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지자체 슬로건의 평가와 관광홍보수단으로서의 기대효과: Colorful DAEGU 사례
오익근,이미경 한국관광학회 2007 관광학연구 Vol.31 No.6
This paper is to evaluate Colorful DAEGU, one of travel destination’s slogans, and to examine its expected effects as a tourism promotion tool. Focus Group Interview(FGI) was used to collect data. Main questions regarding awareness, image, and symbolic meaning of the slogan, and its expected effects on tourism promotion were raised. Answers of three focus groups were audio-taped and recorded and eventually they were contrasted and compared. The results indicate that the current slogan seems not to fit with already established Daegu image. However, the slogan itself was found favorable to the respondents. Depending on the development of infrastructure and unique travel resources, the slogan’s impact on travel promotion would be positive. Noteworthy implications were suggested by authors. 핵심용어(Key words):지자체 슬로건(Slogan), 관광홍보(Tourism promotion), 포커스그룹인터뷰(FGI)
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오익근 대한관광경영학회 2011 觀光硏究 Vol.26 No.2
본 연구는 한국의 주요 문화관광자원인 사찰의 중요성을 인식하고 지속적인 발전 방안을 구축하려는 목적으로 실행되었다. 이를 위해 사찰관광자원의 지각된 가치와 방문자 만족도간의 관계성 및 영향력을 규명하고자 3개의 가설을 설정하였다. 분석은 대구의 대표적인 사찰인 동화사와 은해사에서 진행된 설문조사에 대한 응답내용을 토대로 실시하였다. 조사대상은 사찰을 관광목적으로 찾은 방문객에 한하였으며, 응답자는 총 215 명이었다. 실증분석 결과를 살펴보면 첫째, 요인분석에서 지각된 가치는 전체적 가치, 감정적 가치, 기능적 가치로 구분되었다. 둘째, 가설 검증 결과 전체적 가치와 감정적 가치는 방문자 만족도에 유의한 영향을 미치고 있으며, 전체적 가치가 상대적으로 영향력이 높은 것으로 나타났으며, 기능적 가치는 유의하지 않은 것으로 나타났다. 선행연구들은 기능적 가치는 만족에 유의한 영향을 미치지만 사찰자원을 대상으로 한 본 연구는 사찰자원의 특수성으로 인해 기능적 가치는 만족에 유의하지 않은 결과를 보인 점은 시사하는 바가 크다고 할 것이다. The purpose of this study was to recognize the importance of temple-based tourism resources and to suggest how to develop sustainability of the resources. To this end, Three hypotheses were established to examine the relationship between perceived value of the resource and visitors’ satisfaction. Data were collected using questionnaires in the areas of two major temples in Daegu. The sample was confined to the person who visited the temple only with the purpose of pleasure travel. A total of 215 were used for data anlysis. Major findings are as follows. Three types of perceived value were found overall value, emotional value, and functional value. Second, overall and emotional values significantly affected visitors’ satisfaction, but functional value did not. This finding was contradictory to the result of the existing studies which found that functional value did influence visitor’s satisfaction. Unique characteristics in nature of the temple resources were speculated for the reason.
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오익근 대한관광경영학회 2002 觀光硏究 Vol.17 No.1
The purpose of this study was to evaluate how much local residents were satisfied with leisure environments in Daegu City, Korea. Leisure environments include quantity and quality of leisure resources, accessibility, information, and reservation. The degree of local residents' satisfaction with the leisure environment was further examined by demographic characteristics. The data was collected by conducting survey to the users who visited seven most popular sites in Daegu City in 2000. A total of 316 valid responses were used for data analysis. On the average, the residents seemed to be less satisfied with the leisure environment. However, respondents with the age of 40 or older were more likely to be satisfied with the leisure environment than those in 20s and 30s. The result indicates that the local government should provide and improve leisure resources and environment for the less satisfied segments of the population.
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