기업 문화마케팅을 통한 여가활동 불균형 및 양극화 해소 모형개발

이려정(Lee, Ryeo-Jung) 한양대학교 관광연구소 2018 觀光硏究論叢 Vol.30 No.4

여가의 활용은 가치 있고 행복한 삶을 위한 직접적인 요인이며, 여가활동을 통해 인생의 의미와 가치를 풍부하게 할 수 있다. 그러나 한국 사회의 여가생활은 구조적 불평등과 양극화가 심각한 실정이다. 이에 본 연구에서는 여가활동 불균형 및 양극화 해소 방안에 대해 살펴보고자 하였으며 기업의 문화마케팅을 그 대안으로 제안하고자 하였다. 이를 위하여 이론적 고찰을 통해 기업 문화마케팅, 여가활동, 불균형 및 양극화등 본 연구 구성개념 간 관계를 살펴보았다. 그리고 기업 문화마케팅 활동을 통해 여가활동 불균형 및 양극화 해소가 가능한지 분석하였다. 아울러 양적연구를 추가적으로 실시하여 실증자료를 도출하였다. 실증분석을 위해 20세 이상 성인 226명이 표집 되었으며, 구조모형 분석을 통해 가설을 검증하였다. 분석을 통해 기업 문화마케팅 활동이 여가활동으로서 역할을 할 수 있으며, 적극적인 문화마케팅 활동 참여는 궁극적으로 삶의 질향상에 기여하는 것으로 나타났다. 이에 이론적 고찰 및 실증분석 결과를 바탕으로 기업문화마케팅을 통한 여가활동 불균형 및 양극화 해소 모형을 제안하였다. The utilization of leisure activity is a critical factor for having a happy life, which enriches the meaning and value of life. However, leisure life in Korea’s society is based on structural inequality and polarization. This study examines the measures of solution for leisure activity inequality and polarization, suggesting corporate culture marketing as an alternative. To achieve this purpose, the relationship between concepts of this study including corporate culture marketing, leisure activities, inequality, and polarization has been examined based on theoretical contemplation. In addition, analysis was conducted on the possibility of settling leisure activity inequality and polarization through corporate culture marketing, along with an additional quantitative research for deducting verification data. 226 adults over 19 years of age were sampled for analysis, followed by verification of hypothesis through a structural model analysis. Results displayed that corporate culture marketing activities can serve its role as a leisure activity, and that active participation in culture marketing contributes to enhancement of life quality. Based on theoretical contemplation and practical analysis results, a model for settlement of inequality and polarization through corporate culture marketing has been suggested.

항공사 문화마케팅 활동에 대한 인식이 브랜드 태도와 지각위험에 미치는 영향

이려정(Ryeo Jung Lee) 한국호텔외식관광경영학회 2010 호텔경영학연구 Vol.19 No.4

The culture marketing increases the positive attitude towards the company and it`s brand through combining with positive images which the culture and art have. Since the attitude towards the brand works on the customer`s emotional side, it induces to have a positive feeling on the perceived risk. In otherwise the positive and sympathetic brand attitude acts to reduce the customer`s perceived risk. Considering the needs to create positive attitude towards the brand and to reduce the perceived risks in case of airline company, which is typical service providing company and offers the credence goods, the culture marketing was considered to be a proper marketing for these reasons. Therefore in this study through analyzing the relationships in between the culture marketing, brand attitude and perceived risks, I tried to present the culture marketing as a advanced sales strategy. As a result, first the culture marketing activity showed to act positively in creating a positive brand attitude. Secondly it was analyzed that the positive brand attitude had influenced to reduce the perceived risk. So I made a few suggestions based on this study.

