개별여행자의 경험적 소비특성이 관계몰입과 지속참가의도에 미치는 영향

이미혜 관광경영학회 2019 관광경영연구 Vol.92 No.-

The aim of this study is the finding of the effect of the experiential consumption features of individual travelers on continuous participation intention and relationship commitment. The experiential consumption features of individual travel comprise playfuless, symbolism, intercommunity and aesthetics. Three of relationship commitment are belief, emtoion and activity. And continuous participation intention is consist 3item. To achieve this research, set up hypothesis referring to literature. 306 out of total 320 copies of questionnaires were collected and analysis used for SPSS 21.0. It is summarized as follows that the result of hypothesis examined about influence relationship between continuous participation intention and relationship commitment on experiential consumer features of individual traveler. First, experiential consumption features of individual traveler are partial positive effect on relationship commitment. Second, relationship commitment of individual travelers have a partial positive continuous participation intention. Third, experiential consumption features of individual traveler have a partial positive effect on continuous participation intention. Accordingly, individual traveler can be influenced by psychological factors such as experiential consumption, relationship commiment. The findings suggest ways that travel agency have ito effort improvement of individual travel environment and development several individual travel products.

계획된 행동이론을 이용한 국외 개별여행참가의도에 관한 연구

천덕희,김맹진 한국호텔리조트학회 2018 호텔리조트연구 Vol.17 No.4

The purpose of this study is to verify the effect of attitude, subjective norm, and perceived behavioral control of planned behavior theory on intention to participate in overseas individual travel. The positive or negative attitudes toward overseas individual travel, the perception of people around overseas individual travel and the ease or difficulty of participating in overseas individual travel may lead to high or low participation intentions. To verify these findings empirically a survey was conducted for potential customers of overseas travel. A total of 215 questionnaires were collected and 176 questionnaires were used for the analysis, except for 39 questionnaires that responded unfairly. As a result of the factor analysis, it was found that the variables of the planned behavior theory were divided into subjective norm, perceived behavior control, attitude. Participation intention was divided into single dimension. Regression analysis showed that perceived behavioral control and attitude had a significant effect on participation intention, but subjective norms did not. Through this study, it was found that travelers showed a positive attitude toward overseas individual travel, and the more easily they participate, the higher the participation intention.

온라인 여행 커뮤니티의 유용성과 의사사회적 상호작용이 이용자의 관광만족과 재방문의도에 미치는 영향

최수영(Choi, Sooyoung),이상호(Lee, Sangho) 대한관광경영학회 2017 觀光硏究 Vol.32 No.6

성공적인 여행에 있어서 온라인 여행 커뮤니티는 이용자들이 직접 공유하는 여행 정보와 여행 경험을 제공받을 수 있는 중요한 정보의 획득원천이자 공통된 관심사를 가진 이용자들이 서로 소통하며 연대감과 친분을 쌓을 수 있는 가상공간으로 자리매김하고 있다. 본 연구는 성공적인 여행을 위한 온라인 여행 커뮤니티의 역할을 알아보고자 온라인 여행 커뮤니티의 실질적, 기능적 유용성과 온라인 커뮤니티 이용자 간의 의사사회적 관계에 주목하여, 여행 중 온라인 여행 커뮤니티의 이용이 관광만족과 관광지 재방문의도에 미치는 영향을 알아보았다. 또한 여행 중 온라인 여행 커뮤니티 참여도를 조절 변수로 포함하여 선행변수들과 결과변수들의 관계에 어떤 영향을 미치는지도 살펴보았다. 온라인 여행 커뮤니티 이용자들을 대상으로 온라인과 오프라인으로 실행된 설문조사를 통해 수집된 342개의 자료는 본 연구에서 제시한 모형을 잘 지지하는 것으로 나타났다. 하지만, 의사사회적 상호작용과 관광만족의 관계에만 커뮤니티 참여도의 조절효과가 나타났다. 연구 결과는 이론적인 시사점과 함께, 지자체 관광관련 홍보기관과 운영자들에게 온라인 커뮤니티 운영에 대한 실질적인 시사점을 제공한다. Online travel communities are online social networks in which travelers and/or potential travelers interact to share their knowledge and travel experience, and engage in social interactions. This study attempted to examine roles of online travel communities in understanding travelers attitude toward travel experience and behavioral intention after traveling. The study holds that community usefulness and parasocial interaction will influence travel satisfaction and revisit intention, and community participation will moderate the relationships. Data collected from 342 online travel community users provide support for the proposed model. It is also revealed that partial influence of community participation on the proposed relationships. The results provide both academic and practical insights for travel businesses and destination marketing organizations into developing and implementing marketing strategies for online travelers.

