경주지역 관광활성화를 위한 문화적 관광자원의 활용방안

정익준 위덕대학교 부설 신라학연구소 1997 新羅學硏究 Vol.1 No.-

EC航空市場의 統合과 國籍航空社의 對應方案

鄭益駿 동아대학교 경영대학 1992 經營硏究 Vol.- No.6

The elimination of air agreement of EC members, and the freedom of route as a single air market followed merger of EC air market on Jan. 1, 1993, with free inauguration & operation of air fare accompanied national carrier, due to the change, is presumed to be affected as follows : 1. The EC market will regulate participation of foreign carriers in the market. Cabotage, therefore, may possibly regulate National carrier. 2. Air traffic is sure to be deregulated within the EC market by gradual implementation of Package 2. This is promising to spur up the competition in the region. Therefore, National carrier is expected to face difficulties in exploring the inauguration of another route or the extention of present route to the market. 3 . Merger of EC air market implies domestication of their routes and EC may probably force other nations to readjust the present Air Agreements. 4. It seems that the EC market would enlarge sharing use of Computer Reservation System of the carriers within the region, while strengthening their control for travel agencies, so called, head organizations for carrier distribution, with firm regulation for introduction & use of CRS, newly one abroad, to EC air market. 5. Merger of carriers between EC and other blocks is sure to be vitalized, which would render multi-national mega carriers mushroon . And the market occupancy rate is promising to increase. The alternatives of national carrier to cope with this, therefore, has been suggested as follows : 1. National carriers should make good image preferable to potential passengers, not only with safety first & punctual operation provided, but also with steady improvement of service quality pursued. 2. Ace national carrier equipped with competition should establish partnership liasioned with EC carriers enjoying adventageous and potential growth conditions to get the market base in EC region. This reciprocal participation needs much capital. Therefore, monetary aid with easening related tax by government will be beneficial to releasing the financial burden in the long term prospect. 3. The hasty need to establish some bridge head in the region requires more route networks and further adventageous traffic right before EC committee is poised to exert its normal function. 4. National carrier should strengthen the competitiveness with further advanced CRS function. 5. Asian regional market should form an Asian Pacific Block, not only to protect the regional air industry but also to strengthen mutual cooperation of the region in group vs. group to cope with EC move. 6. liasioned with other nations maintaining free trade, national carriers should work on something about inauguration of a world cooperation organization under the GATT ideology to cope with EC protection policy for EC air market.

金融環境變化와 銀行의 危險管理

鄭益俊 한국은행 1996 經濟分析 Vol.2 No.2

본고의 전반부에서는 80년대 중반 이후 金融環境의 急激한 變化에 따른 은행의 전반적인 危險性 變化를 분석하였다. 실증분석결과에 의하면 90년대 이후 銀行資産價値의 安定性은 어느 정도 제고되었으나 倒産危險性 및 資産健全性은 대체로 악화된 것으로 나타남으로써 종합적으로 평가할 때 銀行의 全般的인 危險性이 惡化된 것으로 판단된다. 향후 金利 및 換率이 완전 자유화되고 또한 OECD 가입 등으로 金融開放이 가속화되면 은행의 危險負擔이 더욱 증대될 것으로 예상되며 따라서 은행들은 현재 구축하고 있는 危險管理시스템의 高度化가 無限競爭時代에 살아남기 위한 경쟁력을 제고하는 核心 經營戰略이 될 것이다. 이에 따라 본고 후반부에서는 5개 시중은행의 ALM 시스템을 중심으로 危險管理 現況을 살펴본 결과를 토대로 위험관리시스템의 고도화 방안을 개략적으로 제시하였다. 高度化 方案으로는 (1) ALM 組織의 擴充 (2) ALM 技法의 先進化 (3) 信用危險의 計量化 (4) 綜合 收益管理시스템의 早期 構築 (5) 本支店 利子制度의 改善을 제시하였다. 끝으로 이러한 고도화가 촉진되기 위하여는 최근 미 · 영 등 금융선진국에서 급속히 확대되고 있는 銀行貸出債權의 證券化 市場이 조속히 활성화되어야 하겠다.

