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Evoked Set in the Vacation Destination Choice Process
엄서호(Seo Ho Um) 한국여가레크리에이션학회 1988 한국여가레크리에이션학회지 Vol.5 No.-
Evoked set에 관한 개념이 관광행태에 관한 연구에 적용됨에 있어서 주목해야 할 점은, 대부분의 관련연구가 evoked set를 정의하고, 관광마케팅차원에 있어서의 유용성을 제시하는데 있어서 실제의 관광목적지 선택과정 대신에 가상의 의사결정과정을 대상으로 했다는 점이다. 본 연구는 실제의 여름휴가지 선택과정을 통하여 evoked set를 찾아내는 방법을 제시하고, 궁극적으로 관광목적지 선택과정에 있어서 evoked set의 존재를 확인하는데 그 목적을 두고 있다.따라서 본 연구는 관광지 경영자나 여행사들이 그들의 여행상품으로서의 관광지를 마켓팅함에 있어, 선택대안(evoked set)으로서의 그네들 관광지를 잠재수요자의 의식속에 삽입시키려는 노력이야말로 간과해서는 안될 효율적 마켓팅 활동중의 하나라는 점을 강력히 시사하고 있다.
SNS를 통해 표출된 여행경험 콘텐츠에 관한 탐색적 고찰
김소윤(So Yun Kim),엄서호(Seo Ho Um),류시영(Si Young Ryu) 한국관광연구학회 2014 관광연구저널 Vol.28 No.8
This study attempted to identify the representations of travel experience on the social network service by analyzing the contents of a variety of Facebook contents. Qualitative approaches were used to content-analyze the narrative and visual information on the sampled SNS using NVivo7. The results of analyses from Facebook-contents were conducted in order to assess: 1) it was investigated that in terms of travel experience, a desire for enjoying nature escaping from a daily life, and desire for relationship with companions are considered the highest. As a result, it was confirmed that these are universal experiences of tour and travel. 2) Second, although the experiences concerned with ‘food’ is a basic and physiological need of humans, the average number of comments on contents dealing with food was higher than the number of comments on other topics. It means that people are very interested in food in their travel. Therefore, it is suggested that the topic of food experiences should be significantly treated and researched in relation to travel experiences. This study underscores the importance of understanding the multiplicity of tourist experience representations on the travel-related SNS contents. Implications for tourism marketers in terms of SNS marketing strategies are discussed.
농어촌관광 만족이 농어촌마을 및 농어촌관광 태도에 미치는 영향
갈트 오양가(Uyanga Galt),엄서호(Seo Ho Um) 한국관광연구학회 2012 관광연구저널 Vol.26 No.2
The purposes of this study are to identify how visitor satisfaction affects on attitudes toward green tourism village and green tourism, and these attitudes affect on revisit intention to the specific green tourism village visited and visit intention to other green tourism villages. To achieve these purposes, firstly the green tourism satisfaction was defined by the satisfaction of tourism product and the satisfaction of village environment. Secondly, the interaction among satisfaction, attitude and revisit intention was analyzed systematically through how the attitude toward green tourism village and green tourism affects on the revisit intention to the specific green tourism village and green tourism that, is the visit intention to similar green tourism villages. Total 214 of validity sampling were collected. ``Factor analysis``, ``reliability analysis`` and ``path analysis`` were used for data analysis. The results are as in the following. At first, both environment satisfaction and product satisfaction affected on the attitude toward green tourism village and green tourism, and product satisfaction relatively affected more significantly in both cases, secondly on the revisit intention to green tourism village, both environment satisfaction and product satisfaction affected, and the effect of product satisfaction was more significant than environment satisfaction. However, on the revisit intention to green tourism itself, i.e. visit intention to other villages, only product satisfaction showed. Lastly on the revisit intention to the specific green tourism village, attitudes toward village and tourism both affected, but on the revisit intention to green tourism, only the attitude toward village influenced.
농촌관광 체험활동이 서비스품질 만족과 농촌마을에 대한 태도변화에 미치는 영향
김상현(Sang Hyun Kim),엄서호(Seo Ho Um) 한국관광연구학회 2011 관광연구저널 Vol.25 No.3
The purpose of this study is to examine the relationships among the service quality of rural tourists` activities, attitude toward the village, and the perceptual dimensions(SENSE, FEEL, THINK, ACT and RELATE) of rural tourists` activities. Ansong Pungsan-gae village was selected as a research site. Longitudinal survey was implemented before and after activity participation every Saturday for three months. 259 responses were collected and used for t-test and SEM(Structured Equation Model). The results of this study is as following. First, attitudes toward the rural village before/after activity participation were compared revealing that attitude toward rural village was positively changed after activity participation. Second, three perceptual dimensions of tourist including FEEL, ACT, and RELATE significantly and positively affected satisfaction of the service quality. In addition, the satisfaction of service quality significantly and positively affected attitude change toward rural village. However, those dimensions(FEEL, ACT, RELATE) did not affect directly attitude change toward rural village. Satisfaction of service quality played a role of mediator between the perceptual dimensions of rural tourist activities and attitude change. It is concluded that rural tourist activities was one of the efficient tools to improve both the image of rural village and its brand power, ultimately influencing sales volume of its agricultural products.