창원시 MICE산업 현황과 발전방안 - 지역특화 전시상품개발을 중심으로 -

선종갑,양진연 경남대학교 산업경영연구소 2016 지역산업연구 Vol.39 No.1

This study is to suggest characterized regional exhibition products in order to develop the MICE industry in Changwon. The research method is based on literature review and a field study. Specifically, this study analyzed Changwon’s levels of infrastructure, exhibition and convention holding status, expert survey, and government-supported conventions to vitalize the MICE industry in Changwon. The subjects of this study focus only on exhibition areas in Changwon. The results show that in order for the continuous growth of Changwon Mice industry, it is important to improve competitiveness of the MICE industry through the development of regionally characterized exhibition and convention items. Also, enhanced image of city tourism by urban marketing is crucial. To achieve these goals, it should be based on understanding government policy in Changwon and analyzing convention products of other local governments. Moreover, it is necessary that exhibition and convention managers have to be quickly responsive to the overheating local exhibition and convention industry and strengthen network in order to deal with domestic and international market changes. 본 연구는 지역특화 전시상품을 제안하여 창원시 MICE산업의 지속적인 발전을 모색하는데 목적이 있다. 연구방법은 문헌연구와 현장조사를 중심으로 이루어졌으며 구체적으로는 전시컨벤션개최현황을 분석하고 MICE 전문가 의견조사, 창원시 지원전시회 만족도 분석을 통하여 창원시의MICE산업의 활성화 방안을 제시하고자 한다. 연구대상은 MICE분야 중 창원시의 전시분야로 제한하였다. 창원시 MICE산업의 지속적인 발전을 위해서는 지역특화 전시컨벤션 개발을 통한 MICE산업 경쟁력 제고가 중요하며 도시마케팅을 통한 관광도시 이미지 강화가 무엇보다 필요하다. 이를 위해서는 창원시의 시정정책에 대한 이해와 함께 타 지자체의 전시컨벤션 상품에 대한 분석이 바탕이되어야 하는 것으로 확인되었다. 또한 과열되는 지자체의 전시컨벤션 산업에서 빠르게 대처하는전시컨벤션 관계자의 자세가 필요하며 국·내외 시장에 대한 변화와 욕구를 선제적으로 대응하는관계자 협업과 네트워크 강화가 무엇보다 필요한 것으로 조사되었다. |

지역축제의 브랜드 자산, 브랜드 가치, 브랜드 애호도의 영향관계: 2010 경주 한국의 술과 떡잔치를 중심으로

선종갑,고호석 한국호텔관광학회 2010 호텔관광연구 Vol.12 No.3

The purpose of this study is to discover the relationship between brand equity and brand value, and between brand equity and brand loyalty, and between brand value and brand loyalty of local festival. The sample for this study was 13th Gyeongju Liquor and Rice Cake Festival, 2010. As an investigation method, we used self-writing survey method using Likert 5 degree scales, 275 survey sheets from 300 distributed sheets were collected and used for the statistical analysis. SPSSWIN Ver. 12.0 and Amos 5.0 was utilized for the data analysis. Empirical results are as follows; Firstly, brand equity(brand image, brand awareness, brand quality) is positively related to brand value and secondly, brand equity is positively related to visitor brand loyalty and thirdly, brand value is positively related to brand loyalty. Fourthly, brand equity, brand value and brand loyalty has a direct effect on the local festival. Their theoretical and practical implications were discussed along with limitations of the study and suggestions for future research.

관광목적지로서의 한려해상국립공원의 브랜드 가치 및 브랜드 애호도 영향요인 연구

선종갑 한국호텔관광학회 2009 호텔관광연구 Vol.11 No.3

This study was to investigate affecting factors of brand value and loyalty of Hallyeo National Park as tourism destination. Based on literature review, the affecting factors of brand value and loyalty were selected and those are destination image, perceived quality, promotion, travel, costs, destination selection attributes. In this study, destination brand value and loyalty were used as an ultimate dependent variables. A total of 363 useful samples were collected in five different tourism destinations in Hallyeo National Park such as Namhae, Sachon, Kosung, Geojae, and Tongyoung). From the exploratory factor analysis, five affecting factors were confirmed and utilized in the multiple regressions as independent variables. the findings from multiple regressions showed that most factors except promotion affect brand value and loyalty of Hallyeo National Park as tourism destination. Among the factors, destination image and destination selection attributes are more important factors in affecting destination brand value and loyalty for Hallyeo National Park. Theoretical and practical implications were discussed in the conclusion section.

