• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.479-488
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• 2012

The purpose of this study was to determine the impact in visitors' spending on two separate local festivals, and to present the improved market strategies to attract visitors to revisit the local festivals. This study was also intended to suggest the ways to increase the competitiveness and revitalize the local festivals by improving the existing attractions and creating new attractions based on the visitors' evaluation. On the purpose of the study, we studied the visitors of two local ricefests, Icheon Rice Cultural Festival and Rice Festival in Jincheon Chungbuk, and estimated the determinants influencing the visitors' spending to the festivals by applying Tobit model. Finally, to estimate the behavioral differences in visitors of the two festivals, we compared the estimated determinants for the visitors of each festival by using Log-likelihood Ratio, and analyzed the differences in the factors influencing the visitors' spending. Summarizing the propensity of visitor's spending to local festivals, visitors of two rice festivals buy or tended to buy things on impulse. Therefore, festival industry needs to take measures to efficiently accommodate their expenditures from the stage of designing festivals.

• Informatization Policy
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• v.29 no.3
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• pp.82-104
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• 2022

One of the interesting social phenomena in short-form video platforms is the hashtag challenge wherein ordinary users are encouraged to create by imitating short viral videos on a particular theme. Despite the increasing popularity of hashtag challenges, theoretical discussion on related user behavior is still very insufficient. In this study, we attempted to examine the impact of micro-influencers in order to understand users' willingness to participate in hashtag challenges. For this purpose, the para-social interaction theory and imitation behavior literature were adopted as key theoretical basis. In an empirical investigation using 243 survey data from TikTok users, our study found that a user's illusion of intimacy with a micro-influencer (i.e., para-social interaction) had significant positive impact on the intention to participate in a hashtag challenge. This study also showed that the degree of para-social interaction in a short-form video platform was determined by both media content-related factors and media character-related factors (i.e., content attractiveness, physical attractiveness, and attitude homophily). Our work in this study provided significant theoretical and practical implications on how to leverage micro-influencers for the success of hashtag challenges in a short-form video platform.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.11-25
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• 2014

In strong dramas, pot, character, and theme, three basic elements in dramatic structure, are effectively integrated forwards the same dramatic idea. Plot might be considered as the most important element to combine events and character. However, at some point of the script, the writer becomes less interested in the mechanics of the plot, and the characters take over, because audiences remember the characters or the situations more clearly than the plot. Therefore, the workshop of dramatic structure would be successful when it starts from excogitating the character and the situation, by improvising 'voices' of characters, building 'back story', and reconstructing 'outline from the antagonist's view'. With these exercises, the writer and the director understand the mechanics of dramatic plotting by characterization, which include the choice of the protagonist, and the description of plausible actions and the theme, and they consequentially find the way to obtain solidity and plausibility in the scenes.

• Journal of Distribution Science
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• v.10 no.1
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• pp.43-52
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• 2012

With the slowdown in environmental issues and the change of environmental consciousness, ecotourism is being discussed in various social fields. Ecotourism is being popularized for environmental protection, and now it is becoming a mainstream product from one of mass tourism. Ecotourism's emphasis on sustainable development in the tourism destination's society, economy, and environment, through ecotourism study and education, enable people to understand the core value of the ecological environment. 2011 was nominated as "the Year of World Forest" by the UN. In the recent years, forests are becoming increasingly important with their own values and functions in environment, economy, society, and culture. In particular, the global environmental issues caused by climate change are becoming an international agenda. Forests are the only effective solution for the carbon dioxide that causes global warming. Moreover, forests constitute a major part of ecotourism, and are now most used by ecotourists. For example, Korea, wherein 60% of the land is forest, attracts ecotourists. With the increasing interests in environment, the number of tourists visiting the ecosystem forest, which is highly valued for its conservation, is increasing significantly every year and is receiving considerable attention from the government. However, poor facilities in the forest ecotourism sites and improper market strategies are the reasons for the poor running of these sites. Furthermore, tourists' environmental awareness affects ecology environmental pollution or the optimization of forest ecotourism. In order to verify the relationships among tourist attractiveness, environmental consciousness, charm degrees of the attractions, and attitudes after tours, we established some scales based on existing research achievement. Then, using these scales, the researcher completed the questionnaire survey. From December 20, 2010 to February 20, 2011, after conducting surveys for 12 weeks, we finally obtained 582 valid questionnaires, from a total of 700 questionnaires, that could be used in statistical analysis. First, for the method of research and analysis, the researcher initially applied the Cronbach's (Alpha) for verifying the reliability, and subsequently applied the Exploratory factor analysis for verifying the validity. Second, in order to analyze the demographics, the researcher makes use of the Frequency analysis for the AMOS, measurement model, structural equation model computing, and also utilizes construct validity, convergent validity, discriminant validity, and nomological validity. Third, for the analysis of the ecotourists' environmental consciousness, impacts on tourist attractiveness, charm degrees of the attractions, and attitudes after the tour, the researcher uses AMOS 19, with the path analysis and equation of structure. After the research, researchers found that high awareness of natural protection lead to high tourist motivation and satisfaction and more positive attitude after the tour. Moreover, this research shows the psychological and behavioral reactions of the ecotourists to the ecotourist development. Accordingly, environmental consciousness does not affect the tourist attractiveness that has been interpreted as significant. Furthermore, people should focus on the change of natural protection consciousness and psychological reaction of ecotourists while ensuring the sustainable development of ecotourists and developing some ecotourist programs.

