최초방문자와 재방문자간의 지역축제 동기, 만족평가와 행동의도, 지역문화 인식 비교 연구

장양례 ( Yang Lae Jang ) 관광경영학회 2007 관광경영연구 Vol.30 No.-

지역주민과 외지방문객의 축제 참여 동기와 만족, 충성도 비교 연구

장양례(Yang Lae Jang),김혜영(Hae Young Kim) 한국지역지리학회 2007 한국지역지리학회지 Vol.13 No.6

본 연구에서는 지역주민과 외지방문객의 축제 참여 동기와 만족, 충성도에 따른 차이를 분석하여 지속가능한 지역축제개발을 위한 정책 및 마케팅의 기초자료를 제공하고자 한다. 연구 설문방법으로는 전남 여수지역에서 2007년 4월 10일부터 15일까지 진행된 거북선 축제를 대상으로 하였으며, 총 430명을 대상으로 이루어졌다. 분석방법으로는 SPSS를 이용하였으며, 크롬바하 알파값과 신뢰도, 요인분석, t-test, 회귀분석을 이용하였다. 분석결과 시사점은 다음과 같다. 첫째, 축제 방문 동기는 새로움과 일상탈출형, 흥미와 유희형, 친교형, 가족화합형, 지역문화 이해형 등으로, 만족요인으로는 행사프로그램과 서비스, 편의시설, 체험거리와 재미, 기념품과 음식, 교통 등 각각 5개의 속성이 도출되었다. 둘째, 축제 참여 동기 요인에서는 지역주민은 흥미와 유희형에서 외지방문객은 새로움과 일상탈출형에서 높은 지각을 보이고 있으며, 셋째, 축제 참여 동기 요인에 따른 만족요인에서 지역주민은 흥미와 유희형에서, 외지방문객은 흥미와 유희형, 가족화합형에서 영향을 미치는 것으로 밝혀졌다. 넷째, 축제만족요인에 따른 재방문 의도에서는 지역주민은 행사프로그램과 서비스요인에서 외지방문객은 행사프로그램과 서비스, 체험거리와 재미, 교통에서 영향을 미치는 것으로 조사되었다. 다섯째, 축제만족요인에 따른 추천의사에서는 지역주민은 행사프로그램과 서비스 요인에서 외지방문객은 행사프로그램과 서비스, 교통에서 영향을 미치는 것으로 조사되었다. The purpose of this study is to examine festival visit motivation, satisfaction, loyalty the differences between festival local residents and visitors. Data were collected with a structures questionnaire at the Jun Nam Yeosu-city of Geobuksun of festival during 10~15 apr. 2007, 430 sample were used for statistical analysis SPSS. Data analysis method were used to Crombach`s α, reliabilty, kaiser measurement sample adequacy, factor analysis, t-test, regression analysis. As the results of this research, first, festival visitor`s motivation were composed of five factors: a new & escape, exciting & enjoy, socialization, family togetherness, local culture understand and satisfaction were composed of three factors: event program & service, convenience facilities, enjoy, shopping & food, transportation. And second, local residents were found satisfied with the interesting & enjoy. Otherwise, Visitors were satisfied with new & escape. And third, local residents of satisfaction factor were affected interesting & enjoy, Otherwise, visitors of satisfaction factor were affected interesting & enjoy, family togetherness. And fourth, local residents of event program & service factor were affected re-visit, Otherwise, visitors of satisfaction factor were affected event program, enjoy, transportation. The final local residents of event & service factor were affected recommend intension, Otherwise, visitors of event program & service, transportation were affected recommend intension. The result of this paper may help local festival planner and marketers for festival marketing strategy.

