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A study on heritagization of food culture and its utilization and value enhancement through the case of the Gastronomic meal of the French (프랑스 미식 문화의 사례를 통해 본 음식 문화의 유산화(heritagization)와 활용 및 가치증진에 관한 연구)

  • PARK Ji Eun
    • Korean Journal of Heritage: History & Science
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    • v.55 no.4
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    • pp.296-312
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    • 2022
  • This paper examines the concept and process of heritagization, as well as other measures for the value enhancement of food culture as heritage, through the case of the gastronomic meal of the French, which has a long history as a socially constructed heritage. Heritage refers to what a society perceives as worthy of being transmitted. Thus, a heritage is something that a society or group chooses to preserve and that represents its identity. In the 19th century, France began to designate and protect heritage through a policy of preserving historical monuments, and heritage became both a social construct and creation with the purpose of preserving and enhancing values. Interest in heritage spread around the world with globalization, and has grown even greater since the 1972 UNESCO Convention. This interest has progressively extended to nature, urban landscapes and intangible cultural heritage. In 2003, the UNESCO Convention for the Protection of the Intangible Cultural Heritage was adopted, and this has strengthened the interest in intangible cultural heritage worldwide. Food-related heritage has been excluded from the list due to difficulties in establishing inscription criteria and concerns about the potential commercialization of heritage. However, in 2010, the food cultures of the Mediterranean, Mexico, and France were inscribed on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity, which prompted interest in food culture and efforts to inscribe the food heritage of a number of other countries, including Korea. France has a long history of interest in gastronomy as a cultural heritage and part of its national identity. Efforts to preserve and popularize gastronomy as a part of the national identity and heritage have been made at both the private level, by gourmets and associations, and at the governmental level. Through these efforts, the culture of gastronomy as a heritage has been firmly established through theoretical discussion, listing of food-related heritages, and policies. Sustainable development of the heritage is pursued through certain ongoing institutional approaches, including the City of Gastronomy network, the National Food Program, and the promotion and labeling of the Year of the French Gourmet.

Development of 1ST-Model for 1 hour-heavy rain damage scale prediction based on AI models (1시간 호우피해 규모 예측을 위한 AI 기반의 1ST-모형 개발)

  • Lee, Joonhak;Lee, Haneul;Kang, Narae;Hwang, Seokhwan;Kim, Hung Soo;Kim, Soojun
    • Journal of Korea Water Resources Association
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    • v.56 no.5
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    • pp.311-323
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    • 2023
  • In order to reduce disaster damage by localized heavy rains, floods, and urban inundation, it is important to know in advance whether natural disasters occur. Currently, heavy rain watch and heavy rain warning by the criteria of the Korea Meteorological Administration are being issued in Korea. However, since this one criterion is applied to the whole country, we can not clearly recognize heavy rain damage for a specific region in advance. Therefore, in this paper, we tried to reset the current criteria for a special weather report which considers the regional characteristics and to predict the damage caused by rainfall after 1 hour. The study area was selected as Gyeonggi-province, where has more frequent heavy rain damage than other regions. Then, the rainfall inducing disaster or hazard-triggering rainfall was set by utilizing hourly rainfall and heavy rain damage data, considering the local characteristics. The heavy rain damage prediction model was developed by a decision tree model and a random forest model, which are machine learning technique and by rainfall inducing disaster and rainfall data. In addition, long short-term memory and deep neural network models were used for predicting rainfall after 1 hour. The predicted rainfall by a developed prediction model was applied to the trained classification model and we predicted whether the rain damage after 1 hour will be occurred or not and we called this as 1ST-Model. The 1ST-Model can be used for preventing and preparing heavy rain disaster and it is judged to be of great contribution in reducing damage caused by heavy rain.