지역축제의 장소마케팅이 축제 선택속성 및 행동의도에 미치는 영향 연구-진해군항제를 중심으로-

선종갑,민혜선,고호석 한국호텔관광학회 2013 호텔관광연구 Vol.15 No.4

The purpose of this study is to examine the relation of the festival selection attributes through the place marketing of the local festival, Jinhae Gunhangje, which is one of the representative festivals in Changwon, Kyungnam and the influence of the festival selection attributes on the behavioral intention, which is overall satisfaction, intentions of revisit and intentions of recommendation. The survey was conducted for 10 days from April 1 to April 10 in 2013 by the visitors who visited Jinhae Gunhangje. The valid data were gathered from 421 questionnaires among 500 and analyzed by using SPSS 18.0. The results of this study can be summarized as follows. First, all of the festival selection attributes factors which are food, event contents, festival souvenirs, promotions, assistance and amenities were not significant on tourism and economic revitalization of the place marketing. Second, to the visitors who visited Jinhea Gungangje, improving image and using attractive things among the factors of the place marketing are significant on all the festival selection attributes factors which are food, events information, festival souvenirs, promotions, assistance and amenities. Finally, only food, event contents, promotions and assistance among the festival selection attributes factors were significant statistically on the behavioral intention, which is overall satisfaction, intentions of revisit and intentions of recommendation.

컨벤션의 참가동기와 선택속성을 통한 시장세분화에 관한 연구

선종갑 한국호텔관광학회 2011 호텔관광연구 Vol.13 No.1

The purpose of this study is to investigate the selection attributes in convention targeting convention participants and analyze the demographical characteristics, participation behavioral characteristics, and participation determinant characteristics per each market segmentation by participation motives. The data used for this study were collected from the participants at CECO in Changwon and BEXCO convention center in Busan for 15 days from April 1st~15th, 2010. Factor analysis and cluster analysis were performed on 330 valid samples to analyze the participation motive factors and participation determinant factors. The samples were divided into total of 4group types: active convention participation, sightseeing, passive motivation, and information & technology acquisition. In order to examine the demographical, participation behavioral, and participation determinant factors per market segmentation by participation motives, multinomial logit model (MNL) was applied. As the result of analysis, the difference of characteristic variables among 4types of segmentation groups by participation motives was demonstrated. The study results imply possible usage as marketing information based on differences per segmentation groups by participation motives in order to attract convention participants.

호텔컨벤션 서비스중요속성에 따른 컨벤션만족도 및 관계유지에 관한 연구

선종갑 한국호텔관광학회 2006 호텔관광연구 Vol.8 No.2

Th purpose of this study is to investigate the relationships between hotel convention service attributes, convention satisfaction, and relationship maintenance, and to examine the moderator effects of the relationship between those independent and dependent variables. A total of 229 useful data were collected and analyzed in SPSS. With the collected survey data, frequency tests, descriptive analysis, factor analysis for hotel convention service provision features, reliability test, multiple regression, and hierarchical regression were conducted. the results of the study showed that the proposed hypotheses were partially adapted. Implication and sugesstions for the future study were discussed.

호텔컨벤션의 개최지 선택 영향요인 연구

선종갑 한국호텔관광학회 2005 호텔관광연구 Vol.7 No.3

This research attempts to show that the Convention Industry is one of the fastest developing industries with a bright prospect, and is being watched worldly with interest for its large scaled meeting facilities being established and expanded. The attempt improves the service through establishing marketing strategies in the convention industry to develop their competitive power in the daily fierce international economy.This research is to provide fundamental data in Hotel Conventions by taking the service characteristics skill statistic analysis and through that determine the causes influenced by locating the rank of service characteristic the service characteristic features and finding out what important causes effect the selecting of hotels by analyzing the compressed service quality, classified parties in the conventions planning department, planning experience, scale, and the participation of foreigners.The research method was performed simultaneously by documentary records, and factually. in documentary research method, it's provided with a theoretical basis by studying the reasons of where the convention meeting is held, and the studying of each domestic and international book and essays, and the periodical publications. The factual research method is mainly supplied with the convention planners' intentions of Hotel Convention Purchase.

