韓劇喜好因素對韓國產品形象、國家形象及產品購買意向之影響

이영주,송소라,김영현 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.5

본 연구는 한국드라마에 미치는 선호요인이 제품이미지, 국가이미지 및 구매의도에 얼마나 영향을 미치는가에 대한 연구이다. 이 논문의 설문조사를 위해 용화과학기술대학 및 명전대학교의 대만대학생을 연구대상으로 삼았고, 총 360개 표본의 설문조사중 수집률 94.4%인 340개 표본을 사용하였다. 본 연구는 SPSS소프트웨어 분석도구를 이용해 자료를 분석하였으며, 모든자료는 신뢰도 분석, 인자 분석, 설명적 통계량, 독립 표본 t검정, 일원분산분석, 상관분석과 회귀분석등의 통계방법을 이용하여 연구를 진행하였다. 본 연구의 결과, 한국드라마 선호요인이 한국제품의 이미지, 국가의 이미지 및 구매의도에 모두 상당한 영향을 미치는 것을 알 수 있었다. 또한 한국국가 이미지 및 한국제품 이미지에도 좋은 영향을 미치는 것을 알 수 있었으며, 한국제품의 이미지가 구매의도에 미치는 영향이 상당히 큰것을 알 수 있었다. 한국제품이미지가 한국드라마 선호요인이 구매의도에 있어서 중개적인 효과와 한국국가이미지가 한국드라마선호요인이 구매의도의 부분적 중개효과를 나타내고 있음을 알 수 있었다. 이러한 연구결과로 알 수 있는것은 한국드라마의 시청빈도가 높을수록 한국의 제품이미지, 국가의 이미지 및 구매의도가 높아지면서 한국드라마의 선호요인이 제품 구매의도에 많은 영향을 미친다는 것을 알 수 있었다. This study evaluates whether Korean TV drama influences on Korean brand image, national image and purchase intention. Questionnaires were distributed to Taiwanese students in Ming Chuan University and Lunghwa University of Science and Technology, gathered totally 360 samples. A number of 340 samples were usable, accounted for 94.4%. SPSS statistical analysis package was used for assessing measurements reliability, descriptive statistic, t-test, ANOVA one-way analysis, factors analysis and regression analysis. The results of this study show that Korean TV drama partially influences on Purchase intention, with Korean brand image and National image cognitive mediating effect. In addition, all of the rest of hypotheses are positively affects each other. The findings found that the higher frequency that people watch Korean TV drama, the more positive affects to Korean product's brand image, the national image as well as purchase intention would be relatively higher.

호텔수익 다각화를 위한 연계서비스 효과분석 -개별 상관성분석(호텔수익률 및 객실이용률)을 중심으로-

유태규,안순이 한국호텔관광학회 2013 호텔관광연구 Vol.15 No.3

In recent years, the hotel industry in korea has been boomed by japanese and chinese tourists. but room-reserve ratio is growing worse. This study is considered because conflicts with neighboring countries, such as Dokdo and the additional supplement in korea residence room is pointed out as the main cause. However, the Hospitality industry's revenue in the long term, unless the root is not diversified and separated these causes, will be grown worse. And it is impossible that the long-term development of the Hospitality industry is accepted by undeniable next fact: Among the recent inflow of foreign patients(Guardian) & related Services, implications for the hotel industry's development are great. In this study, 14 major hotels in Seoul based about room utilization were investigated; place, clinic inclusion, inclusion number, traffic Convenience, Casino inclusion, room Utilization, hotel revenue ratio, room unit rate. As a result, it appeared that traffic convenience & casino enterance inclusion was some relationship with diversification and profitability of the hotel in seoul.

호텔기업의 기업가정신이 신서비스개발에 대한 경영진의 의지와 프로세스 체계에 미치는 영향

박진옥,김원식 한국호텔관광학회 2014 호텔관광연구 Vol.16 No.3

The purpose of this study is to identify the impacts of entrepreneurship on management commitment and process system for new service development in Korean hotel firms. The findings of this study are expected to uncover useful managerial strategies for developing and implementing positive and effective entrepreneurship to build corporate environment for new service development in the hotel organization. The major five star hotels with international chain brands, local chain brands, and independent local brands were selected for investigation using judgmental sampling that involved considering the hotel's establishment date, the size of the hotel, the grade given to the hotel by the Korea Hotel Association. This study employed multiple regression analyses on 268 employees from the frontline of a hotel to estimate whether and to what extent entrepreneurship in hotel firms affects management commitment and process system for new service development.