Usefulness of Canonical Correlation Classification Technique in Hyper-spectral Image Classification (하이퍼스펙트럴영상 분류에서 정준상관분류기법의 유용성)

  • Park, Min-Ho
    • KSCE Journal of Civil and Environmental Engineering Research
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    • v.26 no.5D
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    • pp.885-894
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    • 2006
  • The purpose of this study is focused on the development of the effective classification technique using ultra multiband of hyperspectral image. This study suggests the classification technique using canonical correlation analysis, one of multivariate statistical analysis in hyperspectral image classification. High accuracy of classification result is expected for this classification technique as the number of bands increase. This technique is compared with Maximum Likelihood Classification(MLC). The hyperspectral image is the EO1-hyperion image acquired on September 2, 2001, and the number of bands for the experiment were chosen at 30, considering the band scope except the thermal band of Landsat TM. We chose the comparing base map as Ground Truth Data. We evaluate the accuracy by comparing this base map with the classification result image and performing overlay analysis visually. The result showed us that in MLC's case, it can't classify except water, and in case of water, it only classifies big lakes. But Canonical Correlation Classification (CCC) classifies the golf lawn exactly, and it classifies the highway line in the urban area well. In case of water, the ponds that are in golf ground area, the ponds in university, and pools are also classified well. As a result, although the training areas are selected without any trial and error, it was possible to get the exact classification result. Also, the ability to distinguish golf lawn from other vegetations in classification classes, and the ability to classify water was better than MLC technique. Conclusively, this CCC technique for hyperspectral image will be very useful for estimating harvest and detecting surface water. In advance, it will do an important role in the construction of GIS database using the spectral high resolution image, hyperspectral data.

Behavior Analysis of Concrete Structure under Blast Loading : (I) Experiment Procedures (폭발하중을 받는 콘크리트 구조물의 실험적 거동분석 : (I) 실험수행절차)

  • Yi, Na Hyun;Kim, Sung Bae;Kim, Jang-Ho Jay;Choi, Jong Kwon
    • KSCE Journal of Civil and Environmental Engineering Research
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    • v.29 no.5A
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    • pp.557-564
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    • 2009
  • In recent years, there have been numerous explosion-related accidents due to military and terrorist activities. Such incidents caused not only damages to structures but also human casualties, especially in urban areas. To protect structures and save human lives against explosion accidents, better understanding of the explosion effect on structures is needed. In an explosion, the blast overpressure is applied to concrete structures as an impulsive load of extremely short duration with very high pressure and heat. Generally, concrete is known to have a relatively high blast resistance compared to other construction materials. However, information and test results related to the blast experiment of internal and external have been limited due to military and national security reasons. Therefore, in this paper, to evaluate blast effect on reinforced have concrete structure and its protective performance, blast tests are carried out with $1.0m{\times}1.0m{\times}150mm$ reinforce concrete slab structure at the Agency for Defence Development. The standoff blast distance is 1.5 m and the preliminary tests consists with TNT 9 lbs and TNT 35 lbs and the main tests used ANFO 35 lbs. It is the first ever blast experiment for nonmilitary purposes domestically. In this paper, based on the basic experiment procedure and measurement details for acquiring structural behavior data, the blast experimental measurement system and procedure are established details. The procedure of blast experiments are based on the established measurement system which consists of sensor, signal conditioner, DAQ system, software. It can be used as basic research references for related research areas, which include protective design and effective behavior measurements of structure under blast loading.

A Study on Predicting the Logistics Demand of Inland Ports on the Yangtze River (장강 내수로 항만의 물류 수요 예측에 관한 연구)

