관광상품 선택과부하 상황의 관광소비자 휴리스틱에 관한 연구

김월호 (사)한국관광레저학회 2022 관광레저연구 Vol.34 No.12

The purpose of this study was to find out whether tourism consumers who experience difficulty in choosing among overflowing options employ heuristics for more efficient decision-making when choosing tourism products and whether the heuristics in use have any impact on behavioral intention. A online survey was administered in order to meet the study's objectives, and PASW 18.0 was used to analyzed the collected data. The results of this study are as follows; First, the availability, representativeness, anchoring heuristics were all positively impacted by the choice alternative similarity, while the affective heuristic was not affected. Second, only the affective heuristic was influenced by the choice alternative complexity, while other heuristics were not affected. Third, in a choice overload situation, only the availability heuristic had a positive (+) effect on behavioral intention. The limitations of this study and the suggestions based on these research findings are included.

스마트폰을 활용한 지역관광정보 이용자의 만족도와 재방문의도에 관한 연구 -강릉지역 관광지를 중심으로-

김월호 ( Weol Ho Kim ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2014 호텔리조트연구 Vol.13 No.3

The purpose of this research is to analyse the patterns of using tourism information through smartphone and to estimate the satisfaction degree with each pattern of using tourism information and to suggest the improvements for the tourism information service. By analysing the influences of the characteristics of tourism informations on the tourist satisfaction and revisiting, the suggestions for increasing the satisfaction and revisiting will be provided for the local government to build new strategy for providing the tourism information. Based on the documentary research and pre-research, questionnaires were made and used for the practical research on tourism information search users. Frequency analysis was used for analysing demographic traits and patterns of smartphone using. Cross tabulation analysis was used for analysing relations between variables. Regression analysis was used for the analysing the influences of the characteristics of tourism information on the tourist satisfaction and revisiting. The results say that smartphone users use different APP and sites for searching general tourism information and choosing tourist destination. It turns out that satisfaction degrees with smartphone users for tourism information search were “medium” and suggest that more efforts are needed to increase the satisfaction degree. It is verified that among the characteristics of tourism information, accuracy, usefulness, connectivity, and sufficiency have impact on the satisfaction degree and that accuracy, usefulness, connectivity influence the revisiting. Therefore, the tourism information provider should manage to endeavor to improve the satisfaction degree through behavioral analysis.

SNS 관광정보의 공감과 확인이 관광행동의도에 미치는 영향 :여행콘텐츠생산경험의 조절효과를 중심으로

김월호(Kim, Weol-Ho) 한국관광레저학회 2020 관광레저연구 Vol.32 No.1

관광이 지역주민에게 미치는 사회문화적 영향에 대한 의식연구

김월호(Kim Weol Ho) 한국관광개발학회 1993 觀光開發論叢 Vol.2 No.-

원주의료기기산업과 관광상품개발방향

김월호(Weol Ho Kim) 한국관광연구학회 2012 관광연구저널 Vol.26 No.2

This research focuses on the analysis of the current status of tourism products and strategic industries in Wonju and seeks the way of trying them with regional tourism. Also, I tried to explore the possibility of medical device industry in wonju as a industrial tourism and to seek a way of developing tourism product utilizing regional resources. Especially, medical device industry has a very close relationship with the expansion of health tourism and new seniors who are the newly emerging main consumers of tourism products. I did both empirical and literature study for this research. I suggested to develop a tourism product which combines existing regional, natural, and cultural tourism resources with medical tourism, utilizing the medical device industry as a tourism resources. As a way of empirical study, survey analysis was done on the members of medical device company and regional strategic industry department of municipality, to examine the feasibility of industrial tourism and to search the new direction of tourism product development. The biggest finding that I made in the empirical analysis was showing the possibility of developing integrative way of promoting both the tourism which was underdeveloped in Wonju and regional industry. In conclusion, I suggested a multi purpose industrial tourism product which suits the brand image of Wonju,- hightech medical and healthy city.

여행 의사결정과정에 따른 관광정보 선택과 관광활동만족에 관한 연구

김월호 ( Weol Ho Kim ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2016 호텔리조트연구 Vol.15 No.2

The purpose of this study is to analyze the impacts of selection of tourism information in tourism decision making process on the satisfaction of tourism activity and to provide tourism information provider with effective tourism information in each travel steps, and practical implication in management. I made the theoretical background through research on literatures and decided 3 steps of tourist information search in the tourism decision making process. The 3 steps are “before travel”, “during travel”, “after travel”. I made questionnaire based on the previous research. The questionnaire consists of selection of tourism information, information search, degree of satisfaction, and demographic characterization parts. As the results, the most frequently used information resources were internet portal, professional travel web sites, and social networks. The tourism informations which tourists access most and consider important vary according to the travel processing steps( before, during, after). The informations searched most by tourists before travel were those about the travel default configuration informations, traffic informations, informations about the travel spots. The informations searched most by tourists during travel were informations about the travel spots, traffic informations, tourism resources and products. So it is highly recommended that the manager of tourism informations should classify the tourism in-formation and provide them according to the travel processing steps and make the tourism information be searched in that order. The degree of satisfactions with the searched information in each travel processing steps have meaningful impacts on the satisfaction of the travel activity, intention of revisiting, and intention of recommending the travel spots. This study which focused only on 3 steps of tourist information search has limitation in explaining the overall behavior of information search and decision making process.

