Earticle

본 연구는 코로나19 기간에 5성급 호텔 레스토랑을 방문해본 경험이 있는 고객이 지각한 직원의 비언어 적 커뮤니케이션이 사회적 라포 및 관계지속의도에 미치는 영향을 검증하였다. 또한, 비언어적 커뮤니케이션 이 사회적 라포에 미치는 영향 관계에 있어서 고객 공감의 조절효과 및 비언어적 커뮤니케이션이 관계지속 의도에 미치는 영향 관계에 있어서 사회적 라포의 매개효과를 추가로 검증하였다. 최소 2회 이상 5성급 호 텔 레스토랑을 방문해본 경험이 있는 고객 중에서 312명이 최종 유효표본으로 선정되어 실증분석에 투입되 었다. 가설검증과 매개효과 및 조절효과의 존재 여부를 확인하기 위하여 다중회귀분석 및 위계적 회귀분석 을 수행하였다. 연구 결과를 요약하면 다음과 같다. 첫째, 비언어적 커뮤니케이션은 사회적 라포 및 관계지 속의도에 유의한 정(+)의 영향을 미쳤다. 이는 고객이 비언어적 커뮤니케이션에 대한 지각이 높을수록 사회 적 라포 및 관계지속의도가 높게 형성됨을 의미한다. 둘째, 고객 공감의 조절효과와 사회적 라포의 매개효과 가 통계적으로 유의함을 밝혔다. 이는 비언어적 커뮤니케이션이 사회적 라포에 미치는 영향에 있어서 고객 공감에 따라 유의한 차이를 보이고 있으며, 비언어적 커뮤니케이션이 관계지속의도에 미치는 영향 관계에 있어서 사회적 라포가 매개변수로서 기능을 수행하고 있음을 의미한다. 이러한 결과들은 비언어적 커뮤니케 이션이 사회적 라포 및 관계지속의도의 주요한 결정요인임을 시사하고 있다. 따라서 코로나19 기간에 사회 적 라포 형성을 통해 고객의 관계지속의도 제고를 원하는 5성급 호텔 레스토랑 경영진은 비언어적 커뮤니케 이션을 주요 전략적 도구로 고려해야만 할 것이다.

The purpose of this study is to examine the influence of non-verbal communication of five star hotel restaurant employee perceived by customer on social rapport and relationship continuity intention during COVID-19. This study also investigates the moderating effect of customer empathy and mediating effect of social rapport. The final valid 312 samples among customers who have a experience of visiting five star hotel restaurant at least more than two times were put into the empirical analysis. We performed multiple & hierarchical regression analysis to investigate the research hypotheses and identify whether a mediating and moderating effect exists. The results of this study can be summarized as follows. First, we found that non-verbal communication had a significantly positive effect on social rapport and relationship continuity intention. It means that the higher customer’s perception of non-verbal communication, the higher social rapport and relationship continuity intention occurred Second, we turned out that moderating effect of customer empathy and mediating effect of social rapport were statistically significant. It implies that a significant difference in the effect of non-verbal communication on social rapport by customer empathy exists, and in the influential relationship between non-verbal communication and relationship continuity intention social rapport plays a mediating variable role. These results suggest that non-verbal communication is the key determinant of social rapport and relationship continuity intention. Hence, if five star hotel restaurant managers who want to raise relationship continuity intention via social rapport during COVID-19, they have to consider the non-verbal communication as a strategic tool.

This study has the purpose of analyzing the influencing relationship between organizational commitment, job satisfaction, and turnover intention with the entrepreneurship of the hotel and investigating a mediated effect of organizational commitment between entrepreneurship, job satisfaction, and turnover intention. For achieving this purpose, we established workers of above a five-star hotel in Seoul as a population of this study and extracted 282 copies of specimen at all through convenience sampling method among Non-probability sampling methods and used it for final analysis. Programs we used for statistical analysis were SPSS v.23 and AMOS v.23 and we did fluency analysis, validity and believability analysis, and analysis of paths. Examining the result of the study, first, the entrepreneurship of the hotel has a positive effect on organizational commitment. Second, it has a positive effect on job satisfaction but can't have it on turnover intention. Third, we can find that organizational commitment has a positive effect on job satisfaction but has a negative effect on turnover intention. Finally, we can check that organizational commitment functions as a medium in the relationship between the entrepreneurship of hotels, job satisfaction, and turnover intention. Through this result, we want to provide a clue for solving problems of managing a personnel organization, which is the main cause for occupying sustainable competitive advantages of the hotel business.

