가산자료모형을 이용한 스키 리조트 방문객의 수요결정요인 분석 -하이원 스키 리조트를 중심으로-

송학준 ( Hak Jun Song ),문지효 ( Ji Hyo Moon ),이충기 ( Choong Ki Lee ) 한국스포츠산업경영학회 2011 한국스포츠산업경영학회지 Vol.16 No.6

본 연구는 스키리조트 방문객의 수요결정요인을 분석하여 스키리조트 산업 발전을 위한 마케팅전략을 제시하는 것을 목적으로 하였다. 연구모형의 종속변수로서 ‘지난 1년간 방문횟수’ 및 ‘지난 3년간 방문횟수’가 사용되었는데 가산자료인 종속변수의 특성을 고려하여 본 연구에서는 가산자료모형이 분석방법으로 이용되었다. 구체적으로, 자료수집이 하이원 스키리조트 현장에서 이루어졌기에 현장조사의 특성상 방문횟수가 ‘0’이 나타나지 않는 표본절단을 고려할 수 있는 절단된 포아송모형과 절단된 음이항모형을 이용하였다. 모형 추정결과 과산포 존재에 따라 본 연구에서 가장 적합한 모형은 TNB모형으로 나타났으며, 2개의 TNB모형 중 방문횟수를 3년으로 측정한 TNB모형이 모형적합도가 가장 높은 것으로 나타났다. 이 모형의 추정결과를 중심으로 스키리조트 방문객의 수요특성을 분석해보면, 스키리조트 방문객이 남성일수록, 연령, 스릴.일상탈출 동기, 지각된 행동통제감과 주관적 규범이 높을수록, 그리고 소득, 사교성 동기, 자연.도전 동기가 낮을수록 스키리조트 방문횟수는 높아지는 것으로 나타났다. The purpose of this study is to estimate demand for ski resort visitors using count data model. To this end Truncated Poisson(TPOIS) Model and Truncated Negative Binomial(TNB) Model were used because the dependent variable of this study was count data with truncated zero. In order to understand the characteristics of ski resort visitors the constructs of Theory of Planned Behavior(TPB) and desire were also included as independent variables in the model. Furthermore, the time periods of dependent variable (frequency of visiting a ski resort) were specified with two categories (past one year and three years) because previous studies using count data model only measured the dependent variable in a single period. The results of this study indicate that the TNB Model having the dependent variable with ‘the frequency of visiting a ski resort in the past three years`` was preferred to other models. The results also reveal that gender, age, motivation of escape & thrill, subjective norm, and perceived behavioral control had significantly positive effects on demand for skiers, whereas income, motivation of sociability, and motivation of nature & challenge had negative effects on demand for skiers.

소확행 여행에 대한 탐색적 연구: 육하원칙(5W1H)에 따른 개념정리를 중심으로

송학준(Song, Hak-Jun),박혜미(Park, Hae-Mi) 한국관광레저학회 2020 관광레저연구 Vol.32 No.6

템플스테이 체험이 방문객 행동의도 형성에 미치는 영향: 체험경제이론을 중심으로

송학준 ( Hak Jun Song ),이충기 ( Choong Ki Lee ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.6

관광객의 체험은 관광산업에서 중요한 고려사항 중 하나가 되어 왔다. 이러한 상황에서 템플스테이는 방문객들에게 고유한 체험을 제공하여 이들의 감정반응과 만족에 긍정적 영향을 미치는 주요한 관광매력물로 떠오르고 있다. 이러한 측면에서 본 연구는 템플스테이에서의 오락적 체험, 교육적 체험, 일탈적 체험, 미적체험이 감정반응(즐거움, 평안함, 지배), 방문만족과 행동의도에 미치는 영향에 대해 알아보고자 수행되었다. 본 연구의 목적을 달성하기 위해 템플스테이 방문객을 대상으로 설문조사를 실시하였다. 실증분석 결과, 오락적 체험요소는 즐거움과 평안함에, 교육적 체험요소는 평안함 형성에 기여하는 것으로 나타났다. 또한, 일탈적 체험요소는 즐거움, 평안함, 지배 모두에 영향을 미치지만, 미적 체험요소는 즐거움의 감정반응에만 통계적으로 유의한 영향을 주는 것으로 밝혀졌다. 뿐만 아니라, 템플스테이 행동의도는 주로 만족에 의해 설명되는데, 이러한 만족은 즐거움, 평안함, 지배의 감정반응에 의해 결정되는 것으로 밝혀졌다. Concentrating on the tourists’ experiences has been one of important considerations in the tourism industry. In this regard, temple stays are emerging as global cultural attractions that offer tourists unique experiences and positively influence emotion response, satisfaction, and behavioral intention. Therefore, the purpose of the current study is to examine the role of escape, entertainment, esthetic, and educational experiences on emotional response (i.e., pleasure, reposedness, and dominance) for experience, satisfaction, and behavioral intention in the context of temple stays. To this end, a self-administered survey was conducted for visitorsof temple stays. The results of testing Pine and Gilmore’s concept of the experience economy indicate that entertainment experience affected pleasure and reposedness, and educational experience influence only arousal. Moreover, the results of this study also reveal that escape experience affected pleasure, reposedness, and dominance, whileas esthetic experience had an effect only on pleasure. Furthermore, the level of visitors’ behavioral intention for temple stays was found to be significantly explained by satisfaction which in turn, was influenced by the emotional response of pleasure, reposedness, and dominance.

