지역축제 참여동기에 따른 만족과 재방문에 관한 연구

정용악(Jung, Yong-Ak),이장주(Lee, Jang-Joo) 한국문화관광학회 2004 문화관광연구 Vol.6 No.1

The purpose of this study is to comprehensively re-evaluate of festival participating motivation factor determinants. This study employs a survey questionnaire to evaluate the performance of an local festival both theoretically and statistically. A 29-item survey concerning the local festival’s performance was administered to 250 visitors during the festival. The research data are analyzed using three major statistical methods(reliability analysis, factor analysis, and multiple regression analysis). Findings from this study indicate that significant factors affecting festival participating motivation factor are visitors’ satisfaction and revisiting regarding ①marvelous ② deviation ③ sociality ④ friendship ⑤ local.

여행사의 관광전자상거래 활성화 방안

정용악(Jung, Yong-Ak),나승화(Na, Seung-Hwa) 한국문화관광학회 2003 문화관광연구 Vol.5 No.1

An activating strategy of tourism electronic commerce on an travel agent is as follows. First, it strengthen convenience of tourist product. Second, considering it with a supplementation of electronic payment system intensely. Third, price policy to be able to enjoy price reduction benefit is required of it. Fourth, an online buyer compares it with an off-line buyer that is provided more Sixth, attractive brand image development that it is matched by the need of target customers, brand image, are needed. By the last, it must continuously keep a magnitude of advertizing media by strategy reinforcement of representative four mass media. Added to this, construction of social confidence from social point of view, tax reduction from economic it, law and system consolidation from political it, and standard legislation and licensed certification authorities establishment from technical it, are required acutely.

여행사 서비스 질과 여성고객 충성도 분석

정용악(Jung, Yong-Ak),조웅(Cho, Woong),문병률(Moon, Byung-Ryul) 한국문화관광학회 2004 문화관광연구 Vol.6 No.2

This study of research are to identify causalities among reliability, repeat, women’s customer satisfaction and women’s customer loyalty in travel products and to identify the factors by which reliability and repeat are influenced. However, this research is different from the previous ones in the sense that both reliability and repeat are considered in the study of the relationship between women’s customer satisfaction/loyalty and reliability/repeat in travel products. Conclusively, customer satisfaction and loyalty are positively related not with the reliability but with the repeat. Besides, women’s customer loyalty is significantly influenced by the reliability, repeat and the customer satisfaction. This indicates that companies in the tour agents have to develop a segmentation strategy for the reliability which is more socially and ethically allowable than the repeat.

연구논문 : 여성의 농촌관광 만족과 재방문에 관한 연구

조웅 ( Woong Cho ),정용악 ( Yong Ak Jung ) 한국관광산업학회 2012 Tourism Research Vol.37 No.-

People often travels in a family unit and for such a modern-day society family, those who make a decision is not one but ``mom``. With varied types of travel that each family takes by children age, those families with their kids prefer hands-on experience program, in which case the farmland travel marketing counts and marketing strategy for a decision-making mom will be crucial. According to the study`s analysis upon what motivated families to participate in the farmland travel, most of women feel and become aware of their ``ego`` when visiting farmland, while taking ``rural atmosphere`` into account when visiting again. That women struggle with their urban life and sacrifice their own lives in the name of ``housewife`` by putting the familial value first appears to contribute to such results, which signify the direction of farmland travel should chase after, the ego-finding, self-developing, and life-recharging experiences for hectic women. Agin, taking rural atmosphere into account, it is also significant to emphasize the regional peculiarity, environment-friendliness, and village-unit travel system, as well as keeping the natural, cultural, and region-specific values without mere imitation of just another travel packages and villages. What is important here is keeping and developing the conventional value that our ancestors have kept and reflecting such into modern-day travel programs involving hands-on experiences.

