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관광경영학회> 관광경영연구> 커피전문점 소비자의 관계지속의도에 영향을 미치는 브랜드이미지의 매개효과 검정

KCI등재

커피전문점 소비자의 관계지속의도에 영향을 미치는 브랜드이미지의 매개효과 검정

A Study of the Mediating Effects of Cafe's Brand Images that affect on Consumer's Relationship Continuance Intention

정유준 ( Yujun Jeong )
  • : 관광경영학회
  • : 관광경영연구 93권0호
  • : 연속간행물
  • : 2019년 12월
  • : 69-92(24pages)

DOI


목차

I. 서 론
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 실증분석
Ⅴ. 결 론
참고문헌

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초록 보기


						
Brand images are the strategic tool to give a feeling and an impression on customers. Favorable brand images will positively affect on consumer spending and relationship continuance intention. Therefore, the directors of cafe have to consider taking on a concept for brand images. Even though the importance of brand images in the cafe market, we don't understand its role exactly. This study focuses on mediating effects of cafe's brand images on between variables, and tries to give some suggestions for brand management. In order to achieve the purpose, the data was collected by both online and offline survey of consumers of cafes in S. Korea, from June, 1st, 2018 to July, 19th, 2018. And 217 valid samples were used for this study. And then SPSS 18.0 for Windows were used for the empirical analysis. This study found from the result that brand benefits affect on relationship continuance intention, and also there is mediating effects of brand images on the relationship between brand benefits and relationship continuance intention. Examining the results in detail, first, all brand benefits affect on relationship continuance intention. Second, brand's cognitive image has mediating effects on the relationships between all brand benefits and relationship continuance intention. Especially, cognitive image shows a complete mediating effect on between symbolic benefit and relationship continuance intention. Third, there is a partial mediating effect of brand's emotional image on between emotional benefit and relationship continuance intention. Based on the empirical findings, the limitations and implications about this study were discussed.

UCI(KEPA)

간행물정보

  • : 사회과학분야  > 관광학
  • : KCI등재
  • :
  • : 격월
  • : 2092-528X
  • :
  • : 학술지
  • : 연속간행물
  • : 1997-2020
  • : 1661


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1관광 관련 전공 대학생들의 다문화 수용성에 관한 연구: 접촉 이론을 중심으로

저자 : 노정희 ( Jeonghee Noh ) , 최진영 ( Jinyoung Choi ) , 조현희 ( Hyunhee Cho )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 1-29 (29 pages)

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This study aimed at providing suggestions on how to enhance multicultural acceptability for college students majoring in tourism and hospitality by examining the level of their multicultural acceptability and analyzing whether it varies by their personal characteristics or experiences of intergroup contact. In particular, this study focused on investigating whether one's level of multicultural acceptability is sensitive to her/his social positionality (agents, equals, or targets). To achieve the purpose of this study, 600 college students from 10 universities studying tourism and hospitality participated in survey, and their multicultural acceptability was measured by eight detailed factors categorized into three major factors of diversity, relation, and universality. Implications based on the key findings are as follow: First, the multicultural acceptability in the experimental group was not significantly high, which indicates the need to find the ways to enhance tourism and hospitality-majoring students' multicultural acceptability and awareness. Second, among the experimental group, the average level of senior college students' multicultural acceptability was lower than that of other grades, suggesting that the reason for the lower level should be investigated through follow-up research; and deliberate interventions to enhance their multicultural acceptability should be designed and implemented. Third, the findings revealed that the respondents' multicultutral acceptability is sensitive to the types of positionality having been experienced in their intergroup contact situation. The experience of intergroup contact had a positive effect on multicultural acceptability especially when it guarantees equal status, and its effect varied depending on whether the equal status was continuous and consistent.

2여행자 참여와 서비스가치, 몰입의 관계

저자 : 전주형 ( Joohyung Chun ) , 임연우 ( Yeonwoo Lim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 31-47 (17 pages)

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This study examines the effect of traveler participation on service value and commitment. The survey surveyed travelers who have completed overseas travel at least once a year. The analysis used 239 questionnaires. Statistical analysis was performed using SPSS 20.0 and AMOS 20.0. The research results are as follows. First, tourist participation influenced service value. Second, tourist participation did not affect commitment. Third, the service value affects commitment. Fourth, the influence of travel agency participation on immersion was completely mediated by service value. Based on the research, the following implications are as follows. First, when providing travel services, it is important to accurately inform customers of the contents of services and to implement them. Second, in providing travel services, marketing is needed to maintain the relationship corresponding to intangible services rather than travel products themselves. Third, if service value is strengthened, travel agency commitment can be resolved.

