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호텔 산업의 자아이미지 일치성 측정 방법의 타당성에 관한 연구 - 간접 측정과 다항 회귀식을 중심으로 -
백주아,윤설민,서원석 한국관광학회 2010 관광학연구 Vol.34 No.9
Given the theoretical significance of self-image congruence, it is important to develop a valid measure of self-image congruence. Traditionally, indirect measure has been the most widely used method for measuring self-image congruity. However, several researchers have suggested that indirect measure has several problems. Thus, this study was to empirically compare the explanatory power of the indirect measure and the polynomial regression in measuring self-Image congruity. Data were conveniently collected from 278 people, who had brand image of five star hotels in Seoul, between December 2008 and January 2009. Results showed that the significant self-image congruity effect of indirect measure disappeared under the statistical test of polynomial regression. Findings from this study imply that the traditional indirect measure of self-image congruity might not be appropriate to measure the self-image congruity.
The impact of hotel design uniqueness on booking intention and willingness to pay
백주아 한국관광연구학회 2016 관광연구저널 Vol.30 No.4
Hotel customers are increasingly demanding more unique, modern designs and personalized services, but the literature has rarely explored how customers’ perceptions of hotel uniqueness relate to their purchasing decisions. To address this gap in the literature, this study tries to understand how hotel customers interpret hotel designs and translate them into their expectations and behaviors. Hotel customers book a room before reaching their destination; therefore, making visually-appealing hotel images available online is the most reliable way to begin creating a unique booking experience. The results of this study indicate that customers’ perceived uniqueness of hotel property design contributes to developing design-related value perceptions (i.e., aesthetic, social, and functional) and that those value perceptions, in turn, eventually increase both booking intention and willingness to pay. Those relationships differ by the purpose of travel (business vs. leisure). As such, the findings clearly suggest that each design-related value perception needs to be separately understood to increase customer willingness to pay and booking intention.
라이프스타일에 따른 패밀리레스토랑 차별화 마케팅 방안에 관한 연구
백주아(Joo A Baek),서원석(Won Seok Seo) 한국호텔외식관광경영학회 2007 호텔경영학연구 Vol.16 No.1
The 21st century saw remarkable changes in the economic conditions and industrial environments. In particular, a large demand for food service has been created owing to the trend toward the nuclear family, increase of floating population and single households, and active participation of women in public affairs. Since 1980`s the food service has been industrialized and established as a growing industry in earnest. Now, in order to accurately analyze the needs of consumers with various individual characters, we need to research on not only demographics but the correlations between the changes and traits of customers` life styles and the actual consumer behaviors. This study examined the current marketing programs of domestic family restaurants and classified them into marketing mix 7P`s through expert analysis. Then, through a problem solving process, the lifestyles of customers were subdivided based on the lifestyle measures of preceding studies, and the differences of customers` preferences for marketing programs were analyzed and classified into marketing mix 7 P`s by type of lifestyle.
확장된 기술수용모형을 통한 환대산업 모바일 어플리케이션 지속 사용 행동에 관한 연구
백주아 ( Joo-a Baek ) 대한관광경영학회 2016 觀光硏究 Vol.31 No.3
정보통신기술의 발달에 따른 스마트폰 사용자의 증가 및 시장의 발전은 환대산업에서의 모바일 어플리케이션에 관한 연구의 필요성을 시사한다. 본 연구는 환대산업 (여행, 호텔, 레스토랑 등) 모바일 어플리케이션의 채택 및 사용과 사용 후 지속적 행동에 이르기까지 어플리케이션의 사용자 태도 및 행동에 중요한 영향을 미칠 것으로 예상되는 요인을 구체화하고자 하였다. 첫째, 개인의 주관적 규범과 경제적 효익이 어플리케이션의 지각된 유용성에 미치는 영향 관계를 검증한 결과 주관적 규범을 제외한 경제적 효익만이 지속 사용에 유의한 결과를 미치는 것으로 나타났다. 둘째, 환대산업 모바일 어플리케이션에 대한 사용자의 지각된 용이성, 지각된 유용성, 사용자 만족, 지속사용의도 간의 상호 영향관계에 가설 검증 결과, 만족 요인을 추가한 지각된 유용성과 지속 지속사용의도 간에는 통계적으로 유의한 결과가 도출되었다. 즉, 환대산업 모바일 어플리케이션 사용자의 유용성 지각 수준이 높을수록 높은 만족을 형성하며, 사용자의 높은 유용성 지각 및 만족도는 지속적이고 반복적인 사용의도를 형성함을 의미한다. This study tries to understand the significant factors of hospitality mobile application on users`` reuse intention. To do so, this study builds on the extended technology acceptance model and the post-acceptance model. More specifically, this study includes the basic TAM components (e.g., perceived usefulness, perceived ease of use, and reuse intention), service quality (e.g., trustworthiness, responsiveness), social value (e.g., subjective norms, economic benefits), and satisfaction. The results of this study indicate that user satisfaction is the meaningful factor to explain the reuse intention (i.e., the mediator between antecedents and reuse intention), which eventually contributes to existing theory. As such, the findings clearly suggest that perceived ease of use and satisfaction need to be considered to increase application users`` continuous usage intention.
