지역축제의 관광체험성과 브랜드 가치, 동일시, 로열티 형성 간 영향 관계

선종갑(Jong-gab Sun),이승훈(Seung-hun Lee) 한국관광연구학회 2016 관광연구저널 Vol.30 No.1

The purpose of this study is to examine relationship among tourism experience, brand value, congruity and loyaltyof local festival, and through of it, to suggest strategic direction for quality improvement of local festival. The sample for this study was 15th Gagopa Chrysanthemum Festival, 2015. and as an investigation method, we used self-writing survey method using Likert 7 degree scales. 437 survey sheets from 500 distributed sheets were collected and used for the statistical analysis. Empirical results are as follows; Firstly, entertainment experience, educational experience, escapist experience of tourism experience have influence on brand value directly and aesthetic experience of tourism experience has influence on brand congruity directly. Secondly, brand value has influence on brand congruity and brand loyalty directly. Thirdly, brand congruity has influence on brand loyalty directly. Fourthly, entertainment experience, educational experience, escapist experience have a indirect effect on brand congruity via brand value. Also tourism experience and brand value have a indirect effect on brand loyalty via brand congruity. As for this study``s result, it is essential for a festival planner to make strategies of enhancing tourism experience, brand value, brand congruity of festival in future. Through this effort, maybe we can promote re-visit and qualitative improvement of festival.

부산지역 5성급 호텔 서비스품질이 고객가치, 고객만족 및 재구매의도에 미치는 영향 연구

선종갑(Sun, Jong-Gab) 한국관광레저학회 2018 관광레저연구 Vol.30 No.10

컨벤션참가자가 지각하는 그린컨벤션 만족도와 기업매력성, 행동의도와의 구조적 관계연구

선종갑(Sun, Jong-Gab) 한국관광레저학회 2018 관광레저연구 Vol.30 No.7

컨벤션센터의 서비스스케이프와 참가자 만족, 행동의도와의 영향관계 -2012창원컨벤션센터(CECO)를 중심으로-

선종갑 ( Jong Gab Sun ),고호석 ( Ho Seok Ko ),양진연 ( Jin Youn Yang ) 대한관광경영학회 2013 觀光硏究 Vol.28 No.5

본 연구는 2012년 창원컨벤션센터(CECO)에서 실시한 대표 10개의 박람회 및 전시회(4월부터 12월까지)에서 수집한 자료를 중심으로 분석하였으며, 연구의 목적은 2012년 창원컨벤션센터(CECO)에서 제공하는 서비스스케이프와 대표 전시회에 참가한 참가자의 만족 및 행동의도와의 관계를 규명하는 것이다. 연구의 목적을 달성하기 위하여 2012년 창원컨벤션센터(CECO)에 참가한 참가자를 대상으로 설문(400부)을 배포하여 정제과정을 거쳐 최종 분석 326부의 유효데이터를 수집하였다. SPSS 12.0프로그램을 이용한 위계적 회귀분석(hierarchical regression analysis) 결과 첫째, 창원컨벤션센터(CECO)의 서비스스케이프와 참가자 만족과의 관계 검증은 ‘접근성’과 ‘매력성’요인(유의확률 .000)이 유의한 것으로 나타났다. 영향력의 정도는 ‘접근성’과 ‘매력성’요인순으로 나타났다. 둘째, 창원컨벤션센터의 서비스스케이프와 참가자 행동의도와의 관계검증은 ‘인적서비스’(유의확률 .05) 그리고 ‘접근성’과 ‘매력성’요인(유의확률 .000)이 유의한 것으로 나타났다. 영향력의 정도는 ‘접근성’과 ‘매력성’, ‘인적서비스’요인 순으로 나타났다. This study analyzed the data which were collected from 10 representative fairs and exhibitions held at CECO from April to December in 2012, and the purpose of this study is to examine the relation between servicescape served by CECO in 2012 and satisfaction and behavioral intentions of attendees who participated in the representative exhibitions. To get the goal of this study, the valid data were gathered from 326 questionnaires among 400, which were conducted by the attendees at CECO in 2012. The results of hierarchical regression analysis using SPSS 12.0 program were as follows. First, the verification of relation between servicescape by CECO and attendees` satisfaction indicated that the factors(p-value.000), ‘accessibility’ and ‘attractiveness’, were meaningful. Attractiveness follows accessibility in order of influence. Second, the verification of relation between servicescape by CECO and attendees` behavioral intentions showed that the factors, human services(p-value.05), accessibility and attractiveness(p-value.000), were meaningful. Attractiveness and human services followed accessibility in order of influence.