Development of tourism destinations is a critical driver of regional and national economic growth. The performance of micro-firms in tourism destinations is deeply associated with service quality perceived by tourists, strongly influencing the competitiveness of tourism destination and promoting tourist loyalty to the destination. To understand the performance of micro-firms, exiting literature in tourism and hospitality has adopted various business and management perspectives, such as personal characteristics of managers, organizational resources and capabilities, and business environment. Despite the theoretical diversity, the previous studies have relied heavily on theories in business and management studies. To overcome the limitation, this study adopts sociological perspective to predict the performance of micro-firms in tourism destination. This study proposes a structural equation model in which micro-firms’ social capital has a positive effect on performance and the managers’ self-efficacy mediates the relationship between social capital and performance. For an empirical analysis, this study performed a survey of 205 micro-firms in Jeongseon-gun, Gangwon-do Province in South Korea and carried out hypothesis tests. The analysis results found that the social capital has a positive and significant impact on the performance. Furthermore, this research shows that the self-efficacy of managers has a full mediation effect on the relationship, suggesting that the managers’ self-efficacy is the critical path that connects micro-firms’ social capital and performance.

유튜브는 최근 가장 빠르게 성장하고 있는 플랫폼으로 유튜브가 소비자들의 일상에 자리를 잡아감에 따라 여행 유튜브는 관광지의 주요 정보 채널이 되어왔다. 또한 이용자들의 의사결정에 지대한 영향을 미치고 있 다. 이에 본 연구는 유튜브의 여행 콘텐츠 특성이 이용자의 만족, 여행의도에 미치는 영향을 조사하는데 목 적을 뒀다. 이를 위하여 설문조사는 최근 6개월 이내 유튜브 여행 콘텐츠를 이용해 본 경험이 있는 이용자를 대상으로 진행되었으며, 분석은 263부의 유효 표본으로 실시되었다. 연구결과, 첫째, 유튜브의 여행 콘텐츠 특성은 오락성, 정보성, 다양성, 생생함, 신뢰성의 순으로 만족에 긍정적인 영향을 미치는 것으로 확인되었 다. 둘째, 유튜브의 여행 콘텐츠 특성은 정보성, 신뢰성, 오락성, 생생함, 다양성의 순으로 여행의도에 긍정 적인 영향을 미치는 것으로 확인되었다. 셋째, 유튜브의 여행 콘텐츠 만족은 여행의도에 긍정적인 영향을 미 치는 것으로 확인되었다. 이러한 연구결과는 유튜브 여행 콘텐츠 특성을 이해함으로써 관련 연구의 확장에 기초자료를 제공할 수 있을 것으로 기대한다.

YouTube the popular social networking platform, provides variable content and live streaming services in many fields. YouTube is rapidly increasing in use rates. As YouTube takes root in consumers' daily lives, travel content on YouTube has become a major information channel for a travel destination. Therefore, This study has researched the effect of YouTube travel contents characteristics on users’ satisfaction and travel intention. For this purpose, a survey of Koreans who had watched YouTube travel content within the past six months was conducted. A total of 300 questionnaires were distributed and usable 263 questionnaires were final analyzed after removing 37 irresponsible questionnaires. For the data analysis of this study, the study was performed using the IBM SPSS 26.0 for Window statistical package program. The research results are as follows. First, Entertainment, Informativity, Diversity, Vividness and Reliability of YouTube travel contents had a positive effect on users’ satisfaction. Second, Informativity, Reliability, Entertainment, Vividness and Diversity of YouTube travel contents had a positive effect on travel intention. Third, users’ satisfaction of YouTube travel contents had a positive effect on travel intention. Findings suggests several theoretical and practical implications. The result provides useful empirical data for developing high-quality travel content that meets users' needs, helps understand the characteristics of YouTube travel content, and also serves as the basic data on which related research can expand. In addition, the results of this study provided practical implications by suggesting that improving the quality of YouTube travel content can be effective in increasing user to destinations.