국립공원 탐방프로그램 참가자 만족도 및 재참여의향에 관한 연구 - 2019년 국립공원 봄 주간 프로그램을 중심으로 -

심규원,장진 한국환경생태학회 2019 한국환경생태학회지 Vol.33 No.4

The Korean Ministry of Culture, Sports and Tourism has held “Travel Week” since 2014 to encourage the people to take a vacation and disperse the seasonal tourism demand that is concentrated in summer in Korea. As part of the program, the Korea National Park Service has also operated the participatory lowland exploration program that offers nature-themed attractions and enjoyment in national parks across the country during the “Travel Week” since 2018. The purpose of this study was to investigate the satisfaction with the program and intention to participate again of participants in the “National Park Spring Week Program” which is held in national parks during the “Travel Week.” We conducted a self-report survey of 1,281 participants in the “2019 National Park Spring Week Program” held in 18 national parks across the country. The analysis of responses on the difference in the participants’ satisfaction and intention to participate again according to the awareness in advance of the “2019 National Park Spring Week Program” showed that the average satisfaction and intentional to participate again of those who were aware of the program before visiting national parks were statistically significantly higher than those who were not. As for the type of national parks, those who participated in “maritime and coastal national parks” and “historical national parks” showed the statistically significantly higher satisfaction and intention to participate again than those who participated in “urban national parks.” As for the type of the programs, those who participated in “cultural performance” and “exploration experience” showed the statistically significantly higher satisfaction than those who participated in “exhibition,” “PR booth,” and “campaign.” Those who participated in “cultural performance” and “exploration experience” showed the statistically significantly higher intention to participate again than those who participated in “exhibition” and “PR booth.” This study is expected to provide basic data for establishing a policy to improve exploration services in response to the increasing number of visitors to national parks in spring and fall as well as the peak season of summer. 최근 문화체육관광부에서는 범국민적 여행분위기 조성과 여름철 집중된 국내 관광수요 분산 등을 위해 2014년부터 ‘여행주간’을 정하여 운영하고 있다. 이 사업의 일환으로 국립공원공단에서도 2018년부터 ‘여행주간’ 동안 전국 국립공원에서 자연을주제로 한 볼거리·즐길거리를 제공하는 국민 참여형 저지대 탐방 프로그램을 운영하고 있다. 따라서 본 연구의 목적은 국가정책으로 시행되고 있는 ‘여행주간’ 동안 국립공원에서 진행되었던 ‘국립공원 봄 여행주간 프로그램’ 참가자를 대상으로프로그램 만족도와 재참여의향에 대한 인식 특성을 파악하기 위해 진행되었다. 연구방법은 전국의 총 18개 국립공원에서진행된 ‘2019년 국립공원 봄 주간 프로그램’에 참여한 탐방객 1,281명을 대상으로 자기보고식 설문조사를 실시하였다. 연구결과, 참가자의 ‘국립공원 봄 주간 프로그램’ 사전 인지 여부에 따른 만족도 및 재참여의향 차이를 분석한 결과, 국립공원방문 전 프로그램을 인지한 참가자의 만족도와 재참여의향은 사전에 인지하지 못했던 참가자 보다 만족도와 재참여의향모두 평균값이 통계적으로 유의하게 높게 나타났다. 국립공원 유형별로 살펴보면, ‘해상·해안형 국립공원’과 ‘사적형 국립공원’ 이 ‘도시형 국립공원’ 보다 만족도와 재참여의향 평균값이 통계적으로 유의하게 높게 나타났다. 프로그램 유형별로 살펴보면, 참가자의 만족도는 ‘전시회’, ‘홍보부스’, ‘캠페인’ 보다 ‘문화공연’과 ‘탐방체험’ 형태가 통계적으로 유의하게 평균값이 높았고, 재참여의향은 ‘전시회’, ‘홍보부스’ 형태 보다 ‘문화공연’과 ‘탐방체험’에서 평균값이 통계적으로 유의하게 높았다. 본연구는 향후 국립공원 여름 성수기 외에도 봄과 가을 탐방객 수 증가에 대응한 탐방서비스 개선을 위한 탐방정책 수립을위한 기초자료로서 활용될 수 있다.

