소셜커머스에 대한 소비가치가 여행상품 이미지와 행동의도에 미치는 영향

송래헌 한국전시산업융합연구원 2017 한국과학예술융합학회 Vol.29 No.-

The aim of this study was to examine consumer value influences the tourism product's image and behavioral intention that customers recognize the value. Furthermore, how each customers value reacted to the factors of influencing products image and intention for buying and recommending when travel agency suggest that coupons for trip, events, festival, hotel facility, through the social commerce. Also, this research offered both theoretical and practical suggestion with strategic methods for forming a successful performance with the social commerce. For the performing research's object, the researcher selected the customer who experience Social Commerce. The data was collected 300 respondents and finally 257 samples which have a sincerely answered were used for data analysis. For the study, frequency, factor analysis, and multiple regression were used. The results of this research showed that multi value include economy and information, hedonic, social value factors of customer’s value have a positive and significant influence on tourism product' image and behavioral intention. On the other hand, functional value has a less influence on tourism product's image on social commerce. Accordingly, considering the implications derived from the results, the management shall use them in a way that they are beneficial in establishing the differentiated social market. management strategy in tourism market business model and new channel for sale were discussed in the conclusion section. 소셜커머스에 대한 소비가치가 소셜커머스를 통해판매되는 여행상품 이미지와 여행상품에 대한 행동의도에 어떠한 영향을 미치는지 알아보고자 하였으며, 이러한 영향관계를 통해 소셜커머스 판매와 구매활동에 대한 마케팅전략수립에 필요한 기초자료를 제공하고자 하였다. 이러한 연구목적을 달성하기 위해 수행된 구체적인 연구결과는 다음과 같다. 본 연구에서 가설을 검증하기 위한 분석방법으로 빈도분석, 요인분석, 다중회귀분석을 실시하였으며, 소셜커머스를 통한 여행상품구매에 대한 소비자의 가치는 다차원적, 기능적, 감정적, 사회적 가치의 요인으로 분류되었다. 다차원적기능은 경제적 가치와 정보적 가치를 동시에 추구하는가치로 해석할 수 있다. 분류된 4개의 소비자 가치요인들과 소셜커머스를 통해 판매되는 여행상품과 행동의도 간에 영향관계에 대한 회귀분석 결과 소비가치요인들은 소셜커머스를 통해 판매되는 여행상품의 구매의도에 모두 유의한 정의 영향관계가 있었으며, 기능적 가치를 제외하고 다차원적, 감정적, 사회적 가치는 소셜커머스를 통해 판매되는 여행상품의 이미지에모두 유의한 영향관계가 있음이 나타났다

도시재생의 융복합 관광지 정체성 세분화에 따른 인식 차이연구

송래헌,조윤경,윤유식 한국전시산업융합연구원 2023 한국과학예술융합학회 Vol.41 No.4

arising from the segmentation of urban regeneration's convergence tourism destination identity. Urban regeneration, characterized by its multifaceted and dynamic nature, has increasingly embraced the fusion of tourism development to enhance the appeal and vibrancy of urban spaces. This research aims to investigate how the nuanced facets of hybrid tourism destination identity within urban regeneration projects influence individuals' perceptions and viewpoints. Through an interdisciplinary approach combining urban planning, tourism studies, and social psychology, we employed a mixed-methods research design to collect and analyze data. Surveys was conducted to capture a comprehensive understanding of diverse perspectives. The collected data analyses to uncover patterns and variations in perceptions based on the segmentation of hybrid tourism destination identity in the context of urban regeneration. The findings reveal intriguing insights into the complex interplay between urban regeneration and tourism development, shedding light on the diverse ways individuals perceive and interpret the hybrid identity of tourism destinations within rejuvenated urban settings. The study underscores the importance of recognizing and accounting for these perception differences when formulating urban policies and strategies, ultimately contributing to more effective and inclusive urban regeneration initiatives.

