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A Comparison Study of Expectation-Model and Performance-Model in the Accommodation Setting
조윤식,도민선 한국데이터정보과학회 2008 한국데이터정보과학회지 Vol.19 No.2
The disconfirmation paradigm is the earliest researched and the most deeply researched of all the paradigms in marketing. Disconfirmation paradigm deals with the influence of expectation, perceived product performance, and the discord between the two on consumer satisfaction. The GAP-Model is based on the disconfirmation paradigm that tries to understand the effect of the gap between before purchase expectations and after purchase perceptions of the product performance on dependent variables such as customer satisfaction. The purpose of this research is to test whether regression coefficients of a P-Model(performance only model) and an E-Model(expectation only model) are equivalent in explaining customer satisfaction, revisit intention, and customer loyalty. The parallelism -value is used to test the equivalence of regression coefficients of the 2 models. Through comparison and analysis, it was found that the P-Model and the E-Model do not result in identical regression coefficients.
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A Study on Comparison of Excellence Among of P-Model, E-Model, and GAP-Model
조윤식,도민선 한국데이터정보과학회 2008 한국데이터정보과학회지 Vol.19 No.3
The disconfirmation paradigm is the earliest researched and the most deeply researched of all the paradigms in marketing. Disconfirmation paradigm deals with the influence of expectation, perceived product performance, and the discord between the two on consumer satisfaction. The GAP-Model is based on the disconfirmation paradigm that tries to understand the effect of the gap between before purchase expectations and after purchase perceptions of the product performance on dependent variables such as customer satisfaction. The purpose of this research is to test whether regression coefficients of a P-Model(performance only model), an E-Model(expectation only model) and GAP(P-E)-Model are equivalent in explaining service value and loyalty. The Chow's F-Test is used to test the excellence of the 3 models. As a result of comparison and analysis, P-Model showed more excellence of service value and loyalty than E-Model or GAP-Model.
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조윤식,도민선 한국마케팅관리학회 2019 마케팅관리연구 Vol.24 No.1
There are growing number of research on the impacts of festivals, especially the social impacts. Festivals are said to generate economic, social and cultural benefits, but are also known to induce negative impacts on these aspects. Negative social impacts perceived by the festival participants and associated negative publicity may leave lasting effects on the future of the festival. Therefore, it is important for the destination managers and festival organizers to recognize festival attendees’ attitudes toward social impacts to minimize the harm and expand blessings for future prosperity of the festival and the community. This is critical for festival organizers as it can help them develop strategies to organize a publicly acceptable festival that can augment positive social impacts with minimal unwanted consequences. Woosnam, Van Winkel, and An (2013)’s Festival Social Impact Attitude Scale (FSIAS) was utilized to measure festival attendees’ attitude towards social impacts of a food culture festival in 2018. Simple and Multiple Regressions were used to identify the influential mechanism among attendees’ attitudes toward social impacts of a festival and how the different dimensions of the social impacts affect their satisfaction and intention to revisit. It was found out that all 3 dimensions of FSIAS scale (Community Benefits, Individual Benefits, Social Costs) affected festival attendees’ satisfaction and revisit intention in varying degrees. Based on the result, this study suggests theoretical and practical implications for marketing and management of festivals. The study not only confirms the reliability and validity of the 3-dimensional structure of FSIAS scale, it also verifies that all 3 dimensions of FSIAS scale are important in explaining satisfaction and revisit intention. Continued use of this measure can allow the festival and destination managers to strategically plan the festival product in ways to augment individual and community benefits and minimize social costs. This can be done by communicating the benefits and costs of the festivals in advance with various local stakeholders.
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National Park Management Strategies under Social Change
홍성권,김성일,도민선,황영현,Hong, Sung-Kwon,Kim, Seong-Il,Doh, Min-Sun,Hwang, Yeong-Hyeon The Korean Institute of Landscape Architecture 2004 韓國造景學會誌 Vol.32 No.1
우리나라 국립공원은 좁은 공원면적에 비해 높은 이용도와 인력 및 재원의 부족, 공원별로 특화된 계획 부재로 인해 관리에 어려움을 겪고 있다. 여기에 주5일 근무제 가 확대시행 된다면 국립공원 방문수요가 증가할 것으로 예상되고 있어, 이에 대비한 관리전략의 수립이 절실하다. 본 연구는 주5일 근무제 정착에 대비해, 국립공원 이용자들의 선택행동에 영향을 주는 속성별 수준의 종류와 영향력 정도를 파악하고 관리의 우선순위를 결정해, 자인자원의 보전과 이용자 만족이라는 목적을 달성할 수 있는 방안을 제시하고자 수행하였다. 5대 대도시에 거주하는 1,000명을 대상으로 자료를 수집하여 conjoint choice model로 분석한 결과, "휴무일수의 증가"는 국립공원 방문의도와 정(+)의 방향을 보이 는 것으로 나타났다. 속성별로는 "환경교육" 과 "연계 관광"은 모든 수준에서, "공원 내 숙박시설”과 "관광여건", "비용"의 일부 수준에서 '현재상태' 보다 선호가 증가했지만 "자연보호"는 선호 증가가 없었다.
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휴가목적지 선택에 있어서 영향전략과 상대적 영향력의 역할
홍성권 ( Sung Kwon Hong ),도민선 ( Min Sun Doh ),강미희 ( Mi Hee Kang ),장호찬 ( Ho Chan Jang ) 대한관광경영학회 2010 觀光硏究 Vol.25 No.3
이 연구의 목적은 갈등의 상황하에서 부부가 사용하는 영향전략에 초점을 맞추어 가족 의사결정을 탐구하는데 있다. 이 연구는 가족 의사결정과정에서 가족 구성원 모두의 선호가 다르고 그로 인해 갈등이 생긴다는 생각에서 출발한다. 자료의 수집은 여름휴가를 떠나서 돌아온 총 129쌍의 부부를 면대면 면접을 통해 이루어졌다. 연구의 결과에 따르면 갈등을 피하기 위해 부부들은 적극적인 정보탐색과 토론을 진행한 것으로 나타났다. 각자의 선호도차이로 인해 갈등이 생기는 상황하에서는 부부 각자가 자신의 선호 대상지가 배우자의 최종고려대상지군에 포함되도록 하기 위해 영향력을 행사하려고 하였다. 최종 대상지에 대한 일치가 불가능한 상황하에서는 영향력이 더 강한 배우자의 선호도가 우선시되었다. 그러나 상대적인 영향력이 강한 배우자가 가장 선호하는 대상지가 다른 배우자의 최종 고려대상지군에 포함되어 있지 않았을 경우 그 배우자는 자신이 가장 선호하는 대상지 보다는 다른 배우자의 최종고려대상지군에 속해 있는 차순위 선호지를 최종목적지로 선택하였다. The purpose of this study is to explore family vacation decision-making in the presence of conflicts, focusing on the influence strategies used by couples. This study is based on the notion that conflicts may arise during the family decision-making process as, typically, the myriad preferences of all family members are considered. Data were collected using structured face-to-face interviews with 129 couples who had returned from their summer vacations. Study results indicated that active information searches and discussion were employed by couples in order to avoid conflicts. When conflicts regarding preferences did arise, each partner attempted to exert influence on the other so their preferred destinations could be included in the late consideration set of the other. In the case of the couple that did not reach consensus, the preference of the more influential partner prevailed. However, if the most preferred place of one spouse was not included in the late consideration set of the other, the spouse with greater relative influence selected their next preferred place in the consideration set of the other as a final destination for the couple.
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