조명이 레스토랑 이용객의 태도와 행동에 미치는 차이 연구

정익준 한국관광식음료학회 2001 관광식음료경영연구 Vol.12 No.1

중국관광객의 방한유치 증대방안에 관한 연구

정익준 한국관광식음료학회 2003 관광식음료경영연구 Vol.14 No.1

서비스품질 통제를 통한 호텔기업의 관계마케팅전략에 관한 연구

정익준 한국관광식음료학회 2003 관광식음료경영연구 Vol.14 No.1

관광기업 마케팅믹스로서의 패키징과 프로그래밍 관리에 관한 연구

정익준 동아대학교 경영대학 1994 經營硏究 Vol.- No.8

The problems of marketing in tourism are somewhat different from those of traditional product marketing. The differences are the result of the characteristics of toursim supply and demand. In manufacturing, goods are produced, stored, and sold. Tourism supply cannot be stored. This puts a great deal of pressure on producers to plan the proper amounts of facilites effectively and, having developed these facilities to keep them used as fully as possible. This in itself creates another kind if problem for tourism supply is relatively fixed. A second important factor that makes tourism different from other industries is that the service provided is in fact an amalgram of several services and some products. Most vacations have information, transportation, lodging, food and beverage, attraction, and activity components. These components are usually offered by different organizations and may be marketed directly to the tourist by the individual organizations. A third factor that makes tourism different from other industries is the role of travel intermediaries. Because tourist services are located at a distance from potential customers, specialized organizations that operate between the producer and the tourist - are often necessary to bridge the gap. The last factor that makes tourism different from other industries relates to demand. Tourism demand is highly elastic, seasonal in nature, and influenced by subjective factors such as taste and fashion as well as the more objective factors such as price. In many cases, the services and experiences sought can be provided by any number of destinations or organizations, with particular emphasis on no one in particular. Once the positioning and marketing objective have been devloped for each selected target market, tourism marketing mixes can be designed. Traditional approaches to marketing suggest that a marketing mix is comprised of 4 components. Often these are called the 4P's of marketing. Various authors in the field of tourism have suggested that there are additional components to the marketing mix in travel enterprise. Because of the uniqueness of tourism marketing, it has been recommended that packaging, programming, people, and partnership be considered as four additional marketing mix conponents. The traditional 4P's then expands to 8P's(product, price, promotion, place, packaging, programming, people, and partnership). Among them packaging and programming are two additional marketing-mix components that are unique to the tourism industry. They are especially significant because they can be used to help travel enterprose cope with the prblems of the immediate perishability of services and the difficulties of matching demand volumes with supply capacities. Another important feature of packaging and programming is that they provide a means of matching services and products with the multitude of package for special-interest groups. Packaging is also significant because it brings together many of the elements of the destination mix and combines the services and products of several tourism organization. The package is more convenient for the customer, since it includes several service and products at an all-inclusive price. Other advantages of packages and programs are as following. Customer-related reasons; ① Greater convenience ② Greater economy ③ Ability to budget for trips ④ Implicit assurance of consistent quality ⑤ Satisfaction of specialezed interests ⑥ Added dimension to traveling Participant-related reasons ① Increaced business in off-peak periods ② Enhanced appeal to specifid target markets ③ Attraction of new target markets ④ Easier business forecasting and improved efficiency ⑤ Use of complementary facilities, attraction, and events ⑥ Flexibility to capitalize on new market trends ⑦ Stimulation of repeat and more frequent usage ⑧ Increased per capita publicity value of unique packages ⑨ Public relations and publicity value of unique packages ⑩ Increased customer satisfaction Programming refers to the offering of special activities, events, or other types of programs to increace customer spending or to give added appeal to a package or other tourism survice. Many vacation packages include some form of programming, such as escorted ground tours, sports instruction, entertainment events, and so on. Steps in developing effective package and to make a package successful as followings. ① Include attractions on demand-generations. ② Provide value to the customer. ③ Offer consistent quality and compatibility among elements. ④ Be well plnned and coordinated. ⑤ Provide a distinctive customer benefit ⑥ Convert all the details. Next is to give the customer the right amount of value, yet still make an acceptable profit. The answer lies in a careful, step-by-step approach to package pricing employing the break-even analysis-technique. ① Identify and Quantify fixed costs. ② Identify and Quantify valuable costs. ③ Calculate total package cost per person. ④ Add a makeup for profit. ⑤ Calculate single supplement.

박물관 관람객의 여가심리 연구 -내재적 동기, 몰입경험, 재관람의도 간의 관계성을 중심으로-

정익준 한국자료분석학회 2008 Journal of the Korean Data Analysis Society Vol.10 No.2

Based on museum that play a pivotal role in cultural tourism and also drive sustainable tourism booms, this study focuses on analyzing spectators' leisure psychology and behavior. In details, it deals with possible correlations among intrinsic motivation, flow experience, revisit intention of museum spectators. As a result, it is found that museum visit in form of active leisure activities and self-motivated participation has significant effects on flow experience, and the flow experience involving pleasure and substantial amusement has ultimately significant effects on revisit intention of spectators. These findings indicate that spectators tend to get flow experiences, if they discover any value complying with their own intrinsic goals, and flow experience after visiting museum exhibits works as antecedent of revisit intention. Therefore, in order for our museums to attract more spectators in near future, it is necessary to positively stimulate their intrinsic needs by putting stress on the ultimate nature of museum as a space for enjoying their leisure and improving quality of their life, as well as a public hall of art, science and education for better understanding of history and culture. Moreover, it is also necessary to prepare formulated auxiliary exhibition materials helpful for spectators' self-regulated learning and comprehension and develop exhibition planning involving displaying exhibits in historical and cultural context to who get flow experiences can feel motivated to revisit museum. 본 연구는 문화관광을 선도하고 지속가능한 관광 붐을 이끌어 가는 박물관을 찾는 관람객의 여가심리와 여가행동을 분석하고 있다. 구체적으로는 박물관관람객의 내재적 동기, 몰입경험, 재관람의도 간의 관계성을 살펴보고 있다. 조사결과, 능동적 여가활동과 자발적 참여에 의한 박물관관람은 몰입경험에 유의하게 영향을 미치고, 즐거움과 본질적 재미와 같은 몰입경험은 궁극적으로 재관람의도에 유의한 영향력을 미침이 확인되었다. 이런 결과는 관람객 자신의 내적 목적과 부합해서 가치가 있다고 판단할 때 몰입을 경험하고 관람후의 몰입경험은 재관람의도의 선행요소임을 설명해 준다. 따라서 향후 관람객수를 증대시키려면 박물관은 여가선용과 삶의 질을 높이는 공간, 역사와 문화이해를 높이는 학술과 교양공간임을 강조하는, 내재적 동기를 적극적으로 자극할 필요가 있다. 또한 체계적인 전시보조자료의 제공으로 관람객의 자율적인 학습에 도움을 주고 전시물을 역사적 흐름과 문화적 맥락으로 전시하는 등의 전시기획을 통해 몰입경험자들이 다시 박물관을 찾아 관람할 수 있도록 유도할 필요가 있다.

연구논문 : 굿판의 변용(變容)과 여가문화적 특성 연구

정익준 대한관광경영학회 2005 觀光硏究 Vol.20 No.1

국악의 문화관광 상품화 방안연구

정익준 한국문화관광학회 2005 문화관광연구 Vol.7 No.1