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이성각 대한관광경영학회 2009 觀光硏究 Vol.24 No.3
본 논문은 한국호텔이 가지고 있는 브랜드 자산(브랜드인지. 브랜드이미지, 지각된 품질, 브랜드연상)이 고객만족, 재방문에 미치는 영향에 대하여 연구조사 하였다. 논문에 적합한 모형을 제시하여 호텔 브랜드 자산이 고객만족, 재방문의도에 어떠한 영향을 미치는지를 분석하는데 연구의 목적이 있다. 본 연구를 통하여 얻은 결과를 요약하면 다음과 같다. 첫째, 호텔의 브랜드 인지는 고객만족에 영향을 미치는 것으로 나타났다. 둘째, 호텔의 브랜드 이미지는 고객만족에 영향을 미치지 않는 것으로 나타났다. 셋째, 호텔의 지각된 품질은 고객만족에 영향을 미치지 않는 것으로 나타났다. 넷째, 호텔의 브랜드 연상은 고객만족에 영향을 미치는 것으로 나타났다. 다섯째, 고객만족은 재방문의도에 영향을 미치는 것으로 나타났다. 이상과 같은 결과를 볼 때 호텔경영형태별로 보유하고 있는 브랜드 자산은 고객만족과 재방문의도에 영향을 미치고 있다는 것을 알 수 있다. 따라서 호텔은 자체적으로 보유하고 있는 브랜드 자산의 가치 향상에 노력하여야 할 것이다. This study is on the effects of the hotel brand equity (brand perception, brand image, perceived quality, brand association) on customer's revisit and satisfaction. The major findings of the study are summarized as follows : First, this study showed the brand perception affected customer's satisfaction. Second, hotel brand image didn't affect the customer's satisfaction. Third, perceived quality didn't affect customer's satisfaction. Fourth, brand association affected customer's satisfaction. Fifth, it was indicated that both customer's satisfaction and revisit were influenced by brand equity. This result indicates brand equity of each management type affects customer's satisfaction and revisit. Thus, it is suggested hotels keep trying to improve the value of their own brand equity than management type.
전남지역 관광객의 관광동기, 만족 및 재방문의도와의 관계 분석을 통한 관광활성화 방안에 관한 연구
이성각,조현진,나석내,김애숙 한국해양관광학회 2023 해양관광학연구 Vol.16 No.1
This study reviews literature and empirical studies related to tourism motivation, and verifies the validity of tourist satisfaction, which can affect tourism motivation and revisit intention in relation to tourist satisfaction, which is a very important performance indicator for tourist destination activation strategies. Theoretical and practical implications of the results are presented. First, it was confirmed that tourism motivation of tourists has a great influence on tourist satisfaction. In other words, tourism motivation was analyzed to have a statistically significant effect on forming positive tourist satisfaction. Three factors, “deviation and break factor”, “companion factor”, and “pride factor”, were positive (+) to tourist satisfaction. has been shown to affect However, it was found that “playfulness factor” and “self-actualization factor” did not have a significant effect on tourist satisfaction, so hypothesis 1 was partially accepted. Second, it was found that revisit intention was improved through tourist satisfaction. Finally, as a result of verifying the mediating effect of tourist satisfaction in the relationship between tourist motivation and revisit intention, which is the core of this paper, it was found to have a partial mediating effect. This mediating effect confirms that the satisfaction of tourists visiting tourist destinations has a bridging relationship between the tourists' tourism motivation and revisit intention. Thus, the importance of improving tourist satisfaction, which is to be studied in this paper, has been proven.
지도교수의 감성리더십이 교수신뢰 및 학업성취도에 미치는 영향에 관한 연구: 광주・전남 관광분야 전공 대학생을 중심으로
이성각,조현진 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.3
This study is designed to investigate the effect relationship among emotional leadership, faculty trust, and academic achievement of university students majoring in tourism in Gwangju and Jeonnam areas. Discussion and practical implication by empirical analysis results are as follows. First, emotional leadership has statistically significant positive effect on faculty trust. Second, faculty trust of students has statistically significant positive effect on academic achievement. This implies that students’ academic achievement can be formed when the trust is formed based on students’ personal characteristics. Third, empirical analysis of the effect of emotional leadership on academic achievement shows that the independent variables “Social cognition ability” and “Self-cognition ability” have significant positive effect on tangibility, while “Self-management ability” does not affect the tangibility.