지역사회자본, 축제파트너십과 축제거버넌스 관계 연구

허성란,김창수 관광경영학회 2012 관광경영연구 정기학술 세미나 Vol.2012 No.02

엑스포 개최지로서 여수의 도시브랜드가치가 지역발전성과와 지역경쟁력에 미치는 영향

허성란 한국호텔관광학회 2013 호텔관광연구 Vol.15 No.3

This study was started from the necessity to research if hosting World Fair in Yeosu would improve the overall level of the city and accordingly secure the ground to improve competitiveness of city brand value in the future. The sample for this study was 2012 Yeosu World EXPO. As an investigation method, we used self-writing survey method using Likert 5 degree scales, 249 survey sheets from 300 distributed sheets were collected and used for the statistical analysis. SPSS 20.0 Statistical Package for data analysis. First, it was confirmed that city brand value had effects on local development achievements. It was found that local development had been made through city brand value of Yeosu by hosting World Fair, and that a strong city brand should be established with strong identity of fair ground to continue sustainable development. Second, it was confirmed that city brand value had effects local competitiveness. Accordingly, it is thought that the enhancement of economic power of Yeosu and improvement in industrial infra facility and leisure type marine tourism and marine technology as a leisure city would heighten the expectation of expansion of brand value of Yeosu and help to improve competitiveness of the region. Third, it was found that regional development achievements had effects on regional competitiveness. With the expansion of various infra facilities, consciousness level of citizens is upgraded and consequently development achievements can improve the regional competitiveness of Yeosu based.

생태축제영향 인식이 지역주민의 태도와 참여의사에 미치는 영향

허성란 ( Sung Ran Hor ) 관광경영학회 2010 관광경영연구 Vol.43 No.-

This study purposed to examine the impacts of ecological festivals, which are held based on the environmental characteristics of eco-tourists` destinations, by surveying local residents` perception of such festivals. For this purpose, we took the case of `the Reed Festival in the Suncheon Bay` and surveyed the local residents` attitude toward and intention to participate in the festival in order to understand how the local residents perceive the environmental, social and cultural effects of the festival on the community and to provide useful information for reducing negative impacts of the festival and increasing its benefits. According to the results of examining the effects of the ecological festival, the positive effects of the festival were perceived more positively and its negative effects were perceived less negatively. Thus, in order to enhance the positive effects of the festival and to induce local residents` continuous participation in the festival, it is necessary to plan how to manage the reed fields and fishing grounds and to develop environment-friendly profit-making businesses. What is more, as interest in ecological environment is rising throughout the world, all the residents of the community with distinguished ecological resources should make active efforts to preserve the Suncheon Bay and environment education programs should be developed continuously in order to support the efforts.

지역사회자본, 축제파트너십과 축제거버넌스 관계 연구 -안동국제탈춤페스티벌을 중심으로-

허성란 ( Sung Ran Hor ),노경희 ( Kyoung Hee Nor ) 관광경영학회 2012 관광경영연구 Vol.50 No.-

The purpose of this study is to propose the importance of local festival governance which would be the driving force of successful festival development by equal horizontal relationship formation through smooth information sharing and cooperation of public and private sectors, first, it showed that local society trust and norm among the regional society capital factors did not influence significantly in the relation between regional society capital and festival partnership, second, it implied that shaping the harmonious partnership constructed desirable governance which could maintain horizontal equal relationship between public and private sectors in the relationship of festival partnership and festival governance, In conclusion, enlargement of regional social capital is requested for essential factor, but it imply that regional social capital has to be constructed in the trust and norm by interaction not in the short term shaping, This study would contribute to propose positive direction of festivals, as the united effort of all the regional society including public and private sectors would necessary for operation of desirable local festival governance.

모바일 관광정보서비스속성에 대한 관광객의 경험가치, 수용의도, 확산의도: 관광객의 경험가치와 수용의도 간에 있어서 관여도의 조절역할

허성란 ( Sung Ran Hor ) 관광경영학회 2014 관광경영연구 Vol.62 No.-

This study was conducted in order to examine the practical outcomes of mobile tourist information services promoted by the government and local self-governing bodies. The Suwon-Hwaseong App has been provided to the users since its development in December 2011, and this study attempted to survey how much it has been diffused. A total of 346 questionnaires were recovered and used in analysis, and the results and implications of this study are summarized as follows. First, with regard to the relationship between the features of mobile tourist information service and tourists’ experiential value, the aesthetics and stability of system were found to be in a significant influence relationship with experiential value, but the convenience and information usability of system were only partially in a significant influence relationship with experiential value. Second, the relationship between tourists’ experiential value and their intention to accept was significant. Third, it was confirmed that intention to accept, word-of-mouth diffusion, and use diffusion are all in influence relationship with one another. Finally, involvement has significant moderating effect on economic experience value and adoption intention. Based on the results, the theoretical and practical implications of this study are discussed.

빅 데이터를 이용한 부산의 도시평판 분석에 관한 연구

허성란 ( Sungran Hor ) 관광경영학회 2018 관광경영연구 Vol.82 No.-

We conducted a theoretical study on the Big Data Analyzer method and analysis software for the study. We used Leevi 's analysis tool, MediaLand, for 1 year from May 1, 2015 to April 30, 2016,Based on the keywords that measure tourism factors, environmental factors, traffic factors, civic factors, and cultural factors, which are urban reputation measurement factors in the data,As a result of analyzing the data for one year, a total of 104,810 data were collected with 33,399 media channels and 71,411 social channels, of which 71,411 tourist factors, 17,796 traffic factors, 9,396 cultural factors, 7,999 environmental factors And 7,986 civic factors. The results of analysis related to urban reputation measurement factors are as follows. First, the tourist factors are largely mentioned in terms of attractions and food related keywords. The most famous places were seaside places such as Haeundae and Gwanganri. Most of them were fish cake, pork soup, and seed loaf. Second, environmental factors of Pusan were cleaned, public facilities environment and natural environment, and 1,055 seas were surveyed, followed by a lot of search terms related to the beach. Third, the transportation elements of Busan were various transportation means such as automobile, train, taxi, KTX, etc. Fourth, the citizens' elements of Pusan were the keywords of citizens, honesty and kindness of Busan, and the words related to the communication with local residents when using the facilities and moving were searched. Fifth, the cultural elements of Busan showed many contents related to festival, Haeundae, museum, park, Pusan International Film Festival as a result of searching for cultural festivals, cultural events and cultural facilities.

