파이썬(Python)을 통한 관광 분야 데이터 분석 및 처리 향상: SPSS와의 비교를 중심으로

송학준,장민희,김도연 (사)한국관광레저학회 2023 관광레저연구 Vol.35 No.-

The use of data analysis in the tourism industry is becoming more prevalent as the importance of data-based decision making increases in the era of big data. Python, an open source program, has gained popularity as an alternative to traditional software like SPSS due to its ability to incorporate the latest techniques, provide clear data visualization, and facilitate the sharing of analysis results. This study compared the basic statistical analysis capabilities of Python and SPSS in the tourism industry and found no significant differences between the two. Therefore, Python could be a useful tool for expanding and innovating data analysis methods in various academic fields, including tourism.

4Es 이론에 따른 축제 방문객의 충성도 연구

송학준,최영준,이충기 대한관광경영학회 2011 觀光硏究 Vol.25 No.6

본 논문에서는 Pine과 Gilmore(1998)의 4Es 이론을 국내에서 가장 성공한 지역축제 중 하나인 보령머드축제에 적용하여 연구하였다. 즉, 체험경제적 관점에서 보령머드축제 방문객들의 체험이 축제방문 만족도와 충성도에 대해 미치는 영향을 분석하였다. 구체적으로, (1) 머드축제의 체험을 4요인(오락적 체험, 교육적 체험, 미적 체험, 일상탈출적 체험)으로 분류하고, (2) 각 요인이 축제체험에 대한 기억과 축제체험의 즐거움에 어떠한 영향을 미치는지를 살펴보았으며, (3) 이러한 축제체험에 대한 기억과 축제체험의 즐거움이 축제만족에 미치는 영향과 (4) 축제만족이 축제충성도에 미치는 영향을 구조방정식모형을 통해 분석하였다. 분석결과 일탈적 체험요소와 미적 체험요소가 기억에 영향을 미치는 것으로 밝혀졌다. 또한, 즐거움은 오락적 체험요소, 일탈적 체험요소 그리고 미적 체험요소의 영향을 받는 것으로 나타났다. 마지막으로 기억과 체험의 즐거움은 축제만족에, 축제만족은 축제충성도에 긍정적인 영향을 주는 것으로 분석되었다. The purpose of this study was to apply the theory of experience economy(Pine & Gilmore, 1998) to Boryeong Mud Festival, one of the most successful local festivals in South Korea. To this end the relationships between festival visitors' experience, satisfaction, and loyalty were analyzed using structural equation modeling(SEM). Specifically, the experience of festival was categorized with four main factors(4Es); entertainment experience, education experience, esthetic experience, and escape experience. This study examined how these factors affect festival's memory and enjoyment which in turn, have an effect on festival satisfaction which also influences festival loyalty. The results of this study confirmed most hypothesized relationships between the variables. The results indicate that escape experience and esthetic experience were important predictors of festival's memory. Moreover, it was found that festival's enjoyment was influenced by entertainment experience, escape experience, and esthetic experience. Lastly, festival's memory and enjoyment hid a significant effect on visitor's satisfaction which also affected visitor's loyalty to the festival. Theoretical implications associated with the results were discussed along with future research suggestions.

Does the Crisis Information Search Tell the Impact of Disease on International Tourism Demand?

송학준,김남현,편주현 한국관광학회 2021 관광학연구 Vol.45 No.6

As the world is struggling with the coronavirus (COVID-19), it is an important research task to understand the negative impact of the disease on the tourism industry with similar examples from the past and to prepare countermeasures for it. This study examines the effects of tourist attention to Middle East respiratory syndrome (MERS) on international tourism demand for South Korea during 2009– 2016. Search volume indices for MERS in Google and Baidu were employed as a proxy for the tourist attention paid to MERS. Using a structural vector autoregression model with block exogeneity restrictions, we set up tourist attention to MERS as an exogenous variable and control for endogeneity between macroeconomic variables and tourist arrivals. Our results show that the tourist attention paid to MERS has detrimental effects on tourist arrivals and its effects are heterogeneous across visitor countries. While the negative effects of tourist attention to MERS on U.S. and European tourist arrivals were moderate, this negative information effect was more pronounced when the countries of visitors are closer to Korea, such as Japan and China. Future research directions and limitations of the study was discussed at the end of the study.

