인문,사회과학편 : MTB공원 서비스품질이 시민 만족도, 이미지, 구전의도, 재방문에 미치는 영향

김학신(HakShinKim),윤태훈(TaeHoonYoon) 한국체육학회 2006 한국체육학회지 Vol.45 No.3

시민들의 MTB공원 서비스품질에 대한 만족도, 이미지, 구전의도, 재방문과의 관계를 통해 이용 시민들이 중심이 되는 공원 서비스품질 개선을 위한 시사점을 제시하는데 목적이 있다. 연구 대상은 공원에서 MTB를 3회 이상 체험한 이용 시민들을 남녀 구분 없이 배포하여 응답이 불량한 26부를 제외한 242부를 연구의 실증분석에 사용하였다. 자료처리는 SPSSWIN Ver. 10.0과 AMOS 4.0을 이용하여 빈도분석, t-test, 일원변량분석(one-way ANOVA)을 실시하였고, 구조연구모형을 검증하기 위하여 구조방정식모형분석(structural equation model: SEM)을 실시하였다. 연구결과는 첫째, 연령별에서는 MTB공원 서비스품질의 차이가 이용편리성과 환경안전요인에서 나타났으며, 학력별에서는 서비스품질의 차이가 환경안전요인에서 나타났다. 둘째, MTB공원 서비스품질의 하위요인 중 접근성이 만족도에 유의한 영향을 미치는 것으로 나타났고, 만족도는 이미지, 이미지는 재방문과 구전의도에 영향을 미치는 것으로 나타났다. This study was intended to investigate the relationship between the recently highlighted service quality of MTB Park and citizens' satisfaction, word-of-mouth and revisit and clarify what difference there was in the service quality of MTB park according to demographic characteristics. 242 questionnaires except 26 poorly completed ones were employed for final analysis. For purpose of data processing, ANOVA was conducted to test the difference in service quality according to demographic characteristics using SPSSWIN Ver. 10.0 and AMOS 4.0. Finally, structural equation model(SEM) was employed to test the structural research model. As a result, the following findings were obtained: Finally, it was found that there was a difference in service quality related to the convenience of use and the environmental safety factor according to age and in service quality related to the environmental safety factor according to educational level. Second, it was found that accessibility, the sub-factor of service quality of MTB Park had a significant effect on traveller's satisfaction, which had an effect on their image, which had an effect on the revisit and word-of-mouth intentions. at risk of obesity.

인문,사회과학편 : 스쿼시이벤트 서비스품질이 참가자의 이미지, 구전의도, 재참여에 미치는 영향

김학신(HakShinKim),한성호(SungHoHan) 한국체육학회 2007 한국체육학회지 Vol.46 No.1

본 연구는 스쿼시 이벤트 서비스유형이 참가자의 행동의도에 미치는 영향을 규명하여 다변화하고 있는 스쿼시 이벤트 시장의 마케팅 활성화에 기여하는데 목적이 있다. 연구결과는 다음과 같이 나타났다. 첫째, 스쿼시 이벤트 참가자들의 인구통계학적 특성별 서비스유형의 차이 경우 연령에서 40대 집단이, 결혼여부에서는 미혼집단보다는 기혼집단들이, 월 평균수입에 따라서는 100만원 미만의 집단이, 학력에서는 고졸이상의 집단이 모든 서비스품질에서 상대적으로 중요하게 인식하고 있는 것으로 나타났다. 둘째, 스쿼시 이벤트 참가자 인구통계학적 특성별 이미지, 구전의도, 재참가 차이에서는 연령에서 40대 집단이 이미지, 재참여, 구전의도에서, 결혼여부에서는 기혼 집단이 재참가에서, 학력에서는 고졸이하, 대졸이상보다는 대졸이하가 상대적으로 높은 구전의도로 나타났다. 셋째, 스쿼시 이벤트 서비스유형이 참가자의 이미지, 구전의도, 재참가에 미치는 영향에서는 상대적으로 공감성이 이벤트 이미지, 구전의도, 재참가에 영향을 미치는 것으로 나타났다. This study aims to determine possible effects of squash event's service quality on entrants' behavioral intentions, contributing to the promotion of marketing in ever-diversified squash market. This study came to the following conclusions. First, in terms of categorical differences in service quality according to each demographic characteristic of squash tournament event's entrants with club membership, it was found that 40's group, married group, group with 1 million won or lower monthly earnings on the average. Second, in terms of categorical differences in image, oral intention and re-participation according to demographic characteristics of squash event entrants, it was noted that 40's group showed higher behavioral intention of image, re-participation and oral intentions than any other age groups; married group was more willing to rejoin tournament event than unmarried one; and the group under academic achievement of high school or college graduate showed higher oral intentions than control. theord, Fourth, in regard to possible effects of squash event service quality on entrant's image, oral intentions and re-participation, it was notable that consensus had more or less significant effects on event image, oral intention and re-participation respectively.