Until COVID-19 began in earnest, many airports around the world were forced to achieve a serious imbalance between airport slot availability and demand for requested slots due to increasing air traffic every year. This caused a number of problems at three airports in Korea (Incheon, Gimpo, and Jeju airports) as well as many congested airports around the world, including abnormal operation of regular flights, limitations on development of additional air demand, increase in airfare due to imbalance in supply and demand, and restrictions on development of new routes. These problems add to the demand for retaliatory travel, which has never been able to travel at the end of COVID-19, and congestion airports around the world are expected to experience more severe airport congestion than before COVID-19. Therefore, although fundamental measures were needed to solve these problems as soon as possible, in reality, satisfactory adjustment and allocation measures could not be clearly found for the requested slot desired by the air passenger transportation business operator. After all, the structural solution to this is to build a new airport, which is not a problem that can be solved in a short time due to the time it takes to build an airport (an average of seven to eight years to build one), related construction costs, conflicts of interest between stakeholders, and other environmental issues. Therefore, in this study, the priority-based slot allocation model (PSAM), which is the most useful and presentable model among existing scholars' models, was reorganized into a model applicable to Korea's three airports. Subsequently, to verify the significance of the optimization model of the available slot derived from the first research objective and the model that maximizes the benefits of airport operators and air carriers, the best slot adjustment and distribution combination optimized for profitability is derived when international, domestic, and various aircraft are introduced to Incheon, Gimpo, and Jeju airports.

The COVID-19 pandemic has dwarfed tourism around the world. Also, there is a phenomenon of xenophobia that excludes Asians and other people from other regions because the COVID-19 virus originated in China. Therefore, there is a need for a study from the xenophobic aspect of what kind of phenomenon can occur due to the COVID-19 incident when local residents of tourist destinations treat foreign tourists. An exploratory study was attempted based on the part about the media, the part about promoting fear, and the part about social maturity. It was confirmed that media exposure, fear management, and social trust factors have plausibility with economic, socio-cultural, and environmental viewpoints. It has been confirmed that this is a major factor in causing xenophobia among local residents of tourist destinations. In addition, a relationship setting model was presented accordingly. The proposed relationship setting model is thought to contribute to suggesting a fundamental direction for the study of xenophobia in the future. The theoretical implication is that the probability of the COVID-19 incident and the xenophobia phenomenon was examined by applying various theories. Also, through these characteristics, the premise that the xenophobia phenomenon in the overtourism situation and the xenophobia phenomenon in the COVID-19 situation can show a difference was formed. The practical implication is that it provided basic data to solve this xenophobia phenomenon in various areas of the tourism industry that is stagnant due to COVID-19.

This study is aimed to review exhibition visitors’ perceived risk and related variables in COVID-19 pandemic setting in which exhibition industry is under unprecedented crisis. As authentic experience of exhibition visitors come from face to face gathering in the context of specific time and place, recent arguing over the on-line or untact type of exhibition only provide only imprompt solution and are far from fundamental approach. It is necessary to verify exhibition visitors’ on-site behaviors at an exploratory level and to initiate further studies. A self-entry survey was conducted on 209 Chinese tourists who visited BUSAN BEXCO in October 2021. Regarding Hypothesis 1 and Hypothesis 2, it was found that the perceived risk of the exhibition due to COVID-19 had a significant effect on the exhibition image, and the exhibition image partially had a significant effect on the exhibition visiting satisfaction. In verifying Hypothesis 3, exhibition visiting satisfaction effected significantly revisit intention to exhibition. perceived risk due to COVID-19 was closely related to human service image factor among the exhibition images, and only human service image factor influenced exhibition visiting satisfaction. By conducting this research, perceived risk of the exhibition due to COVID-19 was found, and possible infection from other visitors during stay develop into stigma of COVID-19 after returning to daily life. In addition, it was found that the risk of quality damage when participating in the exhibition due to the COVID-19 quarantine rules is reduced by the excellence of human services rather than the physical exhibition environment. In the similar vein, service staff’s kindness, excellence, and expertise lead to visitors’ satisfaction. The theoretical practical implications and limitations were included at the end of the paper.

