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관광경험 인지적 가치 및 정서적 가치 세분집단별 관광경험 만족도 및 충성도 차이 연구
송래헌 ( Song Rae-Heon ) (사)한국마이스관광학회 2021 MICE관광연구 Vol.21 No.3
The purpose of this study was to investigate whether any differences existed among the segmented groups based on tourists’ cognitive value and affective value in terms of destination tourists’ satisfaction and loyalty. From the literature review, the survey questionnaire was developed and the measurement constructs included destination cognitive value (4 variables), affective value (4 variables), tourists’ satisfaction (5 variables) and loyalty (3 variables). The respondents included tourists who had travel experiences within the past year with at least one or more overnight travel experiences. A total of 349 useful samples were collected and analyzed in SPSS. Cluster analysis and MANOVA were adopted to analyze the data. The results showed that the destination cognitive and affective value are important factors in improving tourists’ travel satisfaction and destination loyalty. More theoretical and managerial implications were provided in the conclusion.
국내 호텔 식음료 업장 및 외식업체의 등급평가 제도 도입시 평가 척도 항목이 등급평가 제도 도입 타당성에 미치는 영향
오석윤 ( Seok Youn Oh ),최웅 ( Woong Choi ),송래헌 ( Rae Heon Song ) 한국호텔리조트카지노산학학회 2003 호텔리조트연구 Vol.1 No.1
The purpose of this study is to develop and strength the competitiveness of Korean food service industry through developing of grade valuation criterion for the domestic food service. The Analyses of the results are as follows: First, criterions of location and size are as follow in the order of importance: the convenience and accessibility of location, surrounded environment. These factors influence positively to developing of grade valuation system. Second, criterions of construction and equipment are as in the order of importance: fire prevention facility and status of equipped items, safety facility and status of equipped safety equipment, facilities for Challenged People, and suitability of building structure. These factors are influence positively to developing of grade valuation system. Third, criterions of restaurant are as follows in the order of importance: pleasantness, comfortableness, table setting and decorations, cleanness, spacious area, size of waiting area/reception area, quality of fixtures. These factors are influence positively to developing of grade valuation system. Finally, the criterions of operation/management are as follows in the order of importance: financial outcome, degree of violation of the administrative orders, with or procession of licenses, outcome of marketing, easy of reservation are shown to be positive influences and procession of health clearness, percentile of sales revenue vs. charity expense are shown to be negative influences.
컨벤션 목적지 마케팅믹스가 목적지 이미지와 충성도에 미치는 영향
황정(Hwang, Jung),윤영혜(Yoon, Yeong Hye),윤유식(Yoon, Yoo Shik),송래헌(Song, Rae Heon) 한국전시산업융합연구원 2015 한국과학예술융합학회 Vol.19 No.-
본 연구는 컨벤션 목적지 마케팅 믹스가 목적지 이미지 및 충성도에 미치는 영향관계에 관한 연구로서 국내 컨벤션 목적지의 경쟁우위의 확보를 위한 개선방안 및 향후 효율적 마케팅 활용방안에 대한 시사점을 제시하고자 한다. 이에 따라 컨벤션목적지인 서울 코엑스, 경기 킨텍스의 컨벤션행사 참가자를 대상으로 컨벤션 목적지 마케팅 믹스, 목적지 이미지 그리고 충성도와의 관계에 대해 집중 분석하였다. 또한 컨벤션 목적지 마케팅믹스 전략이 어떻게 목적지 이미지에 영향을 미치는지 알아보고, 가장 적합한 모델을 찾아보고자 한다. 이를 통해 컨벤션 목적지가 참가자 방문충성도를 만족시킬 수 있는 마케팅믹스 요인을 인식하고 그에 따라 마케팅 믹스 전략을 수립하는 방안을 제시하고자 한다. This study is about the marketing mix of convention destination, aims to examine convention destination image and loyalty. In order to study the marketing mix more scientifically, this paper select those indexes which can promote the destination image but also can guide the access loyalty of exhibition participants. In addition , in order to understand the influence of marketing mix of convention destination which includes products, place, price, promotion, people ,on destination image and loyalty, this research analyses the beneficial effect among variables. Based on previous research , the marketing mix of convention destination export products, place, price, promotion, people , convention image exports Cognitive images and Emotional images. The results show that, assuming that the beneficial effect of convention marketing mix on cognitive images was established partly, the beneficial effect of convention marketing mix on emotional images was established partly, the beneficial effect of marketing mix of convention destination on loyalty was established partly, the beneficial effect of cognitive images of convention destination on loyalty was established, he beneficial effect of emotional images of convention destination on loyalty was established. Based on the results of the study, a comprehensive strategic management on arketing mix of convention destination, played a profound impact on forming the image of the participants and enlivening the convention destination.