Reaffirming the Reliability of SERVQUAL Model to Measure Perceptions of Hotel Service Quality By Using Different Types of Scales and Items

권점옥(Kwon, Jeam-Ok) 청운대학교 관광산업연구소 2011 관광산업연구 Vol.5 No.1

This study aimed to reaffirm the reliability of the operationalization of service quality in the typical SERVQUAL scales and its items. For the purpose, this study determined dimensions resulting from four different types of SERVQUAL model consisting of two different orders of the 21-items and two types of Likert scales to measure respondents ’ perception of hotel service quality. To collect data, a survey was conducted with tourists randomly selected in Negril, Jamaica. Utilizing a factor analytic procedure, reliability test, Chi-square test, and paired-samples T test, this study found that four SERVQUAL models produce dimensions that are similar to what would expect in the typical SERVQUAL study. The results showed that there is not much difference in dimensions resulted from all treatments using on-site perception interviews compared to the typical SERVQUAL study using P-E. The findings suggested that the typical SERVQUAL scale and the order of its items would not be effective and valid to capture of certain customers ’ perception of hotel services quality. These also implied the on-site perception of service quality could be a potentially useful tool for measuring the perceived quality of hotel service.

관광동반자 유형이 관광지 방문 기대치, 만족도 차이와 행동의도에 미치는 영향 분석

권점옥(Jeam Ok Kwon),이희열(Hee Yul Lee) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.6

The purpose of this study was to examine effects of the pattern of a travel companion on expectation, satisfaction, and behavioral intention to tourism destination. For the study objectives, data were collected by tourists who visited to Nami Island in October of 2010. To analyze the data, several statistic tests, such as descriptive analysis, exploratory factor analysis, reliability test, analysis of variance with a post hoc Bonferroni, multiple liner regression, and univariate analysis, were used. This study found that there is a difference among the pattern of a travel companion in expectation and satisfaction of a tourism destination. The tourists who visited a tourism destination with their girl or boyfriend showed a higher level of expectation and satisfaction of a tourism desition rather than tourists with family, friend or co-worker, and alone. Results showed that tourists` expectation are significantly related to their satisfaction of tourism destination, and also that the tourists` satisfaction are regressed on behavioral intention. These findings suggest that the types of a travel companion should be separately studied from the factor of tourism motivation as a main factor which influences tourists to chose their travel destination and determine its satisfaction, revisit or recommendation.

Community Residents' Support of Cause-Related Tourism Marketing Activities : Using the Theory of Reasoned Action

Kwon Jeam-Ok(권점옥) 대한관광경영학회 2009 觀光硏究 Vol.24 No.4

본 연구는 합리적 행동 이론을 바탕으로 원인관련(cause-related) 관광 마케팅 활동에 관한 지역주민의 지지에 관하여 조사 하였다. 연구의 자료는 관광 개발의 수준이 서로 다른 미국 미시간 주의 3개 지역에서 수집 되었다. 본 연구에서는 지역 마케팅에 관한 신념(belief) 및 태도(attitude)는 cause-related 관광 마케팅 활동에 관한 지역주민의 지지 의향(intention)과 긍정적으로 관계를 가지고 있음을 확인하였으며, 3개 지역 주민들은 자연적인 장소들(natural amenities)의 지속성을 강조하는 관광 마케팅 활동을 높이 지지하는 것으로 나타났다. 또한 지역 마케팅에 관한 태도(attitude)와 지지 의향(intention)의 상호 작용은 그 지역 주민의 지역적 성격과 생활 방식에 따라 다르게 나타났다. 이 결과는 마케팅 활동에 관한 지역주민들의 요구와 욕구는 지역 특성에 따라 각기 다르다고 주장한 McCool과 Martin(1994)의 연구겨로가를 뒷받침 하였다. 그리고 Bulter(1980)와 Doxey(1975)가 주장한 바와 같이, 본 연구에서도 최고 및 중간 정도의 관광개발이 이루어진 지역들에 비해 최저로 관광 개발이 이루어진 지역에서 관광 마케팅에 관한 태도(attitude)가 그 활동의 지지 의향(intention)에 가장 강력한 영향력을 나타냈다. 따라서 본연구의 결과들은 미래의 관광 마케팅에 관한 지역 주민들의 지지 의향을 보다 잘 이해를 하는데 기여함은 물론 지역 관광 마케팅 활동 계획에 관한 예비적 지식을 제공 해 주고 있다. This study examined residents' intentions to support cause-related tourism marketing activities by utilizing the theory of reasoned action. Data were collected across three destination areas at different levels of tourism development. This study confirmed that beliefs and attitudes were positively related to support for "cause-related tourism marketing." Residents held a higher level of acceptance in tourism marketing that emphasizes sustainability of natural amenities in a county. The relationship between attitudes and intentions differed by community representing resident attitudes and destination life-cycle. The findings were consistent with McCool and Martin's(1994) suggestion that the demands or wants of local stakeholders about marketing activities differ between communities As Butler(1980) and Doxey(1975) stated, the least developed county held the strongest relationship between attitudes and intentions compared to high or middle staged tourism development. These results offer a platform for a better understanding of residents' intentions to support future "place-based" marketing and provide background knowledge for the marketing of communities for tourism.