  • Zhen Wu;Hyun-Chung Kim
    • Korea Trade Review
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    • v.48 no.3
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    • pp.217-242
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    • 2023
  • This study aims to analyze the factors influencing the logistics demand of inland ports along the Yangtze River and predict future port logistics demand based on these factors. The logistics demand prediction using system dynamics techniques was conducted for a total of six ports, including Chongqing and Yibin ports in the upper reaches, Jingzhou and Wuhan ports in the middle reaches, and Nanjing and Suzhou ports in the lower reaches of the Yangtze River. The logistics demand for all ports showed an increasing trend in the mid-term prediction until 2026. The logistics demand of Chongqing port was mainly influenced by the scale of the hinterland economy, while Yibin port appeared to heavily rely on the level of port automation. In the case of the upper and middle reach ports, logistics demand increased as the energy consumption of the hinterland increased and the air pollution situation worsened. The logistics demand of the middle reach ports was greatly influenced by the hinterland infrastructure, while the lower reach ports were sensitive to changes in the urban construction area. According to the sensitivity analysis, the logistics demand of ports relying on large cities was relatively stable against the increase and decrease of influential factors, while ports with smaller hinterland city scales reacted sensitively to changes in influential factors. Therefore, a strategy should be established to strengthen policy support for Chongqing port as the core port of the upper Yangtze River and have surrounding ports play a supporting role for Chongqing port. The upper reach ports need to play a supporting role for Chongqing port and consider measures to enhance connections with middle and lower reach ports and promote the port industry. The development strategy for inland ports along the Yangtze River suggests the establishment of direct routes and expansion of the transportation network for South Korean ports and stakeholders. It can suggest expanding the hinterland network and building an efficient transportation system linked with the logistics hub. Through cooperation, logistics efficiency can be enhanced in both regions, which will contribute to strengthening the international position and competitiveness of each port.

Analysis of research trends for utilization of P-MFC as an energy source for nature-based solutions - Focusing on co-occurring word analysis using VOSviewer - (자연기반해법의 에너지원으로서 P-MFC 활용을 위한 연구경향 분석 - VOSviewer를 활용한 동시 출현단어 분석 중심으로 -)

  • Mi-Li Kwon;Gwon-Soo Bahn
    • Journal of Wetlands Research
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    • v.26 no.1
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    • pp.41-50
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    • 2024
  • Plant Microbial Fuel Cells (P-MFCs) are biomass-based energy technologies that generate electricity from plant and root microbial communities and are suitable for natural fundamental solutions considering sustainable environments. In order to develop P-MFC technology suitable for domestic waterfront space, it is necessary to analyze international research trends first. Therefore, in this study, 700 P-MFC-related research papers were investigated in Web of Science, and the core keywords were derived using VOSviewer, a word analysis program, and the research trends were analyzed. First, P-MFC-related research has been on the rise since 1998, especially since the mid to late 2010s. The number of papers submitted by each country was "China," "U.S." and "India." Since the 2010s, interest in P-MFCs has increased, and the number of publications in the Philippines, Ukraine, and Mexico, which have abundant waterfront space and wetland environments, is increasing. Secondly, from the perspective of research trends in different periods, 1998-2015 mainly carried out microbial fuel cell performance verification research in different environments. The 2016-2020 period focuses on the specific conditions of microbial fuel cell use, the structure of P-MFC and how it develops. From 2021 to 2023, specific research on constraints and efficiency improvement in the development of P-MFC was carried out. The P-MFC-related international research trends identified through this study can be used as useful data for developing technologies suitable for domestic waterfront space in the future. In addition to this study, further research is needed on research trends and levels in subsectors, and in order to develop and revitalize P-MFC technologies in Korea, research on field applicability should be expanded and policies and systems improved.

The meaning based on Yin-Yang and Five Elements Principle in Semantic Landscape Composition of 'the Forty Eight Poems of Soswaewon' ('소쇄원(瀟灑園) 48영'의 의미경관 구성에 있어서 음양오행론적(陰陽五行論的) 의미(意味))

