogi festival`s still short of perception of visitors and concentrated on "outdoor or watching" program, so it`s very important that other experiential and indoor programs need to be developed through this fact. Because festival programs are key points deciding visitors` festival satisfaction, Hawcheon and Anseong image satisfaction and loyalty, festival organizers should improve festival programs(especially night or indoor programs), festival facility(lodging and restaurants) and promotion to get more visitors` interest in post festival.

외국인 관광객이 지각하는 지역축제 환경단서와 축제효과, 축제만족과의 관계: 2017대장경세계문화축전을 중심으로

부숙진 ( Boo Sug Jin ) (사)한국마이스관광학회 2018 MICE관광연구 Vol.18 No.1

This study was proceeded with interest on foreign tourists' perception of local festival environmental cues and trying to examine if there's a significant influence on festival effect and satisfaction. In order to examine its influence, the Tripitaka Koreana Festival 2017 visitors(258 samples) were analyzed. The main study results and suggestions of empirical analysis as follows; First, perceived festival environmental cues(festival program, accessability, facility, publicity, food, and gift) were found out as the dominant factors influencing on festival effect. Second, festival environmental cues were indirect factors in deciding festival satisfaction, and festival effect had influence on foreign tourists' satisfaction as we can find in prior studies. So this study implies local government or festival organizer needs to develop more foreign-tourists oriented experience programs(especially traditional culture and history) and night events to extend the stay.

여행계획성향에 따른 축제만족도와 충성도의 영향관계 -2010 산천어축제 방문객을 대상으로-

부숙진 ( Sug Jin Boo ) 한국항공경영학회 2010 한국항공경영학회 추계학술대회 Vol.2010 No.-

This study was to investigate the influence of travel planning propensity on festival satisfaction and loyalty focused on 2010 Sancheoneo Ice Festival. The main study results and implications of empirical analysis on 278 samples as follows; First, "My planning concentrates on the major aspects of the trip such as city and attractions. More specific things like what to do and where to eat are decided during trip." was most influenced on festival satisfaction and loyalty, while "I like to plan my pleasure trips in great detail and do not enjoy changing these plans during the trip." was not much influenced on festival satisfaction and loyalty. This facts showed that festival operation ability and service on-site were most important, pre-festival promotion was also important though. Second, as for decision-making time for festival visitation, "2-3 months in advance" was most influenced on festival satisfaction and loyalty, while "Day of Departure" was not much influenced on festival satisfaction and loyalty. So festival promotion needs to precede 2-3 months ago on and off-line. Third, visitation planning type to Sancheoneo Ice Festival was not meaningfully influenced on festival satisfaction and loyalty. We can find out Sancheoneo Ice Festival was concentrated on "Sancheoneo Ice Fish" program, so it`s very important that other event programs need to be developed through this fact. Because festival programs are key points deciding visitors` festival satisfaction, Hawcheon image satisfaction and loyalty, festival organizers should improve festival programs(especially night programs), festival facility(lodging and restaurants) and promotion to get more visitors` interest in post festival.

靑少年의 餘暇滿足에 影響을 미치는 要因 硏究

夫淑眞(Boo, Sug-Jin) 청운대학교 관광산업연구소 2010 관광산업연구 Vol.4 No.1

The purpose of this study was to comprehend the adolescents' leisure pattern, leisure constraints and leisure satisfaction level and to identify the relevant variables and most important constraint factor. The samples of this study were Seoul and Incheon high school students(1st.~3rd. grade). The data was collected by their teachers from Dec. 1, 2009 to Feb. 15, 2010 and final 227 cases were analyzed by SPSS Win 12.0 program. The main results as follows: 1. The adolescents' leisure constraints were leisure recognition constraints, psychological constraints, physical constraints, and situational constraints. 2. The meaningful differences were showed in general area of leisure constraints, especially low standard of living students felt much more leisure constraints than higher ones. In addition, the related variables influencing the leisure satisfaction were psychological constraints. So this study suggested more positive leisure programs of school and local government in which the students could take part. 3. In grade, there were some differences in leisure satisfaction. Lower grade students felt more leisure satisfaction than upper students regardless of gender. This fact showed that it's essential to develop and operate the short-time leisure program at the school level.