호텔컨벤션 담당자와의 상호작용과 신뢰에 따른 추천의사 및 관계유지에 관한 연구

선종갑(Jong Gab Sun) 한국호텔관광학회 2007 호텔관광연구 Vol.9 No.3

MICE산업 종사자의 서번트 리더십과 팔로어십, 조직몰입, 조직유효성과의 구조적 관계분석

선종갑 ( Sun Jong-gab ) 경남대학교 산업경영연구소 2013 지역산업연구 Vol.36 No.2

본 연구는 2013년 6월15일부터 8월15일 까지 약 2개월에 걸쳐 MICE 산업 종사자를 대상으로 설문을 실시하여, 총 200부를 배포하여 181부의 유효데이터를 수집하여 최종 분석에 사용하였다. 실증분석 결과 첫째, MICE 산업 종사자의 서번트 리더십 요인이 팔로어십에 미치는 영향관계를 살펴본 결과, 서번트 리더십 요인인 ‘지혜’와 ‘청지기 정신’이 팔로어십의 두 개 요인 ‘독립성 및 비판성’, ‘적극성 및 능동성’에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, MICE 산업 종사자의 서번트 리더십 요인이 조직몰입에 미치는 영향관계를 살펴본 결과, 서번트 리더십의 ‘지혜’ 요인은 ‘규범적 몰입’에 부(-)의 영향을, ‘감정적 치유’는 ‘지속적 몰입’에 부(-)의 영향을, ‘설득’은 ‘정서적 몰입’과 ‘지속적 몰입’에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, MICE 산업 종사자의 팔로어십이 조직몰입에 미치는 영향관계를 살펴본 결과, 팔로어십의 ‘독립성 및 비판성’은 ‘정서적 몰입’에 유의한 정(+)의 영향을, ‘적극성 및 능동성’은 ‘정서적 몰입’과 ‘지속적 몰입’에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, MICE 산업 종사자의 팔로어십이 조직유효성에 미치는 영향관계를 살펴본 결과, 팔로어십 요인인 ‘적극성 및 능동성’이 조직유효성 요인인 ‘과업 만족도’와 ‘관리감독 만족도’에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 마지막으로 MICE 산업 종사자의 조직몰입이 조직유효성에 미치는 영향관계를 검증한 결과, 조직 몰입 요인인 ‘정서적 몰입’은 조직유효성 4개의 요인에 모두 유의한 정(+)의 영향을, ‘지속적 몰입’은 ‘직무 만족도’, ‘승진 만족도’, ‘관리감독 만족도’의 요인에 유의한 정(+)의 영향을 미치는 것으로 나타났다. This study used the valid data which were gathered from 181 questionnaires among 200 and analyzed. The survey was conducted by the employees who engaged in MICE industry for 2 months from June 15 to August 15 in 2013. The results of this study can be summarized as follows. First, in the relation of the effect of MICE industry employee’s servant leadership factors to followership , the factors of servant leadership, Wisdom and Steward mind, were significant on the factors of followership, which are Independence & Criticism and Positiveness & Activeness. Second, in the relation of the effect of MICE industry employee’s servant leadership factors to organizational commitment, the factor of servant leadership ,Wisdom, was not significant on Standard commitment. The factor of servant leadership, Emotional healing, was not significant on Continuous commitment. The factor of servant leadership, Persuasion, was significant on Emotional healing and Continuous commitment. Third, in the relation of the effect of MICE industry employee’s followership to organizational committment, the factor of followership, Independence & Criticism, was significant on Emotional commitment. the factor of followership, Positiveness and Activeness , was significant on Emotional commitment and Continuous commitment. Fourth, in the relation of the effect of MICE industry employee’s followership to organizational effectiveness, the factor of followership, Positiveness and Activeness, was significant on the factor of organizational effectiveness, Duty satisfaction and Management satisfaction. Finally, in the verification of the relation of the effect of MICE industry employee’s organizational committment to organizational effectiveness, the factor of organizational commitment, Emotional commitment, was significant on all of the four factors of organizational effectiveness. Continuous commitment was significant on Duty satisfaction, Promotion satisfaction and Management satisfaction.

축제평가요소와 지역이미지, 장소마케팅, 만족간의 관계 연구 - 창원시 다문화축제(MAMF)를 중심으로 -

선종갑 ( Sun Jong-gab ),이주현 ( Lee Ju-hyun ),고호석 ( Ko Ho-seok ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2016 호텔리조트연구 Vol.15 No.4

Current society is rapidly changing into the various cultural society and this study is about 10th MAMF which is one of representative multiple culture festival. Based on festival evaluation factors, local image, place marketing, and visitors` sat-isfaction, the study identified strategies regarding how MAMF could be one of representative festival in Korea. Data were collected from festival visitors from October 2nd to 4th 2015. Among 300 questionnaires, 251 samples were used for analysis. The questionnaires were consist of festival evaluation factors with 17 items, local image with 5 items, place marketing with 9 items, and festival satisfaction with 4 item. All items were measured by 5 point Likert scale and analyzed with frequency analysis, EFA, reliability, correlation analysis, and SEM. The results showed that four festival evaluation factors including festival contents and characteristics, formation, souvenir and food, and facility are positively related to festival satisfaction level. Also, there is positive relationship between place marketing and satisfaction. However, local image was not statistically significant with satisfaction. Therefore, in order to improve festival satisfaction, local image, and successful place marketing, various strategies have to be suggested.

