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컨벤션 개최지 브랜드개성이 이미지 및 지역경쟁력 제고에 미치는 영향에 관한 연구
윤세목,김귀자 대한관광경영학회 2011 觀光硏究 Vol.26 No.1
본 연구에서는 컨벤션개최지 브랜드개성이 지역이미지 및 지역경쟁력 제고에 미치는 영향에 대해 살펴보았다. 우선 컨벤션개최지 브랜드개성을 풍요로운, 진솔한, 독특한, 세련된, 매력적인의 5개 차원으로 구분하여 측정하였으며, 각 차원이 지역이미지 및 경쟁력 제고에 미치는 영향에 대해 살펴보았다. 실증 분석을 통해 본 연구에서 제시한 연구문제를 검증한 결과는 다음과 같다. 첫째, 컨벤션개최지 브랜드개성 진솔함, 세련됨, 독특함은 지역이미지에 긍정적 영향을 미치는 것으로 나타났다. 둘째, 지역이미지와 지역경쟁력 간의 관계에서는 지역이미지가 지역경쟁력에 긍정적 영향을 미치는 것을 알 수 있었다. 셋째, 〈컨벤션개최지 브랜드개성이 지역경쟁력에 미치는 영향을 지역이미지가 매개할 것이다〉는 실증분석 결과, 진솔함, 세련됨, 매력적임, 풍요로움 개성은 1단계와 2단계, 3단계에서 통계적으로 유의미한 영향을 미치는 것으로 나타났으며, 2단계에서의 독립변수의 효과도 3단계에서의 독립변수 효과보다 큰 것으로 나타났다. 따라서 본 연구에서 제시한 지역이미지의 매개효과는 작용하는 것으로 나타났다. 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.
효과적인 컨벤션 연계관광개발을 위한 프로그램 속성의 평가
윤세목,김미경,윤세남 한국관광학회 2008 관광학연구 Vol.32 No.5
The purpose of this study was to investigate the attributes of convention tour program which were expected to influence effective convention tour programming. Two variables, attributes of convention tour program and convention tour activities preferred were selected and their operational definitions were defined. Questionnaires were prepared and distributed to those who were participated in the provided convention tour program. Total 375 cases were collected and analyzed by the statistic package, SPSS ver. 15.0. Factor analysis, regression analysis and descriptive analysis were conveyed. The results of analyses revealed that; 1) those who preferred recreational and event tourism were more likely to emphasize physical factor of program while those who preferred urban culture tourism were more likely to do operational factors and those who chose unique cultural tourism were more likely to do contents factors.
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 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.