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박시사,전형진,정철 대한관광경영학회 2010 觀光硏究 Vol.24 No.6
본 연구에서는 외래관광객 관광불편신고를 바탕으로 서비스 실패의 유형을 분류하고 교차분석을 통하여 심각성을 기준으로 실패유형을 보다 구체적으로 고찰하였다. 분석을 위한 표본은 2003년부터 2007년까지 한국관광공사의 관광불편신고센터에 접수된 내용 중 외래관광객이 신고한 1,135건을 대상으로 하였다. 분석 결과에 따르면, 서비스 실패의 유형 중 서비스전달 시스템의 실패가 가장 높은 빈도를 나타냈으며, 그 다음으로는 핵심 서비스 실패의 순으로 분류되었다. 서비스실패의 심각성을 기준으로 서비스 실패 유형을 분류한 결과, 심각성에서는 심각함과 사소함 모두에서 서비스 전달 시스템 실패가 가장 높은 빈도를 나타냈다. 세부적인 패턴 파악을 위해 연도를 서비스 실패 유형과 교차분석한 결과, 2005년도 까지는 서비스전달 시스템 실패가 가장 민감한 유형이었으나, 2006년도부터 핵심 서비스 실패가 외래관광객이 체감하는 주요한 유형으로 변화되었다. 2002 한ㆍ일 월드컵을 비롯하여 각종 국제 행사를 개최하면서, 여행 목적지로써 한국의 이미지는 지속적으로 상승하고 있으며, 입국외래관광객수도 계속 증가하고 있다. 하지만, 본 연구의 결과에 따르면 서비스 실패에 대한 개선이 거의 이루어지지 않고 있음을 알 수 있으며, 서비스 실패의 유형도 재방문 의도에 큰 영향을 미칠 수 있는 핵심 서비스 실패가 점차 높은 빈도를 나타내고 있다. 반면에, 관광기반 서비스나 정책적인 측면에서의 불편 사항이 낮은 빈도를 나타내고 있는 만큼, 서비스 실패의 개선을 위하여 현재 가장 취약점으로 조사된 부분에 대한 개선 정책 시행과 지속적으로 불편 사항의 변화 패턴을 파악하는 것이 중요하다고 본다. The number of foreign tourists to visit Korea increases gradually. Under this circumstance, it is needed to investigate the contents of foreign tourists' complaints. The first purpose of this study is to classify service failures types and service failures severity based on the foreign tourists' complaints report. The second aim is to analyze service failures through crosstabulation and frequency analyses. Results of this study indicated that service delivery system failures showed the highest frequency, and that core service failures were followed. In addition, results of crosstabulation analysis of service failures types and service failures severity indicated that service delivery system failures were the highest factor in both major and minor severity. Lastly, the type of complaintive service failures had been changed from service delivery system failures to core service failures over the years. Therefore, to solve the problems due to service failures, it is recommended that the government should understand the change and the contents of foreign tourists' complaints.
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동계 패키지여행상품 신문광고 분석:동아일보, 조선일보 여행상품광고 분석을 통해서
박시사 한국관광학회 2006 관광학연구 Vol.30 No.4
The package tours are widely favored among Korean outbound tourists. It is quite well known that major travel agencies become heavily dependent on newspaper advertizement for recruiting potential tourists who do not know about possible destinations Author in this paper conducts the analysis of major two newspapers package tour advertizement by contents analysis. Findings showed differences in exposed-frequencies and day-variations in newspaper advertizement. Additionally products-placement in ads based on regions and ads appeals; rational appeal and emotional appeal, are sorted out and analysed.
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개인특성과 창업의지의 관계에 관한 연구:여행업 종사자를 중심으로
박시사,강성일 한국관광학회 2007 관광학연구 Vol.31 No.2
claims that personal traits are important description variables of the level of entrepreneurial intentions are said recurrent Albeit to such challenges, few empirical studies around these topics have been delved in the tourism industry. While some studies of entrepreneurship determinant variables have been considered, empirical studies of entrepreneurial intentions in relation to tourism industry are thought deficient. This paper observes individual factors influencing entrepreneurial intentions in travel industry. Data were gathered from 244 questionnaires delivered to travel agency employees in Seoul, Korea. Results demonstrate that in predicting those who want to start a business potential value of human capital including e.g, gender, age. Also the findings underscore that psychological variables(e.g., locus of control, self-efficacy) could affect the wishes to start a business.핵심용어(Key words):창업(Entrepreneurial), 관광산업(Tourism industry),창업의지(Entrepreneurial intentions), 인적자본(Human capital).
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개인가치에 따른 여행상품만족이관광목적지 이미지에 미치는 영향 차이
박시사,노경국,홍성화 한국관광학회 2009 관광학연구 Vol.33 No.3
This paper is to investigate an effect of the travel service satisfaction on destination images by the individual values. For this, firstly, tourists are segmented according to individual values, and then, it is examined that there are significant differences in travel service satisfaction which they chose and travel service satisfaction on regional images and country images by the individual value groups. In order to conduct this study, Japanese tourists who have visited Jeju ware selected as subjects. From the survey, a total of 671 useful samples were collected and analyzed in SPSS 12.0 for Window. As a result of the research, it appeared that individual value factors are divided into internal and external. Findings are showed that the effect of the travel service satisfaction on destination images by the individual values were significant differences.
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박시사(Si Sa Park) 한국관광연구학회 2010 관광연구저널 Vol.24 No.2
With the economic growth and enhancement in living standard, open-door policy, supportive government stance, as well as value shift among Chinese people, the international travel demand has greatly increased in China. To meet the incremental tourist arrivals and departures over the decades, the international travel agencies which cover inbound, outbound and `intrabound` travel services have substantially propagate in numbers for the last 20 years in China. It is widely accepted that the international travel agencies in China have played big roles on boosting Chinese international tourism development. But scare attention and interest have paid on the travel agency related research from the academic arena. This paper conducted the analysis of mission statements ranked in top 50 Chinese international travel agency lists released by Chinese National Tourism Association. In terms of methodology, the contents analysis was employed for this paper. The research mainly reviewed the components of mission statements such as customers, products or services, market or domain, technology, concern for survival, philosophy, self-concept, concern for the public image and concern for employees.
KCI
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