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컨벤션 목적지 브랜드에 대한 수사학적 분석 - 국내 컨벤션뷰로(CVB) 슬로건을 중심으로 -
고영모,성보현,최영석 한양대학교 관광연구소 2024 觀光硏究論叢 Vol.36 No.1
This study examines the significance of branding in promoting convention destinations, focusing on the role of rhetoric in building brand identity through slogans. Despite the lack of research in this area, we aim to uncover valuable insights by conducting a rhetorical analysis of slogans from nine domestic convention bureaus. Through a literature review, we establish a foundation for analysis and proceed to examine the linguistic notation, rhetorical techniques, and meaning delivery of these slogans. This study reveals that city names are prominently featured in all slogans, with most employing a phrase-type composition format. While not all slogans utilize an arrangement format and rhyme, many adopt simple and superlative language for image enhancement rather than information provision. This study underscores the efficacy of rhetorical analysis in evaluating convention destination slogans and offers valuable insights for future research in this field.
계획행동이론 확장을 통한 유기농산물 구매의도 영향요인 분석: COVID-19 개인적․사회적 위험지각을 중심으로
성보현,이예건,김진우,고영모 사단법인 한국비즈니스이벤트컨벤션학회 2024 이벤트 컨벤션 연구 Vol.20 No.1
Purpose – This study investigates the impact of COVID-19 risk perception on organic product purchasing decisions, extending the Theory of Planned Behavior. Design, data, and methodology – The 2022 Goesan Organic Expo survey with 1,000 valid responses employed prior research-based measures and Structural Equation Modeling. Result – Findings underscore the significant influence of COVID-19 risk perception on organic product purchase intention, revealing that personal risk affects perceived behavioral control, while social risk influences attitudes and subjective norms. Conclusions – The study provides academic and practical insights with implications for understanding and influencing consumer behavior in organic product purchases during the pandemic.