외식 소비자 관점에서의 기업의 사회적 책임활동, 기업-소비자 동일시 및 지속이용의도 간의 관계에 관한 연구

하동현(Dong-Hyun Ha) 한국관광연구학회 2017 관광연구저널 Vol.31 No.9

The purpose of this research was to identify the influence of consumers’ beliefs about corporate social responsibility (CSR) dimensions on company-consumer identification and their repurchase intentions in the dining-out industry. This research investigated the relationship between five dimensions of CSR (i.e., economic, consumer protection, ethical, philanthropic, and environmental) and repurchase intention and hypothesized that basic responsibilities such as economic and consumer-protection responsibility influenced repurchase intention directly, while high-level responsibilities such as ethical, philanthropic, and environmental responsibility influenced repurchase intention with the mediation of company-consumer identification. The results of statistical analyses of questionnaires supported most of the hypotheses. The research findings imply that consumers’ self-concept is closely related to the higher-level CSR dimensions such as ethical, philanthropic, and environmental responsibilities and less related to the basic duties of companies such as economic and consumer protection responsibilities. This research confirmed that dining-out consumers’ perceived ethical responsibility, philanthropic responsibility, and environmental responsibility could be influential when it was self-congruous. Also, this research found that consumer protection responsibility influenced repurchase intention, but economic responsibility didn’t. Based on these results, this research suggests several implications for dining-out companies in Korea.

관광목적지 장소애착의 구성요인이 해설 만족, 관여 및 충성도에 미치는 영향에 관한 연구

하동현 ( Dong Hyun Ha ) 한국사진지리학회 2011 한국사진지리학회지 Vol.21 No.3

This study identified how domestic tourist`s perceived place dependence, affective attachment and place identity respectively affected their perceived interpretation satisfaction, loyalty and involvement. Also, this research article dealt with the effect of involvement on interpretation satisfaction, and the satisfaction on loyalty. The research findings were as follows. Firstly, domestic tourist`s perceived constructs of place attachment affected interpretation satisfaction, loyalty and involvement, except the effect of place identity on interpretation satisfaction and involvement. Secondly, domestic tourist`s perceived involvement partially affected interpretation satisfaction and interpretation satisfaction influenced loyalty. Based on these findings, tourism marketers of Gyeongju should introduce or strengthen tourism resources which lead to increase of domestic travellers` place attachment that in turn increases their involvement and interpretation satisfaction.

외래관광객의 체험이 기억, 환기, 서비스품질, 및 체험만족에 미치는 영향

하동현 ( Dong Hyun Ha ) 한국사진지리학회 2011 한국사진지리학회지 Vol.21 No.1

This study identified how foreign tourist`s educational experience, esthetics experience, entertainment experience, and escapism experience affected their memory, arousal, perceived service quality, experiential satisfaction and how their memory influenced their arousal and how their arousal was related to their perceived service quality and experiential satisfaction and how their perceived service quality was acted as an antecedent of their experiential satisfaction in Gyeongju as tourist destinations. The research findings were as follows. Firstly, foreign tourist`s education, esthetics, entertainment, and escapism experiences affected their memories, arousals, perceived service qualities, and experiential satisfactions. Secondly, the relationships of ``memories-arousals``, ``arousals-experiential satisfaction``, ``perceived service quality-experiential satisfaction`` and ``arousals-perceived service quality`` had negative causal relationships. Based on these findings, tourism marketers of Gyeongju should introduce or strengthen experience economy to the sector of tourism.

관광목적지 체험요소가 즐거움에 미치는 영향에 관한 연구 -서비스품질의 조절효과를 중심으로-

하동현 ( Dong Hyun Ha ) 한국사진지리학회 2012 한국사진지리학회지 Vol.22 No.3

This study identified how tourists` perceived experiences of Daegu, those are educational experience, escapism experience, entertainment experience and esthetics experience, affected their perceived experiential enjoyment and whether their perceived service quality would have a moderator role in the causal relationship between experiences and experiential enjoyment. The research findings were as follows. Firstly, tourists`sperceived escapism experience, entertainment experience and esthetics experience affected their perceived experiential enjoyment. Secondly, their perceived service quality had a moderator role in the causal relationship between educational, entertainment and esthetics experiences and experiential enjoyment. Based on these findings, tourism marketer of Daegu should introduce or strengthen experience elements when they develop tourism resources. Also tourism marketer should execute experience and service simultaneously. Limitations and future research directions were also discussed.

K-POP 참가자의 관광행태 및 경제적 파급효과 분석 -2011,2012 한류드림페스티벌을 중심으로-

하동현 ( Dong Hyun Ha ) 한국사진지리학회 2012 한국사진지리학회지 Vol.22 No.4

In this research, impact of 2012 Korean Wave Dream Festival was estimated through the investigation of visitors` behavior of visitation and the propensity to consume. In addition, economic impact to Gyeongju economic area was presented with indication of development plan. The research findings were as follows. Firstly, satisfaction level of festival contents was high. Secondly, in 2012 Korean Wave Dream Festival, effect on production inducement, effect on employment inducement, effect on added value inducement, effect on indirect tax inducement were 6.45 billion won, 51.8 person, 2.97 billion won, 0.28 billion won respectively. Compared to that of 2011, these figures were increased considerably and therefore 2012 Korean Wave Dream Festival was successful. The research findings implied that firstly, rest place and mass transportation system should be improved and secondly, information indication system should be amended and thirdly, various experiences and attractions should be provided in the festival place and fourth, tourism marketing policies should be implemented to extend tourist`s stay in Gyeongju and fifthly, souveniors to represent the area should be developed and shopping facilities should be added.