온라인 리뷰를 통한 라이프스타일 호텔의 서비스 품질 속성에 관한 연구 - 전통적인 호텔과의 차이를 중심으로 -
백주아 ( Baek Jooa ),최영배 ( Choe Yeongbae ),김동한 ( Kim Donghan ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2020 호텔리조트연구 Vol.19 No.6
The purpose of this study was to understand the unique characteristics of lifestyle hotel by analyzing the nature of hotel attributes based on the online customer review data. More specifically, this study attempted to empirically address the following research questions: (1) what are the differences in the hotel attributes rated by hotel customers between hotel segments (i.e., lifestyle vs. general hotels), and (2) how those hotel attributes ultimately influence the overall rating of customers' hotel experience? The result showed that review scores of both overall rating and the individual hotel attributes for general hotel brands are higher than those of lifestyle hotel brands. Besides, service is slightly less important for lifestyle hotel brands than general hotel brands. It would help marketers better understand their customers and in turn, develop effective marketing strategies.
라이프스타일 호텔 방문객들의 디자인 관련 인식이 예약의도와 지불의사금액에 미치는 영향
백주아 ( Baek Jooa ),최영배 ( Choe Yeongbae ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.3
This study aims to investigate the role of hotel design-related perception in hotel guests' decision-making process. In particular, this study would examine the impact of hotel guests' design-related perception (e.g., uniqueness, novelty, and expensiveness) on overall value perception, which in turn, influence booking intention and willingness-to-pay consequently. Furthermore, this study would confirm the differences in hotel guests' decision-making process based on the previous experience by investigating the moderating effect of the customer's experience on the relationships among variables proposed in this study. This study confirmed that uniqueness and expensiveness have positive relationships with overall value perception, which is positively related to ones' booking intention and willingness to pay. Besides, past visit experience has a significant moderating effect in the relationships in ones' decision-making process between previous visitors and non-visitors. Based on these results, this study would propose theoretical and practical implications.
문화유산 방문객의 추진-유인 요인, 만족도의 영향관계에 관한 연구 : 북악산 서울성곽을 대상으로
윤설민,백주아,김홍렬 대한관광경영학회 2008 觀光硏究 Vol.23 No.3
이 연구의 목적은 40년 만에 시민들에게 개방된 북악산 서울성곽(사적 제10호)을 방문한 관광객의 추진요인, 유인요인, 만족도 간 영향관계를 파악하는 데 있고, 몇 가지 실증결과를 도출할 수 있었다. 첫째, 추진요인과 유인요인의 상호연관성을 검증한 결과, 추진요인 중 ‘탈일상성’이 유인요인의 ‘자연 · 역사문화자원’에 기여하는 영향력이 강한 것으로 나타났다. 둘째, 다중회귀분석을 통해 추진-유인 요인은 전반적 만족도에 정(+)의 영향을 미치는 것으로 나타났고, 특히 ‘탈일상성’, ‘자연 · 역사문화자원’이 전반적 만족도에 영향을 미치는데 크게 기여함을 알 수 있었다. 셋째, 단순회귀분석을 통해 전반적 만족도가 재방문의사와 추천의사에 긍정적인 영향을 미치는 것으로 나타났고, 재방문의사가 추천의사에 긍정적인 영향을 미치는 것으로 나타났다. The purpose of this study is to examine the influence relationships among push factor, pull factor, and satisfaction of tourists who visited Bukaksan's Seoul Fortress that is opened to the citizens in 40 years. The significant findings were as follows. First, the results between push factor and pull factor showed that 'escape' of push factor seemed to have great effect on 'natural & historical culture resource' of pull factor. Second, through the multiple regression analysis, push-pull factors showed its positive(+) effect on overall satisfaction, especially the highest between 'escape' and 'natural & historical culture resource'. Third, through the simple regression analysis, the results showed that revisit intention and recommendation intention were positive(+) influence by overall satisfaction Also, revisit intention had positive(+) effect on recommendation.