마리나 항만의 효율적 운영을 위한 이미지 포지셔닝(Positioning)에 관한 연구

박태승(Park Tae Seung) 대한관광경영학회 2017 觀光硏究 Vol.32 No.3

본 연구에서는 마리나 항만의 이미지와 경쟁 관광지의 이미지가 각각 어떻게 각인되고 있는지를 알아보기 위해 다차원척도법을 활용하여 이미지 포지셔닝맵을 도출하여 각 관광지간의 위치와 그에 따른 주요 이미지 속성을 파악하고자 하였으며, 연구의 결과 마리나 항만과 영상 테마파크(.831)가 가장 유사한 이미지 속성을 가진 것으로 나타났고 고궁관광지(1.343)가 가장 멀게 위치해 있는 것을 알았다. 그리고 마리나 항만을 포함한 각각의 관광지의 이미지 속성의 결과는 마리나 항만의 경우 자연경관이 좋다, 교통 접근성이 좋다, 분위가 활기차다 등의 이미지 속성에서 높은 결과 값을 나타냈고, 농어촌체험농장은 교육의 장소로 좋다, 단조로고 평범하다, 음식이 맛있다 등의 이미지 속성에서 높은 결과 값을 지니고 있는 것을 알았다. 영상 테마파크는 주변이 청결하다, 편의시설이 잘 되어 있다, 볼거리가 다양하다 등의 이미지 속성에서 높은 결과 값을 보였고, 고궁관광지의 경우 널리 알려져 있다, 역사문화자원이 풍부하다, 고풍스런 느낌이 든다 등의 이미지 속성에서 높은 결과 값을 나타냈다. In the study, we aim to figure out placements among tourist spots and characters of main images with utilizing Multidimensional Scaling and deducing image positioning map in order to find out how images of Marina harbor and other competitors are imprinted. In result, we learn that Marina harbor and image theme park (.831) have the most similar property and, ancient palace (1.343) is positioned the farthest. Image properties of each tourist site including Marina harbor shows following result value. Marina harbor shows high scores in image property such as good view, convenient accessibility, lively atmosphere and so on. Farming and fishing also has good score in image property for good educational experience, simple and normal, nice food and so on. Image theme park has high image property grade for clean neighborhood, convenient facilities, various attractions and so on. In case of the ancient palace, the result value is high in image property due to famous spot, rich historical and cultural resources, old-world atmosphere and so on.

교수공학 매체를 통한 한자의 자원분석적 학습에 관한 연구 -

박태승 ( Tae Seong Park ) 한국어교육학회 1976 국어교육 Vol.- No.29

태권도시범공연의 이미지 포지셔닝에 관한 연구

박태승(Tae Seung Park),강지현(Ji Hyun Kang),전익기(Ik Ki Jeon) 한국사회체육학회 2010 한국사회체육학회지 Vol.0 No.41

The purpose of this thesis is provide basic material for establishing marketing strategies that distinguish Taekwondo exhibition games from other performances. For the purpose, this thesis compares the image of Taekwondo exhibition games and other performances and finds out what kind of images Taekwondo exhibition games give consumers. A survey of 330 residents in GyeongGi-Do was conducted for 7 days from September 4th, 2009 to September 11th, 2009. Among the retrieved surveys, 315 were used for analysis. The survey had a total of 95 items including 5 demographical items and 15 image items each for Taekwondo exhibition games, Korean traditional performances, musical performances, dance performances, fusion performances, and plays. Frequency Analysis, descriptive analysis, reliability analysis, MDS (Multidimensional Scaling), multiple regression analysis were performed on the collected material through SPSS 17.0. The survey result shows that viewers have a positive image towards Taekwondo exhibition games. They think that Taekwondo exhibition games are entertaining, energetic, lively, and easy to understand. They also say that the games feel familiar to them and have a social value. As to dance performances, they think they have mysterious beauty and excellent artistic values. Fusion performances were considered creative and enjoyable performances whose actors and actresses are highly skilled and whose audience fully immerse themselves.

