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컨벤션 개최지 브랜드개성이 지역이미지 및 경쟁력 제고에 미치는 영향
윤세목 ( Se Mok Yoon ),김귀자 ( Gwi Ja Kim ) (사)한국마이스관광학회(구 한국컨벤션학회) 2010 MICE관광연구 Vol.10 No.1
This study examines the brand personality of convention destination and its influence on destination image and competitive promotion. The brand personality of convention destination was first classified into five generic dimensions: affluence, sincerity, uniqueness, sophistication, and attractiveness; then the impact of each dimension was investigated with regards to destination image and the promotion of regional competitiveness. Additionally, the impact of destination image on regional competitiveness was also examined. Several generic dimensions of convention destination, including sincerity, uniqueness, sophistication, and attractiveness, were all found to have a positive impact on the promotion of destination image. On the other hand, the generic dimensions of affluence, sincerity, and attractiveness were found to have a positive influence on regional competitiveness. In addition, this study shows that the promotion of regional image has a positive impact on the promotion of regional competitiveness.
컨벤션 참가자의 value co-creation 행위가 참가자의 가치와 사후 행동에 미치는 영향
윤세목 ( Se Mok Yoon ) (사)한국마이스관광학회(구 한국컨벤션학회) 2015 MICE관광연구 Vol.15 No.2
The purpose of this study was to examine how the value co-creation behavior of convention attendees impact on the perceived value and satisfaction of them. value co-creation behavior has two dimensions; customer participation behavior and customer citizenship behavior. For fullfil this study purpose, total 451 data were collected from those who participated in convetions held in COEX from September to November, 2013. SPSS ver. 20.0 was used to analyze these data. Factor analysis and multiple regression were used for proving the study hypotheses. The result shows that most of customer participation behavior has positive impact on the perceived value and satisfaction of convention attendees while the customer citizenship behavior has less variables. The perceived value of convention attendees has positive impact on the satisfaction of them.
컨벤션 센터 SNS를 통한 브랜드 충성도 형성에 관한 연구
윤세목 ( Se Mok Yoon ),김귀자 ( Gwi Ja Kim ) (사)한국마이스관광학회(구 한국컨벤션학회) 2012 MICE관광연구 Vol.12 No.2
This study was designed to evaluate the impact of the SNS on building the brand loyalty and reliability of convention centers. Total 124 data were collected from the visitors to the convention center and college students. To analyse the data, PASW 18.0 and AMOS 18.0 were used. The results of the analyses are; 1) information provision and interactivity have positive impact on the reliability of convention centers; 2) the reliability has positive impact on brand loyalty of convention center; and 3) information provision, customization, and interactivity have positive impact on brand loyalty of convention center. These results provide implications for the convention centers who want to build strong brand loyalty with visitors. It is important for building reliable relationship between convention centers and visitors that convention center should provide meaningful and interesting information to the visitors. The reliable relationship between them is critical to building brand loyalty of convention center. Also, it is recommendable to build brand loyalty that convention centers should provide customized and interactive information as well as useful information.
호텔 연회 ·컨벤션행사 장소선정에서 전환장벽이 전환의도에 미치는 영향 -관계결속의 조절효과를 중심으로-
윤세목 ( Se Mok Yoon ),소성배 ( Seong Bae So ) (사)한국마이스관광학회(구 한국컨벤션학회) 2013 MICE관광연구 Vol.13 No.2
The purpose of this study is to verify the moderating effects of relationship commitment in the relationship between switching barriers and switching intention with consumers selecting hotels` banquet & convention event and hotel service providers, and figure out the effect of sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment as a moderator variable on switching barrier and switching intention. First, the effect of switching barriers on switching intention showed that sub-factors(switching costs, low alternative attractiveness, customer link (interpersonal relationship) of switching barriers have a negative effect on the switching intention. Second, the moderating effects of relationship commitment in the relationship between switching barriers and switching intention showed that sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment are partially moderated in the relationship between switching barriers and switching intention. The affective commitment was moderated in the relationship between customer link(interpersonal relationship) and switching intention. Lastly, the normative commitment was moderated in the relationship between low alternative attractiveness and switching intention.
호텔 이용객의 고객참여활동과 고객 지식이 가치공동창출과 신뢰에 미치는 영향
윤세목 ( Yoon Se-mok ) 한국관광산업학회 2017 Tourism Research Vol.42 No.2
본 연구는 호텔 이용객이 호텔 서비스를 이용함에 있어서 고객참여활동과 지식이 가치공동창출활동에 영향을 미치는지에 대한 영향관계를 파악하고 나아가 고객의 가치공동창출활동이 고객신뢰에 미치는 영향관계를 파악하기 위하여 설계되어졌다. 이를 위해 호텔 이용자를 대상으로 설문조사를 실시하였다. 설문분석으로 348부가 분석에 사용되었다. 수집된 자료를 바탕으로 SPSS ver. 20.0을 이용하여 요인분석과 회귀분석을 실시하였다. 분석결과 호텔 이용자의 고객참여활동과 고객지식이 고객의 가치공동창출활동에 정(+)의 영향을 미치는 것으로 나타났다. 호텔 이용자의 가치공동창출활동이 고객 신뢰에 미치는 영향에 대한 회귀분석 결과 호텔 이용객의 가치공동창출의 하위 요소인 피드백, 옹호에서 정(+)의 영향관계가 있음이 나타났다. 이러한 분석결과는 고객의 가치공동창출효과를 높이기 위해서는 고객의 제안이나 아이디어에 대한 유인을 통해 고객의 참여를 확보할 필요가 있다. 또한 적극적인 서비스 분배활동에 참여를 촉진하고 이에 대한 관여도를 높이는 유인정책이 적극 검토되어야 할 것이다. 또한 이는 고객이 자신의 단기 혜택은 물론이고 서비스에 대한 장기 혜택에 대한 이해가 선행되어야 한다는 것을 의미한다. 또한 자신의 역량 개발과 잠재 기대를 조정하는 능동적인 지식의 배양도 포함된다. 호텔 서비스의 필수적인 변화에 대한 정확하고 구체적인 전달을 통해 고객의 서비스에 대한 지식의 고양은 궁극적으로 고객의 CCV를 높이는 역할을 수행한다고 볼 수 있다. 호텔 서비스에 대한 유용한 정보의 제공이나 서비스 품질에 대한 만족도를 서비스 제공자에게 피드백을 해주는 행위가 고객 신뢰에 긍정적인 영향을 미친다는 것을 의미한다. 또한 타인에게 호텔서비스에 대한 긍정적인 언급이나 추천, 권유가 호텔 고객의 신뢰 형성에 도움이 된다는 것을 의미한다. The purpose of the study was to investigate the impact of customer participation and expertise on the co-creation of value of hotel users. Also the study investigates the impact of co-creation of value on the customer trust of hotel users. For fulfill the purposes of the study, survey was conducted and total 348data were used for analysis. SPSS ver. 20.0 was used for statistical analysis including factor analysis and regression. It is revealed that customer participation and expertise has positive impact on the co-creation of value of hotel users. Among sub factors of co-creation of value, feedback and advocacy have positive impact on the customer trust of hotel users. The results of the study imply that it is strongly recommend to motivate the level of customer participation and expertise for improving the level of co-creation of value of hotel users. Also, it si likely that the feedback and advocacy of co-creation of value is the factors that the management of hotel should motivate for improving customer trust of hotel users.