연구논문 : 대통령의 서비스산업 인식 전환을 위한 사례연구

이광옥 ( Gwang Ock Lee ),이웅규 ( Woong Kyu Lee ) 대한관광경영학회 2013 觀光硏究 Vol.27 No.6

본 연구는 제18대 박근혜 대통령이 작은 생선을 굽듯이 조직을 이끌어 나가야 한다는 ``약 팽소선``의 원칙을 지금 우리 서비스산업계가 필요로 하고 있다는 것을 제시하고 있다. 오늘날 서비스산업이 중요해짐에 따라 대통령이 서비스산업에 대해 갖는 정책적 판단과 사회의 인식을 극복하기 위해서 과연 무엇을 해야 하는지를 절실히 보여 주는 리더십 철학이라고 할 수 있다. 미래의 대한민국은 서비스산업 선진화 등 성장을 계속하기 위한 정책적 노력의 성과가 가시화하지 못하면 결국 망한다는 점을 깊이 인식하고 이를 반영할 대통령은 서비스산업에 대한 인식을 깊게 새기고 있어야 한다. 우리나라가 선진국에 진입하려면 관광산업 등의 서비스산업 등에서 구조적인 개혁을 해야 한다는 점도 대통령은 인식해야 한다. 경제위기 극복과정에서 개혁은 가당치 않다는 분위기가 있지만 이를 극복하고 제18대 박근혜 대통령은 서비스산업에 대한 구조개혁과 인식전환에 신경을 많이 써야 한다. 지정학적 특성상 우리나라가 먹고 살 길은 통상과 외교밖에 없다고 하지만 내수진작을 통한 서비스산업 육성과 제조업을 뒷받침할만한 서비스산업 육성에 성공한다면 슈퍼파워 초강대국은 아니더라도 어떤 국제적 사안이 생길 때 최소한 우리에게 동의를 구하는 정도의 키플레이어는 충분히 할 수 있다는 점을 다시 한 번 인식하여 제18대 박근혜 대통령은 좀 더 적극적인 개방과 열린 마음으로 사회 시스템을 바꾸려는 노력을 해야 할 것이다. 대통령이 직접 주재하는 서비스산업육성회의와 같은 기구를 새로 만들어서 운영하거나 서비스산업에 대한 대통령의 인식만 바뀐다고 한다면 장관이 다른 부처와 협의를 거치는 등의 과정이 줄어들어 3년 걸쳐 추진될 일을 1년이면 마무리할 수 있는 획기적인 전환점을 마련할 수 있다는 점에서 현행 대통령제하에서의 서비스산업에 대한 대통령의 인식전환 촉구를 본 연구는 지적하고 있다. In this thesis, Korea President perspective search about the perceptions of the service, that pointed out the problem then is to suggest steps for improvement. The key concerns of domestic and international society have moved to the issues of culture and economy within those societies. In the field of service industry, the political intervention has been weakened with the changes in the international society. Nevertheless, the service industry in Korea adhere to the earlier theory of "low cost and high efficiency."At the age of globalization, it is reasonable to think that the service industry policy aims the increase of the competitive power of service industry and President`s Perceptions. Because of the complexity and the nexus of service phenomena, however, the service industry policy should focus not only on the issue of the competitiveness of service industry, but also on the balances President`s perception among the various service industry problems including cultural problems, social welfare, environmental problems, and so forth. The study suggests the change of the perceptions in the service industry of Korean President. The academic field of service industry policy should understand various issues of social phenomena related to service industry. It is expected that much more researches be continued to study political solutions for balancing those problems.

어촌체험마을 활성화를 위한 장애요인도출에 관한 연구

이광옥(Gwang Ock Lee),최훈(Hoon Choi) 한국관광연구학회 2015 관광연구저널 Vol.29 No.11

This study was carried out FGI in order to derive the barriers that inhibit the activation of target villages to experience the fishery village operator. As a result, first, the law enforcement institutional barriers in government agencies and local government information for the relevant businesses were insufficient. In addition, despite having the knowledge, they were unable to implement the proposed methods. Second, the fishery village has been pointed out as obstacle itself in accordance with pollution due to its peculiarities. The Mud flats experience showed limitations due to time constraints and the final results were correlated more to seasonal characteristics. Third, the lack of understanding of the conflict and the local population of tourist and cultural barriers of outsiders showed a problem. Fourth, it is apparent that barriers between different organizations; such as committee members, leaders, trainers of the villagers, is the biggest problem when it comes to operating the fishery village. Fifth, taking measures to overcome these barriers was a dominant opinion. A realistic method should take place and agreed on the importance of creating a steady source of income. Sixth, the staff was pleased to hear that the tourists were satisfied with the services. They were also proud that the town name was acknowledged due to publicity through the media. Based on the comprehensive opinions, the research hopes to provide an increased value to the eco-tourism fishery village where the residents are able to operate on their own.

