Determinants of Guests’ Word-of-Mouth (WOM) Behaviors in Upscale Hotels

Han, Hee-sup(한희섭),Kim, Joo-hyun(김주현),Kim, Wan-soo(김완수) 한국호텔외식관광경영학회 2016 호텔경영학연구 Vol.25 No.3

스크린 골프장을 이용하는 고객의 충성도에 영향을 끼치는 핵심 요인에 관한 연구

한희섭(Hee Sup Han),현성협(Sung Hyup Hyun),황진수(Jin Soo Hwang) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.5

While the screen-golf industry has been rapidly growing for the last decade, empirical research about this lucrative industry is rare. The present study attempted to explain golfers` loyalty formation for a screen-golf cafe. In particular, this research proceeded to investigate the role of the image of screen-golf cafe, its overall performances, and golfer satisfaction in determining loyalty, and to assess the mediating impact of trust in the screen-golf cafe and commitment in the proposed conceptual framework. A field survey was conducted to collect the data at screen golf cafes located in the metropolitan city, South Korea. The gathered data (185 cases) was analyzed using a Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Findings from the SEM revealed that the proposed theoretical framework involves a satisfactory fit of the model. In addition, our findings generally supported the hypothesized associations among study variables. In particular, according to our results, image of the screen-golf cafe and overall product performances significantly affected golfer satisfaction; golfer satisfaction acted as a significant antecedent of trust in the screen-golf cafe and commitment; trust and commitment were positive functions of satisfaction; and both trust and commitment significantly mediated the association between satisfaction and loyalty to the screen-golf cafes. Overall, the findings of this study help practitioners in the screen-golf industry develop efficient marketing as well as service strategies for loyalty enhancement.

Investigating the role of factors that trigger college students’ decision to enter a graduate program in hospitality and tourism

Han, Hee-sup(한희섭),Kim, Joo-hyun(김주현) 한국호텔외식관광경영학회 2016 호텔경영학연구 Vol.25 No.2

사이버가정학습에서 학습 스타일과 교육 방법이 미치는 효과성 연구

한희섭 ( Hee Seop Han ),한선관 ( Seon Gwan Han ) 한국컴퓨터교육학회 2011 컴퓨터교육학회 논문지 Vol.14 No.1

사이버가정학습은 학습자의 학습 영역을 가정으로 확산해 가는 것이 근본 취지이지만, 학교교육과 연계되지 못하면 그 실효성이 미미하다는 것이 연구학교 교사들의 지적이었다. 본 연구에서는 사이버가정학습을 활용함에 있어서 학교교육과 연계한 블렌디드 러닝(Blended-learning) 교육방법과 학습 스타일 등 학습자의 학습 요소가 학력 향상에 미치는 영향력을 비교해보았다. 사전검사결과 사회과의 학력에 차이가 없는 두 개 학급을 선정해 1학기동안 순수한 사이버학습과 블렌디드 학습의 두 형태로 운영을 해보고, 학력 향상에 미친 요소들의 영향력을 통계적으로 검정해보았다. 그 결과 학습 방법이 가장 큰 영향력을 보여주었고, 다음으로 Kolb의 학습 스타일에서 구체적 경험을 중시하는 학습 스타일과 반성적 관찰을 중시하는 학습 스타일의 영향력이 통계적으로 유의한 차이를 보여주었다. 연구 결과 사이버가정학습의 효과적 운영을 위해 학교교육과 적극적으로 연계되어 활용되어야 하며, 학습자들의 학습 스타일에 맞추어 적합한 학습 콘텐츠가 마련되어야 함을 보여주었다. Cyber-home Learning aims to extend learning space from the classroom to real-life situations, and teachers of research schools on Cyber-home learning have indicated the importance of connection with school instruction in order to improve students` performance. The goal of this study is to evaluate the influence of the instructional method( blended-learning vs just cyber learning) and the learning styles by Kolb`s LSI on Cyber-home learning. We carried out the experiment using two similar classes in the social and math subjects for 1 semester. The results statistically shows the instructional method is the most influence on learning score and the next element is the learning styles. Therefor this study proved again Cyber-home learning is effective when connecting with school instruction and also the more various contents on learning styles could be supportive to students. In other words teacher`s role and the adaptive learning contents by learning styles are essential for Cyber-home Learning`s success.

국제 항공여행객들의 공항쇼핑 의도 형성 예측에 대한연구

한희섭(Hee Sup Han),현성협(Sung Hyup Hyun),황진수(Jin Soo Hwang) 한국호텔외식관광경영학회 2014 호텔경영학연구 Vol.23 No.1

Despite its importance, relatively little is known about international tourists` decision-making process for their shopping at an airport abroad. Filling such research gap, the present study attempted to examine overseas tourists` intention formation for airport shopping when traveling abroad by employing and expanding the theory of planned behavior. Particularly, we aimed 1) to assess the intricate associations among attitude toward the behavior, subjective norm, perceived behavioral control, desire for airport shopping, and frequency of past behavior in generating intention for airport shopping by modifying the TPB model, 2) to test the relative importance among study constructs in determining airport-shopping intention, and 3) to identify the superiority of the proposed theoretical framework in predicting intention compared to the original TPB. Desire for airport shopping, image of it, and frequency of past behavior were newly incorporated into the original theory of planned behavior. Data collected from the international travelers using a particular airport in South Korea was utilized for analysis. Findings from the assessment of the measurement model verified the adequate level of composite reliability and construct validity. Results from the structural model revealed that the proposed extended theoretical framework was superior to the original socio-psychological theory in terms of prediction power; and integrated variables had a significant role in intention formation. In addition, the vital impact of desire (relative importance) as a direct driver of intention was found. Further, desire was identified to be a significant mediator in the relationship between attitude and intention for airport shopping. Findings of this study will help airport operators and marketers improve/invent tactics to increasing international tourists` airport shopping behaviors and to spend more.