6차산업화를 위한 로컬푸드 농가맛집 만족도 연구

장양례 ( Yang Lae Jang ) 대한관광경영학회 2015 觀光硏究 Vol.29 No.6

본 연구는 6차산업의 주요산업인 농가맛집에 대한 현장에서 요구되는 다양한 소비자의 욕구변화에 대한 필요성으로 농가맛집 방문객들을 대상으로 실무에서 활용될 수 있는 6차산업화 경영전략 및 메뉴개발에 필요한 기초자료 정보를 다음과 같이 도출하였다. 첫째, 가설 1검증의 농가맛집 방문객들의 선택속성과 방문객 만족도에 대한 분석결과는 로컬푸드과 건강메뉴, 음식품질 등이 유의한 정(+)의 영향을 미치는 것으로 밝혀졌다. 둘째, 가설 2검증의 농가맛집 방문객들의 선택속성과 추천의사에 대한 분석결과는 건강메뉴과 음식품질, 로컬푸드 등이 유의한 정(+)의 영향을 미치는 것으로 밝혀졌다. 셋째, 가설 3검증의 농가맛집 방문객들의 만족도와 추천의사에 대한 분석결과는 차별성과 서비스관리, 부가적 서비스 등의 모든 요인에 유의한 정(+)의 영향을 미치는 것으로 밝혀졌다. 넷째, 가설 4검증의 농가맛집 방문객들의 선택속성과 재방문의사에 대한 분석결과는 건강메뉴와 음식품질, 물리적 환경, 로컬푸드 등이 모든 요인에 유의한 정(+)의 영향을 미치는 것으로 밝혀졌다. 다섯째, 가설 5검증의 농가맛집 방문객들의 만족도와 재방문의사에 대한 분석결과는 차별성과 서비스관리, 메뉴와 맛 등이 유의한 정(+)의 영향을 미치는 것으로 밝혀졌다. Recently, there is a growing need to catch up with the changing desire of consumers for famous restaurants in farming areas, which is regarded as the main field of the 6thIndustry. Therefore, this study aims to deduce the basic information needed for setting up business strategies for the 6th Industry and developing menus that can be used in the practical works of such restaurants, so that may meet the consumers` desire changing and evolving in various ways. The study results are as follows. Firstly, according to the analysis and verification of the first hypothesis regarding the selection standards and consumers` satisfaction, it was confirmed that the local food , healthy menu , and food quality appeared to have significantly positive effect(+). Secondly, according to the analysis and verification of the second hypothesis regarding the selection standards and intention to recommend, it was confirmed that the healthy menu food quality, and the local food appeared to have significantly positive effect(+). Thirdly, according to the analysis and verification of the third hypothesis regarding the consumers` satisfaction and intention to recommend, it was confirmed that the differentiation, service management, and the additional service appeared to have significantly positive effect(+). Fourthly, according to the analysis and verification of the fourth hypothesis regarding the selection standards and intention to revisit, it was confirmed that the health menu, food quality, physical environment and local food appeared to have significantly positive effect (+). Sixthly, according to the analysis and verification of the fourth hypothesis regarding the consumers` satisfaction after visiting and intention to revisit, it was confirmed that the differentiation, service management, the menus and taste appeared to have significantly positive effect(+).

6차산업 현장활용을 위한 외식중심형 농가레스토랑 만족도제고 연구

장양례 ( Yang Lae Jang ),황대용 ( Dae Yong Hwang ),김승희 ( Seung Hee Kim ),문명희 ( Myung Hee Mun ),이수진 ( Su Jin Lee ),장동진 ( Dong Jin Jang ),강희준 ( Hee Jun Kang ) 관광경영학회 2014 관광경영연구 Vol.61 No.-

The main study results are presented as follows: First, this work investigated the positive effects of the variables according to the characteristics local food choice, including satisfaction for previous expectation, recommendation intention, and revisit intention. The investigation result revealed that management of local food and purchase management of local food were the most effect factors on previous expectation, recommendation intention, and revisit intention. Therefore, the hypothesis 1 prepared in this work was accepted. Secondly, this work looked into the positive effects of satisfaction for previous expectation of local food on recommendation intention and revisit intention. As a result, it was found that previous expectation of local food was the main factor affecting both recommendation intention and revisit intention. In particular, it was found that the two factors (recommendation intention β=.493, revisit intention β=.437) had similar influence. Therefore, the hypothesis 2 in this work was accepted. Thirdly, regarding the positive effects of local food recommendation intention and revisit intention, it was found that the two variables had influence (β=.833) of positive effect. Therefore, the hypothesis 3 in this work was accepted.

광주 · 전남지역의 의료관광 활성화 방안에 대한 질적 연구

장양례(Jang, Yang-lae),김혜영(Kim, Hye-Young),박경호(Park, Kyung-Ho) 대한관광경영학회 2013 觀光硏究 Vol.28 No.3