국제사회 ; 축제개최 지역주민의 축제효과요인 인식이 축제참여도 및 만족도에 미치는 영향 -한국 보령시를 중심으로-

부숙진 ( Sug Jin Boo ) 국제지역학회 2008 국제지역연구 Vol.12 No.3

본 연구는 방문객 관점에서 벗어나 축제 개최지역에 거주하는 지역주민들을 대상으로 과연 지역주민들은 축제를 어떻게 인식하고 있는가라는 연구문제 아래 충남 보령지역주민을 대상으로 2008년 머드축제기간 동안 보령시내에서 수행되었다. 연구결과 및 정책적 함의는 다음과 같이 요약할 수 있다. 첫째, 축제개최지 지역주민의 지역축제 효과요인 인식에 있어 문화적 요인은 정(+)의 긍정적 영향을 미치는 것으로 나타난 반면, 경제적 효과요인은 부(-)의 유의한 영향을 나타냈다. 이는 문화적 요인에서는 기존의 선행연구들과 일치된 결과를 보이고 있으나 경제적 효과요인에서는 일반적인 축제의 긍정적 경제파급효과와는 다른 차이점을 보였다. 구체적으로 보령시는 축제의 성공적인 개최도 중요하지만 더 다양하고 구체화된 지역주민 의견 수렴을 위한 공청회와 세미나 등의 기회확대를 통해 실질적으로 일반 주민들이 참여할 수 있는 프로그램 개발에 힘써야 할 것이다. 둘째, 선행연구를 통해 축제개최 지역주민들이 축제에 참여한 경우와 그렇지 않은 경우 축제를 인식하는 데 차이가 있을 것으로 보고 축제참여 경험여부를 조절변수로 하여 참여의도와의 관계를 살펴본 결과, 조절효과는 작용하지 않는 것으로 나타났다. 마지막으로 축제참여도는 지역축제에 대한 지역주민의 축제만족도에 유의한 영향을 미치는 것으로 나타났다. 따라서 보령시는 외지 방문객뿐 아니라 지역주민들의 적극적인 축제참여를 위한 지속적인 노력을 강구해야한다고 사료된다. This study was proceeded with interest on residents` perception of local festival(Boryeong City, Korea) and tried to examine the relation with their participation level and satisfaction. This study used `festival visiting experience` as moderating variable with the expectation of difference in residents` perception according to visit. This study result indicated that residents can recognize local festival negatively if they feel they have no benefit from the festival even though the festival has many visitors with growing reputation. Also, festival visiting experience has no moderating effect on residents` participation intention in this study. The facts also find that the residents-oriented festival planning and promotion is more important in the partnership with local government and private sector-local residents. Further, it is very important to notice internal customer as well as external customer to ensure residents` satisfaction and participation.

산업관광 체험요소가 브랜드 자산과 만족에 미치는 영향 - Pine & Gilmore의 체험경제이론을 중심으로 -

부숙진 ( Boo Sug-jin ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2018 호텔리조트연구 Vol.17 No.2

The purpose of this study was to examine the effects of industrial tourism’s experiential elements on brand equity(brand image & perceived quality) and satisfaction based on Pine & Gilmore’s experience economy theory(1998). The Survey was performed in the G-Valley mock-up tour program, Nov.~Dec. 2017 and industrial tourists(162 samples) were analyzed. IBM SPSS 22.0 and AMOS 22.0 were used to get the statistical results. The main study results and suggestions as follows; First, four experiential elements(entertainment experience, education experience, escape experience, and esthetic experience) were found out as the dominant factors in G-Valley industrial tourism brand equity. Second, G-Valley industrial tourism quality was direct factor in deciding tourists’ satisfaction. So this study implies G-Valley industrial tourism organizer needs to develop more unified and IT-oriented experience programs such as IT plus games, micro fiber plus traditional market shopping and experience programs to stabilize the industrial tourism in near future. Third, KICOX(Koren Industrial Complex Corporation) and Guro-gu office need to support G-Valley industrial tourism programs, facilities and human services to settle down. Finally this study suggests it should be necessary to designate visitor center and professional agency(for example, travel agency) to expand G-Valley industrial tourism.