여행서비스 접점에서 고객의 자기결정성에 따른 참여가 지각된 책임감, 만족, 행동의도에 미치는 영향

이미혜(Mi Hye Lee) 한국관광연구학회 2014 관광연구저널 Vol.28 No.12

This study focuses on customer`s psychological aspects which refer to the elements of voluntary participation in travel service encounter. The fact that customer`s self-determination in travel service encounter can influence a customer participates. It also can have effects on the perceived responsibility, satisfaction, and behavior intention, ultimately. We`d like to find out the psychological factors of customer participation through approach of this study which is an important determinant of travel service success or relationship development. As a result, we found out that customer`s self-determination has a partial positive effects on participation(H1), a customer participation has a partial positive effects on perceived responsibility(H2) and satisfaction(H3). And a perceived responsibility has positive effects on satisfaction and behavior intention of customer(H4, H5). Also, satisfaction has a positive effects on behavior intention (H6). Accordingly, customer participation can be influenced by psychological factors such as self-determination of customer in travel service encounter, travel agency want to improve travel service quality need to provide the choice rights of participation during travel service producing and delivery process with their customers without hindering their efficiency.

해외전시회 참가자의 재참가의사 결정요인

홍미영(Hong, Mi-Young),김정매(Kim, Jung-mae),이형룡(Lee, Hyung-Ryong) 대한경영학회 2009 大韓經營學會誌 Vol.22 No.6

A research on recognition and demand of urban residents about introduction of mountain ecotourism

김종호,김예지 한국산림과학회 2018 Forest Science And Technology Vol.14 No.2

The survey on urban residents’ recognition and their demands was conducted in order to set the direction of mountain ecotourism as a new mountain village policy project of Korea Forest Service. This survey consists of the current situation, the demand, intention of participation, and the expected effects of mountain ecotourism. From 24th July to 15th August 2015, an online survey was conducted targeting 1000 adults over 18 residing in 16 urban and provincial areas. As a result of the major analysis, 75% of respondents answered that they visited mountain and rural villages for tourism and 88% intended to participate in mountain ecotourism. They revealed their intended times of participating: 46% of them intended to visit once a year and 32% twice a year. The respondents were willing to pay USD122 on average for total travel expenses. Regarding the demand for mountain ecotourism, 83% asked for improvement of accommodations and convenience facilities, 78% public relations and information offering, and 76% development of local tourism products. As for the expected effects of mountain ecotourism that were perceived high, 80% expected natural healing and health care. This research is expected to be utilized as baseline data for future mountain ecotourism policies reflecting urban residents’ demand.

‘나홀로 여행’동기에 따른 제약요인 인식과 참여의도 차이 연구 - 대구경북지역 대학생을 대상으로 -

김미경 ( Kim Mi-kyung ),김지은 ( Kim Ji-eun ) 한국관광산업학회 2016 Tourism Research Vol.41 No.3

