• The Journal of Industrial Distribution & Business
• /
• v.14 no.9
• /
• pp.13-19
• /
• 2023

Purpose: Rural tourism, as a green and sustainable new development method, has become a new economic growth point in China's rural revitalization. The current research on rural tourism has not formed a complete and mature theoretical system, especially the study of tourist satisfaction. This paper is based on the perspective of tourist satisfaction and takes rural tourism in southern Jiangsu, China as the research object. Starting from the current situation of rural tourism development in southern Jiangsu, it elaborates on the current situation of rural tourism development in southern Jiangsu. Research design, data and methodology: Through literature analysis, it is concluded that the factors that affect tourist satisfaction are divided into four major aspects: personal factors, perceived effect factors, destination experience factors, and social factors. Design a survey questionnaire from four aspects: diversity, safety, convenience, agreeableness, and draw conclusions through data analysis. Results: From the four dimensions of the survey, tourists pay more attention to the diversity, agreeableness, and convenience of rural tourism products. This requires increasing the development of tourism products and improving the richness and diversity of rural tourism products. Conclusions: Therefore, optimization measures such as continuously implementing local rural cultural construction, establishing brand effects, and increasing policy support have been proposed.

• Korea Trade Review
• /
• v.46 no.4
• /
• pp.1-16
• /
• 2021

This study suggests improvements in the management performance of the five largest exhibition and convention centers in Korea through financial ratio analysis. For this research, the financial ratios of each center were compared to the average of the centers as well as to the overall industry average during the past five years. According to the analysis results, the stability and growth ratios of the centers were excellent, but the profitability and activity ratios were poor. In particular, the ratios of profitability were in state of urgent need for improvement because they were at the level of severe deficits. It was analyzed that sales increase can be the key factor to improve centers' operation income and net profit to improve profitability. This study recommends measures to increase sales by using centers' facilities and their functions. The first is to actively host large-scale international meetings and conventions that only exhibition and convention centers can accommodate. The second is to attract brand exhibitions through strategic alliances with global Professional Exhibition Organizers (PEOs). Lastly, it is to organize sports and cultural events that are appropriate for incentive tours of associations and corporations.

• Journal of the HCI Society of Korea
• /
• v.3 no.1
• /
• pp.39-47
• /
• 2008

A mobile phone became the practical necessities of Chinese life that can not be explained without a mobile phone as it is rapidly popularized in China in recent years. As income increases due to economic growth, so did desire to buy better products. And This desire has made consumers in China more concerned about design and consequently leads to artistic design of a mobile phone. And also this trend is getting linked to people's personalisation in that people prefer rather to choose products they like than standardized ones in the middle of a variety of cultural inflows. This study mainly focuses on the development of the characterized mobile phone with a high class brand by use of traditional elements and of design identity of a mobile phone with Chines style that is well harmonized with cultural and personalized identity as consumers' preferences are quite different from each other depending on each country's culture. For this, this study investigates traditional elements such as patterns, colors and characters as well as development and features of the mobile phone design. This will also lead to the development of a mobile phone with traditional elements of China by studying utilization of design with traditional patterns. To do this, the study analyzes to research traditional patterns(Dragon, Phoenix, Peony, Lotus Flower), colors(Red, Yellow, Blue, Black, White) and historical origin and concept of characters. The study also looks into instances and personalisation of mobile phone design by analyzing literatures.

• The Journal of the Korea Contents Association
• /
• v.15 no.12
• /
• pp.234-246
• /
• 2015

When the Information age led by media comes, The literature yielded its prominence to visual media, and the Korean literature also faced a crisis, prompted by decreased demand for it. In this reality, literature festivals which have increased rapidly since 1995 and currently number at least 110, when the local government system was launched, played an important role in promoting literature to the society. This thesis has selected Manhae Festival, one of the most vibrant and successful, as the case study to analyze its present status and accomplishments to derive ways for improvement which can be used to promote policies on literature. Manhae Festival which celebrates Manhae Han Yongun, a poet and an independence activist, also became one of the top literature festivals through Manhae Grand Awards and various cultural, art and academic events, despite being held in Inje County, Gangwon Province, a remote location. Based on this study, in the near future, Manhae Village, as a complex cultural venue, as a If we can make the place into complex cultural space and with additional policy support by gaining political supports like designation as Slowcity and special zone of culture and tourism, and pursuing glocalization by making Manhae into a star brand, Manhae Festival will cement its current position as a successful literary festival. It has very meaningful since most of literature festivals operate in small scale. Now, we need to develop literature festivals into local ones by attracting larger popularity. Meanwhile, a more comprehensive study, in the future, is needed with special emphasis on successful literary policies and their precedents in other countries.

