메가이벤트 방문객의 이미지가 만족도와 재방문의사에 미치는 영향에 관한 연구; 2003 경주세계문화엑스포를 중심으로

고호석 한국문화관광학회 2004 문화관광연구 Vol.6 No.2

농·어촌체험마을 방문객의 농어촌관광 체험요인이 농어촌브랜드충성도에 미치는 영향 관계 연구 : 경상남도농어촌체험마을을 중심으로

고호석 (사)한국관광레저학회 2018 관광레저연구 Vol.30 No.11

The purpose of this study is to find out the relationship between the experiences of visitors to rural and fishing villages in Gyeongsangnam-do Province and their brand loyalty. The survey was conducted for visitors to rural villages from August to October 2017 and the final effective sample was 162 questionnaires, distributing a total of 180 questionnaires. The results of the study are as follows. First, the analysis of factors related to the experience of visitors to rural villages resulted in four factors: 'social and leisure experience', 'affective experience', 'food experience' and 'nature-related experience'. In addition, the items for brand loyalty in rural and fishing villages were analyzed for four factors: 'cognitive', 'affective', 'conation' and 'action' loyalty. Second, as a result of analyzing the degree of experience activity of visitors to rural and fishing villages, multiple return analyses were conducted to analyze the degree of influence on brand loyalty. In addition, the analysis shows that factors that affect affective and action loyalty significantly affect all four factors, including social and leisure activities, affective experiences, food experiences, and nature-related experiences.

관광산업 전자상거래 활성화를 위한 구매고객 태도에 관한 실증적 연구

고호석,문정희 한국관광서비스학회 2004 관광서비스연구 Vol.4 No.2

문화관광으로서 한류가 한식에 대한 인지, 이미지, 구매태도와의 영향관계 분석:한국 방한 외국인관광객을 대상으로

고호석 경남대학교 산업경영연구소 2016 지역산업연구 Vol.39 No.1

본 연구는 방한 외국인 관광객들을 대상으로 문화관광으로서 한류가 한식에 대한 인지, 한식이미지, 구매태도와의 영향관계를 분석하였다. 김해국제공항과 부산 및 경상도 지역의 유명한 관광지 일원을 방한한 외국인 관광객 177명을 대상으로 분석한 결과는 다음과 같다. 첫째, 외국인 관광객들에게 문화관광으로서 한류는 한식에 대한 인지와 한식이미지에 긍정적인 영향을 미쳤다. 둘째, 외국인 관광객들의 한식에 대한 인지는 한식이미지에 긍정적인 영향을 미쳤다. 셋째, 외국인관광객들의 한식에 대한 인지와 한식이미지는 구매태도에 긍정적인 영향을 미치는 것으로 실증분석 결과 나타났다. 이러한 연구결과로 볼 때 한류는 직접적으로 한식에 대한 인지, 한식이미지에 영향을 미칠 뿐만아니라 한식에 대한 인지, 한식이미지의 매개변수를 통해서도 간접적으로 구매태도에 영향을 미치는 것으로 나타났다. 따라서 외국인 관광객들에게는 한류를 통한 한식이미지를 제고하고, 한식에대한 만족도를 높이는 것이 한국방문을 유도하는 핵심 요소임을 시사하고 있다. This study is to explore how Korean Wave impacts on perceptions of Korean food, images, and attitude toward purchase for foreigner who visited Korea as cultural tourists. The total of 177 samples from foreigners who visited Busan Gimhae International Airport and other famous tourism destinations in Busan and Gyeongsang region, were analyzed in this study. The results showed that as a cultural tourism, Korean Wave has a positive impact on image and perception of Korean Food for foreign tourists. Moreover, there is a positive relationship between the perception of Korean food and the image of Korean food for foreign tourists. Finally, empirical results revealed that the Korean food perception and image positively influence foreign tourists’ buying attitude. Therefore, this study found that Korean Wave not only directly impacts on Korean food perception and image but only indirectly impacts on attitude toward purchase through an intervening variables. Consequently, in order to increase the number of visitors to Korea, it is important to enhance Korean food image and to increase satisfaction level of Korean food through Korea Wave.

원격으로 수돗물 사용량 ‘실시간 검침’한다 : 대구시, 검침 업무의 자동화 및 취약계층의 라이프케어 기대

고호석 한국지역정보개발원(구 자치정보화조합) 2020 지역정보화 Vol.122 No.-

수정된 IPA를 활용한 액티비티 체험 테마파크 서비스품질 구성요소 평가 : 스카이라인 루지 통영을 대상으로

고호석,이승훈 (사)한국관광레저학회 2018 관광레저연구 Vol.30 No.5

The purpose of this study is to measure the service quality perception of activity experience theme park visitor using revised IPA and to derive marketing implication. The survey was conducted from August to September 2017 for visitors of Skyline Rouge Tongyeong, and a total of 250 were distributed. The results of the study are as follows. First, four factors including ‘event and food’, ‘high-tech boarding facilities’, ‘safety and convenience’, and ‘viewing infrastructure’ were derived as a result of analyzing factors related to service quality of theme park. Second, as for quadrant I (Keep up the Good Work) in assessing the results of R-IPA, attributes relating to ‘fun of the event’, ‘fun of high-tech boarding facilities’, installation of high-tech boarding facilities’, ‘guide signs’ require sustainable attention to enhance satisfaction as key factors. Third, as for quadrant II(concentrate here) in assessing the results of R-IPA, attributes relating to ‘variety of events’, ‘preferences for food and beverage facilities’, ‘safety of boarding facility’, ‘sightseeing facilities’ require to manage performance as key factor