항공사 서비스 요인에 따른 항공사 이용만족도에 관한 연구

송래헌 한국호텔관광학회 2007 호텔관광연구 Vol.9 No.2

The purpose of this study was to investigate relationships between airline service factors and airline customer satisfaction. Based on the literature review related to airline service and customer satisfaction, the survey instrument was developed and used for collecting the data. 9 airline service factors, 1 customer satisfaction, general demographic information were included in survey questionnaire. A total of 278 useful smaples were collected and utilized for the study. factor analysis, regression analysis, cluster analysis, and ANOVA were operated in SPSS. Three airline service factors were identified. It was found that these three factors affected overall airline service satisfaction. Theoretical and managerial implications were discussed. it can said that this study would help for airline manager and administrators to improve airline service level.

여행사 환경요인에 따른 경영전략이 경영성과에 미치는 영향에 관한 연구

송래헌 한국호텔관광학회 2005 호텔관광연구 Vol.7 No.3

분석결과는 〈표 4-6〉과 같다.군집 1은 혁진적 차별화 전략, 차별화 방어형 전략, 원가주도 전략을 모두 가장 낮게 인식하고 있는 것으로 나타나 군집명을 「비차별적 추종전략군」이라고 명명하였다. 군집 2는 혁신적 차별화 전략, 차별화 방어형 전략, 원가주도 전략요인 모두에 대한 인식정도가 중간적인 것으로 나타났으며 이에 군집명을 「중도적 전략군」으로 명명하였다. 군집 3은 혁신적 차별화 전략, 차별화 방어형 전략, 원가주도 전략요인에 대한 인식정도가 가장 높은 것으로 나타나 군집명을 「혁신적 차별화 전략군」이라고 명명하였다.

호텔 종사원의 지적자본과 지식경영활동, 비재무적성과와의 구조 관계 연구

송래헌 관광경영학회 2019 관광경영연구 Vol.90 No.-

The purpose of this study is to investigate the structural relationship between intellectual capital, knowledge management activities and non - financial performance of hotel employees. Two hypotheses were set up based on the theoretical background in order to grasp the intellectual capital, knowledge management activities, knowledge management activities and non - financial performance of hotel employees. The survey was conducted from October 1, 2018 to October 30, 2018, and 300 copies of the questionnaires were distributed to 19 - part insecure or inconsistent questionnaires. And finally 281 copies were used for empirical analysis. In order to verify the hypotheses presented through the research model, frequency analysis, exploratory factor analysis, and reliability analysis were analyzed using SPSS21.0, and the measurement model ), Confirmatory factor analysis was performed and correlation analysis was performed between the measured variables. As a result of the structural equation modeling analysis to verify the structural model with AMOS 21.0, the intellectual capital of the hotel employees has a significant influence on the knowledge management activities, It is confirmed that the level of knowledge creation among the employees is improved and the knowledge utilization becomes possible based on the shared knowledge. And knowledge management activities of hotel employees were proved to affect non-financial performance. Therefore, it can be concluded that the proposed hypothesis was adopted in the present study through the rationale of the previous research. In conclusion, hotel employees' intellectual capital (human capital, structural capital, customer capital) has a significant influence on knowledge creation and sharing. This is because knowledge management acquires intellectual capital and guarantees growth in companies, so it is necessary to manage intellectual capital successfully. Also, since knowledge management activities of hotel employees affects non-financial performance, knowledge workers' activities of hotel employees are found to be important.

관광지 스토리텔링에 따른 관광경험 만족도 및 충성도

송래헌 한국호텔관광학회 2011 호텔관광연구 Vol.13 No.2

The objective of the study was to identify the relationships between the factors of destination storytelling, travel experiences, and destination loyalty. From the literature review the concepts and characteristics of destination story-telling were defined. 15 destination story-telling attributes were identified. In the literature review, travel experience satisfaction and destination loyalty were discussed for developing research model and hypotheses. By survey method from the street convenient sampling, a total of 308 useful samples were collected and analyzed in SPSS. the exploratory factor analysis were run to provide the underlying dimensions of story-telling attributes. Three different dimensions were identified from the factor analysis such as destination interesting and value, destination utilization, destination culture and historical tradition. Multiple regression showed that these destination story-telling attributes influence destination travel satisfaction and destination loyalty. Particularly, destination utilization by using story-telling is the most important factor to impact destination travel experience and loyalty. in the conclusion findings and implication were discussed.

