관광경영연구 [Journal of Tourism Management Research]

간행물 정보
  • 자료유형
  • 발행기관
    관광경영학회 [Tourism Management Research Organization]
  • ISSN
  • 간기
  • 수록기간
  • 등재여부
    KCI 등재
  • 주제분류
    사회과학 > 관광학
  • 십진분류
    KDC 326.39 DDC 910
제12권 제1호 통권 34호 (8건)

여행사 브랜드자산 구성요소의 영향관계


관광경영학회 관광경영연구 제12권 제1호 통권 34호 2008.03 pp.1-24

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This study analyzed the path and strength of the effect that brand awareness and perceived quality influence to brand association, and that brand association influences to brand attitude and brand loyalty, and that brand attitude influences to brand loyalty among component factors of travel agency brand equity through exploratory research. And research method applied covariance structure model analysis through LISREL(8.52). In conclusion, three important facts were deduced as a result of empirical study. First, component factors of travel agency brand equity are composed of multi-dimension, and they form the relation of cause and effect among them. This fact means that travel agency can establish marketing strategy easily, and that travel agency can take approach method to achieve marketing goals, and that travel agency can distribute limited marketing resources efficiently. Second, brand association is influenced by brand awareness and perceived quality, and perceived quality influences more than brand awareness. This fact means that travel agency plans and executes marketing mix such as advertising, publicity, distribution, promotion efficiently in the dimension of total marketing. Especially a travel agency has to minimize the gap between consumer's recognition and evaluation formed from consumption after choosing travel agency and tour programs actually about marketing mix contents that travel agency appeals to consumer. Also travel agency has to plan strategic alternatives to improve and to maintain perceived quality of consumer. Third, brand association influences to brand attitude and brand loyalty as well. In this relation, brand association influences to brand loyalty directly and influences to brand loyalty through path of brand attitude indirectly. But indirect effect appears more than direct effect. This fact means that development of brand association in travel agency and tour programs have to change more consumers-based side than the present.



사원급 직원들의 Career Anchor를 통한 개인 만족도 분석 -서울시대 특급 호텔을 중심으로

심영국, 목진원

관광경영학회 관광경영연구 제12권 제1호 통권 34호 2008.03 pp.25-48

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Hotel is regarded as a labor intensive organization, we call people industry, and human resources management is relatively important within the industry. This research aims to find out the right policy of Hotel company for the line employees satisfaction through the career anchor in super deluxe hotels. This research is especially focused on line employees individual satisfaction. because the line employees' duties and responsibilities of the hotel company is very significant for the management of operations. This research suggests the followings, Hotel Company try to give encouragement and motivation to the line employees because the line employees will be the main human resources in near future for the company. As a result of the relations of Career Anchor of line employees, employees tend to regard their work life as personal life. If the company could get the line employees’ work satisfaction with their career, life style, stability, service/devotion, the company's future productivity will be maximized



농촌관광의 서비스품질의 만족도가 재방문에 미치는 영향 연구 -진안지역을 중심으로


관광경영학회 관광경영연구 제12권 제1호 통권 34호 2008.03 pp.49-68

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The purpose of this study was to analyze the effects of service quality on satisfaction of green tourism and to determine the reason behind satisfaction, words of mouth, and revisit intention. From 720 questionnaire distributed, 679 were analyzed using SPSS 12.0 package. Both descriptive and inferential statistics were used to analyze the data such as Pearsons's correlation analysis, confirmative factor analysis, regression analysis. In conclusion, this study has found that satisfaction of green tourism affects the intention of revisit positively and word of mouth as well. In the stand points of green tourism marketing plan, the factors of service quality, environmental cleanliness is the first priority to increase satisfaction of green tourism, the second is taste of foods, the third is signboard for tourists, the fourth is variety of tourist's attractions, and the last is atmosphere of traditional agriculture. The overall satisfaction of green tourism mainly affected by the service quality. The satisfaction is the key to sustain and to increase number of visitors. Kindness is one of the most important factors to increase visitors' satisfaction. The satisfied visitors will revisit the site and are willing to recommend the site to others positively.



중저가호텔 종사원의 서비스 실패 귀인과 직무만족, 조직몰입의 관계 연구

오경택, 이철진

관광경영학회 관광경영연구 제12권 제1호 통권 34호 2008.03 pp.69-93

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This study examines effects of service failure on job satisfaction or organizational commitment of staff of a budget hotel . The study conclusively states that causes of service failure have strong impacts on job satisfaction and organizational commitment of staff of a budget hotel. The conclusion is drawn from the fact that budget hotel's quality of service is relatively low compared to that of five star hotels due to service standards and organization’s framework of business. This causes instability to a professional’s abilities. Further, it is found in the study that job satisfaction has strong impacts on organizational commitment. Especially, if a staff judges that a failure is due to his fault (responsibility / attribution), his job satisfaction and Organizational Committment tend to considerably rise.