COVID-19 이후의 해양관광 활성화에 따른 과잉관광의 대응책에 관한 연구

고호석 한국해양비즈니스학회 2023 해양비즈니스 Vol.- No.55

The word ‘overturism’, which refers to various side effects caused by the influx of tourists beyond the limit that a tour area can accommodate, has recently been attracting keen attention in the tourism sector. Even without citing anti-tourism protests by residents in world-famous tourist cities such as Venice, Italy and Barcelona, Spain, some regions in Korea, such as Jeju Udo, are also raising their voices against overtourism. After the COVID-19 pandemic, the world's perception of tourism seems to be changing significantly. The popularization of overseas tourism before COVID-19 brought a wider range of knowledge and experience to mankind, but in other respects, it produced many side effects such as overtourism and carbon generation due to excessive marine tourism. As such overtourism came to a complete halt after COVID-19, the sense of loss caused by the absence of tourism was at first significant, but on the other hand, positive effects such as environmental cleanup and reduced destruction of local culture followed. In this study, the concept and major industries of marine tourism, which are expected to increase in demand and interest in the COVID-19 era, are analyzed, and sustainable tourism as a countermeasure against overtourism due to tourism revitalization after COVID-19.

연구논문 : 관광객의 라이프스타일에 따른 국외여행상품 선택행동에 관한 연구

고호석 대한관광경영학회 2005 觀光硏究 Vol.19 No.3

해양리조트 이용객의 체험활동이 브랜드 자산과 장기적 관계지향성에 미치는 영향

고호석 경남대학교 산업경영연구소 2015 지역산업연구 Vol.38 No.1

This research the impacts of the experiential marketing elements to the brand equity and long-term relationship orientation and the results are as follow. The approach of marine resort customers experience activities applied Strategic Experiential Modules(SEMs) of Schmitt in which the strategy side is emphasized. A total of 300 questionnaires were distributed over tourist sites in the region, that is, namhae-gun in Gyeongsangnam-do and 286 were collected. Of those, 275 questionnaires were used for data analyses except for some with missing values(or quality). For statistical data handling, SPSS 18.0 and AMOS 18.0 were used on an frequency analysis, confirmatory factor analysis, reliability analysis and covariance structure analysis. The findings from the study suggest the following: First, This study examined the effect of the five experience factors such as sense, feeling, thinking, acting and relating. The results show that all the three factors(feeling, acting and relating) positively influence brand equity. Second, Brand equity is found to affect a very significant positive relationship between the long-term relationship orientation. Also it could suggest industrially a lot of implications to establish the marketing strategy of the marine resort and reinforcing strategy of the long-term relationship orientation. 본 연구는 해양리조트 이용객의 체험활동이 브랜드 자산과 장기적 관계지향성에 미치는 영향을 분석한 연구로서, Schmitt의 전략적 체험모듈(SEMs)을 적용하여 분석을 실시하였다. 경상남도 남해군에 위치한 해양리조트 2곳을 대상으로 총 300부의 설문지를 배포한 후 286부를 회수하여 불성실한 응답을 제외하고 275부의 데이터를 사용하여 실증분석을 실시하였다. 통계데이터 처리를 위해 SPSS 18.0과 AMOS 18.0을 통해 빈도분석, 확인적요인분석과 경로분석을 실시하여 구조모형의 적합성과 변수들 간의 관계에 대한 가설을 검증하였다. 연구 결과, 첫째, 해양리조트 체험활동이 브랜드 자산에 미치는 영향을 분석한 결과, 감성적 체험, 행동적 체험, 관계적 체험이 브랜드 가치에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드 자산은 장기적 관계지향성에 매우 유의적인 영향을 미치는 것으로 분석결과 나타났다. 또한 산업적으로는 해양리조트의 마케팅 전략 및 장기적 관계지향성 전략을 수립하는데 있어 다양한 시사점을 제공해 줄 수 있었다.

관광객의 라이프스타일에 따른 국외여행상품 선택행동에 관한 연구

고호석 대한관광경영학회 2005 觀光硏究 Vol.19 No.3

The purpose of this study is to examine the tourist life-style and tour package choice behavior of Korean oversea travelers. This research segments Korean oversea travelers by their tourist life-style and tour package choice behavior any significant differences between segments to overall satisfaction and revisit intention using a multiple regression. In order to achieve the purpose of the study, researchers developed a survey instrument based on related literature reviews. Data was collected from 259 Korean oversea travelers during July 1st to August 15th of 2004. The questionnaire has 5-point Likert Scales, ranging from very important to very unimportant. The research was conducted using statistical packages of SPSS Win 6.0 & 12.0. Factor analysis and One-way ANOVA, hierarchical clustering analysis & canonical correlation analysis was applied in this research. The finding of this study showed that there was statistically significant different between demographic characteristics of Korean oversea travelers and their tourist life-style.