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Marketing at cultural art institutions can be understood as an effort to facilitate smooth exchange between audiences and the institutions. This paper is to develop a marketing mix strategy which the cultural and arts centers could apply marketing concept. The study question is how culture and arts centers set marketing strategy against the obstacles of accessing cultural enjoyment. Factors of the obstacles were examined using what one calls 7P's(product, price, promotion, place, people, physical evidence, process). Authors recommends that various types of policies for reduced ticket prices and services are needed. In addition, the research emphasizes that one need various events which allow citizens to be able to experience art and culture at a public space such as local art and cultural centers.핵심용어(Key words):문화마케팅(Cultural marketing), 문화소비성향(Cultural consumption tastes), 라이프스타일(Life-style), 마케팅 7P 믹스전략(Marketing 7P mix strategies)

Global competitiveness in airlines makes airliners difficult in surviving at technology and balance of payment, which thus force them finding a way with partnership and alliances. This study is to prove and analyze how the airline's strategic alliances affect the customers‘ loyalty. The result shows; not only horizontal alliances offered by airlines when customers actually use, but the vertical alliances among heterogeneous companies offering mileage services and discounts also influence customers‘ loyalty to the airlines. Moreover, customers who regularly use airlines more than 4.5 times a year and superior customers using first or business class tend to be unrelated to the customers’ loyalty on using alliance services offered by serviced airline.핵심용어(Key words):항공사 제휴서비스(Airline's strategic alliances), 수직적수평적 제휴(VerticalㆍHorizental alliances), 고객 충성도(Customers' loyalty)

The purpose of this study is to introduce the concept of intercultural communication competence(ICC) in tourism studies and to explore its applicability in tourism research. ICC has been studied for over 50 years as many people work or live in culturally different places. Since one of the premises of tourism is intercultural interaction, this inquiry deserves more attention from tourism professionals. In order to establish a basis for the ICC study in the tourism field, an extensive review of literature on ICC has been conducted to articulate its concept and structure. Finally author explored a recent research trend in tourism in relation to ICC, suggesting the research topics requiring due attentions.핵심용어(Key words):문화간(Intercultural), 커뮤니케이션능력(Communication Competence), 문화충격(Culture Shock), 문화간 적응(Intercultural Adaptation), 상호작용(Interaction)

Recently rural tourism draws a growing interest as an alterative of solving the difficulties of agricultural economy of Korea. This study is to find out the policy for enlarging rural tourism opportunity and ensuring the success. Based on previous studies and empirical study, author derives a conceptual framework for the successful operation of rural tourism. The framework were found consisting of four determinants of achievement: the concept of entrepreneurship, operational strategy & marketing, rural amenity and finally the support system & infrastructure. Author suggests policy orientation should place high scores on customer-oriented components such as entrepreneurship, operational strategy & marketing rather than supplier-oriented components like rural amenity, support system & infrastructure.핵심용어(Key words):농촌관광 정책(rural tourism policy), 사업자 역량(entrepreneurship), 농촌어메니티(rural amenity), 마케팅(marketing)

Using content analysis this study endeavors to examine 162 articles on festival and special event form 1995 to 2004 appeared in 13 Korean tourism-related periodicals. The findings are as follows; 1) 23.5% of the total articles did not applied marketing approach but cultural approach. 2) articles presented hypotheses were only 15.4%, even though the statistical approach of articles were much over 50%. 3) various statistical methods such as ANOVA, factor analysis, t-test and regression were used, 4) over 90% of the sample-relied articles used only nonprobability sampling, relying on horizontal method. Authors hope that this paper could contribute to tourism researcher who would like to involve in festival and special event study.핵심용어(Key words):내용분석(content analysis), 축제 이벤트(festival and special event), 코더 간 신뢰도(inter-coder reliability)