연구논문(硏究論文) : 국가 브랜드 이미지가 의료관광 목적지 선택에 미치는 영향 연구

권점옥 ( Jeam Ok Kwon ) 한국관광산업학회 2013 Tourism Research Vol.38 No.1

This study identified how Korea`s national image would influence on tourists` level of perceived risk and the choice of a medical tourism destination. To accomplish the objectives, data were collected by Japanese tourists who visited to Yeosu Expo from July 31 through August 4, 2012. The data were analyzed by several statistical tests such as confirmatory factor analysis, reliability test, descriptive analysis, and covariance structural modeling. The results revealed that the national brand image is significantly positively related to tourists` level of perceived risk and the choice of a medical tourism destination. That is, if tourists have a positive and favorable image of Korea, they justly have a low perceived risk that leads to decided or intend to go to Korea for medical tourism. Based on the findings, as many countries have been developing medical tourism products and its marketing strategies to succeed in the world of medical tourism market, there is a need to establish competitive strategies in Korea as a medial tourism destination. For instance, Korea`s nation image should be kept in more positive and favorable by developing differential or traditional images. Also, the political, social, and economic stability of Korea should be promoted by aggressive investment for medical tourists in overseas. For doing so, the government and enterprises(e.g., hospital, agency, agent, etc.) connected with medical tourism would be devoting together to a stable environment of national and social composition in active.

Community Residents' Needs and Wants for Their Culture and Art Museum to be a Recreation Space

權点玉(Kwon, Jeam-Ok(Jane)) 청운대학교 관광산업연구소 2011 관광산업연구 Vol.5 No.2

본 연구는 지역 주민에게 실질적이고 가치 있는 여가 생활을 제공하기 위하여 여가공간으로서 지역 주민이 원하는 지역 문화예술 박물관의 형태와 역할은 어떠한 것인지를 조사하는데 그 목적이 있다. 연구의 자료는 질적 조사 방법 중에서 조사대상자들의 면접 및 연구자의 참가-관찰을 통해 수집 되었다. 각각의 연구 질문에 관하여 수집된 자료들은 정리 요약한 후 집계 분석 하였다. 본 연구에서는 지역 주민들은 지역의 문화예술 박물관은 방문객에게 교육적 기회를 제공하는 미술품 전시 및 수집에 중점을 두기 보다는, 방문객이 편안하고 다양한 사회활동의 기회를 가질 수 있는 시설 및 프로그램과 질적인 고객서비스 개발에 초점을 두는 것이 필요한 것으로 나타났다. 본 연구의 결과는 박물관 관리자 및 개발 전문가들은 지역 주민과의 신뢰관계를 발전시켜, 지역주민이 원하고 바라는 지역문화예술 박물관의 형태를 알아내고, 더불어 외부 지역 방문객들과의 직접적인 접촉을 통해 그들의 방문을 증가시키는데 영향을 미치는 아이디어를 강화시켜 나가는 것을 제안 하고 있다. 그리고 박물관개발 전문가들에게 여가공간으로서 지역주민의 문화예술 박물관 이용 및 방문 증가를 얻기 위해서는 강하고 차별화된 독자성 확립의 필요성을 제시하고 있다.

관광리조트 종사원의 직무만족과 직무성과 향상 및 이직감소에 영향을 미치는 내부마케팅 요인에 관한 연구

권점옥 ( Jeam Ok Kwon ) 관광경영학회 2014 관광경영연구 Vol.61 No.-

This study aimed to identify factors influencing a rise in employees`` job satisfaction and job performance and a decrease of their turnover in a tourist resort industry. To accomplish the objectives, data were collected by employees working in ski-resorts located in Kangwon Province, South-Korea. The data were analyzed by utilizing reliability test, exploratory factor analysis, confirmatory factor analysis, and multiple regression analysis. Results showed that the execution factors(e.g., incentive, mentoring, & job training) of internal marketing significantly influenced on the level of employees`` job satisfaction and job performance, whereas the factors(e.g., empowerment & communication) insignificantly influenced on the variables. The higher the job satisfaction of employees is, the more their job performance improved. The results also revealed that factors of the internal marketing is negatively causally related to employees`` turnover intention and that the higher the job satisfaction and job performance of employees are, the more their turnover intention reduced. Thus, findings from this study suggest that the board of directors in a tourist resort industry should consider running the internal marketing actively. This would enhance employees`` job satisfaction and quality of their service that lead to gain a higher customer loyalty and satisfaction. The effective human resource management based on the internal marketing could be a powerful strategy to keep the tourist resort industry in success.

