템플스테이 체험이 방문객 행동의도 형성에 미치는 영향: 체험경제이론을 중심으로

송학준 ( Hak Jun Song ),이충기 ( Choong Ki Lee ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.6

관광객의 체험은 관광산업에서 중요한 고려사항 중 하나가 되어 왔다. 이러한 상황에서 템플스테이는 방문객들에게 고유한 체험을 제공하여 이들의 감정반응과 만족에 긍정적 영향을 미치는 주요한 관광매력물로 떠오르고 있다. 이러한 측면에서 본 연구는 템플스테이에서의 오락적 체험, 교육적 체험, 일탈적 체험, 미적체험이 감정반응(즐거움, 평안함, 지배), 방문만족과 행동의도에 미치는 영향에 대해 알아보고자 수행되었다. 본 연구의 목적을 달성하기 위해 템플스테이 방문객을 대상으로 설문조사를 실시하였다. 실증분석 결과, 오락적 체험요소는 즐거움과 평안함에, 교육적 체험요소는 평안함 형성에 기여하는 것으로 나타났다. 또한, 일탈적 체험요소는 즐거움, 평안함, 지배 모두에 영향을 미치지만, 미적 체험요소는 즐거움의 감정반응에만 통계적으로 유의한 영향을 주는 것으로 밝혀졌다. 뿐만 아니라, 템플스테이 행동의도는 주로 만족에 의해 설명되는데, 이러한 만족은 즐거움, 평안함, 지배의 감정반응에 의해 결정되는 것으로 밝혀졌다. Concentrating on the tourists’ experiences has been one of important considerations in the tourism industry. In this regard, temple stays are emerging as global cultural attractions that offer tourists unique experiences and positively influence emotion response, satisfaction, and behavioral intention. Therefore, the purpose of the current study is to examine the role of escape, entertainment, esthetic, and educational experiences on emotional response (i.e., pleasure, reposedness, and dominance) for experience, satisfaction, and behavioral intention in the context of temple stays. To this end, a self-administered survey was conducted for visitorsof temple stays. The results of testing Pine and Gilmore’s concept of the experience economy indicate that entertainment experience affected pleasure and reposedness, and educational experience influence only arousal. Moreover, the results of this study also reveal that escape experience affected pleasure, reposedness, and dominance, whileas esthetic experience had an effect only on pleasure. Furthermore, the level of visitors’ behavioral intention for temple stays was found to be significantly explained by satisfaction which in turn, was influenced by the emotional response of pleasure, reposedness, and dominance.

환경지각단서를 이용한 내국인카지노 시장세분화 연구

송학준(Hak Jun Song),이진영(Jin Young Lee),이충기(Choong Ki Lee) 한국호텔외식관광경영학회 2008 호텔경영학연구 Vol.17 No.2

계획행동이론을 이용한 자연기반 축제의 방문행동 이해

송학준(Hak Jun Song),이충기(Choong Ki Lee),부숙진(Sug Jin Boo) 한국관광연구학회 2011 관광연구저널 Vol.25 No.4

This study aims to test the extended theory of planned behavior(TPB) in visitors` decision-making process in attending a nature-based festival. Three nature related constructs of environmental concerns, perceived customer effectiveness, and environment friendly tourism behavior were added to strengthen the conceptual foundation specific to the study setting. The results of the study reveal that all newly added environmentally conscious perception and behavioral constructs formed positive and significant causal relationship with other constructs. All antecedents except perceived behavioral control were statistically significant in explaining behavioral intention to revisit the nature-based festival in this study. The revised TPB synthesized the volitional elements (attitude and subjective norm), non-volitional elements (perceived behavioral control), and environmental elements (environmental concern, perceived customer effectiveness, and environment friendly tourism behavior) together to propose decision-making mechanism of festival visitors. The findings offer richer implications in understanding visitors` decision-making process that is strongly related to behavioral intention and suggest festival can be better planned and executed in a sustainable manner.

소확행 여행에 대한 탐색적 연구: 육하원칙(5W1H)에 따른 개념정리를 중심으로

송학준(Song, Hak-Jun),박혜미(Park, Hae-Mi) 한국관광레저학회 2020 관광레저연구 Vol.32 No.6

메타버스의 관광산업 활용에 관한 연구

송학준 ( Song Hak Jun ),김철민 ( Kim Cheol Min ),전유정 ( Jeon Yu Jung ) 한국호텔리조트학회 2021 호텔리조트연구 Vol.20 No.6

Metaverse is drawing attention due to the spread of non-face-to-face trends as a result of the recent COVID-19 pandemic (global pandemic) and the development of information and communication technology following the commercialization of 5G. Although metaverse is emerging as a new management topic in the tourism field, academic research on it is not actively conducted. Therefore, the purpose of this study is to analyze the metaverse type and to derive its core characteristics. In addition, the development trends and related technologies by type of metaverse are reviewed, and utilization methods according to the characteristics of the tourism industry are explored through various examples. The implications of this study will be helpful in establishing the usage direction of the metaverse in the tourism industry.