호텔기업 구성원의 성취목표지향성이 실패공포, 자기주도 학습전략과 경력몰입에 미치는 영향

박종철,최현정 한국호텔관광학회 2020 호텔관광연구 Vol.22 No.3

The purpose of this study is to test the structural relationships of achievement goal orientation with fear of failure, self-directed learning strategy, and career commitment in the hotel industry. To accomplish the goals, a field survey was conducted on the employees working for deluxe hotels in Seoul area. A total of 400 copies were distributed, and 383 (95.8%) were collected. After excluding questionnaires that responded unfaithfully or did not meet the research objectives, 372 (93.0%) were used for the final analysis. The statistical tools to be undertaken in this research were frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and covariance analysis using the statistical package of SPSS (12.0) and AMOS (6.0). The results of this study could be summarized as follows; First, the concept of achievement goal orientation was categorized into 4 dimensions which are mastery-oriented goal, mastery-avoidance goal, performance-oriented goal, and performance-avoidance approach. Second, the achievement goal orientation (mastery-oriented goal, performance-oriented goal) negatively affects the level of hotel employees' fear of failure. Third, the achievement goal orientation (mastery-oriented goal, performance-oriented goal) has a positive effect on the level of hotel employees' self-directed learning strategy. Fourth, the achievement goal orientation (mastery-oriented goal, performance-oriented goal) also has a positive effect on the level of hotel employees' career commitment. Fifth, the results showed no significant effect from the fear of failure to the level of hotel employees' self-directed learning strategy. Sixth, this study provided no significant relationship between the fear of failure and career commitment. In the last chapter, the paper concludes with discussions and the managerial implications for the future personnel policies. 본 연구는 호텔기업의 구성원의 성취목표지향성이 실패공포, 자기주도 학습전략과 경력몰입에 미치는 영향 관계를 분석하여 국내 호텔의 인사관리를 위한 시사점을 제공하고자 하였다. 이를 위해 서울시내 특급호텔(4성, 5성급) 구성원들을 대상으로 현장 설문조사를 실시하였다. 총 400부를 배부하여, 383(95.8%)부를 회수하였으며, 이중에서 불성실하게 응답했거나 연구목적에 부합하지 않는 설문지를 제외한 총 372(93.0%)부가 분석에 사용되었다. 통계분석은 SPSS 12.0과 AMOS 6.0의 통계 프로그램을 사용하였다. 실증분석을 토대로 연구결과를 요약하면 다음과 같다. 첫째, 본 연구에서 성취목표지향성의 구성요소에 대한 요인분석을 실시한 결과, 숙달접근 목표지향성과 숙달회피 목표지향성, 수행접근 목표지향성, 수행회피 목표지향성의 4요인으로 차원화되었다. 둘째, 성취목표지향성과 실패공포의 관계를 살펴본 결과, 성취목표지향성의 숙달접근 목표지향성과 수행접근 목표지향성 2개 요인의 지각 정도가 높을수록 실패공포인식은 낮아지는 것으로 나타났다. 셋째, 성취목표지향성과 구성원들의 자기주도 학습전략의 관계를 살펴본 결과, 성취목표지향성의 숙달접근 목표지향성과 수행접근 목표지향성 2개 요인의 지각 정도가 높을수록 자기주도 학습전략은 높아지는 것으로 나타났다. 넷째, 성취목표지향성과 경력몰입의 관계를 살펴본 결과, 성취목표지향성의 숙달접근 목표지향성과 수행접근 목표지향성 2개 요인의 지각 정도가 높을수록 경력몰입은 높아지는 것으로 나타났다. 다섯째, 실패공포와 자기주도 학습전략 간의 관계를 살펴본 결과, 실패공포와 자기주도 학습전략 간에 유의적인 인과관계는 없는 것으로 나타났다. 여섯째, 실패공포와 경력몰입의 관계 역시 유의적인 인과관계가 없는 것으로 확인되었다.

