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호텔기업의 문화마케팅 활동이 기업이미지 및 서비스성과에 미치는 영향
양성윤 ( Yang Sungyoun ),김시원 ( Kim Seewon ) 한국호텔리조트학회 2021 호텔리조트연구 Vol.20 No.4
Currently, we are living in the era of the 4th industrial revolution. It can be seen that various kinds of products and services of new patterns are released in the manufacturing and service industries. In recent years, hotel companies have started environmental management systems as a way to improve their own image for products and services, or are conducting activities related to green marketing and image marketing. and one of them is cultural marketing. This study aims to integrate and deal with cultural marketing activities, corporate image, and service performance, that is, customer satisfaction and customer loyalty, as a practical marketing strategy of hotel companies, and to reveal the influence relationship between variables. As a result of the study, The effect of hotel culture marketing on corporate image, it was found that all sub-factors of cultural marketing activities had a positive effect on corporate image. Also, The effect of corporate image on service performance, it was found that the corporate image formed through cultural marketing has a positive effect on customer satisfaction and customer loyalty.
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투어가이드의 직무환경이 직무몰입과 조직충성도에 미치는 영향 연구
박준수 ( Junsoo Park ),김시원 ( Seewon Kim ),양성윤 ( Sungyoun Yang ) 관광경영학회 2020 관광경영연구 Vol.100 No.-
The purpose of this study is to identify the relationship between the job environment, job commitment, and organizational loyalty of tour guides in order to provide a practical and efficient tour guide management policy for the continuous growth and stable management activities and achievements of the travel industry. The results of this study are summarized as follows. First, the job environment of the tour guide was found to be four dimensions of maintenance, achievement evaluation, decision making, and human relationship. Multiple regression analysis showed that there is a significant influence on dependent variables such as job satisfaction, job satisfaction, job responsibility, and turnover Respectively. The relationship between job environment and job satisfaction was influenced by pay, human relations, and achievement evaluation, and decision making was not significant. In the relationship between job environment and job satisfaction, there were significant influences in terms of human relations, achievement evaluation, and decision making, and remuneration was not significant. In terms of job environment and job responsibilities, human relations and decision making were influenced in order, and there was no meaningful relationship between pay and performance evaluation. Job satisfaction and job desire were influenced by achievement evaluation and human relationship order, and remuneration and decision making were not significant. Second, job involvement is divided into four dimensions : job satisfaction, job responsibility, and turnover need. Multiple regression analysis shows that there is a significant influence on organizational loyalty. The relationship between job commitment and organizational loyalty was influenced by job responsibilities and job satisfaction. Job satisfaction and turnover need were not significant. The Tour Guide is a group of experts devoted to the safe and satisfying tourism activities of the people in other countries, and should continuously improve the travel industry and improve and manage the work environment for stable management activities in a changing business environment.
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