연구논문(硏究論文) : 국내 외식업체의 신뢰, 선호도, 이용의도의 영향관계에 관한 스타마케팅 인식 집단 간 차이분석

권점옥 ( Jeam Ok Kwon ) 한국관광산업학회 2013 Tourism Research Vol.38 No.4

한방 의료관광 선택의도에 영향을 미치는 서비스품질 요인에 관한 연구

권점옥(Jeam Ok Kwon),김성수(Sung Soo Kim) 한국관광연구학회 2013 관광연구저널 Vol.27 No.5

The purpose of this study is to examine interrelations among three factors such as service quality, attitude, and choice-intention to oriental medical tourism. The data were collected from visitors participated in the oriental medical therapy program (e.g., forest healing therapy, aroma therapy) at a ski resort in Kangwon Province, South Korea. The data were analyzed by such statistical tests as descriptive analysis, confirmatory factor analysis, reliability test, and covariance structural modeling. The results revealed that service quality is positively related to both visitors` attitudes toward and choice-intentions to the oriental medical tourism. That is, the higher quality of oriental medical service is, the more visitors` positive attitudes toward and favorable choice-intentions to the oriental medical tourism. The results also confirmed that visitors` attitudes significantly influence their future choice-intentions to oriental medical tourism. The findings suggested that governments and experts related with the oriental medical tourism should input more investments and efforts to build infrastructures of the oriental medial tourism based on the superiority of oriental medical technology in South Korea. In particular, the oriental medical service differentiated by traditional oriental medicines(e.g., natural or herbal medicine, meditation) would be run for the first to gain competitive advantages over the competitors, as well as to attract more visitors as one of tourism destinations in the world.

항공사의 고객 접점 인적서비스 품질, 브랜드 태도, 관계지향성 구조관계에 관한 내,외국인 고객의 비교 분석

정은유(Eun Yu Jeong),권점옥(Jeam Ok Kwon) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.5

The purpose of this study was to identify interrelations among service encounter quality, brand attitude, and relationship orientation by comparing between a native and foreign passenger. To accomplish the study objectives, the data were collected from tourists who departure from Incheon International Airport from April 8 through 16, 2009. Data were analyzed by several statistical tests such as descriptive statistics, reliability test, confirmatory factor analysis, covariance structure modeling, and multiple group structural equation model. This study revealed that service encounter quality significantly influenced brand attitude and relationship orientation. Passengers who have a positive brand attitude towards an airline are more likely to be relationship-orientated with the airline than passengers having a negative brand attitude. The results also showed the difference between a native and foreigner in the relationship among service encounter quality, brand attitude, and relationship orientation. This reflected that the relationship among the study variables are moderated by the type of passenger (a native vs. foreigner). Thus, these findings suggested that the staffs of an airline should essentially be educated and trained to understand passengers` specific characteristics based on nationality or a cultural area to make them satisfied with service encounter quality. This would be not only enhancing passengers` level of brand attitude and relationship orientation, but this could be also leading airlines to keep their business in success.

위락산업이 지역사회에 미치는 경제적 영향 분석 -기포드 핀쇼 국립공원을 중심으로-

김성수 ( Sung Soo Kim ),권점옥 ( Jeam Ok Kwon ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2013 호텔리조트연구 Vol.12 No.3

This study examines economic contributions on the surrounding communities of the Gifford Pinchot National Forest by tourists`` expenditures. An I/O model was used to investigate economic contributions of tourists’ expenditures in terms of output multiplier and total effects. The regional tourists’ expenditure of $309,866,020 directly influences local communities, such as lodging, restaurant and bar, and transportation industry. This economic stimulus creates about $397 million of total output. Among the most impacted industries, the output multiplier of restaurant and bar (1.27) was relatively higher, followed by transportation (1.08) and lodging (1.04). The average of the output multiplier of the sectors was 1.13. In addition, the direct and indirect effects of tourists’ expenditures on the local communities were $351,636,000 and $45,786,000, respectively (total effects=$397,422,000).