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프랜차이즈 레스토랑과 국내 호텔 식음료 부문 브랜드 제휴 결정 요인에 관한 연구
주승우 ( Seung Woo Choo ),김홍빈 ( Hong Bin Kim ),김영식 ( Young Sik Kim ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2011 호텔리조트연구 Vol.10 No.2
This study is purposed to present the decisive factors for the brand alliance through examining the correlations between the brand restaurant designation standards and the expected effects from local low- and mid-priced hotel`s brand alliance. The questionnaires were distributed to instructors, professors who have experience in teaching the food and beverage sections at hotel management colleges and 100 specialists at managerial level of hotel food and beverage parts. This survey was conducted for 20 days from December 2 to 22, 2004 and analyzed by independent t-test and canonical correlation analysis. The findings of this survey are as follows. First, the service of the expected effect factors of the brand alliance was recognized relatively high by the specialists in hotel industry, while the sales effect factor of restaurant designation standards was recognized higher by the academic experts. Second, the entire factors of the brand restaurant designation standards showed a correlation with the whole factors of the restaurant designation standards. Based on this study, the correlation between the expected effect of brand alliance and brand restaurant designation standards may play a primary role to choose a partner for the brand alliance, a decisive factor for the success.
주승우(Seung Woo Choo),김화경(Hwa Kyung Kim),황진수(Jin Soo Hwang) 한국호텔외식관광경영학회 2012 호텔경영학연구 Vol.21 No.5
Although existing studies recommend that brand prestige plays a leading role in the fine dining restaurant industry, little research to date focuses on brand prestige. Therefore, this study examined antecedents and consequences of brand prestige in the fine dining restaurant industry. More specifically, this study proposed that four types of physical environment (e.g., ambient conditions, facility aesthetics, spatial layout, and seating comfort) have a positive effect on brand prestige. In addition, this study hypothesized that brand prestige forms brand preference, which in turn influences word-of-mouth. Based on existing literature review, a theoretical model was proposed, and then tested with data collected from 293 fine dining restaurant patrons. A confirmatory factor analysis (CFA) and structural equation modeling (SEM) procedure were conducted by using AMOS. The empirical results of the SEM model showed that ambient conditions and facility aesthetics had significant effects on brand prestige. In addition, there were significant relationships between brand prestige and brand preference as well as word-of-mouth. Lastly, brand preference had a direct effect on word-of-mouth. Based on these findings, managerial and theoretical implications are discussed in the last part of this paper. We expect that fine dining restaurant managers who familiarize themselves with these study findings will be in a better position to understand the important role of brand prestige.
다변량 기법을 활용한 항공 서비스 전공자의 진로장벽과 진로준비행동 간의 관계 분석
오희균 ( Hee Kyun Oh ),주승우 ( Seung Woo Choo ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2015 호텔리조트연구 Vol.14 No.1
The aim of this study was not only to examine the relationship between career barrier (CB) and career preparation behavior (CPB) of college students majoring in aviation operation services, but also the differences of CB among their clusters based on CPB. Multivariate techniques using data collected from 287 surveys were utilized, and main results are as follows. (1) According to canonical correlation analysis focused on relationships between the sub-dimensions of related factors, CB, such as ‘lack of interest (LI)’, ‘lack of carrier information (LCI)’ and ‘interpersonal difficulty (ID)’ were negatively correlated to CPB regarding ‘job preparation’, ‘career search’ and ‘information collection’ in the effect size order. (2) A two-step cluster analysis revealed 4 groups reflecting characteristics, including ‘pursuit of perfection’, ‘ordinariness’, ‘lack of implementation’, and ‘insincerity’, and moreover, hit ratio of discriminant analysis showed classification accuracy of 96.9%. (3) As a result of a multivariate analysis of variance applied to CB among clusters, there were significant differences in terms of ‘lack of self-clarity’, ‘anxiety about the future’, ‘troubles with parents’, and ‘financial difficulties’ as well as LI, LCI, and ID.