서울광장 스포츠이벤트 서비스품질이 지역 이미지와 충성도, 만족도에 미치는 영향

김학신(HakShinKim),박용범(YongBumPark) 한국체육학회 2008 한국체육학회지 Vol.47 No.1

본 연구의 목적은 서울광장에서 국내 최초로 개최된 세계여자스쿼시대회 서비스품질이 관람객들의 서울시 이미지와 충성도, 만족도에 미치는 영향에 대한 분석을 통해 지방자치단체의 스포츠이벤트 발전을 위한 시사점을 제시하는데 있다. 결과는 첫째, 미혼 관람객들은 세계최고 수준의 경기, 흥미있는 이벤트, 원활한 경기진행, 접근성 및 관람편리, 여성들과 연령 및 월수입이 낮은 관람객들은 서울광장 경기장 시설과 대형전광판, 이벤트 무대, 수입이 많은 관람객들은 서울광장의 환상적 야경과 수준과 매너가 있는 관중 등을 더 중요시하고 있는 것으로 나타났다. 둘째, 관람객들의 이미지는 세계최고 수준의 경기, 흥미있는 이벤트, 원활한 경기진행, 환상적 야경과 수준과 매너가 있는 관중 등이, 충성도는 광장 경기장 시설과 대형전광판, 이벤트 무대, 세계최고 수준의 경기, 흥미있는 이벤트, 원활한 경기진행, 환상적 야경과 수준과 매너 등이, 만족도는 세계최고 수준의 경기, 흥미있는 이벤트, 원활한 경기진행, 환상적 야경과 수준과 매너 등이 영향을 미치는 것으로 나타났다. The purpose of this study is to seek ways to boost sports events at local autonomies and present it's implications and potentialities by analyzing the effects of sports events on the image and royalty, satisfaction of the region. it is revealed that the most effective factor on the image of Seoul is the international highest level of the match, followed by a spectacle and interesting events, the smooth progress of the match, the great night view of Seoul Plaza and watching etiquette of the spectators. And the most effective factor on the royalty to the region is the athletic facilities of the Plaza and a big size of electric screen, followed by the splendid event stage, the international highest level of the match, the smooth progress of the match, the great night view of Plaza and watching etiquette of the spectators. The most effective factor on the satisfaction is the international highest level of the game, followed by a spectacle and interesting events, the smooth progress of the match, the great night view of the Plaza and watching etiquette of the spectators.