항공사 문화마케팅이 기업이미지와 관계지속의도에 미치는 영향

곽철우,허성란 관광경영학회 2013 관광경영연구 Vol.54 No.-

Recently, becoming the competition among airlines are keen, airlines are using culture marketing, as the new marketing means. Hereby this research focused to contribute setting of marketing strategy of airlines by proven research of cultural marketing to the corporate image and relationship-persistence intentions. Based on the result of empirical analysis, the following implication and significance were concluded. First, before conducting culture marketing, airlines should clarify market analysis and establish appropriate culture marketing strategy. Second, by touching consumers’ emotion, strengthening the communication with the current consumers, airlines should expand the culture marketing actively, as the means of creating new consumers. Third, there is a need to modify and complement the strategy, reviewing culture marketing, which are being processed. Fourth, culture marketing should be processed with a long-term point of view. Fifth, for customers to recognize the corporations’ culture marketing activities, airlines should promote actively through homepage, blog, SNS. Finally, airlines should strength the communication with costumers, not corporations’ one-sided promotion. In hereafter research, it’s necessary to extend the scope of study to, not only national flag carriers, also other corporations. In addition, it’s necessary to have comparative study, expanding to other tour business corporations. Understanding consumers’ recognition about the airlines’ culture marketing, it is also necessary to conduct the research about the difference according as it’s recognized or not.

전시박람회 서비스스케이프와 감정반응간의 관계 연구 : 관여도의 조절효과를 중심으로

운승원,김창수,허성란 한국관광산업학회 2012 Tourism Research Vol.36 No.-

The recognition of exhibition's importance is diffusing widely as an important way of marketing communication and trading, and the usefulness of exhibition is embossing gradually. Also, the awareness of importance on servicescapes such as facility, light, music and design is rising considerably. The purpose of this study is to examine the effect of exhibition servicescapes on emotional response and analyze the moderation effect of visitor's involvement in the process of exhibition servicescapes in emotional response. the results are as follow. First, it showed that design, cleanliness and service influenced significantly to emotional response in the relationship of servicescapes, but convenience didn't influence. Second, as a result of identifying the moderating effect of involvement in the relationship of exhibition servicescapes and emotional response, in case of the convenience, the lasting and occupational involvement played moderating effect in the affective response, in case of the cleanliness, it had moderating effect in the cognitive response, and in case of the service, it showed that the lasting involvement had moderating effect in the both cognitive and affective response. The previous studies researched the intention of participating companies, and their achievement or the visitors, but there were few that identified the involvement's moderating role in the relationship of exhibition servicescapes and emotional response.

세계박람회의 환경단서가 개최지이미지에 미치는 영향 -상해 엑스포를 중심으로-

김창수 ( Chang Soo Kim ),허성란 ( Sung Ran Hor ) 관광경영학회 2011 관광경영연구 Vol.48 No.-

As environmental cues which perceived by visitors to World Expo are very important factors in producing the city and nation`s image of host sites, this study examined various environmental cues factors in the Expo site for Korean who visited 2010 Shanghai Expo and the effects of these factors to city and nation`s image. First, it showed that city`s image influenced suitability, human services, convenient facility connection, design and accessibility, and nation`s image influenced human services, convenient facility connection and design in the relationship of Expo`s environmental cues and destination image. And it showed that event programs didn`t influence to city`s image, this means that environmental cues of Expo is different from those of convention and festival. As a result, it can be elicited that visitors highly perceived structural level of Expo`s theme and environmental suitability which appropriate to Expo`s theme. Second, it could verify that there`s a relationship between city`s image and nation`s image. Therefore, if visitors held affirmative image to destination city, they would hold same image to nation. It showed that city`s image which shaped by visiting Expo could significantly influence to nations`s image as well as city`s image.

여행사직원의 직무탈진이 직무착근도 및 이직의도에 미치는 영향에 관한 연구

현은지 ( Eun Ji Hyun ),허성란 ( Sung Ran Hor ) 관광경영학회 2012 관광경영연구 Vol.52 No.-

The purpose of this article is to identify effective methods to reduce the turnover intentions of travel agency employees by verifying the effects of job embeddedness in the effects of travel agency employees` job burnout on turnover intentions, and proposing factors with effects in reducing the turnover intentions out of job embeddedness factors through empirical analysis. From the analysis the followings were found. First, emotional exhaustion of travel agency employees due to job burnout made negative (-) effects on fit, sacrifice and link which are the components of job embeddedness, while it made significantly positive (+) effects on the reduced personal accomplishment. Second, fit and sacrifice out of the components of job embeddedness made negative (-) effects on the turnover intentions of travel agency employees. Third, emotional exhaustion of travel agency employees due to job burnout made positive (+) effects on the turnover intentions of travel agency employees. Accordingly, it is considered that travel agency managers should shift the paradigm of turnover management, enforce the fit and sacrifice factors on organization and job, provide conditions in which employees themselves could find the meaning in the achievements and self-development, and have efficient process for human resource management, in particular, turnover management.