추구혜택에 의한 컨벤션호텔 시장세분화: 부산지역 C호텔을 중심으로

이준혁,박헌진 한국호텔관광학회 2017 호텔관광연구 Vol.19 No.2

This study aimed to identify convention hotel's market segmentation strategy through the case of C hotel in Busan. C hotel is located in near the BEXCO. To conduct this purpose, 284 questionnaires were collected from the C hotel rooms' guest. For the benefit segmentation, factor analysis and cluster analysis were executed. The factor analysis delineated eight dimensions of hotel selection attributes from 33 items: Employees' service, Discount policy, Banquet facilities, Variety of F&B, Rooms' facilities, Convenience, Comfortable Bed, Room's size. The relationships of between customer's satisfaction and the factors were conducted by regression analysis. Employees' service, Discount policy, Room's facilities, Comfortable bed, Convenience, Banquet's facilities, Room's size influenced the customers' satisfaction by order. The results of cluster analysis indicated that three distinctive segments were identified: Dissatisfied Customers, Satisfied Customers, and Moderate Satisfied Customers. These three segments were significantly different with respect to hotel selection factors, gender, age, marital status, purpose of visit, occupation, monthly income, information resources, preferred hotel, place of residence.

호텔컨벤션 담당자와의 상호작용과 신뢰에 따른 관계유지에 관한 연구

선종갑 한국호텔관광학회 2007 호텔관광연구 Vol.9 No.3

The purpose of this study is to find out as follows; 1. the determinants to increase the quality of relationships with hotel convention service providers and customers. 2. to identify relationship between interaction of hotel convention service providers and customers, and recommendation. 3 to identify relationship between interaction of hotel convention service providers and customers, and relationship maintain relationship The samples are hotel convention planners. 249 data out of the total 300 were analyzed for the research. With the collected survey data, frequency tests, descriptive analysis, factor analysis for hotel convention service provision features, and multiple regression were conducted The results of the study showed that interaction and trust affect recommendation and relationship maintain. It can said that this study would provide fundamental information for hotel convention service providers to increase hotel service quality.

호텔 브랜드 마케팅, 브랜드 자산 및 고객만족의 영향관계 연구: 서울지역 특급호텔을 이용하는 내국인 중심으로

김호성,김화진,한진수 한국호텔관광학회 2009 호텔관광연구 Vol.11 No.3

This study is to confirm what kind of hotel brand marketing is effective to improve hotel equity. It aims to contribute hotel brand marketing from analyzing and showing how brand equity factors affect customer satisfaction. It conducted sampling to collect 230 samples among 250 customers of luxury hotels in Seoul. A total of 230 valid responses were used for data analysis. The data were analyzed using exploratory factor analysis, reliability analysis and regression analysis. Research findings are as follows; First, Hotel brand marketing factors caused a positive impact on brand equity in luxury hotel. In conclusion, customers of hotels will have brand awareness and association with luxury hotel brand through brand marketing of the cost, image, advertisement and distribution. Second, brand equity factors of brand awareness and association caused a positive impact on customer satisfaction in luxury hotel but the perceived quality is not sufficient.

호텔인적자원관리가 직원만족 및 호텔경영성과에 미치는 영향: 부산 N호텔의 사례를 중심으로

이준혁,박헌진 한국호텔관광학회 2017 호텔관광연구 Vol.19 No.1

This study was conducted for identifying the relationship between human resources management, employees' satisfaction, employees' loyalty and management performance of the deluxe hotels in Busan. Data were collected from the employees of N deluxe hotel in Busan. Based on valid 168 questionnaires, empirical analysis was conducted by SPSS for Window 18.0 and AMOS 18.0. Through the exploratory factor analysis and confirmatory factor analysis, we identified human resources management factors as ‘performance appraisal and training', ‘selection', ‘compensation management', and ‘task management'. We also had significant factors as ‘employees' satisfaction', ‘employees' loyalty', and ‘hotel management performance'. Results showed that ‘compensation management', and ‘task management' had influence on employees' satisfaction, however, ‘performance appraisal and training' and ‘selection' did not. Also, employees' satisfaction - employees' loyalty and employees' loyalty - hotel management performance had a significant relationship. As results of difference analysis, male employees had a higher average point than female employees in ‘performance appraisal and training', ‘selection', ‘compensation management', ‘employees' loyalty', and ‘hotel management performance'. Among the ages, employees under the age of 25 are higher than 31-35 age employees in ‘employees' satisfaction'. In employees' position and salary, rank and file members are lower average point than team leaders in ‘selection', ‘compensation management', ‘employees' loyalty', and ‘hotel management performance'. This result will be a good examples of the current hotel industry in Busan which induces many competitions. According to the results, this study will give some good implications for the hotel human resources management. Finally, the study closes with a discussion of implications for practice, limitations, and suggestions for future research.