코로나19 전염병은 전 세계 주된 관심사이자 해결해야 할 과제이다. 사회적·경제적 상황에 영향을 많이 받는 항공업계는 코로나19로 인한 어려운 경영 상황에 대처할만한 수익 창출을 위한 움직임이 필요한 시점이다. 이에 항공사는 경영난 극복을 위한 ‘목적지 없는 비행’, ‘무 착륙 관광 비행’ 등의 이름으로 특수한 항공편이 등장하였고, 많은 이슈가 되고 있으나 이에 대한 연구는 부족한 실정이다. 이에 본 연구의 목적은 코로나 시대 항공 여행의 의미와 본질 에 대해 분석하는 것이다. 이를 위해 ‘목적지 없는 비행’을 체험한 관광자를 9명을 대상으로 인터뷰를 통해 자료를 수집하였다. 수집된 자료를 토대로 Colaizzi의 현상학적 연구방법을 적 용한 질적 연구를 수행하였다. 분석 결과, 32개의 주제, 12개의 주제모음과 ‘코로나 팬데믹 시대 여행’, ‘체험을 통한 힐링’, ‘특별한 경험’, ‘진정성 없는 여행’, ‘코로나 감염에 대한 우 려’의 5개 범주가 도출되었다. 즉, ‘목적지 없는 비행’ 체험관광은 코로나 팬데믹 시대의 여행 으로 체험을 통해 힐링되며 특별한 경험이 내재되어 있는 반면 진정성 없는 여행이며 코로나 감염에 대한 우려가 내재되어 있는 것으로 나타났다. 이러한 연구 결과를 바탕으로 코로나 시대 관광체험의 본질과 의미에 대하여 파악하였고 이론적·실무적 시사점이 제시되었다.

The COVID-19 pandemic is a major concern around the world and a challenge to be solved. The airline industry, which tends to be heavily affected by social and economic conditions, is at a time when it is necessary to make a move to generate profits that can help overcome the business management crisis. Accordingly, airlines have opened special flights under the names of ‘Flight to Nowhere’ and ‘Non-landing tourist flight’ to overcome financial difficulties, but studies on these are insufficient. Therefore, the purpose of this study is to analyze the meaning and the nature of air travel in the COVID-19 era. To this end, data were collected by interviewing nine tourists who experienced ‘Flight to Nowhere’. Based on the collected data, a qualitative study by applying Colaizzi’s phenomenology research method was conducted. As a result of the analysis, 32 themes, a cluster of 12 themes, and 5 categories of ‘Travel in the era of COVID-19 Pandemic’, ‘Healing through experience’, ‘Special experience’, ‘Travel without sincerity’, and ‘Worry about COVID-19 infection’ have been derived. In other words, experiential tourism called “Flight to Nowhere” is a trip in the COVID-19 pandemic era that travelers can experience healing and have special experiences, but it is also a trip with no-sincerity, and with underlying worries about COVID-19 infection. Based on these research results, the nature and meaning of experiential tourism in the COVID-19 era have been figured out, and theoretical and practical implications have been presented.

2004년 스웨덴의 에릭 스톨터만(Erik Stolterman) 교수가 최초로 ‘IT 기술을 활용해 인간의 삶이 보다 더 나은 방향으로 개선되는 현상’을 디지털 전환(Digital Transformation, DX)이라고 언급하였으며, 기업 측면의 디지털 전환을 살펴보면 디지털 기술을 활용해 비즈니스를 개선하고 사업영역이 확장·변화되는 것이 다. 즉 4차 산업혁명의 핵심은 개인과 기업의 모든 영역에서 디지털 전환으로 볼 수 있다. 기업의 디지털 전환은 상황과 판단에 따라 기회도 위협도 될 수 있는 상황에 냉철하고 올바른 인식을 갖 고 바람직한 대응을 해야 한다. MICE 산업도 예외는 아니다. 2010년 이후 MICE 산업은 디지털 기술과 결 합되며 저성장 국면에 진입했던 산업의 혁신적 성장 원동력이 되었고, MICE 산업의 성장과 혁신을 주도하 고 있다. 특히 코로나 19 상황에서 언텍트(Untact)와 하이브리드 형태의 행사가 다수 개최되며 MICE기업 의 디지털 전환은 가속화되었다. 본 연구는 경영성과와 효율성을 높이는 성공적인 디지털 전환을 실행하기 위해서는 기업의 긍정적 조직 문화가 배경이 전제되어야 함을 밝히고, MICE 기업 구성원들의 인식과 태도를 연구해 MICE 기업의 디지털 전환을 위한 전략적 시각을 정립하는데 있다. 이러한 배경 하에 MICE 기업의 디지털 전환에 대한 인식을 살펴보고, 디지털 전환을 촉진하기 위한 요인을 실증적으로 분석하는데 목적을 두고 있다. 이를 위해 문헌연 구를 하고 디지털 전환 인식과 기술 수용성, 디지털 전환에 대한 외부반응과 디지털 전환 준비정도, 디지털 전환 의사와 디지털 전환 실행 간의 관계에 대한 선행연구를 조사하고 MICE 기업 종사자에 대한 자료를 수 집하여 분석하고자 한다. 이를 통해 4차 산업 혁신을 대비하고 포스트 코로나 시대를 준비하는 MICE 기업 의 디지털 전환을 위한 이론적, 실무적 시사점을 제시하고자 한다.