• Asia Marketing Journal
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• v.14 no.1
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• pp.53-81
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• 2012

Constructing attractive bundle offers depends on more than an understanding of the distribution of consumer preferences. Consumers are also sensitive to the framing of price information in a bundle offer. In classical economic theory, consumers' utility should not change as long as the total price paid stays same. However, even when total prices are identical, consumers' preferences toward a bundle product could be different depending on the format of price presentation and the locus of price discount. A weighted additive model predicts that the impact of a price discount on the overall evaluation of the bundle will be greater when the discount is assigned to the more important product in the bundle(Yadav 1995). Meanwhile, a reference dependent model asserts that it is better to assign a price discount to a tie-in component that has a negative valuation at its current offer price than to a focal product that has a positive valuation at its current offer price(Janiszewski and Cunha 2004). This paper has expanded previous research regarding price discount presentation format, investigating the reasons for mixed results of prior research and presenting new mechanisms for price discount framing effect. Prior research has hypothesized that bundling is used to sell a tie-in component with an offer price above the consumer's reference price plus a focal product of the same offer price with reference price(e.g., Janiszewski and Cunha 2004). However, this study suggests that bundling strategy can be used for increasing product's attractiveness through the synergy between components even when offer prices of bundle components are the same with reference prices. In this context, this study employed various realistic bundle sets with same price between offer price and reference price in the experiment. Hamilton and Srivastava(2008) demonstrated that when evaluating different partitions of the same total price, consumers prefer partitions in which the price of the high-benefit component is higher. This study determined that their mechanism can be applied to price discount presentation formats. This study hypothesized that price discount framing effect depends not on the negative perception of tie-in component with offer price above reference price but rather on the consumers' perceived consumption benefit in bundle product. This research also hypothesized that preference for low-benefit discount mechanism is that perceived consumption benefit reduces price sensitivity. Furthermore, this study investigated how consumers' concern for quality in a price discount--a factor not considered in previous research--influences price discount framing. Yadav(1995)'s experiment used only one magazine bundle of relatively low quality uncertainty and could not show the influence of perceived uncertainty of quality. This study assumed that as perceived uncertainty of quality increases, the price sensitivity mechanism for assigning the discount to low-benefit will increase. Further, this research investigated the moderating effect of uncertainty of quality in price discount framing. The results of the experiment showed that when evaluating different partitions of the same total price and the same amount of discounts, the partition that discounts in the price of low benefit component is preferred to the partition that decreases the price of high benefit component. This implies that price discount framing effect depends on the perceived consumption benefit. The results also demonstrated that consumers are more price sensitive to low benefit component and less price sensitive to high benefit component. Furthermore, the results showed that the influence of price discount presentation format on the evaluation of bundle product varies with the perceived uncertainty of quality in high consumption benefit. As perceived uncertainty of quality gradually increases, the preference for discounts in the price of low consumption benefit decreases. Besides, the results demonstrate that as perceived uncertainty of quality gradually increases, the effect of price sensitivity in consumption benefit also increases. This paper integrated prior research by using a new mechanism of perceived consumption benefit and moderating effect of perceived quality uncertainty, thus providing a clearer explanation for price discount framing effect.

