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컨벤션참가자의 추구편익에 따른 컨벤션 서비스 질의 인식
윤세목(Se Mok Yoon) 한국관광연구학회 2008 관광연구저널 Vol.22 No.2
The purpose of this study was to analyse the relationship between recognition of convention service quality and benefit sought of convention participants. Data had been collected and analyzed for review the purposes of this study. The results of analyses revealed that the convention attendees may classified into three groups; relaxation, information, networking seekers. The relaxation seekers were more likely to consider attractiveness of sites and programs, while the information seekers were to consider physical evidences and information availability, and networking seekers were to human interrelationship.
컨벤션 개최지 브랜드개성이 지역이미지 및 경쟁력 제고에 미치는 영향
윤세목 ( Se Mok Yoon ),김귀자 ( Gwi Ja Kim ) (사)한국마이스관광학회(구 한국컨벤션학회) 2010 MICE관광연구 Vol.10 No.1
This study examines the brand personality of convention destination and its influence on destination image and competitive promotion. The brand personality of convention destination was first classified into five generic dimensions: affluence, sincerity, uniqueness, sophistication, and attractiveness; then the impact of each dimension was investigated with regards to destination image and the promotion of regional competitiveness. Additionally, the impact of destination image on regional competitiveness was also examined. Several generic dimensions of convention destination, including sincerity, uniqueness, sophistication, and attractiveness, were all found to have a positive impact on the promotion of destination image. On the other hand, the generic dimensions of affluence, sincerity, and attractiveness were found to have a positive influence on regional competitiveness. In addition, this study shows that the promotion of regional image has a positive impact on the promotion of regional competitiveness.
컨벤션 참가자의 value co-creation 행위가 참가자의 가치와 사후 행동에 미치는 영향
윤세목 ( Se Mok Yoon ) (사)한국마이스관광학회(구 한국컨벤션학회) 2015 MICE관광연구 Vol.15 No.2
The purpose of this study was to examine how the value co-creation behavior of convention attendees impact on the perceived value and satisfaction of them. value co-creation behavior has two dimensions; customer participation behavior and customer citizenship behavior. For fullfil this study purpose, total 451 data were collected from those who participated in convetions held in COEX from September to November, 2013. SPSS ver. 20.0 was used to analyze these data. Factor analysis and multiple regression were used for proving the study hypotheses. The result shows that most of customer participation behavior has positive impact on the perceived value and satisfaction of convention attendees while the customer citizenship behavior has less variables. The perceived value of convention attendees has positive impact on the satisfaction of them.
호텔 연회 ·컨벤션행사 장소선정에서 전환장벽이 전환의도에 미치는 영향 -관계결속의 조절효과를 중심으로-
윤세목 ( Se Mok Yoon ),소성배 ( Seong Bae So ) (사)한국마이스관광학회(구 한국컨벤션학회) 2013 MICE관광연구 Vol.13 No.2
The purpose of this study is to verify the moderating effects of relationship commitment in the relationship between switching barriers and switching intention with consumers selecting hotels` banquet & convention event and hotel service providers, and figure out the effect of sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment as a moderator variable on switching barrier and switching intention. First, the effect of switching barriers on switching intention showed that sub-factors(switching costs, low alternative attractiveness, customer link (interpersonal relationship) of switching barriers have a negative effect on the switching intention. Second, the moderating effects of relationship commitment in the relationship between switching barriers and switching intention showed that sub-factors(calculative commitment, affective commitment, normative commitment) of relationship commitment are partially moderated in the relationship between switching barriers and switching intention. The affective commitment was moderated in the relationship between customer link(interpersonal relationship) and switching intention. Lastly, the normative commitment was moderated in the relationship between low alternative attractiveness and switching intention.
컨벤션 센터 SNS를 통한 브랜드 충성도 형성에 관한 연구
윤세목 ( Se Mok Yoon ),김귀자 ( Gwi Ja Kim ) (사)한국마이스관광학회(구 한국컨벤션학회) 2012 MICE관광연구 Vol.12 No.2
This study was designed to evaluate the impact of the SNS on building the brand loyalty and reliability of convention centers. Total 124 data were collected from the visitors to the convention center and college students. To analyse the data, PASW 18.0 and AMOS 18.0 were used. The results of the analyses are; 1) information provision and interactivity have positive impact on the reliability of convention centers; 2) the reliability has positive impact on brand loyalty of convention center; and 3) information provision, customization, and interactivity have positive impact on brand loyalty of convention center. These results provide implications for the convention centers who want to build strong brand loyalty with visitors. It is important for building reliable relationship between convention centers and visitors that convention center should provide meaningful and interesting information to the visitors. The reliable relationship between them is critical to building brand loyalty of convention center. Also, it is recommendable to build brand loyalty that convention centers should provide customized and interactive information as well as useful information.