의료관광이 융합산업화를 통한 새로운 수요 창출 및 부가가치를 극대화할 수 있는 블루오션임에도 불구하고 다른 지역에 비해 의료관광의 유치실적이나 관련 인프라 구성이 미진한 상태로 이에 대한 연구의 필요성이 제기되고 있다. 이에 본 연구에서는 심층면접방법을 적용하여 다른 지역에 비해 다소 의료관광의 후발주자에 속하는 광주 · 전남 지역에서 관심을 가져야 할 의료관광의 객관적인 경쟁력 비교분석을 위해 해당 관계기관 전문가들을 대상으로 심층면접을 실시하였으며, 결과는 다음과 같다. 첫째, 의료관광 추진에 대한 관련 지자체 정책지원 노력 필요하며, 둘째, 지역적인 인지도 강화 홍보마케팅이 매우 필요하며, 셋째, 광주 · 전남 지역별 천혜의 관광자원과 연계해 차별화된 상품을 개발이 필요하다. 넷째, 외국인 환자 유치를 위한 유치기관의 에이전시의 역할강화가 필요하며, 다섯째, 외국인 환자 유치를 위한 전담부서 및 인력보강이 필요하며, 여섯째, 의료관광협의회 역할 확대를 통한 수익성 제고가 필요하며, 일곱째, 해당 협의회 홈페이지 정보란을 만들어 의료관광에 관심을 가지고 있는 의료기관에서 관련 해당 정보를 쉽게 제공할 필요성이 제기된다. Medical tourism is a blue ocean in our time, which could converges industries to create new demand and maximize added values. However, in the Gwangju/Jeonnam area, medical tourists attraction or infrastructure thereof remains still poor, raising the need for more studies. In this recognition, this study performed in-depth interviews with experts at related organizations to compare and analyze the objective competitiveness of medical tour in the Gwangju/Jeonnam area which is a latecomer in the field of medical tourism. First of all, local governments should work to stimulate regional medical tourism. Second, people"s recognition on the region and promotional activities need to be elevated. Third, Gwangju/Jeonnam"s natural environments and tourism destinations need to be connected to present distinguished tourism products. Forth, to attract more foreign patients, attracting agencies need to reinforce their roles and capacity. Fifth, devoted teams or units should be designated with more personnel for foreign patients. Sixth, the Korea Medical Tourism Association needs to expand its roles to raise profitability. Seventh, the Association should create some space on its homepage for any medical organization interested in medical tourism to post related information more easily.

계층적(AHP) 분석방법을 이용한 지속가능성 에코투어리즘 경쟁력 제고방안 연구 -관광객과 지역주민들을 대상으로-

장양례 ( Yang Lae Jang ) 관광경영학회 2012 관광경영연구 Vol.51 No.-

The necessity for reviewing and analyzing the index, which can comprehensively show the core influential factors affecting positive and negative effects on the environment of tourist attractions, such as tourists, satisfaction of local residents and sustainability of local development, has arisen. Therefore, based on the awareness of such issues and necessity, this study was intended to perform AHP. And then, the following results were drawn. For the development of evaluation index related to eco-tourism competitiveness, environmental area, social and cultural part, economic convenience part, system part, environmental education part, and the sustainability of local residents` participation were set for evaluation index. For those concerned-tourism businesspersons, tourists, and local residents, local residents` economic satisfaction, environmental satisfaction, and social and cultural satisfaction were set for evaluation index in terms of importance. And, regarding the tourists evaluation index, a total of 13 items were set to investigate the importance of each subject. Based on the analysis results, this researcher checked the sustainability for ecological preservation, local residents` importance and the importance of environmental satisfaction as part of the eco-tourism competitiveness area. And, it was found that tourists considered significantly important the amazing attraction and uniqueness of a local area, their attitude toward the environment, the conservation state of resources, and their recognition of the preservation of tourism resources.

일본인 의료관광객들의 선호속성 영향요인 분석

장양례(Yang Lae Jang) 한국관광연구학회 2011 관광연구저널 Vol.25 No.4

The purpose of this study is to concretely analyse the characteristics of consumers regarding the preference, satisfaction, and recommendation intention of Japanese medical tourists who visited Korea, and thereby to provide a fundamental material of the marketing strategy necessary to reorganize the Korean medical tourism, which has been running for three years since its beginning. For the data analysis of this study, a questionnaire survey was conducted on 300 Japanese medical tourists, and then the final number of 241 Japanese medical tourists were analyzed to come to the following results. First, through considerations of relevant previous studies, the final 13 factors of medical tourism preference were drawn. Secondly, regarding the influential relation between the factors of medical tourism preference and the overall satisfaction, the result of this study showed that the factor of medical professionalism had a positive (+) influence. Thirdly, regarding the influential relation between the factors of medical tourism preference and the recommendation intention, the result of this study indicated that the factor of medical professionalism and the factor of cost value had positive (+) influence. Regarding the influential relation between the factors of medical tourism preference and the revisit intention, the result presented that the factor of cost value had positive (+) influence. Fourthly, regarding the influential relation between the overall satisfaction and the recommendation intention, and the result showed that all the factors had positive (+) influence. Fifthly, regarding the influential relation between the recommendation intention and the revisit intention, the result indicated that all the factors had positive (+) influence. Therefore, on the basis of the fundamental data of variable factors that had the most influence in the significant relation of cause and effect between variable factors resulted from this study, policy makers in the medical tourism are expected to utilize this study as a practical material.

