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.

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.

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.

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.

여행사 직원의 감정노동과 고객지향적 판매행동에서 감성지능의 조절효과 연구

최현묵 ( Hyun Mook Choi ),허성란 ( Sung Ran Hor ) 관광경영학회 2013 관광경영연구 Vol.55 No.-

This study was conducted in order to examine travel agency workers` emotional labor according to the job characteristics of travel agencies and the effects of such emotional labor on travel agency workers` customer?oriented selling behavior, to identify the moderating role of emotional intelligence for resolving cognitive dissonance reduction experienced by the workers in this process, and ultimately to spotlight the importance of emotional intelligence. The results of empirical analysis on the hypotheses formulated in this study are summarized as follows. First, job autonomy, job routineness and job feedback were found to have a positive effect on external behavior and internal behavior in travel agency workers` emotional labor. Second, with regard to the effect of emotional labor on customer?oriented selling behavior, both external behavior and internal behavior in emotional labor had a positive effect on customer?oriented selling behavior. Fourth, with regard to the effect of emotional labor on customer?oriented selling behavior, emotional intelligence played a moderating role between external behavior and customer?oriented selling behavior, but not between internal behavior and customer?oriented selling behavior. In conclusion, The results of this study suggest that travel agencies, which are highly dependent on human resources, should consider emotional intelligence in selecting their workers and improve the workers` emotional intelligence through education and training.

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.

연구논문 : 전시박람회 서비스스케이프와 감정반응간의 관계 연구: 관여도의 조절효과를 중심으로

운승원 ( Seung Won Woon ),김창수 ( Chang Soo Kim ),허성란 ( Sung Ran Hor ) 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.

여행기업의 정체성 및 이미지가 조직동일시와 충성도에 미치는 영향 연구

이진석 ( Jin Suk Lee ),김창수 ( Chang Soo Kim ),허성란 ( Sung Ran Hor ) 관광경영학회 2013 관광경영연구 Vol.57 No.-

This study aims at suggesting directions to improve productivity and establish a sustainable management system for travel agencies through organizational management, by empirically analyzing mutual influences of the identity, image on the organizational identification and royalty. The reciprocal influential relationships among the identity, image, organizational identification and royalty of travel agencies were examined by empirical analysis: to achieve this, research models 4 main hypotheses and 11 subordinate hypotheses were framed. As a result of verifying hypotheses, mutual influential relationships are as follow. First, the corporate identity in travel agencies has partial influence on the organizational identification. Second, the image of travel agencies was analyzed that it has partial influence on the organizational identification. Third, the organizational identification of its members in travel agencies has partial influence on the royalty. Both individual identification and social identification factors have significant effects on turnover intention, altruistic behaviors and productivity. In result, this study showed that the higher the level of organizational identification formed by the corporate identity, image of travel agencies, the higher the royalty of its members rose.