스포츠산업,경영학 : 여행객의 골프장 선택과 추구가치 유형을 통한 유인방안 연구

김학신(HakShinKim) 한국체육학회 2004 한국체육학회지 Vol.43 No.5

This study was intended to consider the effective plan to attract golfing tourists through the patterns of golf course choice and value. Collected data from the research were analyzed according to demographical characteristics. As a result, the following study results were obtained: First, it was found that male tourists thought relatively more importantly of both the externalities(specified facility, accessibility, effective operation of the surrounding tourist program, cleanliness and comfortableness, beautiful natural scenery, diverse F&B facilities) and internalities(provision of differentiated service, employee's hospitality, comfortable atmosphere, reputation, detailed information on surrounding tourism) of choice patterns in terms of sex. And it was found that the group of male tourists thought relatively more importantly of goal pursuit(being sociable with family members or friends, doing business smoothly, taking a rest and health management) and energy-pursuit(a sense of achievement and self-fulfillment, certain revitalization, stress relief) of value patterns.Second, the group of older golfing tourists thought relatively more importantly of the internalities of choice patterns in terms of age. On the other hand, the group of younger golfing tourists thought relatively more importantly of the goal pursuit of value patterns, whereas the group of older golfing tourists thought relatively more importantly of energy-pursuit.Third, the group of low educational level thought relatively more importantly of the internalities of choice patterns, whereas the group of high educational level thought relatively more importantly of energy-pursuit of value patterns.Fourth, it was found that the group of professional and self-employed golfing tourists thought relatively more importantly of the internalities of choice patterns in terms of occupation And the group of professional and clerical and managerial tourists thought relatively more importantly of energy-pursuit of value patterns, whereas the group of self-employed tourists thought relatively more importantly of the goal pursuit of value patterns.Firth, it was found that the group of the low income-level tourists thought relatively more importantly of the externalities of choice patterns in terms of the income level, whereas the group of high income-level tourists thought relatively more importantly of the internalities of choice patterns. In addition, it was found that the group of the high income-level golfing tourists thought relatively more importantly of the goal pursuit and energy pursuit of value patterns.

인문,사회과학편 : 한강 국제비치발리볼대회 관람 만족도가 이미지, 구전의도, 재방문에 미치는 영향

김학신(HakShinKim) 한국체육학회 2007 한국체육학회지 Vol.46 No.3

한강 국제 비치발리볼대회를 관람한 시민들의 만족도가 대회이미지에 미치는 영향과 대회이미지가 구전의도, 재방문에 미치는 영향에 대한 연구를 통해 한강을 중심으로 개최되는 수상레저스포츠이벤트 서비스품질 개선을 위한 시사점을 제시하고자 한다. 연구 대상은 국제비치발리볼대회 관람자들을 남녀 구분 없이 모집단으로 선정하였고, 응답이 불량한 21부를 제외한 239부를 연구의 실증분석에 사용하였다. 자료처리는 SPSSWIN Ver. 10.0과 AMOS 4.0을 이용하여 빈도분석, t-test, 일원변량분석을 실시하였고, 구조연구모형을 검증하기 위하여 구조방정식모형분석 (structural equation model: SEM)을 실시하였다. 연구결과 첫째, 한강 국제비치발리볼대회의 국제적인 시설규모와 쾌적하고 아름다운 자연환경, 선수들의 멋진 플레이와 외모 등이 관람자들의 만족도에 긍정적인 영향을 미치고 있는 것으로 나타났다. 둘째, 한강 국제비치발리볼대회에 대한 관람자들의 만족도는 대회이미지 형성에 긍정적인 영향을 미치고 있는 것으로 나타났다. 셋째, 국제비치발리볼대회 이미지는 관람자들의 구전의도와 재방문에 유의적인 영향을 미치고 있는 것으로 나타났다. This study was the effect of service quality of beach volleyball event and citizens’ satisfaction, image, word-of-mouth and revisit. As a result, the following findings were obtained. First, it was found that the international facility size of the Han River International Beach Volleyball Game, the comfortable and beautiful environment, players’ wonderful play and appearance have an effect on viewing citizens' satisfaction. Second, it was found that the audience's satisfaction with the Han River International Beach Volleyball bad a positive effect on the formation of the game image. Third, it was found that the image of the Han River International Beach Volleyball Game had a significant effect on the word-of-mouth intention and revisit.