내부마케팅이 종사원의 직무만족, 조직몰입, 고객지향성 및이직의도에 미치는 영향

선종갑 경남대학교 산업경영연구소 2019 지역산업연구 Vol.42 No.2

This study analyzes the effects of internal marketing for business hotel employees on jobsatisfaction and organizational commitment and the outcomes of them on customerorientation and turnover intentions. For this study, the sample is composed of employees ofnational business hotels. As a result, four sub elements of internal marketing have animportant effect on job satisfaction. The organizational commitment that is a direct effect of theinternal marketing was statistically proved as a critical outcome variable like existing study. However, the reward and education were not statistically significant elements of the effect onorganizational commitment. Job satisfaction and organizational commitment were found to beeffective in lowering turnover intentions, but they were not directly related to customerorientation. 본 연구는 비즈니스호텔 기업의 내부마케팅이 직무만족 및 조직몰입에 미치는 영향을 검증하고 결과적으로 직무만족과 조직몰입이 종업원의 고객지향성과 이직의도에 미치는 영향을 검증하고자 하였다. 본 연구를 위해 전국 비즈니스호텔 종업원을 대상으로 표본으로 구성하였으며, 내부마케팅은 4가지 하부요인으로 분류하여 분석에 활용하였다. 연구결과 내부마케팅의 4가지 하위요인 즉, 보상 및 훈련, 권한위임, 커뮤니케이션, 경영층 지원 등은 모두 직무만족에 유의한 영향을 미치는 것으로 분석되었다. 기존연구와 유사하게 내부마케팅의 직접적인 효과인 직무만족과 조직몰입은 본 연구에서 역시 내부마케팅의 핵심적인 결과변수로서통계적 유의성이 검증되었다. 그러나 내부마케팅의 세부 요인 중 보상 및 훈련이 조직몰입에미치는 영향은 통계적 유의성이 검증되지 않았다. 직무만족과 조직몰입이 고객지향성에 미치는 영향은 분석결과 직무만족은 고객지향성에 직접적인 영향을 미치지 않는 것으로 나타났다. 직무만족과 조직몰입은 이직의도에 부(-)의 영향을 미치는 것으로 나타났다.

체인호텔의 전략적 마케팅에 관한 연구

선종갑 한국관광정책학회 2000 觀光政策學硏究 Vol.6 No.1

Lately, Hotel Industry are to be faced intensely competitive situation and to need a series of competition strategy for increasing market share in the business environment. This study is to review the competition strategies of chain hotel industry according to global competition situation with macro view and investigate to classify the competition strategies as prospector-like strategic marketing, defender-like strategic marketing and analyzer-like strategic marketing with micro view. Then This study is to compare and analysis these classified competition strategies to track the difference of marketing strategies trend from 1970s, to 1990s, according to 4Ps as traditional marketing mix. Since the 1990s, this study show marketing strategy of chain hotel has a number of differences. This study has offer to introduce strategic marketing method to respond to the rapidly changing chain hotel business environment.

백제문화제 참가자의 관광활동 선호도에 따른 시장세분화

선종갑 한국호텔관광학회 2008 호텔관광연구 Vol.10 No.3

This study was conducted for market segmentation of cultural festival according to activity preferences and sociodemographic characteristics of visitors. The main purpose of this study was to determine the underlying factors of activity preferences of festival visitors and to classify homogenous groups to investigate any significant difference in the factors by cluster. A total of 312 participants obtained by a systematic random sampling method were used for analysis. Factor analysis was performed on the 23 activity items and generated five possible factors and K-means cluster analysis distinguished five distinct groups of visitor. The result of this study showed that there were significant differences in the five clusters on the activity factors. These five distinct groups were significantly different in age, total spending, and past visit. Marketing implication was presented in the conclusion section based the results.