K-pop 축제 방문객이 지각한 서비스품질과 재방문의도간의 관계와 내,외국인의 조절효과에 관한 연구

하동현 ( Dong Hyun Ha ),황성혜 ( Sung Hawe Hwang ) 한국사진지리학회 2014 한국사진지리학회지 Vol.24 No.1

The purpose of this study was to identify the relationships between the K-pop visitor`s perceived service quality and revisit intentions, and to examine the moderating effect of local residents and foreigners on these relationships. Through questionnaires, data were gathered from local residents and foreigners who participated in 2012 Korean Wave Dream Festival. Research findings were as follows. Firstly, among the visitor`s perceived festival service qualities, accessability, event, program, and convenience have significant effects on visitor`s revisit intention. Secondly, only convenience among perceived service qualities of the visitors, has a moderating effect on these relationships. Considering nationality, Japanese, Chinese and American tourists mainly visited Korean Dream Festival. These results imply that ‘Hanryu’ promotion is needed to differentiate tourism marketing by target countries.

관광목적지의 체험마케팅이 체험품질에 미치는 영향에 관한 연구

하동현 ( Dong Hyun Ha ) 한국사진지리학회 2011 한국사진지리학회지 Vol.21 No.2

This study identified how domestic tourist`s SENSE marketing, FEEL marketing, THINK marketing, ACT marketing and RELATE marketing affected their immersion, surprise, participation and fun. The research findings were as follows. Firstly, domestic tourist`s perceived SENSE marketing, FEEL marketing, THINK marketing and RELATE marketing affected their perceived fun positively. Secondly, domestic tourist`s perceived SENSE marketing influenced their perceived immersion positively. Thirdly, domestic tourist`s perceived SENSE marketing and FEEL marketing affected their perceived participation positively. Fourthly, domestic tourist`s FEEL marketing, THINK marketing and RELATE marketing affected their perceived surprise positively. Based on these findings, tourism marketers of Gyeongju should introduce or strengthen experiential marketing to the sector of tourism.

문화동기와 충성도 간 진정성의 매개 역할에 관한 연구 -경주 양동마을을 중심으로-

하동현 ( Dong Hyun Ha ) 한국사진지리학회 2016 한국사진지리학회지 Vol.26 No.4

This study examines the relevance and conceptualizations of the authenticity concept in heritage tourism from the managerial standpoint. Therefore a consumer-based model is used and in this model authenticity is a key mediating construct between cultural motivation and loyalty. We also tests a mediating role of object-based authenticity between cultural motivation and existential authenticity, in addition to testing a mediating role of existential authenticity between object-based authenticity and loyalty. The model is empirically examined by means of a survey conducted on Yangdong village of Gyeongju in South Korea. A confirmatory factor analysis and structural equation modelling were performed using AMOS 20. The results indicate that object-based authenticity has a mediating role between cultural motivation and loyalty, and also between cultural motivation and existential authenticity. However, existential authenticity has not a mediating role between these constructs. These findings indicate that Yangdong village has enough object-based authenticity to attract many tourists and has to keep its original form, which makes tourists lead to have their high loyalty. But Yangdong village does not show enough existential authenticity to be related to loyalty, which means the village has to increase the level of existential authenticity. Theoretical, managerial and marketing implications of authenticity are then discussed.

관광목적지 광고가 브랜드개성에 미치는 영향: 관광목적지 이미지의 조절효과를 중심으로

하동현 ( Dong Hyun Ha ) 한국사진지리학회 2012 한국사진지리학회지 Vol.22 No.2

This study identified how foreign tourist`s perceived advertising affected Gyeongju brand personality as tourist destination and how their perceived image of Gyeongju had a moderating role in the causal relationship between their perceived advertising and destination brand personality components of Gyeongju. The research findings were as follows. Firstly, foreign tourist`s perceived advertising affected their perceived sincerity, competence, excitement, sophistication, ruggedness of destination brand personality and secondly, their perceived tourist destination image had a moderating role in the relationship between their perceived advertising and sincerity & excitement of destination brand personality. These research findings imply that polite services of employees and real hospitality of residents are important factors of attracting foreign tourists. Based on these findings, tourism marketer of Gyeongju should strengthen service quality of service personnels and extract the help of residents. Also Gyeongju should introduce or strengthen events that attract foreign tourist`s attachment. Also Gyeongju should strengthen storytelling, experiences and advertising, and try to make Gyeongju become an attractive tourist destination.

관광목적지로서의 경주에 핵방폐장 시설이 미치는 영향에 관한 연구

하동현 ( Dong Hyun Ha ) 한국사진지리학회 2008 한국사진지리학회지 Vol.18 No.4