계획행동이론을 이용한 자연기반 축제의 방문행동 이해

송학준(Hak Jun Song),이충기(Choong Ki Lee),부숙진(Sug Jin Boo) 한국관광연구학회 2011 관광연구저널 Vol.25 No.4

This study aims to test the extended theory of planned behavior(TPB) in visitors` decision-making process in attending a nature-based festival. Three nature related constructs of environmental concerns, perceived customer effectiveness, and environment friendly tourism behavior were added to strengthen the conceptual foundation specific to the study setting. The results of the study reveal that all newly added environmentally conscious perception and behavioral constructs formed positive and significant causal relationship with other constructs. All antecedents except perceived behavioral control were statistically significant in explaining behavioral intention to revisit the nature-based festival in this study. The revised TPB synthesized the volitional elements (attitude and subjective norm), non-volitional elements (perceived behavioral control), and environmental elements (environmental concern, perceived customer effectiveness, and environment friendly tourism behavior) together to propose decision-making mechanism of festival visitors. The findings offer richer implications in understanding visitors` decision-making process that is strongly related to behavioral intention and suggest festival can be better planned and executed in a sustainable manner.

2012 여수엑스포 방문객의 체험이 지각된 가치와 만족도에 미치는 영향

송학준(Hak Jun Song) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.6

The purpose of this study was to apply the theory of experience economy(Pine & Gilmore, 1998) to 2012 Yeosu Expo, an international exposition recognized by the International Exhibitions Bureau (BIE) held in Yeosu, South Korea. To this end the relationships between expo visitors` experience, perceived value, and satisfaction were analyzed using structural equation modeling(SEM). Specifically, the experience of Expo was categorized with four main factors(4Es); entertainment experience, education experience, esthetic experience, and escape experience. This study examined how these factors affect Expo`s functional value and emotional value which in turn, have an effect on Expo satisfaction. The results indicate that esthetic experience and entertainment experience were important predictors of Expo`s perceived value. Specifically, it was found that emotional value was influenced by entertainment experience and esthetic experience while functional value is affected by only esthetic experience. Lastly, functional value and emotional value had a significant effect on a visitor`s satisfaction. Theoretical implications associated with the results were discussed along with future research suggestions. These results indicates that the perceived value of the Yeosu Expo plays an important role to mediate 4Es of Yeosu Expo and satisfaction. Therefore, in order to increase Yeosu Expo visitors` satisfaction, practitioners needs to develop various programs to emphasize particularly entertainment and esthetic experience while considering equally four realms of experience(i.e., entertainment, education, esthetic, and escape experience). Furthermore, practitioners should provide visitors with worth pleasure and fun compared to monetary costs for visiting Yeosu Expo in that perceived values have a positive effect on visitors` satisfaction.

가산자료모형을 이용한 카지노방문객의 수요결정요인 분석

송학준(Hak Jun Song),문지효(Ji Hyo Moon),이충기(Choong Ki Lee) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.6

This study aims to identify determinants of demand for casino visitors. To this end Truncated Poisson(TPOIS) Model and Truncated Negative Binomial(TNB) Model were used because the dependent variable of this study was count data truncated zero. In order to understand the characteristics of casino visitors constructs based on theory of planned behavior(TPB) were also considered as independent variables in the model along with demographic and situational-specific variables. Furthermore, time periods of the dependent variable (frequency of visiting a casino) were specified with three categories(during the last 6 months, one year, and three years) because previous studies only measured the dependent variable using a single period. The results of this study reveal that the TNB Model with the dependent variable of the frequency of visiting a casino during the last three years was preferred to other two models with 6 months and 1 year visit frequency. The results of this study also indicate that gender, income, main purpose of visiting casino, and prior knowledge had significantly positive effect on demand for casino visitors, whereas subjective norm had a significantly negative effect on demand for casino visitors.