This study is to identify the influences of emotional intelligence on the performance in the organizations. The results suggest that all the five sub-factors were influential. Those results might be used to practice emotion management at hotels, where good human service is essential for business success, since emotional intelligence has significant impacts on employees performance. Further the results may have important implications for human resource management in an organization. Thus if an establishment should intervene in a way that increases the emotional intelligence of the employees, one is encouraged to be able to not only cause them to change their acts, but also make employees perform better and more effectively.핵심용어(Key words):감성지능(Emotional Intelligence), 성과(Performance), 직무(Job), 호텔종사원(Hotel Employee)

Depending on characteristic of development and subject of promotion, four models and one standard model here are classified into types of each section, and a valuation model is established by analyzing importance of each primary factor. To use this valuation model reasonably, author derived standard rate from evaluating cases of previous tourist sites development, and this standard rate was used in four sites of tourist sites development that were promoted by public sectors to measure successful development. Finally, relying on the final rate from research of standard rate, the writer established five tourist sites decision making models. classifying four business developments; reservation business, business that will proceed after review, business that will proceed after repletion, and positive business promotion.핵심용어(Key words) :관광지 개발(Tourism development), 의사결정모형(Decision making model), AHP(Analytic Hierarchy Process), 요인분석(Factor analysis), 기준값(Standard rate)

Shopping is one of the strongest motivators (push factor) and pull factors to destination for both potential and existing travelers. This study is primarily to identify the shopping characteristics of visitors to Jeju island. Authors observe the characteristics by demographics, trip patterns, and socio-psychological characteristics of travelers to Jeju, As of methodology, authors used factor analysis. in which they gained 5 factors in shopping characteristics: self-esteem, linkages to other factors, novelty, functional factor, product-itself factor. The study found that there were significant differences among 5 factors by demographic, trip patterns, and socio-psychological characteristics.핵심용어(Key words):인구통계적 특성(demographic characteristics), 여행유형특성(trip patterns), 인지행동/사회심리적 특성(behavioral/socio-psychological characteristics), 쇼핑동기(shopping motivation), 제주도(Jeju island)

Vis-a-vis Tourism & Leisure Cities(TLCs) that the government has been promoting since 2005, this paper tries to set up a development model in order to ensure the success of TLCs. Authors review its concept and characteristics, the development models as previously proposed, requisites for successful development, and also investigates the opinions of eighty experts in tourism development, urban planning, and economics. The development model proposed here is an integrated one consisting of various development indicators. In order to promote the efficient development of TLCs authors emphasizes facilitatation of a sound investment environment, to strengthen urban competitiveness, and to stimulate a joint growth between the city and region.핵심용어(Key words):기업도시(Company City), 관광레저도시(Tourism & Leisure City), 개발모형(Development Model)

Tourism as one of rural growth engines is destined to adapt to current market mechanisms which are becoming extremely competitive and dominated by communication and promotion techniques. One need to know what and how tourists to rural settings seek their benefits in segmented market. Authors endeavors to segment and profile the benefits of rural tourists so as to provide better policies for rural tourism in Korea. A self-administered survey was obtained from 252 rural tourists in the study area. Five distinct segments were identified based on the benefit sought; passive rural tourists(16.9%), rural-centric tourists(26.0%), want-it-all tourists(24.4%), souvenir seekers (19.8%), and novelty seekers(12.8%), These were profiled with respect to socio-demographics and trip-related features.핵심용어(Key words):농촌관광(rural tourism), 시장세분화(market segmentation), 추구편익(benefit sought)

This study is to explore the cultural capital's effect on and furthermore to contend the importance of cultural capital in consumption of leisure activities from the perspective of Pierre Bourdieu's ‘Cultural Capital theory’. The survey was conducted to test the influence of cultural capital on various leisure activities to the working employees. The negative binominal regression model was applied under the control of such variables as economic capital, sex, age and birth region. The result showed that cultural capital made an statistically significant influence, implying that cultural capital as well as economic one tends to be a determinant of leisure consumption. Considering participation cost in leisure consumption being getting lower at forseeable future, one could expect that the influence of cultural capital would ever be greater.핵심용어(Key words):문화자본(cultural capital), 여가소비(leisure consumption), 음이항 회귀모형(negative binomial regression model)

