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농촌관광마을 서비스스케이프지각이 만족과 행동의도에 미치는 영향
박한식 ( Han Sik Park ),유광민 ( Kwang Min Yoo ) 한국농촌계획학회 2010 농촌계획 Vol.16 No.4
This study was performed with 239 dwellers who live in the city, visited rural tourism village. This study investigated the relationship of servicescape perception of rural tourism village and tourist satisfaction and behavior intention. The servicescape factors of rural tourism village consist of artificial factors and social factors. Social factors affect more total satisfaction, service satisfaction and environmental satisfaction more than artificial factors, but facilities satisfaction is more affected by artificial factors than Social factors. Total satisfaction and service satisfaction and environmental satisfaction influence behavior intention but facilities satisfaction does not. Total satisfaction has the biggest influence on behavior intention. This means that for successful rural tourism village development, social factors should be considered than artificial factors.
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최정숙 ( Jeong Sook Choe ),박한식 ( Han Sik Park ),박승현 ( Seung Hyun Park ),이진영 ( Jin Young Lee ),강민숙 ( Min Sook Kang ) 한국식생활문화학회 2012 韓國食生活文化學會誌 Vol.27 No.3
The purpose of this study was to develop an evaluation indicator for the industrialization of local cuisine. We conducted a literature study, interviews with experts, and a Delphi survey. The resulting evaluation indicator was divided into four groups and nine sub-groups. The four groups were locality, taste and functionality, industrial base, and business value. The nine sub-groups were traditionality, regionality, eating quality, nutrition and functionality, condition of development, technological level, rights and policy, marketability, and ripple effects. Also 22 items were created as indicators for evaluating classes ; historicity, sustainability, rarity, awareness of local resident, the number of similar restaurant, appearance, taste, nutritional balance, health functionality, availability of raw materials, suitability of environmental exchange of market, standardization of recipe, simplification of recipe, storability, intellectual property rights, government`s policy, appropriacy of price, popularization, possibility of franchise, globalization, improvement of local image, vitalization of local economy. The four most important classes corresponded to one of the four groups. These classes were sustainability, taste, state (local autonomy) policy, vitalization of local economy. The implications of this study are that the possibility of industrializing the local cuisine of each region can be evaluated and applied. Moreover, these indicators could promote the discovery of local cuisines, support planning for the commercialization of local cuisine.
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최정숙 ( Jeong Sook Choe ),박한식 ( Han Sik Park ) 한국식생활문화학회 2009 韓國食生活文化學會誌 Vol.24 No.2
The purpose of this study is to present the scheme that can enhance the value of native local foods by analyzing the case into which storytelling is incorporated in order to revitalize native local foods. Towards this end, the cases of native local foods throughout the country were recommended through professional survey and one region among them was finally selected through the field study. The survey on the native local foods was conducted through qualitative study. The four stages of storytelling: the findings of storytelling, the production of storytelling, the experience of storytelling, and sharing of storytelling were analyzed by stage and the contents of the survey by stage were developed. In the findings of story, the origins and background of the main family`s foods and food-related stories were derived. The production of stories deals with how to convey the stories of surveyed native local foods to consumers and it presented the stories about the place and food menu. In the experience of storytelling, the physical environment and non-physical environment, in which people visit native local eating houses and experience native local foods were analyzed. Finally, in the sharing of story, how the tourists who have experienced the native local foods make stories and disseminate and share them was analyzed. The significance of this study is that through the storytelling technique it presented the findings, production, experience and sharing of native local foods in the level that can apply to practical business. Although the research is in the stage of inquiry, this study is meaningful in that it presented the basic methodology that can induce the revitalization of the native local food industry through examining the tradition and significance of native local foods that can be found in all the regions of the country.