  • Jang, Il-Young;Shin, Sang-Sup
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.31 no.2
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    • pp.43-57
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    • 2013
  • The purpose of this study is to identify potential semantic landscape makeup of "the Forty Eight Poems of Soswaewon" according to Yin-Yang and Five Elements Principle(陰陽五行論). that speculation system between human's nature and cosmical universal order. Existing academic discussions made so far concerning this topic can be summed up as follows: 1. Among Yin-Yang-based landscape makeups of the Forty Eight Poems of Soswaewon, poetic writings for embodiment of interactions between nature and human behaviors focused on depicting dynamic aspects of a poetic narrator when he appreciates or explores hills and streams as of to live free from worldly cares. Primarily, many of those writings were created on the east and south primarily through assignment of yang. On the other hand, poetic writings for embodiment of nature and seasonal scenery - as static landscape makeup of yin - were often created on or near the north and west for many times. Those writings focusing on embodiment of nature and artificial scenery as a work are divided into two categories: One category refers to author Kim In-hu's expression of semantic landscape from seasonal scenery in nature. The other refers to his depiction of realistic garden images as they are. In the Forty Eight Poems of Soswaewon, the poetic writings show that author Kim focused on embodying seasonal scenery rather than expressing human behaviors. In addition, both Poem No. 1 and Poem No. 48(last poem; titled 'Jangwon Jeyeong') were created in a same place, which author Kim sought to understand the place as a space of beginning and end where yin and yang - i.e. the principle of natural cycle - are inherent. 2. According to construction about landscape in the Forty Eight Poems of Soswaewon on the basis of Ohaeng-ron (five natural element principle), it was found that tree(木) and fire(火) are typical examples of a world combined by emanation. First, many of poetic writings depicting the sentiments of tree focused on embodying seasonal scenery and were located in the place of Ogogmun(五曲門) area in the east, from overall perspective of Soswaewon. The content of these poems shows generation and curve / straightness in flexibility and simplicity. Many of poems depicting the sentiments of fire(火) focused on embodying human behaviors, and they were created in Aeyangdan area on the south of Soswaewon over which sun rises at noon. These poems are all on a status of side movement that is characterized by emanation and ascension which belong to attributes of yang. 3. With regard to Ohaeng-ron's interpretation about landscape in the Forty Eight Poems of Soswaewon, it was found that metal(金) and water(水) are typical examples of world combined by convergence. First, it was found that all of poems depicting sentiments of metal focused on embodying seasonal scenery, and were created in a bamboo grove area on the west from overall perspective of Soswaewon. They represent scenery of autumn among 4 seasons to symbolize faithfulness vested in a man of virtue(seonbi) with integrity and righteousness. Poems depicting sentiments of water were created in vicinity of Jewoldang on the north, possibly topmost of Soswaewon. They were divided into two categories: One category refers to poems embodying actions of welcoming the first full moon deep in the night after sunset, and the other refers to poems embodying natural scenery of snowscape. All of those poems focused on expressing any atmosphere of turning into yin via convergence. 4. With regard to Ohaeng-ron's interpretation of landscape in the Forty Eight Poems of Soswaewon, it was found that poems depicting sentiments of earth(土), a complex body of convergence and emanation, were created in vicinity of mountain stream around Gwangpunggak which is located in the center of Soswaewon. These poems focused on carrying actions of author Kim by way of natural phenomena and artificial scenery.

A Study on the Historical Values of the Changes of Forest and the Major Old Big Trees in Gyeongbokgung Palace's Back Garden (경복궁 후원 수림의 변화과정 및 주요 노거수군의 역사적 가치규명)