축제개최 지역주민의 축제효과요인 인식이 축제참여도 및 만족도에 미치는 영향 -태국 파타야 지역을 대상으로-

부숙진 ( Sug Jin Boo ) 관광경영학회 2009 관광경영연구 Vol.41 No.-

This study was proceeded with interest on residents` perception of local festival and trying to examine if there`s a significant effect of festival impact perception of residents on participation level, there`s a significant difference according to festival visiting experience and there`s a significant effect of residents` participation level on festival satisfaction. Also, this study was administrated to 190 residents(surveyed on 117 positive residents) from Mar. 1st. 2008 to Jun. 15th. 2008(included Songkran festival day) in Pattaya, Thailand. This study result indicates that residents can recognize local festival positively, especially economic factor if they feel they have benefit from the festival even though the festival has many visitors with growing environmental problems. Also, festival visiting experience has moderating effect on residents` participation intention in this study. So local government or festival organizer needs to develop more positive festival program residents can participate and more festival products residents can produce, and get benefit(increasing employment during festival, voucher that visitors can use during the festival inside the event area). Finally the higher local residents` festival participation level is the higher festival satisfaction level. Thus local government or festival organizer needs to survey on local residents` satisfaction level after the festival and reflect their opinion in the next festival.

祝祭Service品質에 대한 訪問客과 Service 提供者의 期待差異에 관한 硏究

父淑眞(Boo, Sug-Jin),權寧麟(Kwon, Young-Lin),鄭善太(Chung, Sun-Tae) 청운대학교 관광산업연구소 2007 관광산업연구 Vol.1 No.1

This study was conducted to investigate perceptions of local festival service quality, Service quality gap models, especially marketing understanding gap(gap model 1), are designed to extract more implications and explanations of differences between service providers and customers in the study result. In addition to gap model 1, this study also uses gap analysis as an appropriate approach for examining the evaluation of festival service. The main goals of this study are as follows ; 1) Is there a significant difference between visitors' expectation of Icefish festival service and providers' perception of visitors' expectation(gap 1)? 2) Is there a significant difference between providers' expectation of visitors' expectation according to SERVQUAL factors? 3) Is there a significant difference between visitors' festival service perception and providers' expectation? This study identifies gap 1(marketing understanding gap) as statistically sinificant. The gap size of each SERVQUAL factor is a little different, especially assurance, reliability and responsiveness. The gap model has been used in this study to assess customer satisfaction with the assumption that discrepancies may exist between customer expectations before and after the delivery of service.

靑少年 餘暇滿足과 餘暇制約要因에 관한 比較硏究

夫淑眞(Boo, Sug-Jin),朴明贊(Park, Myung-Chan),尹智絢(Yoon, Ji-Hyun) 청운대학교 관광산업연구소 2010 관광산업연구 Vol.4 No.2

The aim of this study is to comprehend the adolescents' leisure pattern, leisure satisfaction and identify relevant leisure constraints factors. The samples of this study are Seoul and Incheon high school students(1st.~3rd. grade). The data was collected by their teachers from Dec. 1, 2009 to Feb. 15, 2010 and final 402 cases were analyzed by SPSS Win 12.0 program. The main results as follows: The adolescents' leisure constraints were identified 3 factors: leisure recognition constraints, psychological constraints and physical constraints. In grade, there were some differences in leisure satisfaction. Lower grade students felt more leisure satisfaction than upper ones regardless of gender. This fact implies that Korean highschool students feel strong pressure on university exam and it'essential to develop and operate the short-time leisure program at the school level. In the level of leisure constraints, vocational highschool students felt more leisure recognition constraints than academic highschool students. Thus this study suggests special leisure lecture and licensing program(ex. recreation professionals) in vocational highschool.