3MICE 산업이 카지노 방문객과 매출에 미치는 영향: 제주도 L 카지노 사례를 중심으로

저자 : 최홍열 ( Hongyeol Choi ) , 박은경 ( Eunkyung Park )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 49-67 (19 pages)

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MICE industry has ripple effects in various fields. So we investigated how the MICE industry has affects casino visitors & sales through real cases and suggested ways to promote casino management in the future. To conduct this study, we confirmed the actual visitors and salse of L Casino during JCI Asia-Pacific Conference held in Jeju island from June 17 to 20, 2019. In addition, interviews were conducted with employees of L Casino to confirm practical implications. The research results are as follows. First, both visitors and sales of L casino increased during the conference. Second, if the casino manager is not properly prepared before the big event is held, the quality of service may be deteriorated, which may affect satisfaction and return visit intention. Finally, the MICE is an opportunity to improve the constitution, maximize the company's profits and attract new customers. In connection with the MICE industry, we suggest to activate the integrated resort including casino.

4커피전문점 소비자의 관계지속의도에 영향을 미치는 브랜드이미지의 매개효과 검정

저자 : 정유준 ( Yujun Jeong )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 69-92 (24 pages)

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(기관인증 필요)

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Brand images are the strategic tool to give a feeling and an impression on customers. Favorable brand images will positively affect on consumer spending and relationship continuance intention. Therefore, the directors of cafe have to consider taking on a concept for brand images. Even though the importance of brand images in the cafe market, we don't understand its role exactly. This study focuses on mediating effects of cafe's brand images on between variables, and tries to give some suggestions for brand management. In order to achieve the purpose, the data was collected by both online and offline survey of consumers of cafes in S. Korea, from June, 1st, 2018 to July, 19th, 2018. And 217 valid samples were used for this study. And then SPSS 18.0 for Windows were used for the empirical analysis. This study found from the result that brand benefits affect on relationship continuance intention, and also there is mediating effects of brand images on the relationship between brand benefits and relationship continuance intention. Examining the results in detail, first, all brand benefits affect on relationship continuance intention. Second, brand's cognitive image has mediating effects on the relationships between all brand benefits and relationship continuance intention. Especially, cognitive image shows a complete mediating effect on between symbolic benefit and relationship continuance intention. Third, there is a partial mediating effect of brand's emotional image on between emotional benefit and relationship continuance intention. Based on the empirical findings, the limitations and implications about this study were discussed.

5지역축제 환경단서의 중요도와 만족도 비교연구: 최근 3년간 개최된 시흥갯골축제를 중심으로

저자 : 하정우 ( Jungwoo Ha ) , 김창수 ( Changsoo Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 93-112 (20 pages)

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The local festivals held recently are the representative cultural contents that are used a lot as an intangible product promoting the relevant region for the purpose of creating diverse values and effects. For the continuous growth of festivals, it would be considerably important to put efforts to continuously listen to visitors' needs, and also to reflect them in the site of festival. Thus, this study examined the differences between the importance before experiencing the festival and the satisfaction after experiencing the festival in relation to the environmental cues of local festival, and also analyzed the changes in the main factors through the IPA for last three years, instead of a single year. In the results of this study, the festival visitors' satisfaction after experiencing compared to the importance before experiencing for last three years, was mostly a bit low. In the results of analysis on 2017~2018, it could be viewed as a festival composed of effective concentration and selection. However, due to the reduced days of operation caused by the typhoon 'Lingling' in 2019, visitors' rush, and reduced operation of outdoor experiential programs, the index of satisfaction level was decreased. This study implies that it would be absolutely needed to put efforts to improve diverse environmental cues of local festival in accordance with consumers' needs, and also to establish the measures for coping with the weather environment which is a weakness of local festivals. If there are follow-up researches that complement the results and suggestions of this study in the future, this study could be used as useful data for the successful performance of local festivals.

6항공사 객실승무원의 감정노동전략, 감정부조화, 조직냉소주의 관계연구

저자 : 정태연 ( Taeyoun Jung ) , 김정준 ( Jungjun Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 113-132 (20 pages)

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The purpose of this study was to investigate the relationship between Emotional Labor Strategy, Emotional Dissonance, Organizational Cynicism of Airline Cabin Crew. For the purpose of study, 220 survey questionnaires were distributed among the cabin crews who are working for airline industry from 1st Oct, 2019 to 15th Oct, 2019. Due to the reliability of data, 12 samples were discarded and 208 samples were put to actual analysis. In order to accomplish the purpose of the study, the researcher conducted and analyzed by using SPSS Ver. 21.0 statistics package. The results of the study are as follows. First, In the relationship between emotional labor strategy and emotional dissonance, surface acting had a positive effect, while deep acting had a negative effect. Secondly, the emotional dissonance had significant effects on organizational cynicism. Thirdly, In the relationship between emotional labor strategy and organizational cynicism, surface acting had a positive effect, while deep acting had a negative effect. Therefore, It is necessary to integrate the personnel and organizational management by establishing a plan to manage the emotional dissonance of cabin crews at all times.