문화관광축제의 평가속성 만족을 활용한 시장세분화 -마산 가고파국화축제를 대상으로-

선종갑 ( Jong Gab Sun ),고호석 ( Ho Seok Ko ),이승훈 ( Seung Hun Lee ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2016 호텔리조트연구 Vol.15 No.1

The purpose of this study was to analyze market segmentation through satisfaction on evaluation attributes of cultural tourism festival, and to investigate the characteristics of festival tourists. The sample for this study was Masan Gagopa Chrysanthemum Festival which is one of Cultural Tourism Festival. And we collected 418 surveys, and executed statistical analysis using SPSS package. The results are as follows. First as a result of conducting factor analysis, 3 factors explained namely, festival contents, festival service, festival facility. Second, as a result of conducting cluster analysis, three cluster groups were identified (high satisfaction group, contents centered group, facility and serivce centered group) and each characteristics were profiled. The findings of this study will provide future festival managers with useful implications in festival planning and marketing.

코로나19로 인한 비대면 축제 개최의 만족도가 지역 경제 활성화에 미치는 영향 -2020 마산 국화전시회를 중심으로-

김용남 ( Kim Yong-nam ),선종갑 ( Sun Jong-gab ) 경남대학교 산업경영연구소 2021 지역산업연구 Vol.44 No.3

코로나19가 장기화하면서 지자체에서 개최되는 크고 작은 지역축제들이 취소 또는 연기가 되었고, 이는 지역상권 및 경제파급 효과에도 부정적인 영향을 주었다. 코로나19에 대응한 방안으로 ‘2020 마산 국화전시회’는 비대면 개최로 이루어졌고, 대면 서비스 성격이 강한 축제가 코로나19로 인해 비대면 축제 개최되었을 때 어떠한 요인들이 방문객의 만족도에 대응하는지 파악해 보고, 이를 기반으로 비대면 축제를 경험한 방문객의 만족도가 지역경제 활성화에 어떻게 작용하는지를 분석하는 것이다. 첫째, 비대면 축제 개최 요인으로 인한 축제 만족도가 지역사회 경제 활성화(특산물 구매)에 미치는 영향에 대한 분석을 시행하였다. 둘째, 비대면 축제 개최 요인으로 인한 축제 만족도가 지역사회 경제 활성화(지역 전통시장 방문)에 미치는 영향에 대한 분석을 시행하였다. 이를 통해, 앞으로도 발생 가능성이 큰 감염병 위험으로 인한 위기 발생을 대비하고, 지역상권의 위기 대응과 지역축제의 운영 방안 마련, 포스트 코로나 시대에 유의한 시사점을 제시하고 자 한다. Prolonged COVID-19 has let local festivals cancel or postpone, which harmed local commercial areas and economic effects. To cope with COVID-19, 'The 2020 Masan Chrysanthemum Exhibition' was held as a zero contact festival. It is particularly important to understand what factors respond to visitor satisfaction when a solid face-to-face festival is held as zero contact due to COVID-19. Moreover, based on this, how the satisfaction of visitors who have experienced the zero contact festival plays a role in regional economy activation should be examined. First, this study investigated the impact of festival satisfaction by the factor of a zero contact festival to regional society economy activation(purchasing a specialty product). Second, we studied the impact of festival satisfaction by the factor of zero contact festival to regional society economy activation(visiting local market). Our findings suggest preventing the crisis from a possible pandemic, making crisis response of local commercial area and management plan of a local festival, and the implications of Post-Covid.

창원조각비엔날레의 행사내용, 홍보안내 수준과 전시프로그램 속성만족, 성과와의 관계

양진연 ( Yang Jin-youn ),선종갑 ( Sun Jong-gab ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2018 호텔리조트연구 Vol.17 No.3

This research aims to verify the Impact Relation with Changwon Sculpture Biennale contents, Level of Public Relations, visitors' Satisfaction with Attributes of the Exhibition Program and Performance. A survey was conducted on Changwon Sculpture Biennale visitors, and a total 562 valid data collected after refining 600 questionnaires. SPSS Program ver21.0 and AMOS Program ver21.0 were used to analyze frequency, reliability, exploratory factor and structural equation model(SEM). As a result, < hypothesis 1 > was adopted through the positive relationship between the Biennale contents and the Satisfaction with Attributes of the Exhibition. Second, < hypothesis 2 > was supported by the positive correlation between the Biennale contents and its Success. Also, positive relation with materials of the Biennale Promotion and the Satisfaction with the Attribute of the Exhibition supported < hypothesis 3 >. In contrast, < hypothesis 4 > was rejected with the absence of the positive relationship between materials of the Biennale Promotion and the Performance. Biennale has rated as an art & culture festival centered on the city. The Biennale means urban regeneration and provide with the opportunity of city's desirable and sustained growth with art & culture. Especially, Changwon Sculpture Biennale is an art & cultural festival specializing the sculpture. The study suggests that Changwon Sculpture Biennale should organize good contents, devise more active and productive public relations guide and deliver exact in- formation easily to visitors before the festival.