In 2004, Professor Erik Stolterman of Sweden first referred to 'a phenomenon in which human life is improved in a better direction using IT technology' as Digital Transformation (DX). If you look at the transformation, you can use digital technology to improve your business and expand and change your business area. In other words, the core of the 4th industrial revolution can be seen as digital transformation in all areas of individuals and businesses. A company's digital transformation requires a cool-headed, correct awareness and desirable response to situations that can be both an opportunity and a threat depending on the circumstances and judgment. The MICE industry is no exception. Since 2010, the MICE industry has been combined with digital technology and has become a driving force for innovative growth in industries that have entered a low-growth phase, leading the growth and innovation of the MICE industry. In particular, a number of events in the form of Untact and hybrids were held in the context of COVID-19, accelerating the digital transformation of MICE companies. This study reveals that in order to implement a successful digital transformation that increases business performance and efficiency, a positive organizational culture of a company is a prerequisite, and it studies the perception and attitude of MICE company members to develop a strategic perspective for digital transformation of MICE companies. is to establish Against this background, the purpose of this study is to examine the perception of digital transformation of MICE companies and to empirically analyze the factors that promote digital transformation. To this end, literature research was conducted, and prior research was conducted on the relationship between digital transformation awareness and technology acceptance, external responses to digital transformation and digital transformation readiness, digital transformation intention and digital transformation implementation, and data on MICE company employees were collected. I want to analyze Through this, we intend to present theoretical and practical implications for digital transformation of MICE companies preparing for the 4th industrial innovation and post-corona era.

본 연구는 무인카페 시장의 시스템과 속성에 대해 이용고객의 인식제고를 통해 향후 방향을 찾고자 한다. 이 연구의 목적은 무인 카페의 품질특성과 기술적 특성이 고객에게 만족감을 제공하고, 그것들을 통해 재이 용 의도를 이끌어내고 있는가를 보고자 하는 것이다. 이 연구의 경우 연구 결과는 기술통계, 요인분석, 상관 관계분석 및 회귀분석 등을 통해 도출되었다. 무인 카페의 품질특성과 기술적 속성이 고객을 만족시키고 그 에 따라 재사용 의도를 이끌어내는지에 대한 분석의 초점이 제시됐다. 기술통계의 특이점은 무인카페의 주 요 대상 고객 연령은 20~30대이며, 주요 이용고객 직업군은 영업직원인 것으로 나타났다. 요인 분석의 결과 정보 시스템의 품질특성은 시스템 품질과 정보 품질로 분류되고, 기술적 특성은 내재적 속성과 및 외재적 속 성으로 분류된다. 이 연구 결과는 무인 카페의 품질특성과 기술적 속성이 고객만족에 고객만족은 재이용의도에 긍정적인 영 향을 미친다는 것으로 나타났다. 따라서 정보시스템의 품질특성과 기술적 속성이 고객만족에, 고객만족이 재이용 의도에 유의한 영향을 미 치는 것으로 나타났으며 이는 타인의 간섭이 배제된 고객행동 등의 언택트 시대의 시대 흐름의 결과라고 볼 수 있다. 실무적인 관점에서는 향후 카페운영에 있어서 인건비 절감의 필요성을 대두될 것이며 이로 인해 무 인카페점포 시장이 확장될 것이다. 무인카페 운영시 고객에게 편의성 및 신뢰를 줄 수 있는 다양한 결제 시 스템 방법 모색, 키오스크 디자인 및 운영의 편리성 및 메뉴 주문의 편의성을 제공할 수 있는 키오스크 메뉴 사진 적용, 다양한 신메뉴 제공을 위한 시스템 개발, 편의시설 보완 등을 통한 수익에 대한 고객환원을 위한 경쟁우위를 점할 수 있도록 차별화 마케팅 전략개발 등 지속적인 노력이 필요하다.

