카지노방문객 시장세분화 연구

이충기(Choong Ki Lee),송학준(Hak Jun Song),이대은(Dae Eun Lee) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.1

Despite of current research on motivation in the field of casino, little research has been conducted to identify motivations of inbound tourists to casinos and then segment them with distinct subgroups for practical marketing strategies. In this respect, this study aimed to identify the underlying dimensions of motivations for inbound casino visitors, using a factor analysis, segment the inbound casino market, using a clustering analysis based on derived motivation factors, and examine any differences between market segments with respect to socio-demographic and behavioral variables using cross-tabulation analysis. To this end, a survey was conducted to inbound tourists who played casino gambling at foreign visitors` casino in metropolitan Seoul. The factor analysis delineated five dimensions of casino motivations from 27 items of motives: Novelty, Challenge, Escape, Socialization, and Winning for Money. The results of cluster analysis indicate that two distinctive segments were identified: Moderate and Aggressive Casino Visitors. These two segments were significantly different with respect to nationality, educational level, marital status, age, purpose of visit, frequency of visit to Korea, companion, favorite games, and experience in international casino gambling. Based on the results of this study, marketing implications for casino managers were provided in the conclusion section.

일본 카지노 개장 시 한국인 이용객 수 및 지출액 추정

이충기(Choong Ki Lee),김태균(Tae Kyun Kim),이승곤(Seung Kon Lee) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.5

The purpose of this study was to estimate the number of Korean casino visitors and their expenditures in the case of legalization of casinos in Japan. To this end onsite surveys were conducted to Korean outbound tourists at Gimpo airport and Incheon international airport. Major variables explaining willingness-to-visit casinos in Japan were estimated using a logit model, and the number of likely casino visitors and their expenditures were estimated based on estimated explanatory variables. The results of the logit model indicate that amount of casino expenditure, past experience in casino gaming, income, and age were important variables in explaining demand from Korean visitors to Japanese casinos. In other words, the more experience people had gambling in Korea and overseas, the more likely they would visit casinos in Japan. Also, people with higher income were more likely to visit casinos in Japan. In addition, younger gamblers and lower amount of casino expenditures increased the likelihood to visit Japanese casinos. When a minimum wager of 10,000 Korean won was presented to respondents, the number of annual visitors from Korea to casinos in Japan was estimated to be approximately 1.44 million and their casino expenditures of approximately 143.6 billion Korean won without the casino hold rate and 23.3 billion won with the hold rate would be spent by Koreans in Japanese casinos. When the minimum wager was increased by 1 million Korean won, the number of annual visitors was estimated to be approximately 1.04 million and their casino expenditures would be approximately 1037.8 billion won without the casino hold rate and 168.1 billion won with the hold rate.

연구논문 : AHP를 활용한 메가 이벤트의 관람수요 영향요인 분석

이충기 ( Choong Ki Lee ),김남현 ( Nam Hyun Kim ) 대한관광경영학회 2015 觀光硏究 Vol.30 No.2

본 연구의 목적은 메가 이벤트의 수요에 영향을 미치는 요인들이 무엇인지를 규명하는데 있다. 이를 위해 계층분석적 의사결정(AHP: Analytic Hierarchy Process) 방법을 활용하여 메가 이벤트 관람수요의 영향요인에 대한 의사결정 계층구조모형을 설정하고, 각 요인의 우선순위를 파악하였다. 연구에 사용된 자료는 메가 이벤트 및 축제분야의 학계, 공공부문, 그리고 업계 전문가 40명을 대상으로 AHP 설문조사를 통하여 수집되었다. 또한, AHP 계층구조모형은 컨텐츠 및 프로그램, 가격요인, 홍보마케팅, 행사장 및 시설, 운영관리, 운영스태프 및 안내정보, 개최지역과의 협력을 포함한 총 7개의 대분류 영향요인과 26개의 하위요소로 구성되었다. AHP 분석결과, 메가 이벤트의 관람수요에 가장 크게 영향을 미치는 대분류 요인은 콘텐츠 및 프로그램으로 나타났으며, 그 다음으로 가격요인, 홍보마케팅, 행사장 및 시설, 운영관리, 개최지역과의 협력, 운영스태프 및 안내정보의 순으로 나타났다. 최종 가중치를 고려한 메가 이벤트의 관람수요 영향요인으로는 전시콘텐츠의 매력성이 26개 하위요소중 가장 중요한 것으로 나타났다. 본 연구결과를 바탕으로 메가 이벤트의 성공적 개최 및 운영을 위한 중요한 시사점을 제시하였다. The purpose of this study was to identify determinants of demand for mega-events. To this end the study proposed a hierarchical structure for assessing determinants of mega-event demand by applying Analytic Hierarchy Process(AHP). Data were collected from 40 experts in the area of mega-events and festivals. AHP hierarchical structure consisted of seven main determinants with 26 components, which included contents and programs, price factor, promotion and marketing activities, event site and facilities, event management, staff and information, and partnership with host community. The results of AHP analysis indicate that the most important determinant of mega-event was contents and programs, followed by price factor, promotion and marketing activities, event site and facilities, event management, partnership with host community, and staff and information in that order. Attractiveness of exhibition contents was the most critical determinant of mega-event demand among 26 components. The findings will provide policy makers and mega-event managers with practical implications in preparing for the planning and operation of successful mega-events.

