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농촌음식점의 체험과 서비스의 질이 고객행동에 미치는 영향관계
조록환 ( Lock Hwan Jo ),이정은 ( Jung Eun Lee ),선셋별 ( Ses Byeol Seon ) 한국관광산업학회 2014 Tourism Research Vol.39 No.4
본 연구는 농촌지역의 농가소득의 증대와 도농교류의 확대하고 있는 농가맛집 및 향토음식점을 이용하는 고객을 대상으로 체험과 서비스의 질이 고객행동의도간의 관계를 파악하여 Mass Tourism의 대안관광인 농촌관광과 음식관광을 제시하여 관광객행동의도인 만족과 충성도의 요인을 찾아 농촌음식점의 발전방안을 모색하는데 그 목적이 있다. 전국의 농촌음식점인 농가맛집과 향토음식점을 이용하였던 고객을 대상으로 설문대상으로 연구결과로서 첫째, “농촌음식점의 체험이 서비스 품질에 유의한 영향을 미칠 것이다.“의 가설검증결과 체험요인인 유형성, 향토성, 향토음식은 서비스 품질인 신뢰, 공감성, 서비스의 관계는 모든 요인들이 상호 유의한 관계를 보이고 있으나 체험의 향토성과 향토음식의 요인은 서비스요인에 대하여 유의한 관계가 형성되지 않았다. 서비스 품질과 고객행동간의 연구는 다수의 연구에서 이미 검증이 되었으며 전통적인 많은 선행연구를 지지하고 있었다. 또한 고객만족과 충성도간의 연구에서 다수의 선행연구에도 나타났듯이 본 연구도 동일한 결과가 나타나고 있었다. 농촌음식점은 단순한 레스토랑이 아니라 농가의 부가소득창출을 위해 반드시 필요한 사업으로 고객이 농촌음식점의 사업의 유지와 지속적인 방문을 유도하기 위해선 여러 가지의 행동이 필요로 하며 농촌음식점의 내외부의 물리적인 환경은 물론이며 직원의 무형적인 서비스도 고객의 행동에 주요한 행동이 되는 만큼 이에 대한 개선 및 유지도 중요하는 것을 간접적으로 알 수 있었다. Rural tourism and food tourism have been understood as alternatives to mass tourism. Considering rural restaurants`` (e.g. farmhouse restaurants and indigenous restaurants) contribution to rural economy and urban and rural interchange, this study examined the effect of consumption experience and service quality on behavioral intention among rural restaurant customers. to offer business strategies for rural restaurants. A survey was conducted among customers who have visited rural restaurants, such as farmhouse restaurants and indigenous restaurants. The findings are as follows. All sub-dimensions of consumption experience, namely materiality, locality, and local food, significantly influenced trust and empathy while locality and local food did not significantly influence service. In line with previous studies, this study also showed the significant relationship between service quality and behavioral intention as well as the significant relationship between customer satisfaction and loyalty. This study implies that rural restaurants are important business that improves rural income; therefore, employees`` intangible service as well as physical environments of restaurants should be maintained and improved in order to continually attract customers and increase profit.
조록환(Lock Hwan Jo),노용호(Yong Ho Roh) 한국농어촌관광학회 2006 농어촌관광연구 Vol.13 No.2
The study aims to analyse the urban residents' satisfaction of rural tourism village websites. Data were collected from 458 people by telephone survey in metropolitan urban areas. The results show that firstly men, rural life experiences and forties age group are more likely to be satisfied with tourism village websites. Secondly factors influencing their satisfaction are amount of information, updating hompage and website accessibility.
조록환(Lock-Hwan Jo),방도혁(Do-Hyeuk Pang),서환석(Hwan-Seok Seo) 한국농어촌관광학회 2013 농어촌관광연구 Vol.20 No.2
The study intends to be used as a measurement for revitalizing the 6th industry by surveying the recognition degree, needs, obstruction factors, and support measures of the 6th industrialization, with agents related to the 6th industrialization of the farming village field as its subject. orean agriculture is suffering simultaneously from foreign and domestic difficulties including pressure to open the market, aging manpower, and the vulnerable distribution structure. As a plan to revitalize suffering Korean agriculture and farming villages, the 6th industry has recently been receiving attention, and the 6th industry has been requested as a strategy that can create new added value which goes beyond the production, processing, sale of agricultural products. 6th industrialization is not simply a linking of the production, processing, and services of agriculture, but implies the comprehensive and organic fusion of 1st, 2nd, 3rd industries, the integration of the areas, and the creation of jobs and added value in the region by making interaction·healing·welfare and tourism into businesses.