http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
역사문화축제의 체험요인과 몰입, 축제 만족이 축제지역 관광의도에 미치는 영향
마추,이유하,김남현 한국서비스경영학회 2023 서비스경영학회지 Vol.24 No.3
지자체들이 관광 활성화를 위해 지역축제를 개최하고 있어 지역축제 차별화 방안과 관광효과를 확인하는 것은 중요하다. 따라서 본 연구는 체험경제와 몰입이론을 바탕으로 역사문화축제의 체험요소, 몰입, 축제 만족도, 축제지역 관광의도의 영향 관계를 파악하고자 한다. 이를 위해 울산마두희축제 방문객을 대상으로 설문조사를 하였으며, 총 294부의 응답을 실증분석에 활용하였다. 연구 결과, 첫째, 축제 체험요소 중 엔터테인먼트 체험, 일탈적 체험, 심미적 체험은 축제 몰입에 유의한 영향을 미친 것으로 나타났다. 둘째, 몰입은 축제 만족도와 축제 개최지 관광방문의도 및 추천의도에 긍정적 영향을 미치는 것으로 나타났다. 마지막으로 축제 만족도는 축제 개최지에 대한 관광 행동의도에 긍정적으로 영향을 미치는 것으로 나타났다. As local governments hold local festivals believing that festivals contribute to the development of local tourism, it is important to identify ways to differentiate festivals and whether satisfaction contributes to positive effects on tourism. This study aims to identify the structural relationships among experience factors, flow experienced by visitors, festival satisfaction, and travel intentions towards a festival hosting destination based on experience economy and flow theory in the context of historical cultural festivals. An onsite survey was conducted among visitors to the Ulsan Maduhee Festival held in Jung-gu, Ulsan, and a total of 294 responses were used for empirical analysis. The results showed that, first, among the festival experience factors, entertainment experience, escapist experience, and aesthetic experience had significant effects on festival flow. Second, flow had a positive effect on festival satisfaction and intention to re-visit and recommend the festival destination. Finally, festival satisfaction positively influenced behavioral intention to visit and recommend the festival destination.
전시회 혁신과 참관객 혁신성이 행동의도에 미치는 영향: 혁신 수용의 매개역할
마추,이단,쩡잉,최정자 한국무역연구원 2019 무역연구 Vol.15 No.3
Purpose - Despite the important role the exhibition industry has played in bringing innovative products and ideas related to the 4th Industrial Revolution in Korea, innovation acceptance has not been probed from the vantage point of visitors. There is also a perceived need to investigate whether either exhibit innovation or consumer innovativeness will impact on visitors’ innovation acceptance and behavioral intention. Thus, the purpose of this paper is to empirically examine the structural relationships among exhibit innovation and visitors’ innovativeness, innovation acceptance, and visitors’ behavioral intention. Specifically, this study verifies the mediating role of innovation acceptance between exhibit innovation and visitors’ innovativeness and their behavioral intention. Methodology - Using surveys, this research collected data from 267 exhibition visitors to WIS(World IT Show) 2018 held in COEX, Korea from May 23rd to May 26th, 2018. Findings - The result shows that while exhibit innovation influences innovation acceptance, only the hedonic factor of visitors’ innovativeness influences innovation acceptance which consists of usefulness and ease of use. The study result also proves the mediating role of usefulness in innovation acceptance between exhibit innovation and visitors’ behavioral intention. Research implications - This study offers practical insights and implications for both exhibition organizers and exhibitors to provide more opportunities for exhibition visitors to experience exh
확장된 기술수용모형(ETAM)을 적용한 혁신 전시회 관람객의 행동의도 연구: 주관적 지식의 조절효과
쩡잉,최정자,마추 한국무역연구원 2020 무역연구 Vol.16 No.3
Purpose The purpose examines the structural relationships among exhibition innovation, belief (perceived usefulness, ease of use) and visitors’ behavior intention using the Extended Technology Acceptance Model (ETAM). Moreover, this study investigates the moderating effect of subjective knowledge consisting of absolute and relative knowledge in the relationships among exhibition innovation, belief (perceived usefulness, ease of use) and attendees’ behavior intention. Design/Methodology/Approach This study collected survey data from 254 visitors at the 4th industrial revolution exhibition called the World IT Show (WIS) 2018 at the COEX in Korea. Confirmatory Factor Analysis (CFA) and multi-group analysis using structural equation modeling were used to analyze the data and test hypotheses. Findings First, this study found that the partial mediation model had a better fit of the structural relationships among the exhibition innovation, belief(perceived usefulness, perceived ease of use), and behavior intention. Second, the results of this study showed that the proposed 10 hypotheses were all accepted. Finally, it was found that subjective knowledge had a partial moderating impact on the relationship between exhibition innovation and behavior intention. Research Implications Such findings indicate that professional exhibition planners (PEOs) and exhibitors need to be aware of visitors’ predisposition to behavior intention via the belief of innovation. PEOs should take into account that visitors be provided with a broad understanding of the 4th industrial revolution and its core technologies according to their level of knowledge. Furthermore, booth managers might use product demonstrations to help visitors familiarize themselves with exhibit innovation, so that the learning curve to use the new product and service does not appear too steep.