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문혜선(Hye Sun Moon),이희찬(Hee Chan Lee) 한국호텔외식관광경영학회 2010 호텔경영학연구 Vol.19 No.1
The purpose of this study is to examine a nonparametric estimator suitable for discrete response valuation experiments. There are two significant advantages of the approach over available parametric methods; first, no distribution assumption is necessary and, second, it is very simple to use. Another advantage of the nonparametric estimator is that its variance is readily calculated under the assumption of independence of the responses. The parametric and non-parametric approaches are applied to the positive externalities provided by ocean, mountain, and city as a scenic landscape viewed from a hotel room, respectively. The nonparametric estimates are compared with the estimated truncated means from the logit model. The standard errors of the nonparametric estimators are used to construct confidence intervals around benefit estimates to determine whether there are significant differences in willingness to pay(WTP) estimates between the two approaches and among the three views. For the data used, the estimates of the parametric logit and nonparametric approaches are in fairly close agreement and show the same ordering for the non-market products. The confidence intervals around the mean WTP`s derived from the nonparametric estimators also result that there is a significant difference in the benefits among the views.
윤형호 ( Hyung Ho Youn ),문혜선 ( Hye Sun Moon ) 서울시정개발연구원 2009 연구보고서 Vol.2009 No.17
Household economy of the aged in Seoul is very weak. About 40% of those households run deficit and about 55% of them suffer from poverty. The reason for that is that many of those aged 56 and 60 are unemployed and most of those aged 61 or more are excluded from public transfer. To resolve these problems, several policies are needed to strengthen job opportunity for those aged 56 and 60 and to bolster social security for those aged 61 or more. The couple of measures are proposed for creating jobs for the aged. First, the government sets aside savings for the aged while they are working to increase an incentive for the aged to work. Second, the government helps non-profit organizations to start social enterprises for the aged. Third, the government allows the aged receiving a basic life security to participate in the public work program for the aged so that they can obtain additional income bolstering social security. We list the measures helping who live lives of austerity. The government sets up food banks in the places where many of the aged in poverty live. Also the government assists non-profit organizations to run meal service facilities so that they eat for free or at subsidized prices. The government lowers rent for public apartment for the aged in poverty. Last, the government increases medical expense support for them. We suggest a measure for drawing the financial support from children for parents. The government provides an tax-deduction incentive if children pay pension for parents. Parents will be beneficiary when they reach a certain age.
이승길(Seung Gil Lee),문혜선(Hye Sun Moon) 한국관광연구학회 2005 관광연구저널 Vol.19 No.1
Since the starting of self-governing system in 1995, many local festivals have been increased for the purpose of economic effects and district name value. To remain competitive within keen competition situation, we have to understand visitor`s satisfaction factors and degrees. For analyzing these satisfaction factor and degree, the author developed 25 question items through precedent study and local festival`s features. Through the reliability analysis of question items, finally 22 items were adapted. As a result of factor analysis, 4 factors were extracted. Using the 4 factors(service quality, festival quality, event quality and facilities quality) and the demographic features including that of travel, the author verified the group`s differences. There were no significant difference between subdivided satisfaction factors and demographic features about 4 factors. But, there were significant difference between the group which used promotion brochure and not used about service quality, festival quality, event quality. Between the group used newspaper about festival information and not used the group, there were also significant difference. The overall satisfaction degree were not so high and according to the age and visiting type, there were significant difference about single question of overall satisfaction degree. In connection with sampling method, critical points are founded. Because the investigator of questionnaire were university students, the likelihood is high to be accessed to the easy subject of investigation resulting a false outcome. It is more effective judging to use time-series investigation than one time investigation.
항공사 문화마케팅과 브랜드 자산과의 관계에서 감성지능의 조절효과 연구
이경미(Kyoung Mi Lee),문혜선(Hye Sun Moon) 한국관광연구학회 2012 관광연구저널 Vol.26 No.6
The purpose of this study is to comprehend the moderating effects of emotional intelligence on the relationships between cultural marketing and brand equity, and to understand the influence of cultural marketing in brand equity The results of the study were as follows: First, the two cultural element items, such as cultural synthesis, sponsorship were found to have influence on differentiating service. Second, additionally the three cultural-element items such as cultural synthesis, sponsorship, sales were found to have influence on brand awarenese. Third, the effect of cultural marketing on brand equity was in part moderated by emotional intelligence. Analyzing cultural marketing that affects brand equity contributed to providing a foundation for airlines to establish strategic marketing plans.
주관적 계층의식과 관여도 수준에 따른 와인수요 결정요인에 관한 연구
이자윤(Ja Youn Lee),김성윤(Sung Yun Kim),문혜선(Hye Sun Moon) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.2
The objective of this study is to predict the wine demand determinants based on the wine choice attribute and demographic statistical characteristics with the addition of subjective class consciousness showing the social position that an individual wants to belong to. It has presumed the wine demand model subject to the involvement level in order to understand the impact factors influencing the annual wine consumption frequency, also it has carried out the log-likelihood ratio in order to compare the difference between the models of high-involvement group and low-involvement group. According to the research result, it has been deduced that the wine selecting factors are wine label information, recommendation of the salesclerk, experience, and environmental inquiry. Initially Poisson model had been applied, by inserting the choice attribute, demographic statistical characteristics, and social class variable and by considering that the final dependent variable is frequency, but the negative binomial model (NB) has been adopted as the final model in the end because over-dispersion had been appeared through the examination by regression analysis. From the analysis result, it has been appeared that the variables such as income, education level, wine drinking experience, and membership of wine society are giving positive (+) impact to the wine consumption, while the recommendation of salesclerk is giving negative (-) impact to the wine selection. From the consecutive analysis result of two respective groups divided by the involvement level of the wine, the factor of wine drinking experience has been appeared as the most important variable from the high-involvement group rather than the label information or recommendation of salesclerk, but it has been appeared that companion`s taste, harmony with the food, and purchasing purpose (such as gift purpose) are important variables from the low-involvement group.