합리적 행동이론을 적용한 외식소비자의 방문행동에 관한 연구

이광옥(Gwang Ock Lee),송영민(Young Min Song) 한국관광연구학회 2013 관광연구저널 Vol.27 No.5

This study is concerned with the causal relationships between the subjective norm, attitude, behavior intention and visit behavior of eating-out customer. For this study, four hypotheses are planed, and the results of the hypotheses indicate that firstly the attitude and the subjective norm have a beneficial plus effects on the behavior intention, secondly the attitude and the subjective norm a beneficial plus effect on the visit behavior, thirdly the behavior intention a beneficial plus effect on the visit behavior, fourthly the behavior intention doesn`t have a mediated effect on the relation between the attitude and the visit behavior and it makes an useful mediated effect on the relation between the subjective norm and the visit behavior. Through these results, the theory of reasoned action is considered as a proper study method in studying the behavior of the eating-out customer, and specially it has been revealed that the behavior intention increase the visit behavior according to the increasing degree of the subject standard. Therefore, it has been shown that the attitude and the subjective norm in increasing practically the restaurant-visit behavior of the eating-out customer are very important factors.

소비자의 외식기업에 대한 태도를 매개로 한 경험가치와 행동의도간의 영향관계연구

이광옥(Gwang Ock Lee),장현종(Hyun Jong Jang) 한국관광연구학회 2013 관광연구저널 Vol.27 No.4

This study was conducted through literature research and empirical study in order to verify influencing relationship between experiential value and behavioral intention using consumer`s attitude on food service company as the parameter. The purpose of this study is to provide practical and academical implication by determining if consumer`s attitude on food service company, or the parameter, has a positive impact on experiential value and behavioral intention of the customer. In this study, three hypotheses on the following relations are set up: experiential value and attitude, experiential value and behavior intention, attitude and behavior intention. The results from hypothesis verification showed that experiential value has significantly positive impact between attitude and behavioral intention, and attitude has a partial impact between experiential value and behavioral intention. As attitude has impacted behavioral intention in the order of profitability of investment by customer, service excellence, and level of enjoyment, we can assume that modern customers show rational consumption pattern, and recognize eat out as one of culture and leisure activities, which suggests that emotional marketing should be adopted. This study considers consumer`s attitude on food service company as an important variable, and verifies attitude as the parameter, which has been less dealt with in other studies. In short, this study suggests that the attitude, or belief, of the customer toward the food service company is a very important factor to predict future behavior of consumer.

커피구매동기에 따른 시장세분화연구

이광옥(Gwang Ock Lee),이인성(In Sung Lee) 한국관광연구학회 2014 관광연구저널 Vol.28 No.8

This study was purposed to suggest the new parameters for market segmentation to the market practitioner through verifying the feasibility whether the buying motivation is proper for the parameter of the market segmentation of coffee consumers. The practical study revealed that the buying motivation was derived as a sub factor for the social motivation, event motivation, self-satisfaction motivation and psychological motivation. The grouping analysis was made depending on 4 buying motivation factors derived in such a manner. 3 groups in self relation pursuing type, psychological directive pursuing type and social directive pursuing type were formed. It was known from the results that the coffee consumer use it for the appropriate place to satisfy the own needs and to create the social relation as well. Significant results were derived from the difference verification for each group. It was known that the place of the coffee consumer may be changed depending on the buying motivation when the places of self satisfaction and accompanied people’s satisfaction are different. In the other words, it is considered that the development of the products in variety is very important to satisfy the diversified needs of the consumer.

외식기업 BTL마케팅에 있어 이벤트 속성의 중요도-만족도 평가

이광옥(Gwang Ock Lee) 한국관광연구학회 2011 관광연구저널 Vol.25 No.3

The important attributes that customers consider about restaurant chains events and customer-satisfied level after use were evaluated. Each characteristic was classified into four types. This study intends to provide efficient marketing solutions to managers at restaurant chains. Especially, considering the importance of and customer-satisfied level for event attributes are reviewed through IPA matrix at the same time, relative importance of each attributes was identified. First of all, events attributes came out classified into all 26 types. The attributes about event attractions, original things, impressive things, culture experiences, creative things, and professional service for employees, swiftness, accuracy, location of restaurant, fame, image, and menu appeared highly important before use. However, they were not satisfactory factors after use. Especially, from IPA matrix analysis, rich event attractions, originality, impressive, culture-experience attributes show high level of importance and satisfaction. While creative aspects of events show high importance and low satisfaction. In service quality, professionalism and swiftness, accuracy of employees showed very high satisfaction in service quality. However, the care for customers showed low satisfaction. The level of importance and satisfaction about restaurant symbolism shows low. The importance of menu flavor and cleanliness has high importance but low satisfaction. About food price, the level of importance and satisfaction all showed low.

패스트푸드점의 선택속성에 따른 브랜드 포지셔닝 연구

이광옥(Gwang-Ock Lee) 한국관광연구학회 2016 관광연구저널 Vol.30 No.5

대응일치분석을 이용한 패스트푸드점 브랜드의 선택속성 연구

이광옥(Gwang-Ock Lee),김흥렬(Heung-Ryel Kim) 한국관광연구학회 2016 관광연구저널 Vol.30 No.8

외식기업 종사원의 긍정적 삶의 태도와 자기효능감이 직무만족도에 미치는 영향

이광옥(Gwang-Ock Lee),이윤호(Yoon-Ho Lee) 한국관광연구학회 2017 관광연구저널 Vol.31 No.3

SNS 맛집 정보품질과 정보신뢰가 지속이용의도에 미치는 영향

이광옥(Gwang-Ock Lee),백유진(Yoo-Jin Baik) 한국관광연구학회 2020 관광연구저널 Vol.34 No.11