• Archives of design research
• /
• v.16 no.1
• /
• pp.103-116
• /
• 2003

As the globalization become the main stream in our world, there is no exception also on the cultural section. And we are En the midst of this rapid transition. In the case of advertising market, we opened to those agencies in abroad in the early year of 1990 and now completely opened. On this thesis, the multinational corporation advertising was studied and researched by empirical case study. The main topic is the value expression in the advertising creativity viewed on the cultural level. The multinational corporations that have an eminent, powerful brands produces much of goods wend widely with their powerful brands and extend their marketing activities to abroad. For example, those non-alcoholic beverages, pharmaceutical products, cosmetics, electronic appliances, vehicles, sports shoes, clothes are their main exports, and they broaden the product category, market size to the global market. They also use an expert marketing skill accumulated for a long time. The advertising activities is one of the useful method to extend their global market abroad enhacing continuously brand value. And much of the multinational corporation's advertising are suspected of negative effects that advertisements works on a tool which curies so called uniformed ideology - various ruling ideology - with commercial messages. These advertising affect an developing country's moral value, life style, social value, and others. And they weaken those developing country's unique tradition, culture by putting their own ideology. Those who have a critical position on the advertising activities have been careful in judging it's effects. The result of this study which of the value system is expressed in the multinational corporation's advertisements are; First, the self - esteem value is classified by western value, and it was founded out much more in the domestic corporation's advertisements then multinational ones. Second, the security value system is classified by western value system, and it's outcome was much the same as former one. Consequently, the multinational corporation's advertisements have less of an western value expression relative to korean advertisements. Those outcomes may infer that the multinational corporations prefer to an compromise creative strategy in korea for avoiding cultural conflicts.

• Korean Journal of Heritage: History & Science
• /
• v.46 no.3
• /
• pp.78-93
• /
• 2013

The purpose of this study is to analyze college students' perception of national natural heritages, including natural monumentsand scenic sites, in comparison with the similar concepts of national parks and eco-landscape preservation areas, to suggest managerial implications to enhance competitiveness. The first objective of this study is to measure their attitude toward traveling each type of natural heritage and to rate the relative importance of the four types of heritages in terms of preservation. Natural monuments were perceived as the most strongly preserved type, while scenic sites were perceived as the least strongly preserved type. The second objective is to conduct a correspondence analysis to match the concepts of four types of natural heritages with 10 tourist attractions representing the types. It was found that college students have difficulty appropriately identifying the types of 10 tourist attractions. In addition, multi-dimensional scaling (MDS) was implemented to identify the similarities and differences of the four types of natural heritages and to produce a positioning map matching the four types of natural heritages with the six attributes representing each type as a tourist attraction. Natural monuments were perceived very differently from scenic sites and not very differently from eco-landscape preservation areas. There were a few associations between the four types of natural heritages and the six tourism attributes, implying that little effort is made to promote and position each type of natural heritage in terms of tourism. In conclusion, a public awareness program is required to enhance the brand image of natural monuments and scenic sites in comparison to national parks and eco-landscape preservation areas. In addition, local residents who live near the natural heritages should be bolstered to play a managerial role as supporters and contents providers for sustainability.

• Journal of the Korean Institute of Landscape Architecture
• /
• v.42 no.2
• /
• pp.52-64
• /
• 2014