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안옥선(Ok Sun Ahn),김미희(Mi Heui Kim),안윤수(Yoon Soo Ahn),박한식(Han Sik Park) 한국농촌사회학회 2007 農村社會 Vol.17 No.2
본 연구는 농산물 시장개방 등으로 농촌지역의 경제력 향상을 위한 다양한 소득기반 확보가 시급한 과제로 부각되면서 지역 부존자원인 향토자원을 효율적이고 경제적으로 활용하기 위한 노력들이 이루어지고 있다. 그러나 소비자의 요구가 다양해지고 정보의 양이 늘어나면서 향토자원의 고유한 가치를 어떻게 소비자의 기호에 맞게 상품화하고 차별화하여 제공할 것인가 하는 마케팅에 대한 중요성이 더욱 커지고 있다. 이에 본 연구에서는 농촌마을단위에서 운영되는 사례와 개인기업, 시군단위 등의 활용사례 98종을 수집하였고, 산업화 유형을 판매중심형, 관광객유치형, 지역브랜드형으로 분류하고 유형별로 대표적인 사례 20종을 선정하여 2006년 9월 20일부터 10월21일까지 문헌, 현지답사 및 면접기술 등을 통해 사업화 과정을 조사하고 제품개발, 마케팅 전략등을 중심으로 분석하였다. 사업성공요인을 향토자원 산업화 유형별로 정리하면 원료품 활용 사례인 아이스누드홍시, 청도반시 등은 연구개발에 대한 투자를 통해 1차 산물의 단점과 한계를 극복하였고, 가공품 사례인 감귤초콜릿, 학동마을청국장 등은 원재료의 유명성과 정통성에 소비가 보편화된 상품 아이템을 결합하는 전략을 활용하였으며, 공예품인 안성 칠현산복조리와 괴산 명덕마을 짚풀공예는 지역 원재료에 예술적인 가치를 부가하여 새로운 상품을 개발하고 판로를 개척하고 있다. 관람·휴양형 사례인 홍쌍리청매실농원, 영암도기문화센터 등은 산업의 복합화를 통한 다양한 부가가치 창출 사례를 보여주었고, 학습·체험형 사례인 교촌마을, 독살체험은 전통적인 생활문화 소재 발굴을 통한 이색적인 체험프로그램 제공하여 큰 호응을 얻고 있다. 지역브랜드형인 안성마춤, 보성녹차는 브랜드 이미지와 위상에 걸 맞는 디자인을 개발하고 권리화를 추진하였고 브랜드 관리체계를 구축하여 품질을 관리함으로써 지속적으로 브랜드 이미지를 강화할 필요가 있음을 보여주었다. 그러나 일부 사례에서는 후계자 확보 등에 어려움이 있는 것으로 나타나 지속성 유지를 위한 해결해야 할 과제로 분석되었다. 마케팅 단계별 전략으로 건강, 웰빙 등 시장변화에 능동적인 대처, 표적시장 선정, 지역의 전통, 문화적 장점을 살린 브랜드 개발, 남들이 관심을 갖지 않는 소재에 의미를 부여하고 스토리를 추가하여 흥미와 관심 유발, 브랜드 이미지와 위상에 걸 맞는 디자인 개발 및 권리확보, 유통망 다각화 및 가격 차별화 전략, 각종 인증과 수상을 통한 홍보, 브랜드 인지도 유지를 위한 품질유지 시스템 구축이 중요한 요소로 분석되었다. This research is aimed at reflecting current efforts to develop valuable territorial assets as one of the income resources of agricultural district. Under the recent circumstances of opening of domestic agricultural market, the development of unique and competent territorial assets became more important issue for household economy of rural community. But, marketing strategies for these valuable territorial assets such as merchandising and making differentiation should be considered more significant in the terms of meeting various demands of customers in the market. On this prospect, the study has been conducted by collecting 98 of various successful marketing cases in agricultural district, private enterprises and major city and province. Further, these cases were classified into types of selling-oriented, tourists-oriented and local brand. Of these cases, 20 representative cases were selected in each type of industrialization. On the basis of these selecting and classifying work, the analysis for the developing process and marketing of the specific product was performed through investigating relative documents, field trip and interviewing, which were conducted from August. 20 to October 21. 2006. From the result of this investigation, the main success factors can be demonstrated as various using types as follows. (1) Raw material using type; First of all, raw material using cases such as ice nude ripe persimmons and Cheongdo flat persimmons can be analyzed as the representative case of overcoming the limitation of raw material industrialization by intensive investment in research work. (2) Processed goods using type: The processed goods such as tangerine chocolate and Hakdong Village Cheonggukjang is the model case of combining well-know local resources and common consuming item, and adding artistic factor to the local folk resources is also effective strategy, which was proved in the case of Anseong Chihyun Mountain Lucky spoon and Gwesan Myeongdeok Village"s straw folk arts and crafts. (3) Tour-Leisure type: The case of Hongssangri blue plum farm and Yeongam earthenware culture center show the effectiveness of complex cultural spaces that combine tour and leisure product properly. (4) Learning-Experiencing type: Other unique program such as experiencing Kyochon Village and Korean traditional fishing also strongly appeal to customer by providing special program. (5) Local brand type: The local brand type such as Anseongmachum, and Boseong Green Tea have developed the effective design that can strengthen the precedent image as local specialty and invented legal system to protect merchandising process of resources. The successful result of the establishment of brand management system indicates the necessity for consistent implementation of brand image in the market. However, some cases show the problem in succeeding, which remain as negative factors for successful marketing. In addition to this, the main factors are analyzed as follows; (1) active reaction to the market change such as health and well-being trends, (2) selection of target market, (3) development of brand which can use the merit of local tradition and cultural resources, (4) addition of special meaning and story line to undiscovered resources to create new value of product (5) development and protection of design that can represent the image of brand, (6) differentiation in the distribution channel and differentiation of price, (7) publicity through various certification and prizewinning activity, (8) establishment of management system for maintaining name-recognition of brand.
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