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확장된 기술수용모형을 통한 환대산업 모바일 어플리케이션 지속 사용 행동에 관한 연구
백주아 ( Joo-a Baek ) 대한관광경영학회 2016 觀光硏究 Vol.31 No.3
정보통신기술의 발달에 따른 스마트폰 사용자의 증가 및 시장의 발전은 환대산업에서의 모바일 어플리케이션에 관한 연구의 필요성을 시사한다. 본 연구는 환대산업 (여행, 호텔, 레스토랑 등) 모바일 어플리케이션의 채택 및 사용과 사용 후 지속적 행동에 이르기까지 어플리케이션의 사용자 태도 및 행동에 중요한 영향을 미칠 것으로 예상되는 요인을 구체화하고자 하였다. 첫째, 개인의 주관적 규범과 경제적 효익이 어플리케이션의 지각된 유용성에 미치는 영향 관계를 검증한 결과 주관적 규범을 제외한 경제적 효익만이 지속 사용에 유의한 결과를 미치는 것으로 나타났다. 둘째, 환대산업 모바일 어플리케이션에 대한 사용자의 지각된 용이성, 지각된 유용성, 사용자 만족, 지속사용의도 간의 상호 영향관계에 가설 검증 결과, 만족 요인을 추가한 지각된 유용성과 지속 지속사용의도 간에는 통계적으로 유의한 결과가 도출되었다. 즉, 환대산업 모바일 어플리케이션 사용자의 유용성 지각 수준이 높을수록 높은 만족을 형성하며, 사용자의 높은 유용성 지각 및 만족도는 지속적이고 반복적인 사용의도를 형성함을 의미한다. This study tries to understand the significant factors of hospitality mobile application on users`` reuse intention. To do so, this study builds on the extended technology acceptance model and the post-acceptance model. More specifically, this study includes the basic TAM components (e.g., perceived usefulness, perceived ease of use, and reuse intention), service quality (e.g., trustworthiness, responsiveness), social value (e.g., subjective norms, economic benefits), and satisfaction. The results of this study indicate that user satisfaction is the meaningful factor to explain the reuse intention (i.e., the mediator between antecedents and reuse intention), which eventually contributes to existing theory. As such, the findings clearly suggest that perceived ease of use and satisfaction need to be considered to increase application users`` continuous usage intention.
라이프스타일에 따른 패밀리레스토랑 차별화 마케팅 방안에 관한 연구
백주아(Joo A Baek),서원석(Won Seok Seo) 한국호텔외식관광경영학회 2007 호텔경영학연구 Vol.16 No.1
The 21st century saw remarkable changes in the economic conditions and industrial environments. In particular, a large demand for food service has been created owing to the trend toward the nuclear family, increase of floating population and single households, and active participation of women in public affairs. Since 1980`s the food service has been industrialized and established as a growing industry in earnest. Now, in order to accurately analyze the needs of consumers with various individual characters, we need to research on not only demographics but the correlations between the changes and traits of customers` life styles and the actual consumer behaviors. This study examined the current marketing programs of domestic family restaurants and classified them into marketing mix 7P`s through expert analysis. Then, through a problem solving process, the lifestyles of customers were subdivided based on the lifestyle measures of preceding studies, and the differences of customers` preferences for marketing programs were analyzed and classified into marketing mix 7 P`s by type of lifestyle.
서원석(Won Seok Seo),백주아(Joo A Baek) 한국호텔외식관광경영학회 2009 호텔경영학연구 Vol.18 No.2
The research on destination image has begun to discuss from mid-1990s in Korea. The main theme of the early time have focused on the influence of the tourism marketing, consumer`s behavior, and relation with the brand, the products, and the quality image of the tourism. Especially, the main stream of the study have focused on the tourist behavior and degree of recognition, Ad. and overall images. Also, the research thesis on destination image showed a diversified feature from 2000`s. This phenomena reflect a political democratization from 1990s, which related to the sports event such as 2002 Korea-Japan World Cup Soccer Game, Korean-wave and it gradually expanded the importance of the new recognition on destination images. That is, it have confirmed that the destination image has been complicatedly reacted and formed with economic, Ad/P.R, sports, media etc. And it is needed for the researchers to develop a unique methodology and process of verification on the destination image analysis for further systematic research of the subject because there is a trend of similar forms or contents about the research that showed a repetition of the themes or the methodology.
스포츠 관광객은 항상 효용을 극대화 하는 선택을 하는가? 확률효용이론과 후회이론의 적용
김혜선 ( Kim Hye-sun ),최영배 ( Choe Yeong-bae ),백주아 ( Baek Joo-a ) (사)한국마이스관광학회(구 한국컨벤션학회) 2020 MICE관광연구 Vol.20 No.4
Many studies using choice experiments used the random utility maximization(RUM) for its theoretical foundation. However, the random regret minimization(RRM) was proposed to deal with irrational decisions. More recent studies proposed the hybrid model combining RUM and RRM in the model estimation process. The present study aims to find the best fitted model among the three models(RUM, RRM, and hybrid) by using a 2018 PyeongChang Winter Olympic travel package as a case hypothetical situation in choice experiment. Among the three models, the hybrid model showed the best model fit and confirmed that sport tourists may follow different decision strategies(RUM or RRM). Our findings showed that, depending on decision strategies, sport tourists would consider different product attributes while making a decision and have a different level of price sensitivity. The theoretical and managerial implications will be discussed accordingly.