섬 관광동기와 회복환경지각의 관계 - 주의회복이론을 중심으로 -

이재우,김월호 한국도서(섬)학회 2023 韓國島嶼硏究 Vol.35 No.1

Islands are a place of rest and relaxation, and interest in islands at home and abroad has increased in recent years. The attractive factors of island tourism, such as the beautiful marine environment, fresh marine products, and unique and exotic natural and cultural features, act as factors that continuously attract tourists. This is due to the transformation of the island into a tourist destination due to improved accessibility, the conversion of tourism behavior to a nature-centered tourist destination, and the social trend of healing through seeking rest and recovery in the natural environment. Activities based on the natural environment have been shown to have a significant effect on the recovery of human positive emotions through previous studies applying the attention recovery theory. However, domestic research on the recovery environment based on the resources of the island, which is a complex space of green and blue space, is insufficient. Humans are the subject of recovery, and destinations based on nature provide the resources needed for recovery. In order to understand the process as well as the results of recovery, research on the restorative environment should include the behavior of pursuing the restorative environment in the scope of the research. Studies on major antecedent variables that explain behaviors, according to restorative environment studies, should be accompanied. This study presented the relationship between travel motivation, which is an antecedent variable of tourism behavior, and the restorative environment as a research question to understand the outcome and process of recovery. Through this, the theoretical significance and practical implications for the development of domestic island tourism were presented. Accordingly, this study conducted an empirical analysis of the relationship between travel motivation and perceived restorative environments targeting domestic island tourists. As the first step, the concept and component factors of travel motivation and perceived restorative environments were derived through a literature review and previous research, and measurement variables were extracted. The survey was collected online and offline from 240 people who had experienced island travel within the past year. For the empirical analysis of the effective sample, frequency analysis, validity and reliability analysis, Pearson's correlation analysis, an independent sample t-test, and a one-way analysis of variance were performed. The results of the study show that there is a correlation between push motivation (knowledge expansion, novelty, relaxation, bonding), pull motivation (natural environment, facilities and accessibility, primitiveness, gastronomy), and perceived restorative environments (fascination, coherence, being away, compatibility, legibility). In addition, it was found that there was a difference in the perceived restorative environment according to demographic characteristics (gender, travel period). The theoretical significance of this study can be found in the fact that it can be used as basic academic data to understand the relationship between island travel motivation and the perceived restorative environment of islands based on travel motivation type. As a practical implication, it is to provide basic data for the development of island travel market segmentation data.