A Study on the Historical Development of Human Resource Accounting and Suggestions for Future Research Directions in Korea

송학준,송영욱,김지대 한국세무학회 2010 세무와 회계저널 Vol.11 No.4

The purpose of this paper is to provide a history of HRA and suggestions for future direction in Korea. We adopt Flamholtz et al.'s classification of periods;however, they describe papers only in chronological order for each period. Thus, we try to reclassify research papers and we also complement research papers after 2002and add evaluations for contributions of authors per each period. The first stage is the period when basic HRA concepts were derived. Hermanson suggested a model to measure human resource value in external financial reports. Research during the second stage was characterized by a period of basic academic research to develop and assess the validity of models. The term "Human Resource Accounting" was used for the first time. The third stage was characterized as a period of rapid growth of interest in human resource accounting. The American Accounting Association published reports on the development of HRA. Research during this period is expanded focusing on three areas. The fourth stage was characterized by a decreased interest in HRA. The final stage is characterized by the increasing interest for HRA among researchers internationally and the beginning of new approach to HRA. Recently, a human resource liability approach in the measurement model was proposed and HRA is examined in the context of as one of intellectual capital disclosures and balanced scorecard. There has been little HRA research activities in Korea and very little HRA application cases from Korean firms. It would be highly appropriate for researchers and firms in Korea to cooperate for developing HRA disclosure cases associated with external reporting and internal decision making. Voluntary disclosure efforts of firms are also necessary to increase the understanding level of HRA. And, interdisciplinary efforts including accounting, human resources management,and finance are necessary to derive disclosure rules of HRA.

신종플루 인식이 단체관광객의 해외여행 의사결정과정에 미친 영향에 관한 연구

송학준,이충기,김도영 한국관광학회 2011 관광학연구 Vol.35 No.7

Based on the theory of planned behavior, this study tested the impact of package travellers' perception of Influenza A(H1N1) on their intention to postpone or cancel international trips. Data were conveniently collected from 570 package travellers, who participated in outbound travel program in Korea from January to February 2010. Results of a structural equation model analysis indicated that overall, the respondents' behavioral intention to postpone or cancel international travel were well explained by their level of perception on the Influenza A Results also showed that the respondents' behavioral intention on international travel was significantly influenced by their attitude and subjective norm on Influenza A. However, perceived behavior control on Influenza A was not found to have an impact on behavioral intention and actual behavior for international travel. Findings from this study suggest that the perception of Influenza is an important variable in explaining decision-making process of international tourists. 본 연구에서는 신종플루 인식 개념을 추가로 도입한 확장된 계획행동이론을 통해 신종플루 상황하에서 해외여행을 연기 또는 취소하려는 단체관광객들의 해외여행 의사결정과정을 살펴보고자 하였다. 구조방정식 모형을 이용한 실증분석 결과, 신종플루 인식이 해외여행을 연기 또는 취소하려는 단체관광객들의 행동의도를 결정짓는 중요한 요인인 것으로 나타났다. 구체적으로, 신종플루 인식은 해외여행 연기 또는 취소 행동에 대한 태도와 주관적 규범에 통계적으로 유의한 영향을 미치는 것으로 분석되었다. 또한, 태도와 주관적 규범은 해외여행 연기 또는 취소 행동의도에 영향을 미치는 것으로 분석되었지만 지각된 행동 통제감은 해외여행 연기 또는 취소 행동의도와 실제행동에 영향을 미치지 않는 것으로 나타났다. 이러한 분석결과들은 신종플루 인식이 신종플루 상황하에서 해외여행객들의 의사결정을 설명할 수 있는 중요한 변수라는 것을 지적해준다.

ChatGPT와 관광산업의 미래에 관한 연구

송학준,송형용,이지은 한국호텔리조트학회 2023 호텔리조트연구 Vol.22 No.1

Recently, ChatGPT, a Generative AI similar to chatbots, has gained a lot of popularity. Soon, the use of artificial intelligence, especially ChatGPT, in the tourism industry is expected to bring a big change. The goal of current study is to explore the potential impact of ChatGPT, an AI language model developed by OpenAI, on the tourism industry and customer support processes. The study compares ChatGPT with existing chatbots, analyzes its advantages and disadvantages, and provides guidance on how tourism businesses can leverage this technology to improve customer support. ChatGPT has the potential to transform the tourism industry by providing real-time responses, personalized context, and machine learning algorithms for data analysis and learning. However, the study also notes the limitations and difficulties of ChatGPT, including response quality and high cost. The implications for both future research and practical application of ChatGPT in the tourism industry are discussed, including the need for further research into the technology's impact on customer satisfaction and loyalty, as well as the importance of considering the current limitations of ChatGPT and developing a better understanding of the nuances of human language. Overall, the study suggests that the use of chatbots, including ChatGPT, has the potential to revolutionize the way tourism businesses interact with their customers.