지각된 외로움과 일상적 SNS 활동, 사회적 고립감 간 관계 연구

이려정(Lee, Ryeo-Jung),정병웅(Chung, Byung-Woong) 한양대학교 관광연구소 2020 觀光硏究論叢 Vol.32 No.1

외로움은 신체적·정신적 건강을 위협하며, 외로움에 대처하는 행동으로 SNS 활동이 이루어지고 있다. 그러나 SNS 활동은 정서적·심리적 문제를 경감시키는 도구로 활용될 때 문제적 이용으로 전환된다. 이에 외로움과 관련된 대부분의 연구가 중독차원에서 다루어졌다. 본 연구에서는 SNS 활동의 일상적 이용에 대한 영향력을 살펴보고자 하였다. 이에 만 20세 이상 성인남녀 202명을 대상으로 지각된 외로움과 SNS 활동, 사회적 고립감 간 구조적 관계를 살펴보고자 하였다. 분석결과 외로움을 많이 느낄수록 SNS 활동은 많아졌으며, SNS 활동이 많을수록 사회적 고립감은 오히려 높아지는 것으로 나타났다. 일상적으로 이루어지고 있는 SNS 활동 역시 현대인의 삶에 부(-)적 영향력이 있을 수 있음을 살펴볼 수 있다. 이에 SNS 활동이 미치는 영향, 폐해에 대해 무엇보다 정확히 인식시킬 필요가 있음을 제언하였다. Loneliness threatens our physical and mental health, so people turn to SNS(social networking services) to cope with loneliness. However, when SNS are being used to alleviate emotional and psychological distress, this coping mechanism becomes problematic. Most studies and academic journals regarding loneliness have been conducted in tandem with its relationship to addiction. In this study, we wanted to examine the impact of daily social media usage. In conducting this research, 202 adult men and women over the age of 20 were examined for the structural relationship between perceived loneliness, social networking activities, and social isolation. According to the analysis, the lonelier one felt, the more one utilized SNS and such use instead led to a greater feeling of social isolation. Hence, we can conclude that the daily use of modern SNS actually has a negative impact on people’s lives. Therefore, we must recognize and raise awareness of the harmful effects SNS activities can have on our mental and physical well-being.

대학생의 여가활동과 자기효능감, 생활만족도 간 영향연구

이려정(Lee, Ryeo-Jung) 한국관광레저학회 2011 관광레저연구 Vol.23 No.7

이용객 혼잡지각이 쾌락적 가치와 재방문 의도에 미치는 영향

이려정(Lee, Ryeo-Jung) 한국관광레저학회 2014 관광레저연구 Vol.26 No.2

의료관광서비스제공자의 문화적 역량과 문화 간 의사소통 역량, 신뢰 간 관계

이려정(Lee, Ryeo-Jung),정병웅(Chung, Byung-Woong) 한양대학교 관광연구소 2018 觀光硏究論叢 Vol.30 No.2

성공적 의료관광은 의료서비스라는 기술적 능숙만으로 이루어지지 않는다. 특히 한국 의료관광은 문화적 차이에서 오는 편견과 차별, 타문화 이해에 대한 의료관광서비스제공자의 낮은 인식 등이 큰 문제점으로 지적되고 있다. 이에 본 연구에서는 문화적 역량, 문화 간 의사소통 역량, 신뢰 개념을 도입하고, 의료관광 이해관계자 간 발생하고 있는 편견, 차별과 같은 문제 등을 완화, 해소할 수 있는지 살펴보고자 하였다. 이를 위하여 의료 및 관광부문 서비스제공자 각 153명과 170명을 표집하였다. 그리고 구조분석을 통해 그 영향관계를 살펴보았다. 분석결과 문화적 역량 중 문화적 인식과 문화적 지식·기술은 문화 간 의사소통 역량에 긍정적인 영향을 미치는 것으로 나타났다. 또한 문화 간 의사소통 역량이 높을수록 의료관광에 대한 신뢰 역시 향상되는 것으로 분석되었다. 이에 타문화 이해를 위한 교육 등 문화적 역량을 높이기 위한 방안에 대해 제언하였다. Successful medical tourism does not merely depend on advanced technical skills. In particular, Korean medical tourism is facing issues of discrimination and prejudice from cultural differences, along with a low level awareness from providers of medical tourism service. This study therefore focuses on introducing concepts of cultural competence, intercultural communication competence and trust. In addition, solutions regarding the issues of discrimination and prejudice between medical tourism related personnel have been examined. The study utilized 153 individuals and 170 individuals from medical service and tourism service fields, respectively. A structural analysis was utilized to examine the effect relationship. Results displayed that cultural awareness and cultural knowledge · technology had a positive effect on the intercultural communication competence. In addition, analysis showed that the higher intercultural communication competence also led to enhanced trust on medical tourism. Therefore, measures of enhancing cultural competence, such as education, was proposed for understanding other cultures.