여행업 서비스 품질에 관한 연구 -한국과 태국 여행객을 중심으로-

장양례 ( Yang Lae Jang ) 관광경영학회 2014 관광경영연구 Vol.58 No.-

In order to sell any high-quality travel packages, managers of travel agencies need to clearly understand what customers would consider most importantly and what they would demand as well while they, the managers, try to do their best to provide their customers with the most satisfactory services. That was the reason for why the concerned study was initiated from the first place, and the results of the study are summarized as follows. First, in terms of SERVQUAL of the travel industry, four factors as a product factor, a process factor, a service factor and a travel agency factor were extracted. Second, a structural equation for how the SERVQUAL factors of the travel industry affect the product quality loyalty turned out to be =507.193, p<0.001, and while GFI 0.885, AGFI 0.856, RMR and RMSEA were considered as 0.041 and 0.059, the research model was understood to be highly appropriate in general. Third, according to the results of hypothesis testing, of all those SERVQUAL factors of the travel industry, the travel agency factor which would include the image, the reputation and the location as sub-factors and the other dominant factor, the process factors, with the reservation convenience, the progress of travel itinerary, the interest in customer`s complaints, how passionate a travel agency is about fulfilling demands of customer, the physically safe service and the transparent payment method included as sub-factors were considered to have a significant relation with the general satisfaction. Fourth, the study conducted an analysis on path model between the factors of two countries, and the results reported that in case of Thailand, of the SERVQUAL factors of the travel industry, only the reservation convenience, the progress of travel itinerary, the interest in customer`s complaints, how passionate a travel agency is about fulfilling demands of customer, the physically safe service and the transparent payment method were confirmed to be significantly related to the general satisfaction.

농촌마을종합개발사업의 지역축제개최에 따른 방문객 만족, 행동의도, 축제개최효과에 관한 연구

장양례(Yang-Lae Jang),윤유식(You-Shik Yoon),이기종(Ki-Jong Lee) 한국농어촌관광학회 2009 농어촌관광연구 Vol.16 No.4

The purpose of this study is to examine relationships among visitor satisfaction, behavior intention, and festival effects of regional festival in rural village development project and to find policy implications in Junnam Guraegun. From the literature review, comprehensive rural village development project and visitor satisfaction, behavior intention, festival effects was discussed. In order to collect the data, the survey questionnaires were distributed into festival visitor. A total of 175 useful samples were analyzed in SPSS. From the data analysis, it was found out that visitor’s festival satisfaction has a very significant positive effects on behavior intention. Visitor’s festival satisfaction has a very significant positive effects on festival effects.

연구논문 : 지속가능한 에코투어리즘 평가 지표 개발 연구 -계층적(AHP) 분석방법을 활용한 전문가들을 대상으로-

장양례 ( Yang Lae Jang ) 대한관광경영학회 2012 觀光硏究 Vol.27 No.2

본 연구는 최근 많은 관심을 받고 있는 에코투어리즘의 지속가능성을 위해 필요한 평가지표를 개발하고자 하였다. 이러한 연구목적 달성을 위해 첫째, 지속가능한 에코투어리즘의 평가지표개발을 위한 관련선행연구와 연구보고서 등 관련 문헌의 종합적 검토 후 지속가능성 평가지표를 개발하며, 둘째, 관련 전문가들의 브레인스토밍을 통해 에코투어리즘 경쟁력 평가에 있어 이론적 근거를 제시할 수 있는 평가모형을 개발하였다. 셋째, 평가지표에서 도출된 계량화된 측정모델 검증을 위해 전문가 주체별로(공무원, 관련 전문가 및 정책담당자, 학계, 관련 지자체, 공공기관 등) 집단 간의 상대적 평가의 우선적 관점을 측정하기 위해 계층적 분석방법을(Analytical Hierarchy Process) 실시하여 실제 평가실행을 위한 현장의 실천적 관리수단 및 전략수립을 위한 기초자료를 제공하고자 하였다. In this study, development of evaluation index related to eco-tourism competitiveness, environmental area, social and cultural part, economic convenience part, system part, environmental education part, and the sustainability of local residents` participation were set for evaluation index. For those concerned-tourism business persons, tourists, and local residents, local residents` economic satisfaction, environmental satisfaction, and social and cultural satisfaction were set for evaluation index in terms of importance. And, regarding the tourists evaluation index, a total of 13 items were set to investigate the importance of each subject. Based on the analysis results, this researcher checked the sustainability for ecological preservation, local residents` importance and the importance of environmental satisfaction as part of the eco-tourism competitiveness area. And, it was found that tourists considered significantly important the amazing attraction and uniqueness of a local area, their attitude toward the environment, the conservation state of resources, and their recognition of the preservation of tourism resources.