영산강 보 운영에 따른 담수생태계 동물플랑크톤 군집 변화 분석

박태승(Tae Seung Park),신지훈(Ji Hoon Shin),김영우(Young Woo Kim),차윤경(Yoon Kyung Cha) 대한환경공학회 2022 대한환경공학회 학술발표논문집 Vol.2022 No.11

공연관광물로서의 태권도공연에 관한 연구

박태승(Park, Tae-Seung),전익기(Jeon, Ikl-Ki) 한국관광레저학회 2011 관광레저연구 Vol.23 No.7

국악관현악 공연의 서비스품질이 서비스가치, 관람만족 및 재관람의도에 미치는 영향

박태승(Tae-Seung Park) 한국엔터테인먼트산업학회 2022 한국엔터테인먼트산업학회논문지 Vol.16 No.1

본 연구의 목적은 국악관현악 공연이 제공하는 서비스품질이 서비스가치, 관람만족 및 재관람의도라는 구성 요인에 어떠한 영향을 미치며 이를 통하여 실질적인 서비스 마케팅 전략을 도출하는데 기초적인 자료를 제공하고자 한다. 본 연구의 목적을 달성하기 위해 설문조사를 실시하였다. 총 350부의 설문지 중 잘못 작성된 설문지 41부를 제외한 309부를 최종 유효 표본으로 선정하여 연구를 진행하였으며, 연구의 목적을 달성하기 위한 분석방법으로는 IBM SPSS 23.0 ver을 이용하여 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석, 그리고 회귀분석을 사용하였다. 본 연구는 연구결과를 근거로 다음과 같은 결론을 도출하였다. 첫째, 서비스품질의 하위요인 중 공연프로그램 품질과 물리적환경 품질 요인이 서비스가치와 관람만족, 재관람의도 요인에 통계적으로 긍정적인 영향을 미치는 것을 알 수 있었다. 둘째, 서비스가치 요인 관람만족 및 재관람의도 요인에 통계적으로 긍정적인 영향을 미치는 것을 알 수 있었다. 셋째, 관람만족 요인이 통계적으로 재관람의도 요인에 통계적으로 긍정적인 영향을 미치는 것을 알 수 있었다. The purpose of this study is to provide basic data on deriving practical service marketing strategies through which the service quality provided by Korean traditional orchestra performances affects the constituent factors of service value, viewing satisfaction, and revisit intention. A survey was conducted to achieve the purpose of this study. of a total of 350 questionnaires, 309 were selected as the final valid sample and the study was conducted, excluding 41 incorrectly written questionnaires. In the case of this study, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis were used as analysis methods to achieve the purpose of the study using IBM SPSS 23.0 This study drew the following conclusions based on the research results. First, it was found that among the sub-factors of service quality, performance program quality and physical environment quality factors had a statistically positive effect on service value, viewing satisfaction, and revisit intention factors. Second, it was found that the service value factor viewing satisfaction and revisit intention had a statistically positive effect on the factors. Third, it was found that the viewing satisfaction factor had a statistically positive effect on the factors of revisit intention.

태권도시범공연단원이 지각하는 리더-구성원 교환관계(LMX)가 직무만족 및 조직몰입에 미치는 영향

박태승(Park, Tae-Seung),윤정욱(Yoon, Jung-Wook) 한국체육과학회 2014 한국체육과학회지 Vol.23 No.5

Recent research on leadership tends to be focused on LMX (Leader-Member Exchange). And the purpose of this study is to understand how LMX improves job satisfaction of taekwondo demonstration show members and affects their organizational commitment. The subjects of this study were members of university taekwondo demonstration show teams participating in the World Taekwondo Hanmadang 2013 held at Daejeon Chungmu Gymnasium from August 28 to 31, 2013, and samples were collected from that population. Survey of the study used convenience sampling out of probability sampling methods to conduct total 180 questionnaire survey by this researcher and two aides. Of these, the study collected 172 questionnaires and used 168 for final analysis, excluding those with insincere and duplicate answers that were considered unusable for this purpose. This study conducted specifically frequency analysis, EFA (Exploratory Factor Analysis), reliability analysis, correlation analysis as well as regression analysis and drew results as below. First, emotional attachment, loyalty and professionalism-subfactors of LMX ? had a positive effect on job satisfaction of the team members. Second, same subfactors emotional attachement, loyalty and professionalism had some effects on emotional commitment, while loyalty and willingness to contribute had a positive effect on continuous commitment. Third, job satisfaction had a positive effect on emotional commitment, continuous commitment ? subfactors of organizational commitment.

