Earticle

본 연구는 관광객의 공정관광행동을 유도할 수 있는 방안을 모색하는 목적으로 관광객 의 공정관광인식, 공정관광행동의도 및 지각된 주민태도의 영향관계를 검증하였다. 대상지 역은 유네스코가 지정한 세계유한 전통마을인 안동 하회마을과 경주 양동마을로 지정하였 고, 비확률 표본추출방법인 편의 표본추출방법으로 설문지를 배포하였고, 회수한 설문지는 SPSS 20.0을 사용하여 통계분석을 실시하였다. 그 결과, 공정관광인식 중 환경적 인식과 사 회문화적 인식은 공정관광행동의도에 유의한 영향을 미치는 것으로 나타났지만 경제적 인 식은 통계적으로 유의한 영향을 미치지 못하는 것으로 나타났다. 지각된 주민태도는 공정관 광행동의도에 유의한 영향을 미치는 것으로 나타났는데, 지각된 주민태도의 조절효과에서는 지각된 주민태도가 환경적 인식과 공정관광행동의도의 관계에서만 통계적으로 유의한 결과 를 보였다. 본 연구에서 관광객이 지각하는 주민태도를 측정하는 것은 관광분야에 있어서의 새로 운 시도라고 할 수 있다, 또한 지각된 태도의 조절효과를 공정관광연구에 도입한 것도 의미 있는 시도라고 하겠다.

Camping has been getting attention worldwide, in particular, in terms of tourism promotion and economic benefit. The purpose of this study was investigate the changing perceptions about Camping by the general public, using social network analysis. Textom was used to collect text data from Naver, Daum, and Google search engines over the period of 2010-2014. A total of 578,187 words were accumulated for the analysis. The analysis focused on the relationships among the words selected. Semantic network analysis and CONCOR analysis provided some interesting results and implications. The general public tended to positively perceive camping as both leisure activity and travel destination. In summary, camping is a part of leisure culture. As time went, this tendency became stronger. Some implications related to camping policy stem from the result: development of standardized camping program and aggressive promotion of positive functions of camping. These policies are expected to contribute to building up the foundation of positive perception about camping as leisure.

This study aims to examine the relationship between personal values (social-altruistic and egoistic value) and perceived conflicts of residents in a tourist site. The study proposes that people who have social-altruistic personal values would perceive more conflicts of residents than those who emphasize egoistic values, and then the former would behave in a way of fair travel. The context of the research is living heritage sites in which conflicts between residents and tourists are critical. Data were collected by self-administered survey in two UNESCO World Heritage Sites in Korea: The Hahae Folk Village and Yangdong Folk Village. The results show that the impact of social-altruistic value on fair travel behavior was significant while the impact of egoistic value was not significant. The fair travel behavior has the positive impact on perceived conflicts of residents occurred by tourists. The findings suggest that fair travel behaviors are affected by social-altruistic value, and that people who engage in fair travel would more take care of conflicts. This shows emphasizing social-altruistic behavior of tourists through fair travel concept would help residents of heritage sites mitigate conflicts with tourists.

본 연구의 감정은 인지적 즐거움과 감성적 즐거움 그리고 자전거 여행의도 간에 미치 는 영향관계를 제시하고 있다. 여행자극을 통해 다양한 감정을 경험하며 또한 이러한 감정 들이 자전거 여행의도에 영향을 미친다는 연구결과와 정부 정책지원의 조절역할을 중심으 로, 그 영향효과를 모두 발현가능하며 통합되어 질 수 있음을 검증하고자 한다. 연구결과 여행자의 감정은 인지적 즐거움과 감성적 즐거움으로 구분되고, 인지적 즐 거움은 여행자극과 환경적인 감각적 자극을 통해 경험하는 것으로 나타났다. 정부의 정책지 원의 조절역할이 더 영향 받는 것으로 제시되었다. 이러한 결과 자전거 여행자 감정은 인지와 감성은 서로 유기적 관련하에서 연계될 수 있음을 보여주고, 국민여가문화에서 인간의 감정자극이 자전거 여행의도에 많은 영향을 미 치고 정부 정책지원은 국민여가와 레저문화 수준을 한 층 더 높은 여가문화생활에 대해 긍 정적이며 이를 제시하고 있다. 여행자의 감정에 관한 새로운 관점과 자전거 여행자 행동의 도 유발에 보다 구체적 정부 정책지원 논의가 될 수 있는 계기가 마련될 것으로 본다.

