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기업의 마케팅 도구로써 메타버스 플랫폼 활용 가능성 분석 연구
유근준(Geun-Jun You),장광희(Kwang-Hee Jang) 목원대학교 산학협력단 2022 창업경영교육연구 Vol.1 No.1
기업은 시대에 맞는 다양한 마케팅 도구들을 활용하여 기업과 기업이 생산한 제품과서비스를 마케팅해 왔다. 대표적으로 기업들은 우수한 ICT 기술이 적용된 SNS 채널을활용해 기업과 상품을 대내외적으로 알리는 역할을 수행해왔다. 다양한 기업들이 메타버스를 마케팅 도구로 활용하여 적극적으로 MZ세대를 타겟으로 마케팅 활동을 진행하고 있고, 상당 부분 마케팅 성과를 올리고 있다. 이는 메타버스활용 연령층이 전방위적으로 확대되고 있는 시정에서 기업들은 마케팅 도구로 메타버스를 더욱더 활용하고자 노력할 것이다. 이러한 변화들은 분명 메타버스 플랫폼을 마케팅 도구로 그 가능성이 크다고 할 수 있다. 본 연구를 통해 기업이 마케팅 도구로써 메타버스 플랫폼의 활용 가능성을 실무적 관점에서 접근해 보았다. 향후 연구에서는 메타버스 플랫폼의 마케팅 도구 활용에 관한실증적 연구를 진행함으로써 활용 성과를 측정하는 연구를 진행하고자 한다. 이를 통해기업은 연구성과를 실무적 활용을 통해 마케팅 도구로서의 메타버스 플랫폼 접근이 더욱 활발해졌으면 한다. Companies have been marketing companies and their products and services using various marketing tools appropriate to the times. Typically, companies have played a role in promoting companies and products internally and externally by using SNS channels with excellent ICT technologies. Various companies are actively conducting marketing activities targeting the MZ generation by using the metaverse as a marketing tool, and a significant part of the marketing results are being achieved. In a city where the age of metaverse users is expanding in all directions, companies will try to use metaverse more and more as a marketing tool. It can be said that these changes have a high possibility of using the metaverse platform as a marketing tool. Through this study, the possibility of companies using the Metaverse platform as a marketing tool was approached from a practical point of view. In future research, we intend to conduct an empirical study on the use of marketing tools of the metaverse platform to measure the utilization performance. Through this, I hope that companies can use their research results in practical ways to access the metaverse platform as a marketing tool more actively.
한방축제 방문객의 성격강점에 따른 의사결정과정 연구 -산청한방약초축제를 중심으로-
유근준 ( You Geun-jun ),백유미 ( Baek Yu-mi ) 한국사진지리학회 2017 한국사진지리학회지 Vol.27 No.3
This study was performed to understand the effects of character strengths of visitors to the Korean oriental medicine festival on their behavior intention. The objective of the study was to prove the influence of relations by using the theory of planned behavior(TPB) of Aizen(1991) which covers the decision making process of individuals. In other words, we added the character strengths of visitors to the oriental medicine festival and observed the effects of each preceding factors including attitude, standard, and intention to participation on the decision making of theirs. For this, we performed a survey on the visitors to the Sancheon medicinal herb festival and used the results as analytic data. To prove the hypothesis, we confirmed the evaluation model by confirmatory factor analysis and the structural relationship among the latent variables by structural model analysis to deduct following conclusions; First, the curiosity and willingness out of the visitor’s character strengths showed significant influence on their attitude. Second, their subjective standard had significant influence on their behavioral intention to revisit. Third, their perceived behavioral control had significant influence on their intention to participation. From these results, it is expected to understand and use the character strengths of the visitors to the oriental medicine festival in establishing the strategy to attract visitors in scientific and political aspects.
지역축제 방문객들의 라이프스타일에 따른 만족도 및 충성도 차이분석
유근준(Geun Jun You),박영진(Young Jin Park),윤병국(Byeong Kug Yoon) 한국관광연구학회 2011 관광연구저널 Vol.25 No.4
The purpose of this study is to empirically analyze influence relationship that satisfactory level has on loyalty according to lifestyle of visitors of Sancheong Oriental Medical Herb Festival. The study results are as follows. First, the group that pursues various lifestyles was classified as group 1 and the group that considers individuality was classified as group 2. Second, it examined significant difference about satisfactory level between groups according to the group 1 and group 2 that were classified through a group analysis. Third, it was evaluated that loyalty of the group that pursues various lifestyles was higher in all measurement items. As a result, the study proved there is effect on satisfactory level and loyalty according to significant different between groups and understanding of each characteristic of visitor`s lifestyle.
한방축제의 서비스품질과 지역이미지가 방문객 만족 및 한방우수성 인식에 미치는 영향
유근준(Geun Jun You),이승곤(Seung Kon Lee) 한국관광연구학회 2014 관광연구저널 Vol.28 No.1
This research investigates the impact of service quality and regional image on visitor satisfaction at the Korean Oriental Medicine Festival. Regression analysis was used to examine the impact of visitor satisfaction on the perception of excellence in oriental medicine. Through empirical analysis, a positive impact of regional image and service quality on visitor`s satisfaction was confirmed during the festival. Moreover, the relationship between visitor satisfaction and perception of oriental medicine festival indicated a positive result. This result shows that the regional image of the oriental medicine is the most important factor that can be a way of marketing which increase the regional local awareness. In addition, the positive relationship between visitor satisfaction and perception of oriental medicine excellence was verified. In other words, perceptions about the excellence of oriental medicine depends on festival satisfaction of regional image and service quality. Thus, visitors who were satisfied with the festival also perceived that oriental medicine provides personalized, essential treatment depending on the constitutional nature of a person and to improve the immune system.
지오투어리즘 활성화를 위한 탐색연구 -사회네트워크 중심성 분석을 이용한 제주 지오파크를 중심으로-
유근준 ( Geun Jun You ),이승곤 ( Seung Kon Lee ) 한국사진지리학회 2013 한국사진지리학회지 Vol.23 No.2
This research aims to introduce Geotourism as an alternative to sustainable tourism to domestic tourism research communities. Although there have been few studies of the Geotourism which is comparatively new conceptual area in the tourism literature, it has potential to improve negative impacts of mass tourism. This study presents new type of approach in tourism literature, social network analysis and centrality method to overcome limitations of existing tourism research with statistical analysis. The result of this research would be meaningful in that it gives a new direction for Geotourism study and develops Geotourism mapguide based on network analysis method. Therefore, this study is expected to contribute to current and future research in this field.
확장된 계획행동이론을 적용한 CIS국가 의료관광객의 의사결정 연구
유근준 ( Geun Jun You ),엘리자 ( Eliza Mamygova ),이승곤 ( Seung Kon Lee ) 한국사진지리학회 2013 한국사진지리학회지 Vol.23 No.4
The aim of this study is to investigate the decision-making process of CIS country medical tourists by using extended theory of planned behavior, added prior knowledge. In another words, this study oriented to exploring the effect of attitude(AT), subjective norm(SN), perceived behavior control(PBC) and prior knowledge on intention of CIS country medical tourists. The results of the study reveal that prior knowledge, attitude and perceived behavior control have significant relationship with intention. So in order to attract CIS country medical tourists Korea should pay attention to the promotion of image about Korea medical tourism by providing special services for CIS country medical tourists and supplying accurate information about Korea medical tourism through travel agencies or hospitals.