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축제 방문동기 집단에 따른 축제 서비스 품질, 지역 관광 이미지, 재방문 의도간 구조적 관계 고찰
현용호(Yong Ho Hyun),홍경완(Kyung Wan Hong) 한양대학교 관광연구소 2011 觀光硏究論叢 Vol.23 No.1
본 연구의 목적은 축제 방문 동기 집단에 따른 축제 서비스 품질, 지역 이미지, 방문의도간 구조적 관계를 고찰하는 것이다. 축제 방문동기는 다목적 추구형, 가족모험여행 추구형, 사회성 추구형 세 그룹으로 분류되었다. 연구 결과는 다음과 같다. 첫째, 다중 둥등 분석 결과에 따르면 주 가설인 세 집단간 구조적 영향 관계가 차이기 있음이 밝혀졌다. 둘째, 다목적 추구형에서 확신, 유형성, 신뢰성이 지역이미지와 유의미한 영향관계를 보여주었고 지역 관광 이미지 또한 방문의도에 유의미한 영향관계가 있음이 밝혀졌다. 셋째, 가족모험여행 추구형에서 확신성과 유형성이 지역 관광 이미지에 유의미하게 영향을 주었다. 넷째, 사회성 추구형에서 신뢰성이 지역 관광이미지에 유의미한 영향을 준 것으로 밝혀졌다. 본 논문의 한계점과 시사점이 결론에서 논의되었다. The purpose of this study is to examine the structural relationships between the festival service quality, a local destination image and a visit intention based on the groups of festival visit motivations. The festival visit motivations were classified into three groups: multi-purpose seekers, family adventure travel seekers and socialization seekers. Results of this study are as follows: first, the main hypothesis that there exists a difference in the structural influence model among three groups were accepted according to the multigroup invariance analysis; second, multi-purpose seekers show that, as the sub-factors of the festival service quality, assurance, tangibles and reliability have significant causal relationships with the local destination image. In addition, the local destination image significantly influences the revisit intention; third, family adventure travel seekers show that assurance and tangibles significantly influence the local destination image. Moreover, the local destination image has a significant causal impact on the revisit intention; and fourth, socialization seekers demonstrate that reliability significantly influences the local destination image. The limitations and practical implications are discussed on the conclusion.
항공사 자동응답시스템(ARS) 품질, 서비스 만족, 브랜드 충성도 간의 관계에 관한 연구
현용호(Yong Ho Hyun),김용일(Yong Il Kim) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.4
The purpose of this study is to examine the structural relationships between ARS information system quality of domestic airlines, ARS service satisfaction and brand loyalty by using Sequential Chi-square Difference Tests(SCDTs), and the moderating effect of call-center representatives` trust on the relationship between ARS information quality, system quality and service satisfaction using structual equation modelling analysis. The 300 questionnaires were distributed from October 22th to 25th in Jeju international airport. A total of 280 responses were collected. Excluding missing data, 252 usable data were analyzed. Results of this study are as follows: First, it is found that a structural model including a path from ARS information quality to brand loyalty was chosen as the best model rather than the research model proposed by this study; second, ARS system quality have a positive effect on ARS service satisfaction; third, it was revealed that, while ARS information quality has a direct influence on brand loyalty, there is a positive influence of ARS service satisfaction on brand loyalty; and fourth, call-center representatives` trust shows the moderating effect on the relationship between ARS system quality and service satisfaction. The theoretical and practical implications, and the limitations are discussed.
축제 방문동기 집단에 따른 관광지 이미지 변화에 관한 연구
현용호(Yong Ho Hyun) 한국호텔외식관광경영학회 2010 호텔경영학연구 Vol.19 No.3
The purpose of this study is to investigate the change of a destination image of pre- and post-visit to a festival based on the segmentation of festival motivations. To achieve the research goal, this study adopts Importance-Satisfaction Analysis (ISA). The results are found as follows: First, five factors for the festival motivations were extracted such as `Learned knowledge`, `escape`, `novelty`, `family togetherness`, and `socialization`. Second, four cluster groups were segmented based on five factors by using K-means cluster analysis; `new-experiencing escape seeker`, `multi-purpose seeker`, `family togetherness seeker`, and `new experience/ knowledge-learning seeker`. Third, the change of image was found statistically significant through the paired-sample t test. The ISA grid were shown for each cluster group. Limitations of this study were discussed and implications for marketing practitioners and researchers are presented.
온라인,오프라인 방문의도에 영향을 주는 호텔 웹사이트 품질평가에 관한 연구
현용호(Yong Ho Hyun),박영아(Young A Park) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.5
The purpose of this study is to investigate the structural relationships between three dimensions of IS quality(i.e., system quality, information quality and service quality), user satisfaction with a hotel website, actual visit intention to a hotel and a revisit intention to its website, and to examine the moderating effect of social norm and coupon perception between user satisfaction and hotel visit intention and its website. The survey was undertaken from 21th of September to 30th of September, 2011 against panels who were registered to a research auction company. After the respondents were asked to experience a five-star hotel website at Daegu, a total of 323 samples were collected and used for the analysis. The results from this study is shown as follows: First, system quality and information qualtiy exert an influence on user satisfaction with the website; second, satisfaction with a web use significantly influences both actual visit intention to a hotel and revisit intention to the website; third, it is found that coupon perception moderates the relationship between satisfaction with the web use and revisit intention to the website, called ``enhancing interaction effect``, whereas social norm moderates the relationship between satisfaction with the web use and actual visit intention to the hotel, called ``buffering interaction effect``. theoretical and practical implications for hotel managers are discussed. And also, the limitations are mentioned.