This study was carried out to measure the major effect and moderate effect according to organizational culture types on the internal market orientation to the organizational commitment of the employees, it is composed of formal information generation, informal information generation, formal written information generation, information dissemination, responsiveness as the Internal Market Orientation, and is comprised to customer orientation, innovation orientation, human orientation, and on the job orientation as the Organizational Culture types for the specified variables, and it was analysed to affect as each other. The result of study as follow: first, internal market orientation has positive effect on organizational commitment except information generation in the five factors. second, there is moderate effect on human orientation and on the job orientation from the internal market orientation which affect to organizational commitment; there is differency of moderate effect from the organizational culture types. Therefore, this study contribute to examine the practical dimension on the organizational culture types between internal market orientation and organizational commitment and derived practical suggestion being moderated effect on the information generation and reponses factor.

This study was to identify visit of Chinese tourists when choosing a brand loyalty antecedents(brand prestige, brand consciousness. and brand identification), such as how to evaluate the impact. Data for the survey was collected in China tourists using the Five Star hotels in the country. Research findings were as follows. First, the brand prestige has significant influence statistically in brand identification. Second, Consumers identify the brand of hotel was perceived to be crazy to suggest a significant positive effect on brand loyalty. Third, showed that brand consciousness crazy statistically significant effect on brand loyalty and brand identification form. However, this hypothesis brand prestige have a significant impact on brand loyalty formation was rejected. This results in order to survive in a highly competitive market as today, suggesting a potential market makes the need to establish and run an aggressive marketing strategy for the Chinese tourists.

The purpose of this study is to verify the mediating effect of rapport in the relationship between communication satisfaction(CS) on their organization commitment(OC). In order to achieve this research, the 289 employees who work in Five Star Hotels in Seoul were surveyed, SPSS 18.0 statistical package was used to conduct the frequency analysis, reliability analysis, correlation analysis and multiple regression analysis model. First, hotel sub-concepts of the CS shows a partially significant positive correlation effect on rapport and OC in circumstance of organizational communication(COS), internal communication(IC) and communication between departments(CD). Second, in the mediating effect of the impact the relationship between CS and OC, rapport showed that a mediating role in positive correlation COS, IC. but In the case of IC, rapport has been shown to no significant effect on OC. Through the verification of the influence of relationship between CS and OC it proposes the implications on human resource management.

본 연구의 목적은 실버세대의 라이프스타일에 따른 외식상품 선택속성과 구매의도와의 관계에 대한 연구이다. 55세 이상 서울, 부산, 대구에 거주하는 실버세대를 대상을 표본으로 연구를 하였으며, 2014년 9월 1일부터 30일까지 400부를 배포하여 315부의 설문지를 분석에 이용하였다. 빈도분석, 탐색적요인분석, 신뢰도분석, 구조방정식모델분석을 하였으며, 연구의 결가는 다음과 같다. 첫째, 실버세대 라이프스타일은 건강추구형, 편의추구형, 유행추구형,성 취욕구형으로 분류되었고, 4가지 선택속성은 음식과 품질, 가격과 할인, 이용편의성, 서비스 와 환경으로 분류되었다. 라이프스타일, 선택속성과 구매의도는 유의한 관계를 가지는 것으 로 나타났으나, 유행추구형 외식상품 선택속성에 유의한 영향을 보이지 않았다.

This study is designed to identify food products selection attributes and purchase intentions according to lifestyles of silver generation. The participants in this study are people, who are over 55 years old, living in Seoul, Pusan, and Daegu. A total of 400 were distributed during the period of September 1 to 30 2011 and 315 questionnaires were used for the data analysis. The results were analyzed using frequency test, exploratory factor analysis, reliability test, structural equation model test. Findings from the results of this study are as follow: First, four types of silver generations` lifestyle including healthy-seeking type, convenience-seeking type, achievement-seeking type, popularity-seeking type were classified. Second, four selection attributes of food product including food & quality, price & discount, convenience, service & environment were identified. The results show the significant relationships between the four lifestyle types, food product selection attributes and purchase intentions. However, popularity-seeking type doesn`t show any significant relationship on selection attributes of food product.

This study is to find out non verbal communication factors of family restaurants and to clarify the effects of each factor on brand image and brand trust. The analyses show that there are four non verbal communication factors of family restaurants: body language, space language, intent language and physical appearances. In the relationship between non verbal communication and brand image, the four non verbal communication factors all have influences on brand image. Of all, body language has the most effect on brand image and is followed by space language, intent language and physical appearances in the effect on brand image. In the relationship between non verbal communication and brand trust, only body language and physical appearances except space language and intent language have influences on brand trust. Brand image has significant impact on brand trust. Space language and intent language out of the four non verbal communication factors have no direct effect on brand trust, but they have indirect effect on brand trust through brand image.