This study aims to find the future direction about the systems and attributes of the unmanned store market by raising the perception of customers. The purpose of this study is to see whether the quality characteristics and technical characteristics of unmanned cafes provide satisfaction to customers, leading to the reuse intentions through them. In the case of this study, the research results were derived through technical statistics, factor analysis, correlation analysis, and regression analysis. The focus of the analysis on whether the quality characteristics and technical attributes of unmanned cafes satisfy customers and thereby lead to the reuse intentions was presented. The peculiarity of technical statistics is that the age group of major target customers was in their 20s and 30s, and the main customer group was found to be salespeople. The results of this study showed that the quality characteristics and technical properties of unmanned cafes positively affect customer satisfaction, which also has a positive effect on the reuse intention. As the limitation of this study is limited to unmanned cafes, comparative studies on various unmanned stores, including the recent increasing number of study cafes, are needed. Therefore, the quality characteristics and technical properties of the information system have a significant effect on customer satisfaction, which also has a significant effect on the reuse intention, and it can be seen as a result of the trend of the untact era, when customer behavior excludes interference from others. From a practical point of view, there will be a need to reduce labor costs in cafe operation in the future, which will expand the unmanned cafe store market. Continuous efforts are needed to find various payment systems that can give convenience and trust to customers, apply kiosk menu photos to provide the convenience in kiosk design, operation and menu ordering, develop systems to provide various new menus, and develop differentiated marketing strategies for returning profits through complementation of convenience facilities in order to gain a competitive advantage. As the limitation of this study is limited to unmanned cafes, comparative studies on various unmanned stores, including the recent increasing number of study cafes, are needed.

This study is to verify the dependent variable to predict the behavioral intention of hotel users by applying the self-congruence theory and the cognitive-affective-conative model. The sequential mediation effect of emotional attachment and affective satisfaction was verified in the relationship between brand self-congruence and behavioral intention. The survey was conducted on customers who visited luxury brand hotels in Korea more than once or twice a year. As for the survey period, a survey was conducted for a month of 25 June 2022 to 15 July 2022. Of the total 330, 302 were used for the final analysis, excluding 28 unfaithful surveys. And, demographic, EFA, CFA, correlation analysis, structural equation modeling, and sequential mediation effect analysis were verified using SPSS and AMOS. H1a, H1c, H2a, H2c, H3a, H3c: actual/social congruence has significantly effect on behavioral intention, emotional attachment, and affective satisfaction as supported. But, H1b, H2b, H3b: ideal has not significantly effect on behavioral intention, emotional attachment, and affective satisfaction as rejected. H4: emotional attachment has significantly effect on affective satisfaction as supported. H5: emotional attachment has significantly effect on behavioral intention as supported. H6: affective satisfaction has significantly effect on behavioral intention as supported. Based on the analysis results of this study, this study is to present basic evidence so that luxury brand hotel companies can effectively approach customers' emotions and satisfaction.

본 연구는 국내 대형항공사의 서비스에 대한 MZ세대의 고객가치, 고객태도, 고객행동의도의 구조적 관계 및 고객태도의 매개효과를 조사하기 위해 실시되었다. 본 연구를 위한 표본의 설정은 국내 대형항공사인 대 한항공과 아시아나항공을 이용한 경험이 있는 MZ세대를 대상으로 하였다. MZ세란 밀레니얼세대와 2010년 초반 출생자인 Z세대를 합친 세대로서 이전 세대와는 다른 차별화된 가치관을 토대로 디지털 산업뿐만 아니 라 다양한 산업에서 트랜드를 이끌어가는 세대로서 주목받고 있는 대상이다. 본 연구는 총 210부의 응답을 분석에 활용하였다. 분석방법은 SPSS 20.0 프로그램을 활용하여 빈도분석을 통해 인구통계학적 특성을 살 펴보았고, 요인들의 타당성 및 신뢰도 검증을 위한 탐색적 요인분석과 확인적 요인분석, 상관분석을 실시하 였다. 이후 AMOS 22.0을 활용하여 구조적 인과관계를 확인하여 가설검증을 하였으며, 고객태도에 대한 매 개효과를 살펴보았다. 연구 결과, 첫째, 대형항공사 서비스에 대한 MZ세대의 고객가치 중 기능적 가치와 감 정적 가치는 고객태도에 유의한 정의 영향 관계가 있는 것으로 나타났다. 둘째, 고객가치 중 기능적 가치는 고객행동의도에 유의한 정의 영향 관계가 있는 것 으로 나타났다. 셋째, 고객태도는 고객행동의도에 유의한 정의 관계가 있는 것으로 나타났다. 넷째, 고객태도는 고객가치와 고객행동의도 사이에서 매개 역할을 하는 것으로 나타났다. 연구 결과를 토대로 대형항공사에서 활용할 수 있는 실무적 시사점을 제시하였다.