협력학습을 위한 협력지식관리시스템의 설계 및 구현

한희섭 ( Hee Seop Han ),김현철 ( Hyeon Cheol Kim ) 한국컴퓨터교육학회 2007 컴퓨터교육학회 논문지 Vol.10 No.2

풀 서비스 레스토랑 산업에서 고객 세분화 방법을 이용한 고객 지향적 직원 서비스에 관한 연구

한희섭(Hee Sup Han),황성훈(Sung Hoon Hwang),황진수(Jin Soo Hwang) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.6

The concept of customer orientation of service employee (COSE) has received much attention from both academic and industrial fields due to the effects of employee services on successful relationship marketing. Therefore, the aims of this study are to (1) identify what kinds of COSE there are in the full-service restaurant industry, (2) find whether or not patrons can be grouped into distinct subsegments based on COSE, and (3) investigate whether or not there are statistical differences among the subsegments based on demographic characteristics. The results of confirmatory factor analysis indicated that there were four factors of COSE (e.g. technical skills, social skills, motivation, and decision-making authority). Second, we classified respondents into four segments based on the four dimensions of COSE through K-means cluster analysis (Cluster 1 = restaurant patrons who highly place importance on technical skills and decision-making authority, Cluster 2 = patrons who lowly place importance on all the factors, Cluster 3 = restaurant patrons who highly place importance on social skills and motivation, Cluster 4 = restaurant patrons who highly place importance on technical skills but very lowly place importance on social skills). Finally, Pearson`s chi-squared test showed that there were statistical differences in gender and age among four segments. In the latter part of the study, we suggested managerial implications.

Wiki 기반 협력학습에서 적응적 내비게이션 시스템이 그룹 활동에 미치는 효과

한희섭(Hee Seop Han),김현철(Hyeon Cheol Kim) 한국컴퓨터교육학회 2006 컴퓨터교육학회 논문지 Vol.9 No.1

Are Consumers Ready to Pay More for a Healthy Menu Item at Restaurants?

Han, Heesup(한희섭),Yoon, Hae Jin(윤해진) 한국호텔외식관광경영학회 2015 호텔경영학연구 Vol.24 No.3

Vital Predictors of Hotel Guests’ Decision to Engage in Word-of-Mouth Behavior

Han Hee-Sup(한희섭),Kim In-Sin(김인신),Hyun Sung-Hyup(현성협) 대한관광경영학회 2012 觀光硏究 Vol.27 No.4

Little research has examined the role of service encounter as a primary factor/single independent variable in explaining Word-of-Mouth (WOM) formation in the hotel industry. In addition, previous research has not specifically identified whether high/low level of perceived switching barriers, satisfaction, trust, and commitment maximizes/minimizes the effect of the quality of service encounter on WOM. In the present study, these gaps were successfully explored by empirically testing the proposed theoretical framework. Findings from the structural model indicated that our proposed conceptual framework satisfactorily fit the data; the prominent role of service encounter in the formation of WOM was identified; and the mediating effects of positive and negative switching barriers, satisfaction, trust, and commitment on the likelihood of generating favorable WOM were empirically verified. Overall, the complicated interrelationships among the study constructs have been fully identified. Findings of the present study, evoked from a survey at mid-scale hotels, imply that to achieve recommendation/favorable WOM, hotel marketers need to pay special attention to the enhancement of the quality of service encounter, the active generation of switching barriers, and the increase of satisfaction, trust, and commitment. 호텔 산업에서 고객들의 구전효과 형성을 설명하는 핵심 선행변수로써, ‘서비스 인카운터’의 역할에 대한 연구는 매우 빈약한 실정이다. 또한, 호텔 고객들이 느끼는 심리적 전환장벽, 고객만족도, 신뢰, 그리고 충성도가 구전효과에 미치는 영향력은 아직 검증되지 않았다. 이러한 선행연구들의 한계점들을 보완하고자, 본 연구는 충실한 이론적 배경을 바탕으로 9개의 연구가설들을 도출하였으며, 이를 바탕으로 구조모델이 탄생하였다. 도출된 연구가설과 구조모델은 212명의 호텔고객들로부터 수거된 경험적 데이터를 활용해 검증하였다. 확인적 요인분석 결과에 의하면, 본 연구에서 제시된 연구 개념들은 모두 일차원적 개념(uni-dimensional construct)임이 입증되었으며, 모델 적합도도 수용할만한 것으로 나타났다. 구조방정식 모델분석 결과에 의하면, ‘서비스 인카운터’가 호텔고객들의 구전효과 형성에 결정적인 역할을 하며, 이 과정에서 긍정적/부정적 전환장벽은 매개변수의 역할을 하는 것으로 나타났다. 분석결과를 종합하였을 때, 고객들의 긍정적인 추천과 구전효과를 이끌어내기 위해서는 호텔 마케터들이 ‘서비스인카운터’를 제고하려는 노력을 기울여야 하며, 고객들의 심리적 전환장벽을 적절히 활용하고, 고객만족과 신뢰를 형성하는 것이 중요하다는 것을 시사한다. 이를 바탕으로 구체적인 실무적/이론적 시사점들이 심도있게 논의되었다.