I the recent years, Seoul, Daejeon, Changwon, and Suncheon have started to strengthen P.R. efforts on eco-brands produced by the city and to publicize as a specialized tourist city in an attempt to change their identity and image. However, there is actually a question whether the efforts of the local governments have any direct impact on satisfaction with urban living environments and the attractions of the city. The purpose of this study was to examine the awareness of residents and visitors about the attractions of Suncheon City as an eco-city and to discuss the planning criteria for the eco-city brand building and its management. The research data was collected in Suncheon City and main results of this study are as follows. The residents and the visitors investigated were satisfied with the environmental friendliness of this city and regarded it as an eco-city. As a result of asking them why they viewed the city as an eco-city, many of the residents cited diverse green tracts of land as the reason, whereas the visitors replied they were satisfied with the state of marshy areas preserved by the city. The psychological factors related to the satisfaction of the eco-city by the residents were composed of four factors, 'cultural factor', 'urban infrastructure factor', 'ecological factor' and 'scenery factor'. The visitors were composed of five factors, 'cultural factor', 'urban infrastructure factor', 'ecological factor', 'scenery factor' and 'amenity factor'. Out of the factors, the cultural factor and the urban infrastructure factor were found to exert the largest influence on the overall satisfaction of the residents and the visitors. The ISA(Importance-Satisfaction Analysis) was made, the residents and the visitors gave top priority to 'diversity of natural attractions', 'pleasant season and weather', 'beautiful scenery', 'diversity of rare animals and plants', 'diversity of parks', 'green areas and streets', 'broad ecological area' and 'the preservation of marshy areas' among the attractions of the eco-city. They placed importance on the activation of green traffic and walking environments as well, but they weren't satisfied with the state of the two in the city. Therefore there was much room for improvement in that regard.

• Journal of Global Scholars of Marketing Science
• /
• v.19 no.4
• /
• pp.1-10
• /
• 2009

The purpose of this study was to categorize the gap between coffee shop 'importance' (as perceived by customers before patronizing the coffee shop) and 'satisfaction' (perception of customers after patronizing the coffee shop) as positive or negative and to analyze the effect of these gaps on purchasing behavior. To do this, I used the gap between importance and satisfaction regarding the choice of a coffee shop as the explanatory variable and performed an empirical analysis of the direction and size of the effect of the gap on purchasing behavior (overall satisfaction, willingness-to-revisit) by applying the Ordered Probit Model (OPM). A previous study that used IPA to evaluate the effects of gaps estimated the direction and size of a quadrant but failed to analyze the effect of gaps on customers. In this study, I evaluated the effects of positive and negative gaps on customer satisfaction and willingness-to-revisit. Using OPM, I quantified the effect of positive and negative gaps on overall customer satisfaction and willingness-to-revisit. Per-head expenditure, frequency of visits, and coffee-purchasing place had the most positive effects on overall customer satisfaction. Frequency of visits, followed by per-head expenditure and then coffee-purchasing place, had the most positive impact on willingness-to-visit. Thus per-head expenditure and frequency of visits had the greatest positive effects on overall satisfaction and willingness-to-revisit. This finding implies that the higher the actual satisfaction (gap) of customers who spend KRW5,000 or more once or more per week at coffee shops is, the higher their overall satisfaction and willingness-to-revisit are. Despite the fact that economical efficiency had a significant effect on overall satisfaction and willingness-to-revisit, college and university students still use coffee shops and are willing to spend KRW5,000 because they do not only purchase coffee as a product itself, but use the coffee shop for other activities, such as working, meeting friends, or relaxing. College and university students also access the Internet in coffee shops via personal laptops, watch movies, and study; thus, coffee shops should provide their customers with the appropriate facilities and services. The fact that a positive gap for coffee shop brand had a positive effect on willingness-to-revisit implies that the higher the level of customer satisfaction, the greater the willingness-to-revisit. A negative gap for this factor, on the other hand, implies that the lower the level of customer satisfaction, the lower the willingness-to-revisit. Thus, the brand factor has a comparatively greater effect on satisfaction than the other factors evaluated in this study. Given that the domestic coffee culture is becoming more upscale and college/university students are sensitive to this trend, students are attentive to brands. In most upscale coffee shops in Korea, the outer wall is built out of glass that can be opened, the interiors are exotic with an open kitchen. These upscale coffee shops function as landmarks and match the taste of college/university students. Coffee shops in Korea have become a cultural brand. To make customers feel that coffee shops are upscale, good quality establishments and measures to provide better services in terms of brand factor should be instituted. The intensified competition among coffee shop brands in Korea as a result of the booming industry indicates that provision of additional services is needed to differentiate competitors. These customers can also use a scanner free of charge. Another strategy that can be used to boost brands could be to provide and operate a seminar room for seminars and group study. If coffee shops adopt these types of strategies, college/university students would be more likely to consider the expenses they incur worthwhile and, subsequently, they would be more likely to be satisfied with the brands of these coffee shops, with an associated increase in their willingness-to-revisit. Gender and study year had the most negative effects on overall satisfaction and willingness-to-revisit. Female students were more likely to be satisfied and be willing to return than male students, and third and fourth-year students were more likely to be satisfied and willing-to-return than first or second-year students. Students who drink coffee, read books, and use laptops alone at coffee shops are easily noticeable. High-grade students tend to visit coffee shops alone in order to use their time efficiently for self-development and to find jobs. The economical efficiency factor had the greatest effect on overall satisfaction and willingness-to-revisit in terms of a positive gap. The higher the actual satisfaction (gap) of students with the price of the coffee, the greater their overall satisfaction and willingness-to-revisit. Economical efficiency with a negative gap had a negative effect on willingness-to-revisit, which implies that a less negative gap will result in a greater willingness-to-revisit. Amid worsening market conditions, coffee shops located around colleges/universities are using strategies, such as a point or membership card, strategic alliances with credit-card companies, development of a set menu or seasonal menu, and free coffee-shot services to increase their competitive edge. Product power also had a negative effect in terms of a negative gap, which indicates that a higher negative gap will result in a lower willingness-to-revisit. Because there are many more customers that enjoy coffee in this decade, as compared to previous decades, the new generation of customers, namely college/university students, want various menu items in addition to coffee, and coffee shops should, therefore, add side menu items, such as waffles, rice cakes, cakes, sandwiches, and salads. For example, Starbucks Korea is making efforts to enhance product power by selling rice cakes flavored in strawberry, wormwood, and pumpkin, and providing coffee or cream free of charge. In summary, coffee shops should focus on increasing their economical efficiency, brand, and product power to enhance the satisfaction of college/university students. Because shops adjacent to colleges or universities enjoy a locational advantage, providing differentiated services in terms of economical efficiency, brand, and product power, is likely to increase customer satisfaction and return visits. Coffee shop brands should, therefore, be innovative and embrace change to meet their customers' desires. Because this study only targeted college/university students in Seoul, comparative studies targeting diverse regions and age groups are required to generalize the findings and recommendations of this study.