세계태권도대회 스폰서십을 통한 브랜드-이미지 전이효과 분석

박태승(Park, Tae-Seung),임종남(Lim, Jong-Nam),강철우(Kang, Cheol-Woo) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.3

This research is based on determining how the “20th Gyenggju World Taekwondo Championship” sponsorship has positively affected the Taekwondo image to transfer to Brand Image and Brand Behavior and present actual proof that the results are due to tournament sponsorship. Also, if there has been any image transfer, this research will identify the similarities between the Events and Brand Image, and identify the relation between the image transfers in order to provide an actual guideline to companies who need to make logical choices when it comes to Taekwondo athlete tournament sponsorship. In order to measure the effects of sponsorship in the “20th Gyenggju World Taekwondo Championship” a method which measures results on experimental approach has been used. Due to preliminary investigations, we have selected “Samsung” which had a deep relation with the “20th Gyenggju World Taekwondo Championship Athlete Championship” and “Warner Bros. Entertainment” which had no relations. The subjects of this research were tested before and after planning this research. The data collected was processed through SPSS Window 18.0’s technical stat analysis, reliability analysis, independent sample t-test and comparative sample t-test and concluded with the following results. First, it showed that there was a noticeable statistic relation regarding the image transition affected by TAEKWONDO tournament sponsorships. Secondly, statistically there was a significant image transfer in regard to how much the events and brand image were related. In conclusion, as a result of marketing communications of such sport events, sponsorships had a positive affect on brand image and brand behavior, and such strategies could help companies expand their brand value.

프로축구단 온라인 쇼핑몰 마케팅 믹스요인 및 웹사이트 내용분석에 관한 연구

박태승(Park, Tae-Seung),전익기(Jeon, Ik-Ki) 한국체육과학회 2012 한국체육과학회지 Vol.21 No.4

Professional football, one of many domestic pro sports, was first introduced in 1983 and appeared to had become the most popular sports when Korea-Japan World Cup was successfully hosted in 2002, but viewing the financial status of the domestic pro football teams, admission receipts was, in fact, almost the sole income source of the teams, when excluding the subsidy from the parent companies, which means the teams could hardly reach the break-even-point (BEP) with the gate money alone, and thus, the new strategy and the countermeasure to survive is a must for the pro football teams. This study, thus, is intended to compare and analyze the contents of marketing mix and other general items of online shopping mall which 16 domestic pro football teams operate as licensing strategy business so as to provide the basic data for developing the marketing strategy. To accomplishing the goal of this study, the study adopted the procedures of comparing and evaluating the marketing mix contents and general items, which are highlighted as follows. First, structure and details of marketing mix contents on online shopping mall web site of each team were differentiated, Second, general items according to the guideline were provided differently to some extent. In view of the conclusion above, differentiated marketing mix strategy and substandard general items need to be evaluated and supplemented in a bid to activate the transaction on online shopping mall web site of the pro football teams, thereby facilitating the qualitative growth of online shopping mall which will have positive effect on enhancing the business of Korean professional football teams.

스포츠브랜드 광고의 노스탤지어 인식효과가 광고태도 및 구매의도에 미치는 영향

박태승(Park, Tae-Seung) 한국체육과학회 2017 한국체육과학회지 Vol.26 No.2

This study was carried out to verify the effect of nostalgia advertisement of sports brands. To examine the effect of recognition effect of sports brands nostalgia advertisement on the advertisement attitude and purchasing intention targeting university students, a sports brands nostalgia advertisement was produced, and a survey with a questionnaire was conducted, where the detailed methods for research were Frequency Analysis, Exploratory Factor Analysis(EFA), Reliability Analysis, Correlation Analysis and Regression Analysis. The result of this study shows that the effect formed by the nostalgia advertisement of sports brands has an influence on consumers’ advertisement attitude and purchasing intention, and the attitude from advertisements affects purchasing intention. This follows Fishbein & Ajzen(1975)’s attitude-intention hierarchy model, which means that the effect of nostalgia advertisement of sports brands is directly connected with advertisement attitude and purchasing intention, considered as the remarkable advertisement strategy in the sports brands advertisement market which is highly competitive these days. In addition, this study is valued as significant in the way that it academically reveals an influencing relationship of the recognition of nostalgia advertisement with respect to nostalgia advertisement of sports brands which has already been being realized in the site of advertisement on consumers’ attitude and behavior intention, adding a theoretical meaning to the nostalgia advertisement of the sports brands coming up in the future.