  • Shin, Hyun-Sil
    • Journal of the Korean Institute of Traditional Landscape Architecture
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    • v.40 no.2
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    • pp.1-13
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    • 2022
  • This paper examined the history and development of Gyeongbokgung Palace's back garden based on historical materials and drawings such as Joseon Ilgi(Diaries of Joseon Dynasty), Joseon Wangjo Sillok(the Annals of the Joseon Dynasty), Doseongdaejido(the Great Map of Seoul), Bukgwoldohyeong(Drawing Plan of the Northern Palace), the Bukgung Palace Restoration Plan, Restoration Planning of Gyeongbokgung Palace and the following results were derived. First, it was confirmed that the Back Garden of Gyeongbokgung Palace was famous for its great location since the Goryeo Dynasty, and that it was named Namkyeong at that time and was a place where a shrine was built, and that castles and palaces were already built during the Goryeo Dynasty under the influence of Fengshui-Docham(風水圖讖) and Zhouli·Kaogongji(周禮考工記). Although the back garden of Gyeongbokgung Palace in the early Joseon Dynasty stayed out of the limelight as a back garden for the palace, it has a place value as a living space for the head of the state from King Gojong to the present. Second, in order to clearly identify the boundaries of back garden, through literature such as map of Doseongdo (Map of the Capital), La Coree, Gyeongmudae Area, Japanese Geography Custom Compendium, Korean Photo Album, JoseonGeonchukdoJip(The Illustration Book of Joseon Construction), Urban Planning Survey of Gyeongseong, it was confirmed that the current Blue House area outside Sinmumun Gate was built outside the precincts of Gyeongbokgung Palace. It was found that the area devastated through the Japanese Invasion of Korea in 1592, was used as a space where public corporations were combined through the process of reconstruction during the King Gojong period. In Japanese colonial era, the place value as a back garden of the primary palace was damaged, as the palace buildings of the back garden was relocated or destroyed, but after liberation, it was used as the presidential residence and restored the place value of the ruler. Third, in the back garden of Gyeongbokgung Palace, spatial changes proceeded through the Japanese Invasion and Japanese colonial era. The place with the greatest geographical change was Gyeongnongjae area, where the residence of the Japanese Government-General of Korea was built, and there were frequent changes in the use of the land. On the other hand, the current Gyeongmudae area, the forests next to the small garden, and the forests of Baekak were preserved in the form of traditional forests. To clarify this, 1:1200 floor plan of inner Gyeongmudae residence and satellite images were overlapped based on Sinmumun Gate, and as a result, it was confirmed that the water path originating from Baekak still exists today and the forest area did not change. Fourth, in the areas where the traditional forest landscape was inherited, the functional changes in the topography were little, and major old-age colonies are maintained. The old trees identified in this area were indicator tree species with historical value. Representatively, Pinus densiflora for. multicaulis Uyeki, located in Nokjiwon Garden, is presumed to have been preserved as one of Pinus densiflora for. multicaulis Uyeki planted next to Yongmundang, and has a historicality that has been used as a photo zone at dinners for heads of state and important guests. Lastly, in order to continuously preserve and manage the value of Gyeongbokgung Palace in Blue House, it is urgent to clarify the space value through excavation of historical materials in Japanese colonial era and establish a hierarchy of garden archaeology by era. In addition, the basis for preserving the historical landscape from the Joseon Dynasty to the modern era from Gyeongbokgung Palace should not damage the area of the old giant trees, which has been perpetuated since the past, and a follow-up study is needed to investigate all the forests in Blue House.

The Location of Medical Facilities and Its Inhabitants' Efficient Utilization in Kwangju City (광주시(光州市) 의료시설(醫療施設)의 입지(立地)와 주민(住民)의 효율적(效率的) 이용(利用))