• Digital Contents
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• no.12 s.139
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• pp.86-89
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• 2004

보드게임들이 테이블을 떠나서 휴대폰 안으로 속속 들어와 선을 보이고 있다. 판 위에서 주사위나 카드, 나뭇조각과 각종 말들을 가지고 즐기던 보드게임은 건전하고 신선한 엔터테인 문화로 자리 잡았으며, 보드게임 카페라는 새로운 문화공간을 만들기도 했다. 남녀노소가 한데 어울려 즐길 수 있고, 이기면 즐겁고 져도 불쾌하지 않은 놀이문화로써 많은 사람들로부터 사랑을 받고 있다고 할 수 있다. 일반 PC게임이나 온라인게임, 플레이스테이션이나 X박스 게임처럼 화려하고 빠르고 중독성이 강한 요소는 없지만, 보드게임 하나하나가 담고 있는 독창적인 게임 룰과 시스템, 그리고 각종 변수와 분위기, 게임 디자인 등은 새로운 매력을 느끼게 하기에 충분하다. 이러한 보드게임이 모바일게임 버전으로 하나 둘 발표되고 있다. 일전에도 국내 보드게임의 대표작인‘부루마불’이 네트워크 버전으로 발표된 바 있으며, 뱀주사위 놀이 역시 모바일게임으로 나와 이슈가 되기도 했고, 흔히 보드게임이라 불리는 것에 포함되지는 않지만 엄밀히 말하자면 보드게임 장르인 장기, 바둑, 오목, 각종 카드게임(고스톱, 맞고, 포커 등)은 일일이 나열할 수 없을 만큼 많이 쏟아져 나와 있다. 보드게임의 대명사 모노폴리가 타이쿤 형태를 띠고‘모노폴리 타이쿤’이라는 이름으로 발표되고, 보드게임 카페에 들르면 결코 빼놓지 않고 하게 되는 할리갈리 역시 모바일 환경에 맞추어‘할리갈리 모바일’로 출시됐다. 이와 함께 본격 추리게임인 보드게임 클루의 기본룰을 이용하면서 TV 방송프로그램의 형태를 접목한‘SBS X맨을 찾아라!’라는 게임도 출시를 앞두고 있다. 이번 글에서는 보드게임을 모바일로 즐기고자 하는 사용자와, 보드게임을 모바일 버전으로 기획하고자 하는 업체를 위해서 모바일 속으로 들어온 보드게임들은 어떤 식으로 적용됐는지 살펴보고자 한다

• 프린팅코리아
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• v.8 no.8
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• pp.42-49
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• 2009

인쇄물을 가장 많이 발주하는 산업부문은 출판업계라고 한다. 그 뒤를 따르고 있는 부문으로는 정부부문과 민간 및 공기업을 들 수 있다. 이 가운데 출판업계 및 정부부문의 인쇄물 발주가 비교적으로 명확한데 비해서 기업부문에서의 발주는 정확한 자료 및 통계를 찾기가 쉽지 않은 상황이다. 이는 기업에서 발주하는 인쇄물의 종류가 다양하고 부서에 따라 예산이 별도로 편성되는 경우가 많다는데서 그 이유를 찾을 수 있다. 뿐만 아니라 항목별로 다르게 편성되기 때문에 똑같은 인쇄물이고 해도 마케팅 부문으로 잡히지 않는 경우도 적지 않다. 이런 저런 어려운 요소들을 감안하고 나서 인쇄물에 관련된 예산을 추정해 본다고 해도 정확한 수치를 잡아내기란 여전히 어려운 일이 되고 있다. 각 기업들이 마케팅과 관련된 예산이다 보니 정확한 수치를 공개하는 것을 꺼리는 경우가 많고 하나의 항목으로 회계 처리되는 것이 아니기 때문이다. 그렇지만 경제의 성장과 함께 광고산업의 규모가 커지고 있으며 이에 따른 기업들의 마케팅도 활발하게 전개되면서 마케팅 도구의 하나인 인쇄홍보물의 사용도 함께 증가하는 경향을 보이고 있다. 비록 마케팅과정에서 사용되는 마케팅 도구로서의 인쇄홍보물의 파악이 어렵고, 1회적인 경우가 많기는 하지만 점차적으로 정기적인 마케팅의 하나라는 인식이 확산되면서 한 번의 인쇄물 수주가 꾸준한 거래관계로 발전하는 사례가 점자 증가하고 있다. 또한 광고 및 마케팅 부문을 대행사에 위탁하는 대기업의 물량을 수주하는 경우가 생긴다면 예상외로 우량한 거래처를 확보할 수 있다는 점이 업계의 관심을 끌기에 충분한 매력이 되고 있다. 아직까지 물량면이나 인지도면에서 상대적으로 낮게 평가되고 있지만 앞으로의 성장이 예견되고 있는 민간과 공기업 부문의 마케팅에서 인쇄홍보물이 갖고 있는 위상과 고객사들의 인식에 대해 알아본다.

