- 권한신청
- E-ISSN2233-5382
- KCI
온천관광지 이미지 포지셔닝: 국내 10대 온천을 중심으로
Image Positioning for Spa Destinations: Focusing on the Top 10 Spa Destinations in Korea
김시중 (The Graduate School of Hospitality and Culinary MBA, Woosong University)
Abstract
Purpose - The purpose of this study is to examine the image similarity and attribute recognition of the top 10 rated spa destinations (Chungnam Deoksan, Chungnam Dogo, Busan Dongrae, Daejeon Yuseong, Chungnam Asan, Gyeongbuk Bomun, Chungbuk Suanbo, Gyeongnam Jangyu, Chungnam Onyang, & Gyeongbol Bugok) in Korea based on the visits to these spa places by the customers. Research design, data, and methodology - The survey of this study was conducted on the visitors to the top 10 spa destinations in Korea from April 8 ~ April 21, 2017, and a total of 300 questionnaires were distributed. Of them, effective questionnaires used in the final study were a total of 241. In this study, empirical analysis was made through frequency analysis, factor analysis, and multidimensional scaling ALSCAL(spinning symmetry for image similarity and rectangle for attributes recognition) by using the Statistics Package SPSS 24.0. Results - According to the analysis result of spa destination image similarity, the stress level was 0.16453 and the level of the stress was good. Moreover, the coefficient of determination (RSQ) was, which had a description of each aspect of the spa destination, 0.79908. According to the results of attribute recognition, the stress value of 0.11805 represents a degree of conformity, and the coefficient of determination(RSQ) appeared at 0.98665. Therefore, the results of this analysis are that the similarities between spa destinations and the attribute recognition of the spa destinations is a suitable model that is properly expressed in two dimensions. Conclusions - First, according to the analysis result of image similarity, Deoksan & Dogo spa revealed similar images, as well as the Dongrae and Yuseong spa, while on the contrary Asan, Bomun, Suanbo spa has different images from the rest. Second, according to the results of attribute recognition, Asan and Onyang spa has competitiveness in terms of accessibility to spa destination; Yuseong, Dongrae, Jangyu spa in terms of spa facilities, spa tourism conditions, and service & shopping conditions. while spa water quality and spa costs showed low attribute reflection for all 10 spas. Therefore, the spa visitors cannot recognize the differentiation of spa water quality and spa costs.
- keywords
- Spa Destinations, Multidimensional Scaling, Image Positioning, Image Similarity, Attribute Recognition
참고문헌
Adongo, C. A., Amuquandoh, F. E., & Amenumey, E. K. (2017). Modelling spa-goers' choices of therapeutic activities. Journal of Hospitality and Tourism Management, 31, 105-113.
Andrades, L., & Dimanche, F. (2017). Destination competitiveness and tourism development in Russia: Issues and challenges. Tourism Management, 62, 360-376.
Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-687.
Boyd, H. W. Jr., & Walker, J. G. (1990). Marketing management: A Strategic approach. Irwin: McGraw-Hill Series in Marketing.
Choi, H. G. (2013). The Effect of Service Quality on Airline Image and Behavioral Intention of Low-Cost Carriers, Journal of Distribution Science, 11(12), 39-49.
Claveria, O. (2016). Positioning emerging tourism markets using tourism and economic indicators. Journal of Hospitality and Tourism Management, 29, 143-153.
Claveria, O., & Poluzzi, A. (2017). Positioning and clustering of the world’s top tourist destinations by means of dimensionality reduction techniques for categorical data. Journal of Destination Marketing &Management, 6(1), 22-32.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 28(4), 18-23.
Dimitrovski, D., & Todorović, A. (2015). Clustering wellness tourists in spa environment. Tourism Management Perspectives, 16, 259-265
Fakeye, P. C., & Crompton, J. L. (1991). Image Differences between Prospective First-time, and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(3), 10-11.
Fenton, M., & Pearce, P. (1988). Multidimensional scaling and tourism research. Annals of Tourism Research, 15(2), 236-254.
Gartner, W. C. (1993). Image formation process. Journal of Travel and Tourism Marketing, 2(1), 191-216.