• Korean Journal of Communication Studies
• /
• v.18 no.1
• /
• pp.195-222
• /
• 2010

This study is aimed at examining the degree in message recognitions with respect to the same global brand Ad. campaign intended for local consumers in Korea, China, and United-States, and applying the results to the forseeable message production of global Ad. campaigns. For this purpose, we conducted a survey by providing those consumers with Anycall Ads. of Samsung mobile phones, which were inserted in local printed advertisements. We concluded that the cultural and environmental differences of markets represent different degrees in message recognitions among these three countries. This result suggests that the localization based on local cultures and market situations is more important than the general standardization in the future global brand Ad. campaigns.

• CRM연구
• /
• v.4 no.1
• /
• pp.1-18
• /
• 2011

The consumer's expectation of companies' social responsibilities has been continuously getting higher as the consumerism has been matured. So, the company has faced the shift to move forward to the positive social activity such as charity, donation, and sponsorship. In addition, the company which does make a success needs to reach goals not only to maximize profits but also to make justices of social and cultural boundaries. Thus, success of an enterprise aims at the maximization of profits as the economic objective and the creation of competitive, powerful brands. Accordingly, as enterprises consider social responsibility as the concept of effective investment to enhance the asset value of corporation, they seek to extend their brands in order to pursue cause-related marketing, which accomplishes and complements two objectives each other the performance of social responsibility and the pursuit of powerful brand assets. In Korea, there are traditional ritual ceremonies such as ceremonies of coming-of-age, marriage, funeral, and ancestor worship and they consider those ceremony occasions as very important. Moreover, social positional grade of rank like the two upper classes of old Korea made people pretend to be noble and sensitive to other people around themselves. This old custom could influence Korean people's way of life, especially, consumer-action. This deep rooted custom also could influence consumption life considerably. Through this study, we can understand the consumer behaviors of Korean who consider ritual ceremonies and saving face as essential and are influenced by this culture. on another hand, we intend to check the effects on buying luxury brands.