문화관광지 선택속성, 지각된 가치, 만족간 구조적 관계 연구

송학준 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.5

Current study aims to examine the relationships among selection attribute, perceived value, and satisfaction by conducting a survey for tourists who visited Gyeongbok palace one of the representative cultural tourism resources in Korea. The results of structural equation modeling reveal that all selection attributes (historicity, educability, convenient facility, and programs) are antecedents of emotional and functional values of Gyeongbok palace tourism. Among four selection attributes programs and historicity which can reflect the characteristics of cultural tourism are more powerful antecedents of emotional and functional values comparing to other two selection attributes. At the same time, emotional value contributed more strongly to tourism satisfaction. These results indicates that the perceived value of the Gyeongbok place plays an important role to mediate major selection attributes for Gyeongbokgung tourism and satisfaction. Therefore, in order to increase Gyeongbok place tourists` satisfaction, tourism practitioners for the place needs to develop various programs to inform tourists historical and educational value of Gyeongbok place. Furthermore, practitioners should provide tourists with more pleasure and fun worth more than spent time and monetary costs for Gyeongbok place tourism in that perceived values have a positive effect on tourists` satisfaction.

구글 코랩의 파이썬을 이용한 탐색적 요인분석: SPSS와의 비교를 중심으로

송학준,이우,장민희 한국마이스관광학회 2023 MICE관광연구 Vol.23 No.4

This research delves into the application of exploratory factor analysis (EFA) using Python in Google Colab and contrasts the results with those obtained using SPSS. With an emphasis on showcasing the efficacy and accessibility of Google Colab's Python environment, this study aims to elucidate any differences or similarities in the outcomes derived from both tools. Upon conducting EFA, both Python and SPSS manifested closely aligned results. However, when applying parallel analysis for determining the appropriate number of factors, the Python environment in Google Colab showcased an advantage, while this function was not feasible in SPSS. Consequently, our findings accentuate Python's superiority, particularly within Google Colab, for executing EFA. The availability of parallel analysis, often lauded for its empirical precision in factor determination, adds to Python's appeal.

규제제도 검토를 통한 한국 카지노 산업 발전전략

송학준 한국호텔관광학회 2020 호텔관광연구 Vol.22 No.1

세계 여러 나라들은 세수확보, 관광산업 활성화, 지역 및 국가경제 발전 등을 위해 적지 않은 사회경제적비용발생에도 불구하고 카지노를 허용하고 있는 실정이다. 내국인에게 해로운 영향을 미칠 수 있는 내국인출입가능 카지노와 그렇지 않은 외국인 전용 카지노를 동시에 고려하면서도 급변하는 대외 카지노 정세에효과적으로 대응할 수 있는 카지노 규제제도를 마련하는 것은 한국 카지노의 지속가능한 발전을 위해서 중요한 이슈가 된다. 이에 본 연구는 카지노 규제제도 및 처벌조항에 대한 방향 및 당위성을 확인하고 한국 카지노가 발전할 수 있는 방안을 제시하고자 하였다. 연구결과 카지노 허가규제와 관련하여 법인 자격요건, 재정상태, 영업능력, 입지조건, 허가과정 등이 중요한 것으로 밝혀졌다. 카지노 수요와 관련된 규제에는 카지노 이용자 제한(연령 제한, 국인 제한, 범법자 제한), 광고, 신용 및 대출제도 등 카지노 수요와 간접적으로 관련 있는 부문이 있었다. 카지노 영업규제의 경우 게임종류 규제, 운영시간, 가격 및 승률통제, 근무자 제한, 사업자 제한, 내부통제, 외부통제 등 카지노 회사영영과 직접적으로 관련 있는 부문이 분석되었다. 카지노조세규제와 관련해서는 카지노 관련 직간접 조세제도와 이와 관련된 내용들이 검토되었다. 관련 내용들을살펴본 후 한국의 카지노 규제정책과 관련된 정책들이(허가갱신제, 최대주주가 변경시 사전인가, 카지노업행정처분 기준완화, 게임 제조업자 및 공급업자, 관리 및 점검자에 대한 면허나 규제내용) 제안되었다.

The Role of Responsible Gambling Strategy in Forming Behavioral Intention: An Application of a Model of Goal-Directed Behavior

송학준,한희섭,이충기 SAGE PUBLICATIONS INC 2012 JOURNAL OF TRAVEL RESEARCH Vol.51 No.4