동해안 해양관광 방문동기가 만족도 및 행동의도에 미치는 영향 - 강릉의 해양공간을 중심으로 -

장수연,김월호 한국도서(섬)학회 2023 韓國島嶼硏究 Vol.35 No.4

해양공간은 관광객들이 방문하기에 매우 가치가 있는 곳이며, 육상관광보다 해양관광의 비중이 높아짐에 따라 해양공간에서의 해양레저 인구는 늘어나고 있는 추세이다. 우리나라의 경우 서해안권 해양관광보다 동해안권의 해양관광이 더 많은 관심을 받고 있다. 동해안권 중 강릉의 경우 해양공간에서 관광활동이 이루어지고 있지만, 해양문화자원이나 어촌체험 등 즐길 수 있는 여건은 부족하며, 해양관광을 위한 전략적인 접근이 필요하다. 이에 따라 본 연구에서는 동해안의 강릉 해양공간을 중심으로 해양관광 방문동기가 만족도 및 행동의도에 미치는 영향에 대해 실증조사를 진행하였다. 그 첫 번째 단계로 선행연구와 문헌 검토를 통해 해양관광 방문동기, 만족도와 행동의도의 개념 및 유형을 도출하여 측정변수를 추출하였다. 설문조사는 온라인 방식으로 최근 1년 6개월 동안 동해안 중 강릉에 해양관광을 위해 방문한 경험이 있는 응답자를 대상으로 구글 폼을 이용하여 편의 표본추출법으로 315부를 수집하였다. 답변이 불성실한 7부를 제외한 총 308부가 분석에 활용되었으며, 수집된 자료의 통계처리는 SPSS 24.0을 활용하여 자료 분석을 실시하였다. 요인 분석 결과 해양관광 방문동기는 ‘해양경험 동기’,‘해양레저 동기’,‘휴식/휴양 동기’,‘해양인프라 동기’의 4개 요인이 도출되었다. 만족도는 단일 요인이며, 행동의도는 ‘재방문의도’,‘추천의도’의 2개 요인으로 구성되어 분석되었다. 가설 검증 결과 첫째, 동해안 해양관광 방문동기가 만족도에 부분적으로 정(+)의 영향을 미치는 것으로 조사되었다. 이러한 결과는 강릉 해양공간에서 이루어지는 경험, 휴식/휴양, 인프라는 만족으로 이어지지만, 해양레저 분야에서는 만족으로 이어지지 않는 것으로 나타났다. 둘째, 동해안 해양관광 방문동기가 행동의도에 부분적으로 정(+)의 영향을 미치는 것으로 조사되었다. 이러한 결과는 강릉이 가지고 있는 지형적인 특징인 해양공간에서의 경험이나 휴식, 인프라는 재방문과 추천으로 이어지지만 만족도와 마찬가지로 해양레저에서는 행동의도로 이어지지 않기 때문에 이에 대한 발전이 필요함을 나타낸다. 셋째, 만족도는 행동의도에 정(+)의 영향을 미치는 것으로 조사되었다. 이러한 결과는 관광지 만족도에 따라 관광객들이 추후 재방문과 추천의 행동의도에 긍정적인 결정을 하게 된다는 것이다. 본 연구의 결과를 토대로, 관광객들의 동기와 관심사가 해양관광 프로모션 및 서비스를 개발할 때 중요한 고려 사항임을 알 수 있으며, 또한 해양 관광의 서비스 품질 향상이 재방문과 추천의도를 높일 수 있는 중요한 전략임을 강조할 수 있다. 또한 해양이라는 특별한 관광자원에 대한 방문동기, 만족도, 행동의도에 대한 연구가 이루어졌으며, 동해안 중에서도 특정 지역인 강릉 해양공간을 중심으로 연구를 진행하였다는 것에 학문적 시사점을 둘 수 있으며, 또한 실무적 시사점으로는 강릉의 지역적인 특성에 따라 해양레저활동이 이루어질 수 있도록 더 많은 노력이 필요하며 추후 해양관광 관련 서비스 및 경험의 품질을 향상시키고 관광객의 만족도를 높일 수 있도록 노력해야함을 제안한다. 이러한 의미 있는 연구임에도 불구하고 본 연구는 강릉 해양공간이라는 특정 지역 및 관광 경험을 가진 사람들로 제한되기 때문에 일반화하기 어렵다는 점과 다른 지역 또는 해양관광 ...

관광지 선택속성이 관광객의 지각된 가치, 자기효능감, 관광만족 및 행동의도에 미치는 영향: 강릉시 방문 관광객을 대상으로

고한두,김월호 (사)한국관광레저학회 2023 관광레저연구 Vol.35 No.1

This study aims to provide basic data and implications for establishing tourism policies and tourism marketing strategies in Gangneung by analyzing the influence of tourist selection attributes on tourists' perceived value, self-efficacy, tourism satisfaction, and behavioral intention. For data collection, a total of 503 copies of the Googlel online survey were distributed to tourists who visited Gangneung-si, and 503 copies (100%) were collected. For statistical analysis, SPSS 22.0 and AMOS 21.0 were used. As a result of the study, first, it was found that perceived risk, accessibility, and programs, which are tourist destination selection attributes, affect the perceived value of tourists. Second, it was found that the physical attribute, which is a tourist destination selection attribute, affects tourists' self-efficacy. Third, it was found that the higher the perceived value of tourists, the higher the self-efficacy. Fourth, it was found that tourism satisfaction increased as the perceived value of tourists increased. Fifth, it was found that tourists' self-efficacy did not affect tourism satisfaction. Sixth, it was found that the higher the tourist satisfaction, the higher the behavioral intention

가정간편식(HMR) 제품품질이 관광객의 이용만족과 행동의도에 미치는 영향

권춘행,김월호 한국호텔리조트학회 2022 호텔리조트연구 Vol.21 No.5

It is increasing gourmet tourists and their HRM consumption in tourism destinations. But there are little studies on tourists’ HMR product consumption behaviors in Korea as many as necessary recently. The purpose of this study is to identify on the influential relations among HMR product quality, using satisfaction, and behavioral intention of tourists in tourism destination. The research was performed with a descriptive and empirical methods that are precedent studies and field survey. This study conducted a survey on 254 Tourists at tourism spots in metropolitan area and Gangwon province. And analysed data which were collected by means of the non-probability convenient method with the descriptives, reliability analysis(Cronbach’ Alpha), factor anlysis, multiple regression analysis in SPSS 25. There are three variables that are HMR product quality, using satisfaction, and behavioral intention. HMR product quality which is independent variable is consist of internal factors(taste, functionality) and external ones(price, convenience, pleasure), using satisfaction is an overall sat- isfaction, and behavioral intention is consist of repurchase, word of mouth communication, recommendation. As the result of hypothesis verification, the hypothesis 1(H1) was adopted partly because the pleasure included in an external factor of HMR product quality has not influential relations with the using satisfaction. And the hypothesis 2(H2) which is the influential relations between using satisfaction and behavioral intention) was adopted. There are some applications as follows. First, It demands response for the tourist’s needs diversification by building an integrate tourism HRM platform. Second, Raw materials of the HRM need to manage transparently and be differentiated so that it’s product can be safety and hygienic. Third, It needs response for the market expansion in tourism area and R&D efforts.