7관광캠페인의 인지도와 태도, 여행의도에 관한 연구: 2018년 여행주간을 대상으로

저자 : 김재호 ( Jaeho Kim )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 133-156 (24 pages)

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The purpose of this study is to prove the impact relationship between the recognition, attitude and visit intention of 2018 Travel week. In addition, It analyzed the differences in the recognition, attitude and visit intention according to demographic characteristics. Through this measure, It aims to raise recognition of the travel week and reflect it in related policies to ultimately promote the revitalization of domestic tourism. The study was conducted for 10 days from Oct. 1 to 10, 2018 among citizens nationwide at five survey sites. The statistical analysis of the data was conducted using techniques of regression analysis and analysis of variance(ANOVA). As a result, it was analyzed that the recognition of travel week affects attitude and visit intention. In other words, increasing the recognition of the travel week results in an increase in attitude and visit intention. There were differences in three categories by age and some differences by gender and income. There was no difference by educational background. Based on the results of this analysis, I would like to suggest some suggestions for revitalizing domestic travel by raising recognition of travel week. First, the main slogan should be selected for a clear travel week. Second, the promotion should be diversified to expand public participation. Third, it is necessary to discover travel week goods that can be an issue. Finally, strategic promotional marketing should be done.

8계룡시 승마관광 도입에 관한 기초연구

저자 : 전명숙 ( Myungsook Jeon )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 157-176 (20 pages)

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The purpose of this study is to verify the introduction of the Equestrian Tourism in Gyeryong city. As tourism paradigm has changed over the years, Horse Riding activity has developed as a new leasure trend and it will continue to have a future in the field of tourism. Horse Riding has always been a traditional part of everyday' soldiers' life. Gyeryong city is the center of the Korean Military head quarter. These two facts combined create new prospects for tourism in Gyeryong city. In order to develop this plan this paper analysed the marketing strategy of 4 rural major Horse Riding Courses in Korea, suggests are following: 1. Make a 5 years plan and a budget for its realization. 2. Public void spaces owned by Gyeryong city such as Jungjangri, Yudongri, Pyungri could be used as location to make a Horse track facility. Gyeryong city has many potential Horse Riding resources, like the Hyangjecksan Mountain Healing course, Dugyechon walking trail road and the mountain trail roads for Horse trekking near by the city. 3. The Horse Riding activity can give extra exposure to the 2020 Gyeryong World Military Festival promoting regional tradition and local culture to the world.

9대학생들의 전공만족도가 진로준비행동 및 진로결정수준에 미치는 영향: 항공서비스전공 학생들을 중심으로

저자 : 이미균 ( Mikyun Lee )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 177-200 (24 pages)

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In this study, the effects of major satisfaction on career preparation behavior and career decision-making level were analyzed. For the sample, the valid samples of 241 were used for the empirical analysis. The analysis results of this study was analyzed using statistical package of SPSS for Window Version 20.0. The results of the hypothesis test were as follows: First, the relationship satisfaction had a significant effect on the information gathering activities and the tool provision activities, while the subject satisfaction and social awareness had an effect on information collection and practical efforts. Second, as a result of verifying the effect of major satisfaction on career decision level, relationship satisfaction, curriculum satisfaction, and social awareness satisfaction were shown in the order. Third, the effect of career readiness on the level of career decision was found to be the information gathering activity on the level of career decision. In this study, it is significant that the students of aviation service major suggested practical implications for improving career preparation behavior and career decision-making.

10카지노 종사원의 직무만족이 조직성과와 고객지향성에 미치는 영향

저자 : 채일순 ( Ilsoon Chae ) , 김정희 ( Junghee Kim ) , 최석남 ( Seognam Choi )

발행기관 : 관광경영학회 간행물 : 관광경영연구 93권 0호 발행 연도 : 2019 페이지 : pp. 201-221 (21 pages)

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This study verifies the influence of staff job satisfaction on client orientation and organizational performance. Based on the investigation on the effects of casino employee's customer centered attitude, it establishes the measures to improve workers' job satisfaction and maximize the business results while offering some insights. For the investigation, the population targets the employees of the foreigner exclusive casinos in Seoul and Busan. And it uses convenience sampling method and questionnaire survey with the sample, the staffs in G and P corporations among the population. The data had been collected from March 2, 2019 to March 31, 2019. The respondents of the questionnaire were given information about the contents in advance and 200 copies of the questionnaire were distributed. The final statistical analysis used 182 copies retrieved. It processed the collected data with data coding and data cleaning by SPSS 22.0 for Windows statistics package program. Casino industry is the typical service business that heavily depends on human resources as well as a core of tourist industry. As Asian nations are investing casino facilities for tourism development, job creation, tax revenue security and economic development, casino market faces rapid changes and intensive competitions. In order to gain an advantage over foreign casino corporations and ensure sustainable growth in the infinite competition of global casino industry, the efforts should be preceded to improve job satisfaction of casino employee.

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