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RISS 인기검색어
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- 저자 : 심승하 ( Seung Ha Sim ) (검색결과 4 건)
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국가관광기구 SNS와 조직-공중관계성 및 온라인 구전의 영향관계에서 미디어 인게이지먼트의 조절효과
심승하(Sim, Seung Ha),김철원(Kim, Chul Won) 한국서비스경영학회 2017 서비스경영학회지 Vol.18 No.3
The aim of the study is to investigate the association between SNS characteristics, organization-public relationship, and electronic word of mouth. Also, this study hypothesize that higher level of individuals’ media engagement will strengthen the relationship between SNS characteristics and organization-public relationship. Therefore, the study tested the moderating effect of media engagement. To achieve the study goals, Korea Tourism Organization(KTO) SNS was selected, and a total of 411 samples were used for the analysis. SPSS 22 program was used for data analysis. The results showed that acquisition of information, empathy, responsibility and authenticity are statistically correlated with organization-public relationship. Moderating effect of the media engagements, however, was partially significant. The study results can provide implications of SNS marketing strategies that can be reasonably reflected in the decisions of tourists and mutually reciprocal relationship with public.
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강원도 지역신문 기사를 활용한 강릉단오제에 대한 미디어인식 및 미디어 효과에 관한 연구
곽연희 ( Yeon Hee Kwak ),심승하 ( Seung Ha Sim ),김철원 ( Chul Won Kim ) 대한관광경영학회 2015 관광연구 Vol.30 No.1
The purpose of this study is to apprehend the flow & behavior of the Gangneung Danoje Festival, which carries high historical & economical value and recognizable media of the Gangneung area, based on the newspaper, and to be valued as examination of the change procedure of its awareness, so changes in the social views & awareness of awareness of media can be examined. The content analysis of the newspaper was conducted through the development of proper analysis categories to analyze the flow of Gangneung Danoje Festival for 11 years from June, 2004 to April, 2014, based on The Kangwon Ilbo & The Kang Won Domin Ilbo. For these purposes, 12 steps of analysis of qualitative research techniques were applied for the participant observation of Spradley. this study is expected that it will be used for apprehending the current status and the estimates of the awareness of Gangneung Danoje Festival as well as studies related with the Gangneung Danoje Festival.The purpose of this study is to apprehend the flow & behavior of the Gangneung Danoje Festival, which carries high historical & economical value and recognizable media of the Gangneung area, based on the newspaper, and to be valued as examination of the change procedure of its awareness, so changes in the social views & awareness of awareness of media can be examined. The content analysis of the newspaper was conducted through the development of proper analysis categories to analyze the flow of Gangneung Danoje Festival for 11 years from June, 2004 to April, 2014, based on The Kangwon Ilbo & The Kang Won Domin Ilbo. For these purposes, 12 steps of analysis of qualitative research techniques were applied for the participant observation of Spradley. this study is expected that it will be used for apprehending the current status and the estimates of the awareness of Gangneung Danoje Festival as well as studies related with the Gangneung Danoje Festival.
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SNS 품질과 SNS 제공기관에 대한 사용자의 신뢰 및 이미지, 지각된 유용성의 구조적 관계에 관한 연구
윤아영(Yoon Ah young),심승하(Sim Seung ha),정남호(Chung Nam ho),구철모(Koo Chul mo) 대한관광경영학회 2017 관광연구 Vol.32 No.2
An aim of the study is to investigate users perception of SNS quality of the Korean Tourism Organization(KTO) and examine how SNS quality affects users trust and image for the KTO. To meet these research objectives, this study surveyed Facebook users visiting KTO s official sites, and a total of 411 samples were used for the analysis. SNS quality was divided into information quality and service quality by a second-order factor analysis. SmartPLS was employed to examine the research model. The results showed that both information quality and service quality significantly affect users trust and image for the KTO, However, in terms of perceived usefulness, only service quality had significantly influence on the perceived usefulness. Perceived usefulness had an effect on KTO’s image, and users trust and image of KTO had a positive influence on a WOM.
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