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해남 오시아노관광단지의 스포츠관광지 이미지, 관광만족, 행동의도의 관계
서원재,문보영,박현정 한국호텔리조트학회 2017 호텔리조트연구 Vol.16 No.4
The purpose of this study is to explore the relationship among destination image, tourism satisfaction and behavioral intentions. The data was collected 229 respondents visited Oceano tourism complex. Findings can be summarized as follow: first, the direct effect of destination image on tourism satisfaction and behavioral intentions was observed. Second, the mediating effect of tourism satisfaction on the relationship between destination image and behavioral intentions. Second, regarding the information channels tourists prefer, tourists collected the information from the Internet Blog/Cafe, and asked of acquaintance/friends as well. Third, 34.4% of respondents visited Osiano with their family for camping, and they prefer to participate leisure activities more such as marine sports and mountain biking than other activities. Implications for sport tourism marketing for Oceano Tourism Complex in Haenam were discussed.
서원재 한국여가레크리에이션학회 2015 한국여가레크리에이션학회 학술세미나자료집 Vol.2015 No.5
아웃도어 스포츠의 주요 특징 중 하나는 자연과 접목된 신체활동이라는 점이다. 즉, 아웃도어 스포츠는 산과 바다, 강, 항공, 나아가 우주와 같은 자연환경 속에서 인간의 유희적, 경쟁적 욕구의 충족을 추구하는 스포츠 활동이라고 정의할 수 있다.따라서 아웃도어 참여 및 이벤트 스포츠의 공간적 범주는 대부분 주거지역을 떠나 목적지로의 이동을 전제한다. 우리가 아웃도어 레저 시장의 다양한 유형에서 자연과연계된 스포츠 참여와 관람을 목적으로 한 관광산업과 그 시장에 주목해야하는 이유가 바로 여기에 있다. 사실, 전 세계적으로 관광산업에서 가장 빠르게 성장하고 있는 분야중 하나가 스포츠와 신체활동을 목적으로 한 여행시장이며, 2013년 세계관광의 10% 시장점유율을 차지하고 있다. 관광학 분야의 연구들 또한 휴가지 선택에 있어서 스포츠 참여와 관람의 기회가 중요한 요인이라고 보고하고 있다. 이처럼 스포츠관광은 급속하게 성장하는 유망산업으로서 북미 유럽 선진국을 비롯하여 향후 중국, 일본, 한국 및 신흥 동남아시아 국가에서 스포츠관광시장이 확대되고 경제적 효과도 상당할 것으로 전망된다(한국관광공사, 2011). 아웃도어 레저 산업의 블루칩 스포츠관광. 스포츠관광 산업에서의 가치창출을 위한 학문적, 실제적 아이디어를 도모해야할 현 시점에서 우리에게 필요한 혜안은 스포츠 관광에 대한 정확한 이해와 산업적 개념화에서 시작된다. 따라서 오늘 학회를 통해 스포츠관광의 개념적 이해와 함께, 산업적 관점에서 그 유형을 분류하고 이에 관해 논하고자 한다.
한국 프로야구 웹 사이트 정보의 질 만족도와 충성도의 관계
서원재,김범식 성균관대학교 2002 스포츠과학논집 Vol.7 No.-
The purpose of the study was to investigate the effect of satisfication degree of professional baseball official web site’s contents on web site consumer loyalty. The study used a random sample of 503subjects(male : 400, female : 103) obtained from a total populations of member registered the Korean professional baseball official web site. The survey instrument included ’a evaluation scale of web site’s contents’ developed by Emma(1998) and 'consumer loyalty scale‘ developed by Funk(1998). A pilot study of the instrument was undertaken for the validity and reliability. The statistical methods used in the study were Frequencies, ANOVA and Multiple regression. Analyses of the data offered noteworthy results. First, there was a significant difference in the satisfication level of expert informaton between male and female(male = 3.44, female = 3.79). Second, there was a significant difference of the attitudinal loyalty in ages, a level of educatioin, job and manige experience. Third, the satisfication degree of information quality had a positive effect on the behavioral loyalty. Forth, the satisfication degree of expert information had a positive effect on the attitudinal loyalty.
Visual Persuasion in Sport Product Advertising: A cross-cultural perspective
서원재 한국체육학회 2010 International journal of human movement science Vol.4 No.1
A key issue in international advertising is the extent to which an advertising campaign can be standardized across cultures. In spite of strategic advantages to standardized sport marketing campaigns, its effects are still being debated due to cultural influence. This study was conducted to examine how the effects of visual image vary as a function of culture in sport product advertising. Specifically, advertising and brand attitude were assessed across Korean and U.S college students. Results indicate that both for Koreans and Americans, the implicit visual sport advertising is more persuasive than the explicit visual sport advertising. With respect to visual preference, Koreans evaluated the implicit pictorial image, which relies on symbolic and metaphorical meaning, in a positive light. Similar responses were observed from Americans in the study. Implications for global sport brand communicators and future researchers are discussed.
Expenditure-based segmentation of participation sport tourism: The case of running event travelers
서원재,한승진,박성희 한국체육학회 2015 International journal of human movement science Vol.9 No.1
With call for profiling sport tourists specifying heterogeneous segments and their expenditure patterns, this study applied an expenditure-based segmentation on running event travelers to the running events of the United States. The study employed expenditure volume as the segmentation base. Based on the segmentation base, the profile was framed to present expenditure, travel characteristics, and demographics. Results pointed out that the heavy spenders were the representative segment in all of expenditure categories, which were responsible for the most of the participants’ total expenditure. In addition, findings disclosed that all three segments allocated the largest budget on lodging while they all spent the least budget on entertainment. Implications for event organizers and future researchers were discussed.