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주려원,조신생,박승영 관광경영학회 2016 관광경영연구 Vol.71 No.-
Chinese package tourists visiting Korea chose passive complaining behaviors even though their satisfaction level was very low, this study analyzed its background. The whole process of the study was based on the qualitative research methodology. Though this study started from understanding Chinese tourists' complaints and current issues of tour packages for Chinese tourists in their viewpoints, the analytical focus was moved to their complaining behaviors. The qualitative data was collected through the interview with Chinese tourists having damages or complaints in the process of visiting Korea. From January 2015 to September 2015, total two times of preliminary and main researches were performed. The conclusion was obtained by process that continuously seek for the meaning through repeating the process of summarizing/interpreting the qualitative data. This study intensively analyzed the problems of tour products targeting Chinese tourists visiting Korea and their coping measures/backgrounds based on the qualitative research method. It would be possible to understand the tourism phenomenons in the cultural aspect only when having continuous efforts to seek for the relations between traditional cultures and tourists' behaviors including Chinese tourists in the multi-cultural aspect in the future.
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여행사 스마트폰 앱 품질이 재사용의도에 미치는 영향: 기술수용모델을 적용하여
주려원,박진경 관광경영학회 2018 관광경영연구 Vol.80 No.-
People who use travel agencies' smartphone applications in China are quickly increasing. The research develops and tests a theoretical extension of the Technology Acceptance Model (TAM) that explains perceived usefulness and perceived usage intentions of travel agencies' smartphone applications. A survey was conducted on Chinese nationals using the smartphone application of the travel agency. Research has demonstrated that information quality and system quality have been directly impacted by perceived usefulness and ease of use. Perceived usefulness and perceived ease of use have a positive effect on the use attitude toward using. And the use attitude toward using have a positive effect on the intention to reuse. These results mean that when a travel agent develops a smartphone application, it creates a user centered application to improve the information quality and system quality.
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이은미,주려원,윤성준 국제문화기술진흥원 2020 The Journal of the Convergence on Culture Technolo Vol.6 No.4
최근 소비자들의 소득수준이 높아지고 여가시간이 많아지면서 관광 상품에 대한 관심이 많아지고 있으며, 관광산업의 규모가 점차 증가하면서 관광지 및 지역 간 경쟁이 치열해지고 있다. 관광 상품에 대한 차별적 포지셔닝 구축을 위해 스토리텔링 광고가 주목을 받는 현 시점에서 본 연구는 관광지 스토리텔링 광고에 있어 관광활동의 관여도의 역할을 알아보고, 스토리텔링 광고에 대한 태도가 관광지 몰입, 방문의도 및 SNS 구전의도에 어떠한 영향을 미치는지에 대해 살펴보았다. 또한 스토리텔링 광고유형별 광고태도와 관광지 방문의도 간의 관계에 있어서 심적 시뮬레이션의 조절적 역할을 실증적으로 검증해보았다. 본 연구에서는 총 255부의 설문응답이 분석에 활용되었으며, 연구의 모델 타당성 및 가설 검증을 위해 이단계 접근법을 사용하였다. 연구 결과 타당성과 신뢰성을 확보한 것으로 나타났다. 가설 검증 결과 스토리텔링 광고태도가 관광지 방문의도에 미치는 영향을 제외한 모든 가설이 지지되었으며, 특히 스토리텔링 이성광고유형의 경우 광고태도와 방문의도 간의 관계에서 심적 시뮬레이션이 조절적 역할을 하는 것으로 나타났다. 본 연구는 관광지의 스토리텔링 광고 제작이 지역경쟁력을 높이고 방문 및 구전의도를 증대시킬 수 있는 효과적인 전략이 될 수 있음을 제시하였다. Recently, as the income level of consumers increases, interest in tourism products has increased, competition among tourist destinations has been fierce. Storytelling ads are drawing attracting attention as one of the ways to establish differentiated positioning for tourism products. This study investigates the role of the involvement of tourism activity in the storytelling ads effects, and examines the effects of the attitude toward storytelling ads on tourist destination commitments, visit intention and SNS WOM (word-of-mouth) intention. This study also empirically tests the role of mental simulation in the relationship between storytelling ads attitudes and visit intention. A total of 255 usable responses were obtained from a sample of 270 consumers aged 18 or older in South Korea. Following the two-stage approach of model validation, measurement validity of each construct appearing in the structural model and hypothesized structural paths were tested. The findings show that all hypotheses are supported except H3 that posits the impact of attitude toward the storytelling ads on visit intention and mental simulation showed a moderate effect on the relationship between ads attitude and visit intention in the case of rational appeal. This study suggests that the production of storytelling ads of tourist destinations can be effective strategy to improve regional competitiveness and increase visit and SNS WOM intention.
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