서비스 제공자의 커뮤니케이션이 고객감정과 만족에 미치는 영향

이려정(Ryeo Jung Lee),윤재석(Jae Seok Yoon),김병용(Byeong Yong Kim) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.6

Communication with customers at a customer-contact point has great effects on customers` responses, consumption experience evaluation, and customer behaviors. Thus, communication quality by service providers such as restaurants is very important. Because customer`s emotional responses also affect consumption promotion and motivation, understanding of customers` responses(i.e., positive and negative emotional responses) regarding their communication is highly valuable. The present study attempted to examined how communication by ethnic restaurants affects customer`s emotional responses as well as consumption experience evaluation such as customer satisfaction. A total of 215 questionnaires were collected from customers of Vietnam, India and Thailand restaurant in Gyeonggi province. And structural equation model were used to analyze data. The results of the study showed that non-verbal communication positively affected a positive emotional response and negatively affected a negative emotional response. In addition, both positive and negative emotional responses significantly affected customers` satisfaction. There was also a positive relationship between non-verbal communication and customer satisfaction. At the same time, based on this kind of analysis result, this study has presented the necessity of voluntary customer response through the necessity of education and training as well as empowerment of the service providers.

한류문화콘텐츠에 대한 관여도 및 개인적 가치가 의료관광 신뢰에 미치는 영향

이려정(Ryeo-Jung Lee),정병웅(Byung-Woong Chung) 한국관광연구학회 2017 관광연구저널 Vol.31 No.8

장애인 관광활동의 제약 및 개선에 관한 연구

이려정(Ryeo Jung Lee) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.3

Tourism activities of the handicapped contribute to social integration as it fosters psychological rehabilitation and increased participation through promotion of life activities and enhancement in the quality of life. In this research, an attempt was made to analyze what the prerequisites are which would be necessary for the expansion of tourism activities of the handicapped, For the purpose, this study examined factors that constrain tourism activities of the handicapped, and grasped improvements and supplement points that are required to expand tourism activities of the handicapped. Especially, the study tried to provide more concrete information by taking into consideration of such factors as type of disability, disability rating, and demographic characteristics of the handicapped. In order to achieve these objectives we have selected the model group of handicapped in Seoul, Gyeongi area. And after the T-test and ANOVA, the results showed that constraints on tourism activities that are perceived by the visually handicapped turned out to be higher than in other disability type. Constraints on tourism activities of women also turned out to be higher. And tourism constraints differed by age, groups of education and income level. With regard to improvements and supplement points for expansion of tourism activities of the handicapped, it turned out that human services, economic support, and a shift in social recognition are more urgent. Based on these results, a number of proposals were made regarding enhancement of access to tourist information and improvement of human services through service activities of students.

한국 국가이미지와 의료관광 서비스품질 및 재방문 의도 간 영향관계

이려정(Ryeo Jung Lee),김병용(Byung Yong Kim) 한국호텔외식관광경영학회 2014 호텔경영학연구 Vol.23 No.3

Medical tourism gets the limelight with the flow of global tourism industry, and many countries provide strategic support at the national level. The key to obtain successful outcomes from medical tourism is to enhance the service quality. Accordingly, a few studies have focused mainly on medical service quality. Therefore, it is necessary to simultaneously evaluate quality for medical service as well as tourism service. The current study investigated how a country image has an effect on medical and tourism service quality, which affects repurchase intention of medical tourism. A total of 200 Chinese tourists who visited Korea for the purpose of medical tourism were selected as a study sample, and the structural modeling was used to test the proposed hypotheses. The results showed that among factors consisting of country images, economic and political images had positive effects on service quality of medical tourism, while image of the people and relational image showed positive and negative effects, respectively. In addition, only the tourism environment factor out of service quality factors of medical tourism appeared to have a positive effect on intention to revisit. Finally, country image had no direct effect on intention to revisit. The present research suggests the necessity of the developed image and follow-up management for medical tourists in making publicity medical tourism.