도시재생 관광지의 정체성에 따른 관광지 애착도 및 행동의도 연구

송래헌 한국호텔관광학회 2023 호텔관광연구 Vol.25 No.8

This study aims to investigate tourists' place attachment and behavioral intentions towards urban regeneration tourism destination identity. Urban regeneration tourism sites are crucial in attracting tourists and revitalizing cities. This study explores the relationship between tourists' attachment to these sites and their behavioral intentions, focusing on the influence of site identity. For this research objective, a comprehensive literature review was conducted, examining the concepts of urban regeneration, tourism, site identity, attachment, and behavioral intentions. Additionally, a quantitative research method such as factor analysis, CFA, SEM was employed to analyze data collected from tourists visiting various urban regeneration tourism destinations. The findings reveal that tourists' attachment to urban regeneration tourism sites significantly influences their behavioral intentions. Furthermore, it was observed that the site's identity plays a vital role in shaping tourists' attachment. The study identifies several critical dimensions of site identity, such as historical significance, cultural authenticity, architectural aesthetics, and community involvement, contributing to tourists' emotional attachment. The study contributes to the existing literature on urban regeneration tourism by highlighting the significance of site identity in influencing tourists' place attachment and behavioral intentions. Destination managers can develop effective strategies for sustainable tourism development and enhance the overall visitor experience by understanding the factors that shape tourists' perceptions and emotional connections to these sites.

사회적자본에 따른 관광개발태도와 지지도 차이 연구

송래헌,김미성,윤유식 관광경영학회 2019 관광경영연구 Vol.91 No.-

For successful tourism development, it is essential to secure residents’ support. In order for making positive attitude of residents and receiving their supports, Social Capital is the one of the important antecedents. In this context, this study aimed to investigate if there are any segmented groups of residents’ social capital and also to examine if there are differences among such segmented groups in terms of tourism development attitude and tourism development supports. From the literature review, the survey questionaries was developed and a total of 358 useful sample were collected and analyzed in SPSS. The results from cluster analysis and MANOVA showed that there are some significant differences among the segmented groups. The residents who have higher social capital showed the more positive tourism development attitude and tourism development support. Also, the results revealed that each segmented groups showed differences in various factors such as marriage status, age, income, occupation and the length of residence. On the basis of results of analysis, more insight implication and discussion were provided in conclusion.

지방자치단체 급식소의 만족도에 영향을 미치는 요인에 관한 연구

송래헌(Rae Hyun Song),고재용(Jae Yong Koh),서창석(Chang Seok Seh) 한국호텔관광학회 2003 호텔관광연구 Vol.5 No.1

지역주민의 관광개발태도에 따른 공동체 의식과 관광개발 지지도 복합차이연구

송래헌(Song, Rae Heun),윤유식(Yoon, Yoo Shik) 한국전시산업융합연구원 2019 한국과학예술융합학회 Vol.37 No.3

본 연구에서는 관광개발에 대한 지역주민의 태도를 세분화하여 이에 대한 지역공동체와 관광개발의 지지도에 차이가 나타나는 가를 분석하고 각 세분집단에 대한 특성을 파악하고자 하였다. 조사자료는 대전지역의 지역주민을 대상으로 설문조사를 실시하여 유효표 본수 358부를 대상으로 분석하였다. 먼저 관광개발에 대한 태도를 군집분석을 통하여 세분화를 시도한 결과, 관광개발에 대한 긍적적인 집단, 관광개발에 대한 부정적인 집단, 조건적 관광개발 태도집단으로 세분화 할 수 있었고 지역공동체의식과 관광개발지지도의 차이를 분석하기 위하여 MANOVA 분석을 실시한 결과, 관광개발의 긍정적인 태도는 지역공동체의 의식과 관광개발에 대한 지지도가 높다는 것을 제시하고 시사점을 제시하였다. This study was to investigate if there are any segmented groups of residents’ attitude toward tourism development and also to examin if there are significant differences among such segmented groups in terms of community spirits and touridms development supports. From the literature review, the survey questionaries was developed and a total of 358 useful sample were collected and analyzed in SPSS. The results from cluster and MANOVA showed that there are some significant differences among the segmented groups. the higher residents have positive attitude toward tourism development the stronger residents have community spirits and tourism development support, More insight implication and discussion was provide in conclusion.