The objectives of this study are to investigate the structural relationship among the customer value, customer attitude, and customer behavior intention of MZ generation on the service experiences of the full service carrier in korea, and the mediating effect of customer attitude. The MZ generation is drawing attention as a generation that leads trends not only in the digital industry but also in various industries based on differentiated values from the previous generation. A total of 210 responses were used for analysis in this study. Demographic characteristics were examined through frequency analysis, and exploratory factor analysis, confirmatory factor analysis, and correlation analysis were conducted to verify the validity and reliability of factors using SPSS 20.0 program. After that, the hypothesis were verified by using AMOS 22.0, and also the mediating effect on customer attitude was examined. As a result of this study, first, it was found that among the customer value of the MZ generation for full carrier service, the functional value and emotional value had a significant positive influence on customer attitude. Second, the functional value among the customer value had a significant positive influence on customer behavioral intention. Third, it was found that customer attitude had a significant positive relationship with customer behavior intention. Fourth, it was found that customer attitude plays a mediating role between customer value and customer behavior intention. Based on this study results, it suggested some practical implications that can be used to domestic full service carrier.

The purpose of this study is to examine the influence relationship between the value of tourists and behavioral intentions for continuous consumption in recreation and tourism areas, and also to examine the sustainability attributes in the relationship between values and behavioral intentions through empirical investigations. For this study, the researcher conducted a survey of the tourists who visited a resort area. In this study, functional value, social value, emotional value, and situational value were used as measurement tools for value, and intention to revisit, intention to visit other resorts, and intention to recommend. Sociocultural and economic factors were used. The data so gathered were analyzed using AMOS 23.0 and SPSS 23.0 programs. First, of the value of tourists, the situational value factors had a significant and positive impact on the behavioral intent. Second, of the value of tourists, social values, emotional values, and situational values had a significant and positive impact on the environmental sustainability, which was one of the sustainability factors. Third, of the sustainability factors, the environmental sustainability, economic sustainability, and social/cultural sustainability all had a significant and positive influence upon behavioral intent. Fourth, in the relationship between value factors and behavioral intent, sustainability was found to have a partial mediating effect. This can be an important data related to the value consumption of tourists for the development of the recreational tourism area, and it can be helpful in suggesting a strategy for the value of the decision attribute for the selection of the resort tourism area.

본 연구의 목적은 코로나19 전과 후 제주올레길 이용객의 행태를 파악하는 것이다. 이를 위해 Python을 활용하여 데이터를 수집하였고, QGIS를 활용해 결과를 시각화하였다. 코스와 관련된 텍스트 데이터 24,093 개를 수집하여 분석한 결과 음식점과 같은 결과가 도출되었다. 텍스트 마이닝 결과 1코스에 가장 빈도가 높 게 도출되었고, 위치기반 데이터에서는 7-1코스가 가 가장 높게 도출되었다. 이는 제주올레길 이용객이 실 내 활동보다 야외에서 활동할 수 있는 시장 같은 공간을 선호하는 것으로 나타났다. 1코스는 자연경관을 즐 길 수 있는 코스이고 7-1코스는 가볍게 걸으며 자연경관뿐만 아니라 숙박시설(호텔, 게스트하우스, 모텔 등) 과 이색적 음식점과 카페 등이 있다. 코로나19 이전과 이후를 비교하면 코로나19 이전에는 실내 공간인 식 당명과 게스트하우스의 빈도가 높게 나타났다. 이에 반해 이후에는 야외에서 식음을 할 수 있고 포장까지 가 능한 제주올레시장의 빈도가 급증하였다. 또한 가족이나 친구 등 소수의 인원만 숙박을 할 수 있는 리조트를 선호하는 행태로 변화하였다.