인문,사회과학편 : 스키장 친환경이미지가 방문객 만족도, 구전의도, 재방문, 충성도에 미치는 영향

김학신(HakShinKim),김현경(HyunKyungKim) 한국체육학회 2006 한국체육학회지 Vol.45 No.2

본 연구는 친환경 이미지를 스키리조트가 어떻게 서비스를 개발해 운영하는 것이 가장 효율적이고 효과적인가를 시사성 있게 제시하는데 목적이 있다. 연구대상은 홍천 대명스키리조트 방문객들을 대상으로 편의표본추출법으로 추출해 248부를 분석에 사용하였다. 분석은 Windows for SPSS 10.0를 이용하여 차이검증은 t-test와 일원변량분석, 다중회귀분석 실시하였다. 첫째, 연령이 높은 시장을 공략하기 위해서는 식음시설과 부대, 주차시설 등의 자연환경 이미지를 개발해 지속적인 이미지마케팅을 시도할 필요성이 나타났다. 또한 주부들의 마음을 잡기위해서는 숙박시설의 자연환경 이미지를 개발해야 하고, 수입이 높은 시장을 공략하기 위해서는 부대 및 주차시설의 자연환경 이미지를 개발해 이미지마케팅을 강조할 필요성이 나타났다. 둘째, 여행객들의 만족도를 높이기 위해서는 숙박시설의 친환경이미지와 직원들의 친환경인식 이미지를 높일 필요성이 나타났고, 구전의도는 숙박과 식음시설의 친환경 이미지, 직원들의 친환경 이미지를 높일 필요성이 나타났다. 재방문과 충성도는 숙박시설의 친환경이미지와 직원들의 친환경이미지를 높일 필요성이 나타났다. This study was intended to investigate the effect of the recently highlighted natural environment on travellers' satisfaction, word-of-mouth intention, revisit and loyalty. First, it was found that there was a need to attempt sustained image marketing by developing the natural-environment image of F&B facilities, amenities and parking facilities to enter the market for old people. And it was found that there was a need to develop the natural-environment image of the lodging facility to attract housewives and that there was a need to develop and operate the natural-environment image of amenities and parking facilities to attack the market of high income. Second, it was found that there was a need to enhance the environment-friendly image of the lodging facility and employees' environment-friendly image to raise satisfaction and that there was a need to enhance the environment-friendly image of the lodging and F&B facilities and employees' environment-friendly image to raise their word-of-mouth intention. And it was found that there was a need to enhance the environment-friendly image of the lodging facility and employees' environment-friendly image to raise satisfaction to raise revisit and loyalty.

스포츠산업,경영학 : 레저스포츠관광 부동산 투자활성화를 위한 부동산투자신탁제도(REITs) 활용

김학신(HakShinKim),윤태훈(TaeHoonYoon) 한국체육학회 2005 한국체육학회지 Vol.44 No.1

Leisure and sports please a lot of people so that they can improve the quality of their life. To boost real estates for leisure and sports tourism we need to reform the commodities concerning investments. I would like to suggest the following for it.First, one should abandon the expectation of enormous development profits or marginal profits from real estate investment.Second, there should be liquidity for investment to attract small investors. Third, we should identify reliable indices concerning K-REITs and disclosure, and establish an association to analyze them. Fourth, double taxation of corporation tax needs to be abolished or eased.Fifth, asset management for funds should be done by organizations which have expertise in real estates for leisure and sports tourism. Sixth, training specialists in this field is urgent to grow REITs for leisure and sports tourism.Seventh, Some mortgage REITs should be permitted. Eighth, The range of estate for leisure and sports tourism should be extended. Ninth, payment in kind and external finance should be partly admitted.Tenth, we need to attract institutional investors by easing safeguard deposit for promoters and requirements for listing and registration of REITs companies.Ultimately sales must be increased continually to make profits. It is possible only through selecting a proper target market and effective marketing. Therefore we have to raise international competitiveness by developing such real estates in various ways and providing quality service.