호텔기업 인터넷광고의 유익성 평가에 관한 연구

최우성(Choi, Woo-sung),정용악(Jung, Yong-ak) 한국문화관광학회 2001 문화관광연구 Vol.3 No.1

This study focused on the Internet advertising of hotel to provide implication for the accommodation market. The Internet is one of the efficient way of attracting customer as communications between hotels and clients. The purpose of this study is to suggest the most influential factors which was related to the new customer to the market. The Questionnaires were distributed to the clients who had used the internet as booking tool, browsing and choosing the hotel more than twice. The outcome of the study was in favor to the user. Even though the average age of the user are getting younger than before. On the other hand, some user had never experienced the hotel homepage on the net. The marketer of the hotel have to promote their convenient and speciality, easy-accessibility, and to find proper channel for the internet marketing.

방문객 개성이 농촌관광 활동에 미치는 영향에 관한 연구

이중구(Joong-Koo Lee),정용악(Yong-Ak Jung),김광현(Koang-Hyan Kim) 한국농어촌관광학회 2010 농어촌관광연구 Vol.17 No.4

The purpose of this study is to suggest the possible alternatives to link Suncheon Bay to development of green tourism routes recommended by projects in 2009. The following contents are implemented: 1) to analyze green tourists’ personality, 2) to investigate factors to influence on their green tourism behaviors, 3) and to provide basic data to efficiency of green tourism routes and souvenior development. The study results are as followings. Three independent factors with eigen values higher than one explains 66.84% of variance and each variable’s factor loading higher than 0.60 shows very high convergent validity. In significant level, the difference, thus, appeared to be among challenging persons (Companion Type, Lodging Type, Sex, Job, Education), honorable persons(Information Source, Companion Type, Lodging Type, Sex, Education), and introvert persons(Companion Type, Expense Supply, Sex, Education). Accordingly, the study results show that it turns out to be the highest for visitors to obtain informations through mouth to mouth by acquaintances(ex ante visitors). Visitors prefer tourism contents with local specialty most. Also, they want to make their satisfaction higher through more experience.

순천시의 순천만과 연계한 농촌관광 활성화 방안

이중구(Lee, Joong-Koo),정용악(Jung, Yong-Ak),김광현(Kim, Koang-Hyan) 한국문화관광학회 2010 문화관광연구 Vol.12 No.2

This research has following purpose and was achieved. Is as following as result that analyze how is recognizing Suncheon city green tourism of newcomers who is voluntary to green tourism route laying stress on Suncheon bay. First, need estuary of plan that can solved that information access is difficult. Second, opportunity extension request that can feel local farm village culture directly through senses than spectacle experience. Third, need fine article anger about Suncheon city special product or special product sound. As a result, run parallel at the same time and should propels effort etc.. that can raise forefinger degree of green tourism.

여행사 서비스 질과 여성고객 충성도 분석

정용악,조웅,문병률 한국문화관광학회 2003 문화관광연구 Vol.5 No.2

This study of research are to identify causalities among reliability, repeat, women's customer satisfaction and women's customer loyalty in travel products and to identify the factors by which reliability and repeat are influenced. However, this research is different from the previous ones in the sense that both reliability and repeat are considered in the study of the relationship between women's customer satisfaction/loyalty and reliability/repeat in travel products. Conclusively, customer satisfaction and loyalty are positively related not with the reliability but with the repeat. Besides, women's customer loyalty is significantly influenced by the reliability, repeat and the customer satisfaction. This indicates that companies in the tour agents have to develop a segmentation strategy for the reliability which is more socially and ethically allowable than the repeat.

호텔기업 인터넷광고의 유익성 평가에 관한 연구

최우성,정용악 한국문화관광학회 2001 문화관광연구 Vol.3 No.2

This study focused on the Internet advertising of hotel to provided implication for the accommodation market. The Internet is one of the efficient way of attracting customer as communications between hotels and clients. The purpose of this study is to suggest the most influential factors which was related to the new customer to the market. The Qustionnaires were distributed to the clients who had used the internet as booking tool, browsing and choosing the hotel more than twice. The outcome of the study was in favor to the user. Even though the average age of the user are getting younger than before. On the other hand, some user had never experienced the hotel homepage on the net. The marketer of the hotel have to promote their convenient and speciality, easy-accessibility, and to find proper channel for the internet marketing.