  • Jeon, Kyung-Sook
    • Journal of the Korean association of regional geographers
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    • v.3 no.2
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    • pp.163-193
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    • 1997
  • Medical services are a fundamental and essential service in all urban areas. The location and accessibility of medical service facilities and institutions are critical to the diagnosis, control and prevention of illness and disease. The purpose of this paper is to present the results of a study on the location of medical facilities in Kwangju and the utilization of these facilities by the inhabitants. The following information is a summary of the findings: (1) Korea, like many countries, is now witnessing an increase in the age of its population as a result of higher living standards and better medical services. Korea is also experiencing a rapid increase in health care costs. To ensure easy access to medical consultation, diagnosis and treatment by individuals, the hierarchical efficient location of medical facilities, low medical costs, equalized medical services, preventive medical care is important. (2) In Korea, the quality of medical services has improved significantly as evident by the increased number of medical facilities and medical personnel. However, there is still a need for not only quantitative improvements but also for a more equitable distribution of and location of medical services. (3) There are 503 medical facilities in Kwangju each with a need to service 2,556 people. This is below the national average of 1,498 inhabitants per facility. The higher locational quotient and satisfactory population per medical facility showed at the civic center. On the other hand, problem regions such as the traditional residential area in Buk-Gu, Moo-deung mountain area and the outer areas of west Kwangju still maintain rural characteristics. (4) In the study area there are 86 general medicine clinics which provide basic medical services. i. e. one clinic per every 14,949 residents. As a basic service, its higher locational quotient showed in the residential area. The lower population concentration per clinic was found in the civic center and in the former town center, Songjeong-dong. In recently build residential areas and in the civic center, the lack of general medicine clinics is not a serious medical services issue because of the surplus of medical specialists in Korea. People are inclined to seek a consultation with a specialist in specific fields rather than consult a general practitioner. As a result of this phenomenon, there are 81 internal medicine facilities. Of these, 32.1% provide services to people who are not referred by a primary care physician but who self-diagnose then choose a medical facility specializing in what they believe to be their health problem. Areas in the city, called dongs, without any internal facilities make up 50% of the total 101 dongs. (5) There are 78 surgical facilities within the area, and there is little difference at the locational appearance from internal medicine facilities. There are also 71 pediatric health clinics for people under 15 years of age in this area, represents one clinic per 5,063 people. On the quantitative aspect, this is a positive situation. Accessibility is the most important facility choice factor, so it should be evenly located in proportion to demander distribution. However, 61% of 102 dongs have no pediatric clinics because of the uneven location. (6) There are 43 obstetrical and gynecological clinics in Kwangju, and the number of residents being served per clinic is 15,063. These services need to be given regularly so it should increase the numbers. There are 37 ENT clinics in the study area with the lower concentration in Dong-gu (32.4%) making no locational differences by dong. There are 23 dermatology clinics with the largest concentration in Dong-Gu. There are 17 ophthalmic clinics concentrated in the residential area because of the primary function of this type of specialization. (7) The use of general medicine clinics, internal medicine clinics, pediatric clinics, ENT clinics by the inhabitants indicate a trend toward primary or routine medical services. Obstetrics and gynecology clinics are used on a regular basis. In choosing a general medicine clinic, internal medicine clinic, pediatric clinic, and a ENT clinic, accessibility is the key factor while choice of a general hospital, surgery clinic, or an obstetrics and gynecology clinic, thes faith and trust in the medical practitioner is the priority consideration. (8) I considered the efficient use of medical facilities in the aspect of locational and management and suggest the following: First, primary care facilities should be evenly distributed in every area. In Kwangju, the number of medical facilities is the lowest among the six largest cities in Korea. Moreover, they are concentrated in Dong-gu and in newly developed areas. The desired number of medical facilities should be within 30 minutes of each person's home. For regional development there is a need to develop a plan to balance, for example, taxes and funds supporting personnel, equipment and facilities. Secondly, medical services should be co-ordinated to ensure consistent, appropriate, quality services. Primary medical facilities should take charge of out-patient activities, and every effort should be made to standardize and equalize equipment and facility resources and to ensure ongoing development and training in the primary services field. A few specialty medical facilities and general hospitals should establish a priority service for incurable and terminally ill patients. (9) The management scheme for the inhabitants' efficient use of medical service is as follows: The first task is to efficiently manage medical facilities and related services. Higher quality of medical services can be accomplished within the rapidly changing medical environment. A network of social, administrative and medical organizations within an area should be established to promote information gathering and sharing strategies to better assist the community. Statistics and trends on the rate or occurrence of diseases, births, deaths, medical and environment conditions of the poor or estranged people should be maintained and monitored. The second task is to increase resources in the area of disease prevention and health promotion. Currently the focus is on the treatment and care of individuals with illness or disease. A strong emphasis should also be placed on promoting prevention of illness and injury within the community through not only public health offices but also via medical service facilities. Home medical care should be established and medical testing centers should be located as an ordinary service level. Also, reduced medical costs for the physically handicapped, cardiac patients, and mentally ill or handicapped patients should be considered.

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Consumer's Negative Brand Rumor Acceptance and Rumor Diffusion (소비자의 부정적 브랜드 루머의 수용과 확산)

  • Lee, Won-jun;Lee, Han-Suk
    • Asia Marketing Journal
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    • v.14 no.2
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    • pp.65-96
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    • 2012
  • Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R2 of adoption of rumor is .476 and R2 of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.

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