최근 인구 고령화나 저출산, 청년층의 불안한 고용구조와 그에 따른 비혼 증가 등 경제여건 악화로인해 1인 가구가 증가하고 있다. ‘나홀로족’이 새로운 트랜드로 등장했으며, 이러한 트랜드는 여가 및 관광활동에도 영향을 미쳐 혼자 하는 여행에 대한 관심과 수요 증가를 가져왔다. 따라서 본 연구에서는 사회변화에 따른 관광시장 변화의 대표적인 사례라 할 수 있는‘나홀로 여행’에 대한 경험과 여행동기, 그리고 제약요인과 참여의사 등을 파악하고, 여행의 동기에 따라 그들이 인식하는 제약요인과 참여의도가 달라지는 지를 검증하고자 하였다. 나홀로 여행의 특성을 고려할 때 제약요인에 대한 이해는 관광참여를 유도하고 관광 만족도를 높이기 위한 필수적인 과정이기 때문이다. 연구결과, 혼자하는 여행의 여행 동기는 휴식적 동기, 교육적 동기, 체험적 동기, 사회적 동기, 그리고 모험적 동기 5가지로 도출되었으며, 나홀로 여행의 제약요인에 대해서는 구조적 제약, 심리적 제약, 내재적 제약, 그리고 외재적 제약의 4가지 요인이 도출되었다. 여행동기 변수를 이용한 군집분석 결과 ‘휴식 및 모험동기 추구집단’ ‘휴식동기 추구집단’ ‘다목적 동기 추구집단’의 세 집단으로 구분되었으며, 세 집단 간제약요인의 인식 차이에 있어서는 구조적 제약과 심리적 제약요인 인식에 있어 통계적으로 유의한 차이를 보이는 것으로 나타났다. ‘다목적 동기 추구집단’은 혼자 여행하는 데 있어 구조적 제약요인을 가장 크게 인식하는 데 비해 ‘휴식동기 추구집단’의 경우 심리적 제약요인을 가장 크게 인식하였다. 또한 향후 1년 내 나홀로 여행에 대한 참여의도에 있어서도 집단 간 유의한 차이를 보였으며, 다목적동기 추구집단의 참여의도가 가장 높고 휴식동기 추구집단의 참여의도가 가장 낮은 것으로 나타났.다혼자 삶을 즐기고자 하는 ‘나홀로족’ 문화는 사회 전반으로 퍼져가고 있으며, ‘나홀로 관광’에 대한 관광객들의 관심역시 증가할 것으로 예측되고 있다. 본 연구를 통해 관광객들의 새로운 욕구를 이해하고 이러한 욕구를 충족시켜주기 위한 관광상품개발 및 효율적인 마케팅 전략 수립을 위한 정보 제공에 본 연구의 의의가 있다. Single households are rapidly increasing because of aging society, low birthrate, and instable employment of youth. The growth of single household made a change the consumers`` pattern of consumption. This new trend caused the interests and the demand on travel alone. The purpose of this study is to examine the tourism constraints perception and participation intention on ``Travel Alone`` and to figure out if there are any differences on their perception and participation intention among the groups by their travel motivation. To accomplish the study purpose, survey were conducted from university students in Daegu/Gyeongbuk area and the total of 256 data were used for the analysis. From the results of factor analysis, tourism motivation on ``Travel Alone`` were identified as 5 factors: motivation for relaxation, education, experience, socializing, and adventure, and tourism constraints were identified as 4 factors: structural, psychological, internal and external constraints. From the results of cluster analysis by their travel motivation, three clusters were identified: relaxation and adventure-oriented travel group, relaxation-oriented travel group and multipurpose-oriented travel group. The results of ANOVA showed that there are significant differences among three groups on their perception on travel constraints and participation intention on ``Travel Alone.`` The market of ``Travel Alone`` is rapidly increasing and it is necessary to focus on their desire and to develop new tourism product to satisfy those tourists. Tourism constraints are the essential factors that must be considered. The results of the study can give a useful resources for developing tourism product and marketing strategies for newly rising demand on travel market.

반려동물 동반관광에 있어 관광동기가 제약인식 및 참여의도에 미치는 영향

김미경,김지은 관광경영학회 2019 관광경영연구 Vol.93 No.-

The Pet-Family, which shares lifestyles with pets, is on the rise. As the number of single-person households increased and the aging of low birthrates, there is a culture of accepting animals such as dogs and cats as family. That is why people call 'companion animal' instead of 'pet'. As the tendency to consider pets as a family grows, interest in tourism with companion animal is creasing. This study examined the causal relationship between travel motivation, constraints, and intention to participate in tourism with companion animal. First, motivation of travel with companion animal were identified as 3 factors: travel for myself, travel to experience on destination, and travel for my companion animal. And tourism constraints were identifies as 4 factors: internal, external, travel companion, and companion animal constraints. From the results of multiple regression analysis, it is revealed that there is a causal relationship between travel motivation and the perception of tourism constraint on travel with companion animal. And it is revealed that the perception of tourism constraints affect participation intention on travel with companion animal. The results indicated that travel motivation affect participation intention, too.