AHP를 활용한 메가 이벤트의 관람수요 영향요인 분석

이충기(Lee, Choong-Ki),김남현(Kim, Nam-Hyun) 대한관광경영학회 2015 觀光硏究 Vol.30 No.2

본 연구의 목적은 메가 이벤트의 수요에 영향을 미치는 요인들이 무엇인지를 규명하는데 있다. 이를 위해 계층분석적 의사결정(AHP: Analytic Hierarchy Process) 방법을 활용하여 메가 이벤트 관람수요의 영향요인에 대한 의사결정 계층구조모형을 설정하고, 각 요인의 우선순위를 파악하였다. 연구에 사용된 자료는 메가 이벤트 및 축제분야의 학계, 공공부문, 그리고 업계 전문가 40명을 대상으로 AHP 설문조사를 통하여 수집되었다. 또한, AHP 계층구조모형은 컨텐츠 및 프로그램, 가격요인, 홍보마케팅, 행사장 및 시설, 운영관리, 운영스태프 및 안내정보, 개최지역과의 협력을 포함한 총 7개의 대분류 영향요인과 26개의 하위요소로 구성되었다. AHP 분석결과, 메가 이벤트의 관람수요에 가장 크게 영향을 미치는 대분류 요인은 콘텐츠 및 프로그램으로 나타났으며, 그 다음으로 가격요인, 홍보마케팅, 행사장 및 시설, 운영관리, 개최지역과의 협력, 운영스태프 및 안내정보의 순으로 나타났다. 최종 가중치를 고려한 메가 이벤트의 관람수요 영향요인으로는 전시콘텐츠의 매력성이 26개 하위요소 중 가장 중요한 것으로 나타났다. 본 연구결과를 바탕으로 메가 이벤트의 성공적 개최 및 운영을 위한 중요한 시사점을 제시하였다. The purpose of this study was to identify determinants of demand for mega-events. To this end the study proposed a hierarchical structure for assessing determinants of mega-event demand by applying Analytic Hierarchy Process(AHP). Data were collected from 40 experts in the area of mega-events and festivals. AHP hierarchical structure consisted of seven main determinants with 26 components, which included contents and programs, price factor, promotion and marketing activities, event site and facilities, event management, staff and information, and partnership with host community. The results of AHP analysis indicate that the most important determinant of mega-event was contents and programs, followed by price factor, promotion and marketing activities, event site and facilities, event management, partnership with host community, and staff and information in that order. Attractiveness of exhibition contents was the most critical determinant of mega-event demand among 26 components. The findings will provide policy makers and mega-event managers with practical implications in preparing for the planning and operation of successful mega-events.

AHP를 활용한 승마관광 활성화 요인 도출과 우선순위 분석

이충기(Lee, Choong-Ki),김남현(Kim, Namhyun),고성규(Ko, Sung-Kyu) 한국관광레저학회 2015 관광레저연구 Vol.27 No.6

지역산업연관모델을 이용한 철새관광축제의 지역경제 파급효과 분석

이충기(Lee Choong-Ki),이진형(Lee Jin-Hyung),송학준(Song Hak-Jun) 한국관광레저학회 2007 관광레저연구 Vol.19 No.2

갬블링 동기,열정,참여의도 간 구조관계 분석

이충기(Choong Ki Lee),송학준(Hak Jun Song),윤설민(Seol Min Yoon) 한국호텔외식관광경영학회 2011 호텔경영학연구 Vol.20 No.4

The purpose of this paper is to examine the relationships among gambling motivation, passion, and behavioral intention. To this end an onsite survey was conducted to Seoul citizen who had participated in one of the following gambling games: horse racing, casino, lotto, cycling/motor boat, toto/proto, and online game. The results of this study indicate that intrinsic motivation had an effect on both harmonious and obsessive passion, whereas extrinsic motivation influenced only obsessive passion. Also, both harmonious and obsessive passion had an effect on behavioral intention. Furthermore, the effect of intrinsic motivation on passion was stronger for harmonious passion than obsessive passion, and the impact of passion on behavioral intention was stronger for harmonious passion than obsessive passion. The findings suggest that gambling industry should promote intrinsic motivation to have its positive impact on harmonious passion and behavioral intention. This study also identify that intrinsic motivation influenced obsessive passion using the modified structural equation modelling approach.