목표지향적 행동모형을 이용한 복합리조트 카지노 방문객의 행동의도 예측

송학준(Song Hak-Jun),이충기(Lee Choong-Ki) 한국관광레저학회 2010 관광레저연구 Vol.22 No.5

복합리조트 시대에 대응한 한국 카지노산업 발전방안

송학준(Song, HakJun),이충기(Lee, Choong-Ki) 한국관광레저학회 2015 관광레저연구 Vol.27 No.11

카지노 시장변화에 따른 한국 카지노산업 발전방안

송학준 ( Hak Jun Song ),변정우 ( Jung Woo Byun ),이충기 ( Choong Ki Lee ) 대한관광경영학회 2014 觀光硏究 Vol.29 No.5

본 연구에서는 세계 카지노의 현황과 시사점, 그리고 국내 카지노 현황을 각종 문헌 및 통계자료 등을 통해 살펴봄으로써 국내 카지노산업의 문제점과 개선방안을 제시하고자 하였다. 또한 이를 통해 관광산업과의 연계를 통한 경쟁력 있는 국내 카지노산업의 발전방안을 제시하고자 하였다. 세계 카지노 시장에서 미국의 비중이 줄어들고 있는 반면 아시아 지역의 비중은 점차 커지고 있다. 이와 같은 아시아 카지노의 성장요인은 마카오의 라스베이거스 카지노 자본도입과 싱가포르의 카지노 허가 등에서 찾을 수 있다. 세계 카지노산업의 추세로는 복합리조트(IR: Integrated Resort)화, 민영화, 규제완화, 고객의 대중화, 게임종류의 다양화 등을 들 수 있는데 이중 가장 두드러지는 추세는 카지노의 복합리조트화라고 할수 있다. 국내 카지노산업은 테이블 게임 위주의 시설 및 관리구조를 가지고 있기 때문에 대중 관광객을 위한 다양한 테마 및 엔터테인먼트 시설들이 부족하다. 따라서 국내 카지노 산업의 경쟁력 강화를 위해 컨벤션, 테마파크, 엔터테인먼트 시설들이 통합된 복합리조트 개발이 필요할 것으로 판단된다. The purpose of this study was not only to find problems and improvement plans for the Korea casino industry, but also to suggest competitive development plans linked with tourism industry by identifying world casino industry’s trend and Korea casino’s current status. It was found that Asia casinos tend to lead world casino industry as compared with USA. The reason why Asia casinos lead world casino industry may be attributable to investment of Las Vegas’ capital to Macau and legalization of Singapore casinos with IR(integrated resort). There are various trends of world casino industry; operational trend of IR, privatization, deregulation, increase in family visitors, and diversification of casino games. Of them, the most remarkable trend of world casino industry is the operational transition to IR. There is a lack of various theme and entertainment functions for mass tourists in Korea casino industry because table games are major casino facilities and thus casinos place high priority on managing table games. Therefore, Korea casino industry should develop integrated resort which includes hotels, restaurants, shopping, convention centers, theatres, museums, and theme park.

2012 여수엑스포 방문객의 체험이 지각된 가치와 만족도에 미치는 영향

송학준(Hak Jun Song) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.6

The purpose of this study was to apply the theory of experience economy(Pine & Gilmore, 1998) to 2012 Yeosu Expo, an international exposition recognized by the International Exhibitions Bureau (BIE) held in Yeosu, South Korea. To this end the relationships between expo visitors` experience, perceived value, and satisfaction were analyzed using structural equation modeling(SEM). Specifically, the experience of Expo was categorized with four main factors(4Es); entertainment experience, education experience, esthetic experience, and escape experience. This study examined how these factors affect Expo`s functional value and emotional value which in turn, have an effect on Expo satisfaction. The results indicate that esthetic experience and entertainment experience were important predictors of Expo`s perceived value. Specifically, it was found that emotional value was influenced by entertainment experience and esthetic experience while functional value is affected by only esthetic experience. Lastly, functional value and emotional value had a significant effect on a visitor`s satisfaction. Theoretical implications associated with the results were discussed along with future research suggestions. These results indicates that the perceived value of the Yeosu Expo plays an important role to mediate 4Es of Yeosu Expo and satisfaction. Therefore, in order to increase Yeosu Expo visitors` satisfaction, practitioners needs to develop various programs to emphasize particularly entertainment and esthetic experience while considering equally four realms of experience(i.e., entertainment, education, esthetic, and escape experience). Furthermore, practitioners should provide visitors with worth pleasure and fun compared to monetary costs for visiting Yeosu Expo in that perceived values have a positive effect on visitors` satisfaction.

국제관광의 “산업 내 무역” 이론 적용가능성과 결정요인 분석

송학준(Hak Jun Song),문지효(Ji Hyo Moon),이충기(Choong Ki Lee) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.5

Considering international tourism as an intra-industry trade that countries at the same time import and export the products of the same industry, this study aims to apply intra-industry trade theory as one of the mainstream theories in international trade to international tourism. To this end, this study employed two research models for research objectives: 1) the model of intra-industry trade of international tourism industry in the world (model 1) and 2) the model of intra-industry trade of international tourism industry in Korea (model 2). These models include various independent variables known as determinants of intra-industry trade theory (i.e., real GDP, foreign direct investment, the area of territory, heritage resources, distance, the form of territory, and cultural similarities). As an estimation method, panel data model including fixed effect and random effect model was employed in this study. It was found in the two research models that random effect model was more appropriate to achieve research objectives through Hausman test. The results of this study indicate that real GDP, foreign direct investment, and the area of territory had significantly positive effects on the trade of international tourism industry in the world. Moreover, foreign direct investment, distance, the form of territory, and cultural similarities had positive effects on the trade of international tourism industry in Korea. This study will contribute to international tourism by applying the intra-industry trade theory when considering international tourism as an intra-industry trade phenomenon.