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와인 페스티벌 방문객의 동기 및 세분시장화 연구: 대전 국제 푸드 앤 와인 페스티벌을 중심으로
차새미나,고재윤 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.3
The purpose of this study was to identify motivation of visitors who attended the 2014 ‘Daejeon International Food & Wine Festival’, and segmenting the wine festival market based on deducted motivation factors. The conducted surveys by distributing 250 questionnaires to festival visitors during October, 2014, of which 231 were used as research data. The collected data underwent data coding and then frequency analysis to comprehend respondent characteristics by using spss 20.0. Also, reliability and factor analysis were conducted to verify the reliability and the validity of the visit motivation. The study conducted a cluster analysis to segment the market according to visit motivation as well as a cross analysis to comprehend the characteristics of each segmented market. A cluster analysis identified three clustered segments for the motivation factors: ‘escape from daily life group’, the ‘cultural experience group’, and the ‘tepid group'.The analysis results of the study will help marketing managers who are trying to open wine festivals in the future to establish an effective marketing strategy and develop event programs for each segmented market, and the positive analysis of the present study will contribute in improving program operation and satisfaction in accordance with the characteristics of each segmented market and visit motivation in terms of the ex post facto application plan of the ‘Daejeon International Food & Wine Festival'
와인전문레스토랑 이용 경험과 긍정적인 온라인 구전동기의 정준상관관계 연구
차새미나,고재윤,김현영 한국호텔관광학회 2014 호텔관광연구 Vol.16 No.5
This study designed a research model to empirically examine what wine restaurant experience inducing wine consumers to participate in positive electronic word of mouth and proposed 5 measurement items for restaurant service quality by creating a new concept of wine restaurant experience. The measuring elements of wine restaurant experience consisted of wine quality, food quality, service quality, atmospheric and price fairness. The positive electronic word of mouth motives consisted of 'concern for other consumers', 'expressing positive emotions' and 'helping the restaurant'. The purpose of this study was to provide restaurateur and marketers of wine restaurants with a strategic marketing plan through consideration of the restaurant experience elements induce positive electronic word of mouth motives. The results indicated that the canonical correlations exist between wine restaurant experience and positive electronic word of mouth. Especially food quality is highly correlated with concern for others of positive electronic word of mouth.
전진아,차새미나,정석태,고재윤 한국외식경영학회 2014 외식경영연구 Vol.17 No.6
본 연구의 목적은 전통주 테이스팅 항목을 개발하여 전통주 소믈리에 교육 자료 및 전통주 품질평가 시 필요한 기초 자료로서 제공될 수 있다. 연구의 목적 달성을 위해 30명의 전문가 집단을 대상으로 3단계의 델파이(delphi)기법을 적용하였다. 켄달의 W 검증을 통한 의견의 타당도 및 신뢰도 분석 결과, 상위개념에서 시각, 후각, 미각 총 3개 개념이 도출되었고, 중위개념에서는 14개의 항목이, 세부 항목으로 총 76개의 평가 항목이 도출되었다. 본 연구는 전통주 전문가의 의견을 수렴하여 한국의 지역적, 문화적인 특성을 고려한 표준화되고 일반화된 전통주 테이스팅 항목을 개발로 본 연구가 전통주 테이스팅 항목의 첫 출발점으로서 후속 연구에 유용한 기초 자료를 제공할 것으로 사료된다. This research is to develop the traditional liquor tasting item in order to provide the basic data for traditional liquor sommelier education and traditional liquor quality evaluation. For this purpose, 3-stage of Delphi technique was adapted for 30 specialists. Through the 3rd Delphi investigation, total three concepts of sight, smell and taste were deducted for super ordinate concept, and 14 items of appearance, Makgeolli color, Yakju color, fruit aroma, botanical aroma, grain aroma, flower aroma, odor, dairy aroma, nut aroma, spicy aroma, other aroma, taste, feeling in the mouth were deducted for median concept, and total 76 evaluation items were deducted for details. This research would provide the useful basic data for successive researches as a starting point of traditional liquor tasting item through the development of standardized and generalized traditional liquor tasting item considering local and cultural characteristics by the opinions of specialists.