연구논문: 지역간 산업연관모델(IRIO)를 이용한 인바운드 관광산업의 경제적 파급효과 분석 -종로지역을 중심으로-

이충기 ( Choong Ki Lee ),송학준 ( Hak Jun Song ),문지효 ( Ji Hyo Moon ) 대한관광경영학회 2011 觀光硏究 Vol.26 No.5

본 연구는 지역간 산업연관모델(IRIO)을 이용하여 2011년 서울시 종로구 인바운드 관광산업이 서울시와 타지역에 발생시킨 경제적 파급효과를 측정하는데 있다. 이를 위하여 한국은행(2009)의 지역산업연관표를 서울시와 타지역으로 구분된 두 지역간 산업연관표로 통합하였으며, 이를 토대로 생산, 소득, 부가가치, 취업승수를 도출하였다. 또한, 외래관광객을 대상으로 설문조사를 실시하여 종로 방문 경험율을 도출하고, 1인당 지출액을 도출하였으며, 수요예측모델을 이용하여 총 종로 방문 외래관광객 수와 총 지출액을 추정하였다. 지역산업연관 분석결과, 2011년 종로 방문 외래관광객의 지출액으로 인하여 서울시와 타지역에 직·간접적으로 발생시킨 생산파급액은 약 2조 7,124억원(서울시: 약 2조 1,065억원, 타지역: 약 6,059억원), 소득파급액은 약 5,990억원(서울시: 약 5,223억원, 타지역: 약 767억원), 부가가치파급액은 약 1조 3,820억원(서울시: 약 1조 1,383억원, 타지역: 약 2,437억원), 취업파급자수는 약 40,862명(서울시: 약 32,956명, 타지역: 약 7,906명)으로 예측되었다. This study aims to estimate the economic impact of the inbound tourism industry for the year of 2011 on the economies of the Jongno-gu, metropolitan Seoul and other region. To this end an Inter-Regional Input-Output(IRIO) model was employed to derive tourism multipliers in terms of output, income, employment, value-added, and tax using the regional I-O transactions tables developed by Bank of Korea (2009). Also, this study conducted surveys to inbound tourists in order to estimate visit experience and per capita expenditure, and predicted inbound tourists in 2011 using forecasting techniques. Based the results of surveys and forecasts total tourist expenditures were estimated for Jongro-gu. The results of IRIO reveal that in 2011, total expenditures of inbound tourists visiting Jongno-gu would generate approximately 2.7 trillion Won of output impact (Seoul city: 2.1 trillion Won, other region: 606 billion Won), 600 billion Won of income impact (Seoul city: 522 billion Won, other region: 77 billion Won), 1.4 trillion Won of value-added impact (Seoul city: 1.1 trillion Won, other region: 244 billion Won), and 40,862 non-paid and full-time jobs(Seoul city: 32,956 jobs, other region: 7,906 jobs) throughout direct and indirect effects.

크루즈산업의 연간 경제적 파급효과 분석

이충기(Choong Ki Lee),권영현(Younghyun John Kwon),김혜선(Hye Sun Kim) 한국관광연구학회 2015 관광연구저널 Vol.29 No.5

The purpose of this study is to estimate the economic impacts of cruise tourism for four major ports(Incheon, Busan, Jeju, and Jeonnam) of call in 2013 using a regional input-output(I-O) model. To this end tourism multipliers were estimated from four ports of call using the regional I-O model in terms of input, income, value added, indirect tax. and employment. The results of this study show that per capita expenditure of cruise tourist was 924,788 Won for Incheon, 823,500 Won for Jeonnam, 784,864 Won for Jeju, and 741,125 Won for Busan. The results of the regional I-O model indicate that 555 billion Won of cruise tourism in 2013 generated approximately 910 billion Won of output impact, 218 billion Won of income impact, 567 billion Won of value-added impact, 22 billion Won of net indirect tax impact, and 21,909 jobs. In terms of port of call, Jeju generated the largest economic impact followed by Busan, Incheon, and Jeonnam. In terms of tourism sector, shopping produced the largest economic impact among other tourism sectors for each port of call. The results of the economic impact study will contribute to supporting the economic validity of development for cruise tourism by central and local governments.

일본인 관광객의 방한 수요결정요인에 관한 연구

이충기(Lee Choong-Ki),송근석(Song Keun-Seok),송학준(Song Hak-Jun) 한국관광레저학회 2006 관광레저연구 Vol.18 No.4