The paper investigates how managers' transformational leadership influence on employees' career development and job performance in the travel agency. The study sample were selected from those involved in travel agencies in Seoul city. A survey was administered to 600 employees who have worked at their current travel agency for at least one year or longer. The results showed that travel agency managers' transformational leadership had positive influence on employees' career development and job performance. The most influential variable on employees' career development and job performance among the variables of travel agency managers' transformational leadership was found managers' intellectual stimulation.핵심용어(Key words):변혁적 리더십(Transformational Leadership), 경력개발(Career Development), 직무성과(Job Performance)

This article analyses participants' motivation of flower festival, offering an informations needed to establish marketing strategy. This study finds out the participants' motivation and examines its demographic and activity background. The data for this study were collected from a questionnaire survey of 138 festival participants. The result are as follows. First, as participants' motivation of Mt. Taebak Royal Azalea festival "to relieve stress and escape from routine life", "family togetherness", "novelty", "socialization", "to enjoy nature environment" , "amusement" were extracted. Second, it was found that the participants' motivation of Mt. Taebak Royal Azalea festival were varied according to demographic and activity characteristics.핵심용어(Key words):꽃 축제(Flower Festival), 방문동기(Participants' Motivation), 활동특성(Activity Characteristics), 인구 통계적특성(Demographic Characteristics), 세분시장(Segmentation Market)

High quality operations and services are key factors for hotels to succeed in marketing. This paperdeals with various activities supporting interdepartmental communication and customer service within a hotel, including those which have influences upon the hotel banquet service quality. According to authors' findings, majority of hotel staffs were found understanding rarely of the mechanism where they should cooperate with staffs of different sections within a hotel. Authors contend that active cooperation with different section staffs is needed in order to provide customers with reliable and high quality service. Further this relationship is argued essential to offering high quality service as a sucess strategy.핵심용어(Key words):내부마케팅(internal marketing), 종사원만족(staff satisfaction), 연회서비스품질(banquet service quality)

The sustainable growth rate in the industries represent the maximum rate of sales or asset growth that a firm can support using both internally generated funds and debt incurred. These concepts have gained increasing interests as one of key financial and operating concepts in recent years. Writers investigate into the internal growth rate, sustainable growth rate and sustainable growth rate’s component analysis of tourism industry in Korea. Also these authors observe the internal growth rate, sustainable growth rate and sustainable growth rate’s component analysis of tourism industry company, stock exchange and KOSDAQ.핵심용어(Key words):관광산업(tourism industry), 내부성장률(internal growth rate), 지속가능성장률(sustainable growth rate), 자기자본순이익률(ROE), 부채비율(debt ratio)

This article is to identify the dimensionality of four-dimension brand equity model suggested by Kim and Kim (2004) and Yoo and Donthu(2001) and examine the structural relationships between brand equity, overall brand equity, brand attitude and revisit intent. Though initially three dimensional brand equity was identified through EFA against two groups selected randomly from the same data, x2 difference test however showed that four dimensional brand equity model was found better than those of three dimensional models. Furthermore, multigroup factorial invariance analysis confirmed 4 dimensional brand equity as a general model. Most paths was found significant statistically except some causal variables.

Collecting data from a questionnaire survey of the participants from four industrial exhibition fairs, authors found the following results. First, the participants' pursued has a positive effect on the perceived level of value, while the perceived levels of value do not affect on the attitude statistically. And the perceived level of value has a highly significant effect on the satisfaction and positive effect on the activities intended. Further, perceived level of value has a positive effect on the attitude, satisfaction and activities intended. Theoretical expectation that the higher the pursued benefit is perceived, the more positive attitude, satisfaction, activities intended was found contrary. Finally attitude was found affecting positively on satisfaction.핵심용어(Key words):산업전시박람회(Industrial Exhibition Fairs), 지각된 가치(Perceived Value), 태도(Attitude), 만족(satisfaction), 행동의도(Activities Intended)