사회체육학 : 시민 생활스포츠시설 서비스품질 만족유형이 이미지와 재방문에 미치는 영향

정길상(GilSangJung),김학신(HakShinKim),권은택(EunTaekKwon) 한국체육학회 2004 한국체육학회지 Vol.43 No.5

This study was intended to provide the suggestions for the effective management plan of citizens' sports facility. For this purpose, it attempted to compare the difference in users' expectation towards and satisfaction with the service quality of the civic sports facility and analyze the effect of the satisfaction model on the facility image and revisit.As a result, it was found that respondents were not so much satisfied with the factors other than the superior facility, the comfortable natural environment and the clean restroom as expected. This implies that it is necessary to consider the plan to resolve it immediately. Especially, it was found that service quality had a significant effect on users' facility image, but relatively specialized services such as consideration and benefit for citizens, diverse incidental facilities, convenient accessibility, ease of use and the like had a high effect on the image.And it was found that speedy information provision, settlement of the discomfort in use, kind answer on the telephone, users-centered use system and the like, services differentiated from specialized services such as consideration and benefit for citizens, diverse incidental facilities, convenient accessibility, ease of use and the like, had a very significant effect on users' revisit.

사회체육학 : 서울광장 스케이트장이 시민 만족도와 구전의도, 재방문에 미치는 영향

김현경(HyunKyoungKim),김학신(HakShinKim) 한국체육학회 2005 한국체육학회지 Vol.44 No.4

This study was intented to present the suggestive point for the effective management plan of the first developed skating rink in the Seoul Plaza lovable from citizens. For this purpose, it attempted to investigate the effect of its service quality on citizens' satisfaction, word-of-mouth intention and the revisit and what difference there was in service quality according to their demographic characteristics.To attain the goal of this study, the final questionnaire research was conducted for 354 persons. To analyze the difference in the perception of service according to demographic characteristics, the T-test and one-way ANOVA was conducted, and to identify citizens' behavioral intention, multiple regression analysis was conducted. As a result, the following findings were obtained:First, it was found that there was a significant difference in food & beverage service and use service according to sex and that there was a significant difference in operation service and event and program services according to marital status. And it was found that there was a significant difference in event and program services according to the educational level and that there was a significant difference in operation service and event and program services according to age. It was found that there was a significant difference in operation service, food & beverage service, safety service and use service according to occupations and that there was a significant difference in use service according to total monthly household income.Second, an attempt was made to analyze the effect of service quality in the skating rink on citizens' behavior. As a consequence, it was found that service quality attributes such as operation service, event and program service, safety service and the like had a significant effect on visiting citizens' satisfaction and that operation service, safety service and the like had a significant effect on their word-of-mouth intention. And it was found that operation service, safety service and the like had a significant effect on their intention to revisit.

사회체육학 : 여행객의 골프장 선택과 추구가치 유형이 만족도와 구전의도, 충성도에 미치는 영향

박경실(KyungSilPark),김학신(HakShinKim) 한국체육학회 2005 한국체육학회지 Vol.44 No.4

This study was intended to present the marketing plan that can enhance the satisfaction, word-of-mouth intention and loyalty of existing and potential customers in the domestic golf travel market emerging as the future tremendous market. For this purpose, it attempted to analyze the effect on the satisfaction, word-of-mouth intention and loyalty of the choice and pursued value pattern of the tourists visiting the tourist golf course.The subjects were selected in the convenient sampling after confirming whether they had visited the golf course of the Muju Resort with the itinerary of more than one-night stay and 310 questionnaires were finally used for analysis. The multiple regression analysis was conducted to analyze them.First, it was found that in choosing the golf course, golf travellers' word-of-mouth intention and loyalty were influenced by external factors such as the specialized field and accessory facilities, easy accessibility, the effective operation of tourism programs in surrounding areas, cleanliness and comfortableness, beautiful natural scenery, diverse food and beverage facilities and the like. And it was found that they were significantly influenced by internal factors such as the provision of differentiated services, kind employees, comfortable environment, surrounding reputation, detailed information on surrounding tourism and the like.Second, it was found that golf travellers' satisfaction, word-of-mouth intention and loyalty were significantly influenced by the factors of goal pursuit, the value pursued by golf travellers, such as staying together family members or friends, doing business smoothly, pursuing the rest and health management and the like, and the factors of energy pursuit such as having a sense of achievement and enrichment, certain reenergizing, stress relief and the like as well.