• Journal of Korea Game Society
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• v.18 no.2
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• pp.77-88
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• 2018

This study anatomizes various traits of slots in Slotomania, the most popular online slot game in the world. Developed by Playtika, Slotomania is a social casino genre game that runs over Facebook. Slotomania has been the number one as a title in the social casino genre, and this study multi-dimensionally analyzes various characteristics of slots that exist in the game. Specifically, it analyzes factors of 1) User Interface(UI) 2) Theme 3) Payline & Betting 4) Structure & Symbol 5) Bonus 6) Additional Traits. As a reuslt, it reports that there is "diversity". Therefore, it not only researches how and why those slots are attractive to people but also explores the market of social casino based on Facebook.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.8
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• pp.3446-3451
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• 2011

Nowadays, industry clusters have been considered as critical factors for regional competitiveness and economic revitalization. It should be important to evaluate strategic positioning and establish competition strategies for Korean industry clusters. I proposed strategic positioning, identified problems, and established strategic directions by analyzing potential attractiveness based on growth and productivity and retained capabilities of proximity, networks, correlation and revenue increase for 7 regional industry clusters. In addition, I analyzed best practices of global industry clusters to provide implications on establishing competition strategies.

• KDI북한경제리뷰
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• v.21 no.10
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• pp.29-72
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• 2019

본 연구는 김정은 집권 이후 북한 농업부문에서 계획과 시장의 공존 양태를 분석하는 것을 목적으로 한다. 북한 협동농장의 계획 수행 과정을 계획수립-계획실행-계획평가 단계로 나누어 추적한 결과, 협동농장에 대한 계획화체계의 골격은 상대적으로 강하게 유지하고 있다. 계획수립과 계획평가 단계에서는 명령식 계획경제의 틀을 고수하고 있다. 그러나 계획실행 즉 자금·자재·노동력 등 생산요소 확보-생산-생산물 처분 단계에서는 당국 및 상급기관의 사실상 방임 하에 협동농장이 적극적인 시장과의 연계를 통해 자력으로 일을 추진하고 있다. 농업부문의 계획 밖 영역, 즉 시장에서의 변화실태를 파악한 결과, 농업관련 제반 시장들이 새롭게 만들어져 성장하고 있다. 농산물 소비재시장(곡물시장, 채소시장, 축산물시장, 과일시장), 농업 및 비농업 생산재시장(영농자재시장, 식품원료 및 식자재시장)이 생겼으며 점차커지고 있다. 도시의 구매력 향상에 따라 다양한 먹을거리에 대한 수요가 증가하면서 자가소비를 목적으로 생산하던 농산물을 남에게 팔기 위한 '상품'으로 인식함으로써 수요를 겨냥한 공급 확대 등 중요한 변화가 나타났다. 농촌의 구매력도 커지면서 영농자재 시장의 수요와 공급이 늘어났다. 이는 시장화에 일시적으로 후행하던 농촌이 도시 수요를 겨냥한 농업생산에 본격적으로 나서게 됨으로써 시장경제적 질서에 재편입하고, 시장연계활동의 많고 적음에 따라 농촌간 격차가 나타나는 등 북한 농업부문이 개발도상국 경제에서 출현하는 농업근대화의 초기 양상과 일부 유사함을 말해준다.