국제관광의 “산업 내 무역” 이론 적용가능성과 결정요인 분석

송학준(Hak Jun Song),문지효(Ji Hyo Moon),이충기(Choong Ki Lee) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.5

Considering international tourism as an intra-industry trade that countries at the same time import and export the products of the same industry, this study aims to apply intra-industry trade theory as one of the mainstream theories in international trade to international tourism. To this end, this study employed two research models for research objectives: 1) the model of intra-industry trade of international tourism industry in the world (model 1) and 2) the model of intra-industry trade of international tourism industry in Korea (model 2). These models include various independent variables known as determinants of intra-industry trade theory (i.e., real GDP, foreign direct investment, the area of territory, heritage resources, distance, the form of territory, and cultural similarities). As an estimation method, panel data model including fixed effect and random effect model was employed in this study. It was found in the two research models that random effect model was more appropriate to achieve research objectives through Hausman test. The results of this study indicate that real GDP, foreign direct investment, and the area of territory had significantly positive effects on the trade of international tourism industry in the world. Moreover, foreign direct investment, distance, the form of territory, and cultural similarities had positive effects on the trade of international tourism industry in Korea. This study will contribute to international tourism by applying the intra-industry trade theory when considering international tourism as an intra-industry trade phenomenon.

한방의료 축제의 경제적 파급효과 분석

송학준(Hak Jun Song),문지효(Ji Hyo Moon),최상수(Sang Su Choi),이충기(Choong Ki Lee) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.3

Oriental Medicine festival not only promotes indigenous culture of Oriental Medicine, but also offers an opportunity to provide economic development for a festival region. In this respect, this study estimated the economic impact of the 2011 Jecheon Oriental Medicine Bio Expo on the economy of Jecheon and other regions. Inter-Regional Input-Output(IRIO) model, one of the regional Input-Output models, was employed to derive multipliers of Oriental Medicine and tourism in terms of output, income, value-added, and employment. Also, this study conducted a survey for the visitors of the 2011 Jecheon Oriental Medicine Bio Expo in order to estimate expenditures on tourism and medicine. The results indicate that per capita expenditure of the 2011 Jecheon Oriental Medicine Bio Expo was estimated to be 78,111 Korean Won and total expenditures were estimated to be approximately 14 billion Korean Won when considering total visitors to the Expo. The results of IRIO indicate that in 2011, the festival visitors of Jecheon generated approximately 24 billion Won of output impact(Jecheon region: 17 billion Won, Other regions: 7 billion Won), 5 billion Won of income impact (Jecheon region: 4 billion Won, Other regions: 1 billion Won), 12 billion Won of value-added impact (Jecheon region: 9 billion Won, Other regions: 3 billion Won), and 838 full-time jobs including non-paid jobs (Jecheon region: 452 jobs, Other regions: 386 jobs) throughout direct and indirect effects.

배달앱의 구매의사결정과정에 대한 통합적 접근 : AIDA모델과 MGB를 중심으로

송학준(Song, Hak-Jun),윤민철(Youn, Min-Chul),진남(Chen, Nan) 한국호텔외식관광경영학회 2019 호텔경영학연구 Vol.28 No.4

영화축제 방문객에 대한 시장세분화 연구

송학준(Hak Jun Song),고민경(Min Kyung Ko),변정우(Jeong Woo Byun),이충기(Choong Ki Lee) 한국호텔외식관광경영학회 2007 호텔경영학연구 Vol.16 No.1

Despite of numerous research on motivation in the field of tourism, a little research was conducted for identifying motivations of film festival visitors and segmenting them with distinct subgroups for practical marketing strategies. In this respect, this study aims to identify the underlying dimensions of motivations for film festival visitors, using a factor analysis; to segment the film festival market, using a cluster analysis based on derived motivation factors; and to examine any differences between market segments with respect to socio-demographic and some behavioral variables. The results of this study show that six underlying motivation dimensions were derived: novelty, escape, family togetherness, cultural exploration, socialization, and event attraction. A cluster analysis indicates that three distinctive segments were identified: multi-purpose movie festival seekers, ordinary movie festival seekers, and movie mania festival seekers. These three segments were significantly different with respect to age, income, and occupation. Marketing implication was presented in the conclusion section based the results.