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설훈구 동북아시아문화학회 2012 동북아 문화연구 Vol.1 No.33
Successful marketing of a theme park requires an understanding of its positioning in the market in today's competitive environment. Marketers are keenly interested in the concept of selection attributes as it relates to travel decision-making. Research in the selection attribute forming in a theme park typically considers the importance and the perceived performance. If research in selection attribute formation is to produce results managerially meaningful, it needs to simultaneously consider the why issue for the gap between the importance and perception. Attitudes are composed of both subjective and objective assessments of attributes that a destination possesses. Adding the objective dimension to subjective performance gives practitioners more strategic options and helps them to understand the visitors’ image formation process. Theme parks are fantasy settings in which both child and adult are actively immersed into fantasy environments inspired by literature, films, television, and so on. Theming is reflected through architecture, landscaping, costumed personnel, rides, shows, food services, and other services that influence the guest experience (Milman, 2010). The number of theme parks is increasing, and the quality of them is thriving in China (China Business Focus, 2009). Most theme park development in China has concentrated on the major populated area around the Guangzhou, Shanghai, and Beijing-Tianjin areas (Lew, et al., 2003). The purpose of this study is to determine the relative importance of factors tourists rely on in their evaluations of a theme park and their assessments of theme parks in China. This research looks to find out visitor’s perceptions to the importance and the performance, or satisfaction in selection attributes between these two different theme parks in location and theme. One is dedicated to a large-scale of natural and historical theme parks in Beijing-Tianjin area. The other is themed as entertainment in Shen Zhen. This study can be utilized as a certain positioning for these two competing theme parks.
설훈구 동북아시아문화학회 2009 동북아 문화연구 Vol.1 No.19
레스토랑 가맹 사업은 가맹본사와 가맹점간의 상호 의존적이며 공생관계에 있는 조직구조이다. 본 연구는 레스토랑 프랜차이즈 분야에서 가맹 본사의 환경적 불확실성과 창업전략, 그리고 재무 결과에 대한 상호 관계를 가맹점의 입장에서 연구 되었다. 본 연구는 이러한 레스토랑 프랜차이즈 조직을 이용하여, 레스토랑 가맹점의 시각에서 가맹본사가 재무적 성장을 위해 환경적 불확실성과 이를 통한 창업 전략을 구사하고 있는지에 대한 분석을 하였다. 외식 가맹점 입장에서 본 가맹 본사의 환경적 불확실성의 측정 요인은 유동성과 저항성, 기술성이고, 창업전략의 측정 요인으로 행동사전성, 혁신성, 모험성, 공격성, 자치성과 같은 측정 도구를 이용했으며, 재무성과의 특성인 판매성장, 자산 성장, 순이익 성장, 시장점유율성장, 포괄적 성공성향을 측정도구로 사용하였다. 다중회기 분석을 이용하여 외식 가맹점 입장에서 본 가맹 본사의 환경적 불확실성, 창업전략과 재무성과의 관계를 측정하였다. 일반적으로 환경적 불확실성은 창업전략에 상당한 영향을 주고 이는 높은 재무 결과로 이어지는 것으로 인식되어 왔다. 그러나 분석결과 일반적 이론과 다소 다른 결과가 도출 되었다. 외식 가맹점의 시각에서 가맹본사의 환경적 불확실성은 창업전략에 전혀 영향을 주고 있지 않으나, 창업 전략은 재무결과에 상당한 영향 관계에 있음을 확인 하였다. 또한 외식 가맹점들은 가맹 본사의 환경적 불확실성이 높을수록 재무적인 성공에 상당히 부정적인 영향을 주고 있다고 지각하고 있었다.
설훈구,이상호,전재균 한국외식경영학회 2007 외식경영연구 Vol.10 No.2
Lifestyle has been the object of intensive research since its importance for market segmentation and consumer behavior has long been recognized. However, there has been relatively little consideration of dietary behavior in lifestyle. This study aims at providing a deeper insight into profiles of consumers according to their lifestyle patterns. Survey was conducted by self-administered questionnaires and 395 usable responses were collected from consumers in Busan area from Dec. 10th to Dec. 30th, 2004. The survey identifies that the sample can be divided into four clusters(western food oriented, eating-out oriented, wellbeing oriented, and gourmet oriented) according to their dietary patterns in lifestyle. The results then demonstrates that each of these segments has different profiles in terms of the dietary behavior they engage into and in terms of their socio-economical characteristics. These findings indicate that restaurants should take into account their patrons’ dietary behavior in lifestyle as a means of market segmentation.
외국계 체인 환대 기업의 시장지향성, 지식 관련 자원과 서비스 품질의 관계 연구:특1급 호텔과 패밀리 레스토랑 중심
설훈구,서건교 한국관광학회 2007 관광학연구 Vol.31 No.1
The paper probes the role of knowledge-related resources between market orientation and service quality in deluxe hotel and casual dining restaurant chains, which are mostly franchised with advanced foreign countries' brands. The knowledge-related resources consist of imitation capability, market sensing capability, and organizational innovation. Author provide the conceptual framework among the study concepts. The model is empirically tested using multiple regression analysis. The model indicates a directly significant effect of market orientation on service quality, which is not mediated by the role of the knowledge-related resources. Market orientation initiates a great deal of direct effect on market sensing capability, but any knowledge-related resources do not carry such direct effect on service quality. 핵심용어(Key words):시장 지향성(Market Orientation), 지식 관련 자원(Knowledge-related Resources), 서비스 품질(Service Quality), 외국계 체인 환대 기업(HospitalityChains from Advanced Foreign Countries)