여행상품의 지각된 가치에 대한 탐색적 요인 분석

윤보영, 김판영

관광경영학회 관광경영연구 제12권 제1호 통권 34호 2008.03 pp.94-114

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Value has been widely recognized in the past decade by researchers as an important consideration in consumers' service selection and product purchase decisions. Empirical academic research, however, has concentrated on the impact of consumers' perceived value on the attitude to purchase rather than on the resulting behavior itself. Although the post-purchase perceived value of a product or of a service has been studied, little research has been done into the measurement of the overall perceived value of a purchase, where the consumer evaluates not only the consumption experience but also the purchase experience. In this article, the construct of customer-perceived value is first assessed through a literature review. Then a multiple-item measure of customer value is developed. We have developed a scale of measurement of the perceived overall value of a purchase through 35 items grouped into seven dimensions: (1) functional value(physical variables); (2) functional value of the contact personnel of the travel agency; (3) functional value of the tourism package purchased (travel quality); (4) functional value (price); (5) functional value of the contact personnel in the travel process(quality of T/C, T/G); (6) emotional value; and (7) social value.



호텔기업 관리자의 리더십 효과분석

윤지현, 김태경

관광경영학회 관광경영연구 제12권 제1호 통권 34호 2008.03 pp.115-139

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Human resources management is one of the most important aspects in hotel business as it may lead to a success or a failure of business. It would be too much for employees to carry all the burdens on their shoulders to impress the customers and improve the service culture in this fast-changing society with different colors of human desire. Therefore, it is essential to focus on developing strategies for efficient organizational management, as well as human resource management, and a manager with capability of precisely understanding the organizational structure should play a leading role in the organization, with the characteristics of hotel business being considered. This study analyzes the effect of leadership, empowerment and motivation of a manager at food and beverage division on working behavior of staff to improve performance of the division and to maximize the outcome of the management.



AHP를 활용한 여행사윤리경영지표 연구

조의영, 김영중

관광경영학회 관광경영연구 제12권 제1호 통권 34호 2008.03 pp.140-159

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This study attempts to suggest questionnaires and scales for measurement of a travel agency based on Ethical Management Evaluation Index (EMEI) which is advanced from the review of existing research and verify the EMEI by having experts review the validity of the proposed business ethics evaluation index of a travel agency. In order to attain the goal of the study, developing EMEI of a travel agency, the study conducted survey research with experts and an empirical analysis by using the AHP. The analysis results shows that the most important index for Ethical Management of a travel agency was a customer index, evaluating customer protection and satisfaction and service quality. It was also indicated that CEO’s volition concerning Ethical Management and the welfare of employees and an investment to human resources was the most important factor in the detailed evaluation index. The focal point of this study is limited to experts in sampling as the subject, which couldn’t illustrate practical opinions of a travel agency. Moreover, there are a variety of evaluation indexes which is theoretical.



문화관광자 가치측정 연구 -수원화성을 중심으로


관광경영학회 관광경영연구 제12권 제1호 통권 34호 2008.03 pp.160-178

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The number of cultural tour visitor who visit cultural heritage sites to experience long-established customs and cultures instead of conventional simple sightseeing tour has been increasing. Against this backdrop, the purpose of this study is to suggest marketing strategies suitable to the cultural tour visitor desires. To do this, the relationship among attributes of cultural tour visitor, consequences and values was analyzed to make up for problems of existing indistinctive tourism products and find out their ultimate pursuit values. All data for the research is gathered throughout the country including Hwasung, Suwon, Kyounggi-Do from February to march, 2008. Eighty three tourists from other countries were applied for the interview. To carry out this study, first of all, contents analysis is carried out based on the interview results, Second, implication Matrix was made by contents analysis which showed direct or indirect relations. finally, hierarchical value map was mapped for cultural tour visitor in Hwasung. As a result, the major reasons of cultural tour visitor who visited Suwon Hwaseong were learning and education. In addition, keeping their cool through health improvement by nature was very significant. Accordingly, in order to strengthen competitiveness, cultural heritage sites should expand natural learning spaces related to health and have a system or programs for learning traditional culture with nature.


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