가치-태도-행동(VAB) 모델을 적용한 모바일 호텔 예약(MHR) 사용자의 행동의도: 채널 신뢰의 조절효과

김진경 한국호텔관광학회 2019 호텔관광연구 Vol.21 No.3

This study deepened the value-attitude-behavior (VAB) hierarchy model developed by Homer & Kahle (1988) incorporating a direct casual relationship between values and behavioral intentions in the context of mobile hotel reservation (MHR). In addition, the moderating role of channel credibility was examined among study variables that offers a clearer understanding in the formation of MHR user's intention. An online survey was conducted amongst Koreans who have used MHR channel to place hotel reservation in the past year and a total of 398 responses were employed to test research hypotheses through structural equation modeling and multiple group analyses. The results supported VAB hierarchical relationships in the field of MHR and verified the impact of both hedonic and utilitarian values on users' attitude which was significantly associated with reuse intention. Meanwhile the direct casual relationship between values and reuse intention was found in the link between utilitarian value and reuse intention. The moderating role of channel credibility was only discovered in the relationship between utilitarian value and reuse intention. In particular, the low channel credibility group displayed the greater influence on this causal relationship than high channel credibility group. The present study contributed to advance our knowledge in predicting positive behavioral intentions of MHR channel users along with the identified moderating role of channel credibility. Furthermore, the practical implications were discussed for the vitalizations of MHR channel. 본 연구는 Homer & Kahle(1988)에 의해 제시된 가치-태도-행동(VAB: value-attitude-behavior) 위계적 모델을 기초로 하여 모바일 호텔 예약(MHR: mobile hotel reservation) 채널의 가치, 태도, 행동의도간의 구조적 영향 관계 및 가치와 행동의도간의 직접적인 인과관계를 살펴보며 이론의 깊이를 더하고자 하였다. 또한 연구 변수들 간의 영향 관계에 있어 채널 신뢰의 조절효과 검증을 통하여 채널 사용자의 행동의도 형성에 대한 보다 명확한 이해를 돕고자 하였다. 과거 1년 동안 모바일 호텔 예약 채널을 사용하여 호텔 예약을 진행해 본 경험이 있는 대한민국 성인을 대상으로 온라인 설문조사를 하였으며, 398의 유효 표본을 대상으로 구조방정식모형 분석과 다중집단분석을 토대로 연구 가설을 검증하였다. 분석 결과, 모바일 호텔 예약 채널의 가치-태도-행동 모델의 순차적인 영향 관계를 지지하며, 쾌락적 가치와 실용적 가치 모두 사용자 태도 형성에 긍정적인 영향을 미치며, 태도와 행동의도간의 영향 관계는 통계적으로 유의한 것으로 밝혀냈다. 한편, 가치와 행동의도간의 직접적인 인과관계는 실용적 가치와 재사용의도간의 관계에서만 나타났다. 조절변수로서 채널 신뢰의 역할은 실용적 가치와 재사용의도간의 관계에서만 파악되었으며, 구체적으로 채널에 대한 신뢰가 낮은 그룹의 경우 실용적 가치가 재사용의도에 미치는 영향이 신뢰가 높은 그룹에 비해 더 강한 것으로 검증되었다. 본 연구는 가치-태도-행동 이론을 심도 있게 활용하며 모바일 호텔 예약 채널 사용자의 긍정적인 행동의도를 형성하는 중요한 선행변수에 대한 이해 및 연구 변수 간 영향 관계에 채널 신뢰의 조절역할을 검증한 이론적 의의를 지닌다. 나아가 궁극적으로 채널의 활성화를 위한 실무적 시사점을 제공하며 제언을 하였다.

호텔선택속성에 의한 호텔레스토랑의 리포지셔닝 전략: 부산 N호텔의 사례를 중심으로

이준혁,박헌진,박대환 한국호텔관광학회 2011 호텔관광연구 Vol.13 No.4

This study aimed to identify repositioning strategy through the case of N hotel in Busan. To conduct this purpose, 142 questionnaires were collected from the N hotel rooms' guest. For the benefit segmentation, factor analysis and cluster analysis were executed. The factor analysis delineated six dimensions of hotel selection attributes from 31 items: F&B service, Front service, Other service, Convenience, Business, Front Office Employee. The results of cluster analysis indicated that three distinctive segments were identified: Clients, Dissatisfied Customers, Business-Oriented Customers. These three segments were significantly different with respect to hotel selection factors, gender, age, marital status, purpose of visit, occupation, monthly income, information resources, preferred hotel, place of residence, nationality. Customer's perceptual mapping was identified by the comparison of degree of importance and satisfaction which was measured by customers. Based on the results of t-test and One-way ANOVA, the implications were gathered. Without MDS(multiple dimension scaling) analysis, N hotel's restaurant repositioning was conducted.