Javanmard, H., & Hasani, H. (2017). The Impact of Market Orientation Indices, Marketing Innovation, and Competitive Advantages on the Business Performance in Distributer Enterprises. International Journal of Industrial Distribution & Business, 8(1), 23-31.
Kamata, H., & Misui, Y. (2015). The Difference of Japanese Spa Tourists Motivation in Weekends and Weekdays. Procedia - Social and Behavioral Sciences, 175, 210-218.
Kim, H. J. (2000). A Study on the hot spring resort developmental characteristics and problem in Korea. Journal of Tourism Policy, 5, 43-64.
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216-237.
Kim, S. J. (2011). A Study on the Multidimensional Positioning for Spa Destination: Case of Korea’s top rated seven Spa. Journal of Tourism Sciences, 35(9), 383-400.
Kim, Y. C. (2015). Relationships between the Effect Factors of Private Brand Images and Customer Trust and Loyalty. Journal of Distribution Science, 13(7), 73-81.
Kim, Y. C., & Kim, J. Y. (2000), Multidimensional scaling:Applications and developments in marketing. Journal of consumer studies, 11(4), 199-227.
Kotler, P. (1991). Marketing management: Analysis, planning, implementation, & control. (7th ed.). Upper Saddle River: Prentice-Hall.
Kumari, N. (2015). Managing Business Quality Using a Performance Management System, International Journal of Industrial Distribution & Business, 6(3), 9-17.
Lee, T. H. (2002). A Development of Korean Destination Image Measurement Scale. Journal of Tourism Sciences, 20(2), 80-95.
Mak, A. H. N. (2016). Online destination image:Comparing national tourism organization's and tourists' perspectives. Tourism Management, 60, 280-297.
Milman, A., & Pizam, A. (1995). The role of awareness and familiarity with a destination: The central florida case. Journal of Travel Research, 33(3), 21-27.
Moscardo, G., & Pearce, P. L. (1986). Visitor Centers and Environmental Interpretation: An exploration of the Relationships Among Visitor Enjoyment, Understanding and Mindfulness. Journal of Environmental Psychology, 6, 231-242.
Park, H. Y., & Park, S. Y. (2017). The Influence of Service Quality Factors on Reuse Intention. Journal of Distribution Science, 15(4), 59-67.
Pearce, D., & Schänzel, H. A. (2013). Destination management: The tourists’ perspective. Journal of Destination Marketing & Management, 2(3), 137-145.
Pike, S. (2017). Destination positioning and temporality:Tracking relative strengths and weaknesses over time. Journal of Hospitality and Tourism Management, 31, 126-133.
Prayag, G. (2008). Image, Satisfaction an Loyalty. An International Journal of Tourism and Hospitality Research, 19(2), 205-224
Raun, J., Ahas, R., & Tiru, M. (2016). Measuring tourism destinations using mobile tracking data. Tourism Management, 57, 202-212.
Seo, J. H., Kim, H. K., Kim, J. J., & Youn, M. K. (2017). Brand Image and VMD Strategy of Sports Stores in Korea, Journal of Distribution Science, 15(11), 83-93.
Song, J. H., & Huh, H. J. (2003). Destination Repositioning of Jeju Island Resort. Journal of Tourism Sciences, 27(3), 9-24.
Souiden, N., Lashari, R., & Chiadmi, N. E. (2017). Destination personality and destination image. Journal of Hospitality and Tourism Management, 32, 54-70.
Toudert, D., & Bringas-Rábago, N. L. (2016). Impact of the destination image on cruise repeater’s experience and intention at the visited port of call. Ocean & Coastal Management, 130, 239-249.
Won, J. S. (2016). A Review on Marketing Models’Implications to Market Positioning: With a Focus on the Hauser and Shugan Model. Journal of Distribution Science, 14(11), 61-73.
Yoon, Y., & Uysal, M. (2005). An Examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26, 45-56.
Zainuddin, Z., Radzi, S. M., & Zahari, M. S. M. (2016). Perceived Destination Competitiveness of Langkawi Island. Social and Behavioral Sciences, 222, 390-397.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수