The purpose of this study is to identify the course usage behavior of Jeju Olle Trail users before and after COVID-19. To achieve the purpose, data was collected using Python and analyzed on the basis of QGIS. 24,093 course-related text data and 9,409 location data, such as destination restaurants, were collected for the analysis. As a result, the most visited course was course 1 in text-mining, and course 7-1 in location data. In detail, the visitors showed a preference for outdoor activities, including visiting scenic spots and street markets, rather than indoor activities. Course 1, which was derived the most frequently in the text, was found to be a behavior for the purpose of enjoying nature such as tourist attractions or landscape photos. Next, the 7-1 course, which had the highest frequency on the location information map, is a course where people can enjoy the natural scenery while walking lightly, and where accommodations (hotels, guesthouses, motels, etc.) and restaurants or exotic cafes are located. Comparing the usage behavior results between pre-and post-COVID-19, the restaurant name and guest house, which are indoor spaces, showed high frequency in the pre-COVID-19 situation. On the other hand, the frequency of 'Jeju Olle Market', which allows people to eat outdoors and take away, has soared in the post-COVID-19 situation. Also, there was a noticeable change in the behavior of accommodation for 'Resort', where only a few people, such as family or friends, can stay.

본 연구는 관광안내 인적서비스의 유형별 관광인력이 효율적으로 운영되고, 전문 역량 및 경쟁력을 확보 할 수 있도록 종합적으로 비교분석을 통하여 시사점을 도출하고 발전방향을 제시하여 정부의 관광정책 수립 에 기초자료로 활용하는 것을 목적으로 하였다. 구체적으로는 첫째, 관광안내 인적서비스의 유형별 특성을 분석하고, 둘째, 국내·외 관광안내 인적서비스의 사례를 살펴보았다. 셋째, 관광안내 인적서비스 관련 전문 가 의견을 분석하였으며, 넷째, 관광안내 인적서비스 활성화를 위한 시사점과 방향성을 제시하고자 하였다. 이러한 목적을 달성하기 위해 우선적으로 선행연구를 바탕으로 관광안내 인적서비스의 개념과 유형, 특성, 현황 등을 살펴보았으며, 관련 사례 분석을 통해 시사점을 도출하였다. 또한, 전문가 심층 인터뷰를 통해 관 광안내 인적서비스의 유형별(관광통역안내사, 국내여행안내사, 국외여행인솔자, 문화관광해설자) 업무, 자격, 필요교육, 개선방향 등에 대한 의견을 도출하였다. 심층 인터뷰는 관광안내 인적서비스 관련 분야에서 최소 10년 이상의 업무 경험을 보유하고 있거나 동시에 석사 이상의 학위를 소지하고 있는 실무적·학문적 지식을 겸비하고 있는 전문가 21명을 대상으로 하여 실시하였다. 이와 같이 다양한 선행연구와 전문가 의견 수렴과 정을 거쳐 관광안내 인적서비스의 활성화를 위한 시사점과 향후 발전방향을 제시하였다.

The purpose of this study was to derive implications and present development directions through a comprehensive comparative analysis to efficiently operate tourism human resources, secure professional competency and competitiveness, and use them as basic data for the government's tourism policy. In detail, first, we analyzed the characteristics of tourism information human services by type. Second, we investigated cases of domestic and foreign tourism information human services. Third, we analyzed the opinions of experts related to tourism information human services. Fourth, we presented implications and directions for revitalizing tourism information human services. In order to achieve this purpose, we investigated the concept, type, characteristics, and status of tourism information human services based on previous studies. And, we presented implications through cases of activating domestic and foreign tourism information human services. In addition, through in-depth interviews with experts, we drew opinions on the work, qualifications, necessary education, and improvement directions of the tourism information human services by type(tourism interpreter, domestic tour guide, overseas tour guide, cultural tour commentator). In-depth interviews were conducted with 21 people who have at least 10 years of work experience in the field related to human service for tourism information or have a master's degree or higher at the same time. In this way, we presented implications and future development directions for revitalizing tourism information human services through various preceding studies and processes of collecting expert opinions.