반려동물 동반관광에 관한 탐색적 연구

김미경 ( Kim Mi-kyung ),김지은 ( Kim Ji-eun ) 한국관광산업학회 2020 Tourism Research Vol.45 No.4

반려동물이 가족으로 인식되는 새로운 트랜드의 등장은 관광산업에도 영향을 미치고 있으며, 반려동물과 함께 아무런 제약 없이 여행하고 싶다는 욕구가 커짐에 따라 반려동물 동반관광의 수요가 증가하고 있다. 따라서 본 연구에서는 반려인들이 반려동물과 함께 여행함에 있어 제약이 되는 것들이 무엇인지 살펴보고, 반려인들의 특성에 따라 각각 인식하는 제약요인들이 다르게 나타나는지, 그리고 어떤 제약을 더 강하게 인식하느냐에 따라 반려동물과 함께 여행하고자 하는 의사가 달라지는지를 파악하고자 하였다. 먼저 반려동물을 동반한 관광에서 반려인들이 인식하는 제약요인을 파악해 본 결과 내재적, 왜재적, 동반자, 그리고 반려동물 제약의 4가지 요인으로 도출되었으며, 제약요인을 기준으로 군집분석을 실시한 결과 모든 제약요인들에 대해 그리 심각하게 인식하지 않고 있는‘제약요인 둔감 집단’과 모든 요인들에 대해 전반적으로 강하게 인식하고 있는 ‘제약요인 민감집단’ 그리고 외재적 제약요인을 특히 강하게 인식하고 있는‘외재적 제약 인식 집단’으로 구분되었다. 집단 간 반려인의 인구통계적 특성과 반려동물 관련 특성에 유의한 차이가 있는지를 살펴본 결과 성별과 나이 , 그리고 반려동물 입양동기와 관광동기 등에서 통계적으로 유의한 차이가 있음이 증명되었다. 또한 향후 반려동물을 동반한 관광 참여의도에 있어서도 집단 간 유의한 차이를 보였으며, 제약요인 둔감집단의 참여의도가 가장 높고 제약요인 민감집단의 참여의도가 가장 낮은 것으로 나타났다. 일반 여행과는 달리 반려동물 동반한 관광의 특성을 고려할 때 제약요인에 대한 파악과 해결은 관광참여의도를 높이고 참 여자들의 만족도를 높이기 위한 필수적인 과정이며, 관광시장에서의 새로운 소비자의 욕구를 파악하고, 욕구충족을 위한 상품개발 및 수용태세 개선을 위해 유용한 정보를 제공하는 데 본 연구의 의의가 있다. The Pet-Family, which shares lifestyles with pets, is on the rise. That is why people call 'companion animal' instead of 'pet'. As the tendency to consider pets as a family grows, interest in tourism with companion animal is increasing. This study is an exploratory study on this issue, which include the analysis of travel constraints, travel motivation, and future intention to participate in travel with companion animal. First, constraints of travel with companion animal were identified as 3 factors: internal, external, travel companion, and companion animal constraints. From the results of cluster analysis using these constraint factors, 3 clusters were classified: insensitive on most travel constraints, sensitive on most travel constraints, and sensitive on external constraints. The results of Chi-square test and ANOVA, it is revealed that there are significant differences between groups on demographic characteristics of pet owners such as gender and age, motivation of adoption, and travel motivation. Also intention to participate in travel with companion animal is revealed differently among groups, that is, the participation intention of insensitive group on most travel constraints is the highest as expected. The results of this study can give the useful information to develop the policies which make both pet-owners and the others satisfied with their travel experiences.