• 디지털융복합연구
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• 제20권5호
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• pp.205-210
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• 2022

사회적경제의 급속한 발전과 지속적인 생활수준 향상으로 관광산업의 급속한 발전을 위해 유리한 환경이 마련되었다. 고도로 발달된 인터넷 기술은 사람들에게 더 편리한 온라인 여행을 제공했다. 온라인 관광이 빠르게 발전하면서 관광 관련 인터넷 사업도 빠르게 발전하고 있다. 본 연구는 우선 연구 배경과 연구 의의를 소개하고, 온라인 관광 개발 핫스팟, 비즈니스 모델 연구 이슈 등 사회적경제의 발전을 바탕으로 씨트립의 비즈니스 모델 최적화 연구의 필요성을 제시한다. 씨트립은 온라인 여행 산업 및 비즈니스 모델 내·외 연구 현황을 설명하고, 온라인 여행, OTA 비즈니스 모델 등 관련 개념과 이론을 심층적으로 소개·분석하고, 전문가 연구를 기반으로 확대한다. 씨트립의 기존 사업모델의 미흡, 높은 경상운영비, 공급업체의 큰 영향요인, 신사업 개발이 더딘 등 여러 측면이 제시되었고, 이를 해결하기 위한 대안이 제시되었다. 씨트립은 가치 창출과 혁신을 위한 씨트립의 비즈니스 모델 최적화 전략과 고객 가치사슬을 위한 인터넷 비즈니스 모델 최적화 전략 등 지속 가능한 경쟁 우위를 유지했다.

• 아태비즈니스연구
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• 제9권2호
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• pp.123-136
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• 2018

The purpose of this study is to investigate the effects of six factors (accuracy, perceived usefulness, perceived ease of use, security, instant accessibility, and ease of use) on re-use intention; and then to help to establish future marketing strategy. In order to achieve the study's objectives, this study conducted an online questionnaire on the Internet, Wenjuanxing. The total of 270 copies through APP-Wechat (Wicket), and 245 were used for analysis. For statistical processing, SPSS22.0 is used to analyze the influence relationship amongst factors for mobile tourism information service, a variety of analysis, such as factor analysis, reliability analysis, mass regression analysis, simple regression analysis were employed. The results of this study are summarized as follows. As a result of analyzing the factors affecting the satisfaction of consumers using chinese Ctrip mobile app, the perceived usefulness and perceived ease of use of mobile tourism information service attributes have a significant effect on user satisfaction. The accuracy of mobile information service were found to have no significant effect on satisfaction. The security, immediacy of access, and usability of the payment service of mobile APP were found to have a significant effect on satisfaction. And customer satisfaction has a significant effect on re-use intention.

• 지능정보연구
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• 제29권1호
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• pp.215-231
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• 2023

본 논문은 쑤저우의 핑장 역사문화 지구을 예로 들어 Python 기술을 적용한 Ctrip.com에서 1436개의 관광객 댓글 데이터를 수집하고, 네트워크 텍스트 분석 방법을 사용하여 빈도 단어, 의미 네트워크 및 감정을 분석하여 대운하 문화의 관광객 인식 특성과 수준을 평가하였다유산.연구 결과: 평강역사문화지구 관광객들의 인식에 자연인문경관, 역사문화축적, 강남운하 풍경이 잘 나타나 있다 ; 관광객들은 평강로 역사문화지구에 대해 비교적 긍정적인 감정을 가지고 있지만, 지구의 개조와 개선은 여전히 큰 여지가 있다.마지막으로 보호우선, 문화통합, 혁신적 활용 등의 측면에서 대운하 문화유산에 대한 관광객의 인식을 높이기 위한 대책을 제시했다.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2023년도 제67차 동계학술대회논문집 31권1호
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• pp.437-438
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• 2023

This paper takes the Pingjiang historical and cultural district of Suzhou city as an example, collects 1439 visitor review data from Ctrip.com with the help of Python technology, and uses web text analysis to conduct research on high-frequency words, semantic networks and emotional tendencies to comprehensively assess the tourist perception of the Grand Canal heritage. The study found that: natural and humanistic landscape, historical and cultural accumulation, and the style of Jiangnan Canal are fully reflected in the tourists' perception of Pingjiang historical and cultural district; tourists hold strong positive emotion towards Pingjiang Road, however, there is still more room for renovation and improvement of the historical and cultural district. Finally, countermeasure suggestions for improving the tourist perception of the Grand Canal heritage are given in terms of protection first, cultural integration and innovative utilization.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2023년도 제67차 동계학술대회논문집 31권1호
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• pp.439-441
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• 2023

National park is one of the important types of protected area management systems established by IUCN and a management model for effective conservation and sustainable use of natural and cultural heritage in countries around the world, and it assumes important roles in conservation, scientific research, education, recreation and driving community development. This study takes Liaohe National Park in China, a typical representative of global coastal wetlands, as a case study, and uses python technology to collect travelogues and reviews of visitors from Mafengwo.com, Ctrip.com, Go.com, Meituan.com and Dianping.com as a source, and the text spans from 2015 to 2022. The results show that wildlife resources, natural landscape with river and sea, wetland ecology and fishing and hunting culture of northern China are fully reflected in the perceptions of visitors to Liaohe National Park. However, there is still much room for improvement in terms of supporting services and facilities, public education and tourists' experience and participation in Liaohe National Park. In this paper, we use python data visualization technology to study the public perception of wetland wildlife as the theme, and grasp the satisfaction, spatial distribution, activity content and emotional tendency of the public in the process of wetland wildlife as the theme, so as to better promote the Liaohe National Park to better carry out the public experience while strictly adhering to ecological protection, and to provide the Liaohe National Park with a better opportunity to This will provide scientific basis for the Liaohe National Park to play a better role in ecological civilization construction and education of ecological civilization awareness.

• 마케팅과학연구
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• 제20권3호
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• pp.262-268
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• 2010

虚拟社区(virtual community, VC)今年来发展迅速, 越来越多的人参与到虚拟社区中交换信息和分享观点. 虚拟社区是通过计算机布告板和网络进行非面对面的知识和语言交流的一种大众集合体. B2C电子商务网站虚拟社区则是商业性的虚拟社区, 通过培养信任环境来促进消费者在该网站的购买行为. B2CVC通过信息交流, 如推荐, 评论, 买者与卖者评级等, 来建立社会性的氛围. 目前, 虽然学术界已经认识到B2CVC的重要性, 但是关于社区成员的口碑传播行为的研究还不充分. 本研究提出了一个理论模型, 探讨在B2C网站社区中参与度, 满意度, 信任度, 粘度和口碑传播之间的关系. 本研究的目的有三个: 1, 通过整合信念, 态度和行为的测量来实证检验B2C网站社区模型; 2, 更好地理解各因素对口碑传播的影响关系; 3, 更好地理解B2C网站社区黏度在CRM营销中的作用. 研究模型包含以下要素: 1, 社区成员的信念变量, 通过参与度来测量; 2, 社区成员的态度变量, 通过满意度和信任度来测量; 以及3, 社区成员的行为变量, 通过网站黏度和口播传播意愿来测量. 参与度是消费者在虚拟社区的参与动机. 对于社区成员来说, 信息的查找和发布是他们参与到社区的主要目的. 满意度是成员对社区整体评价的重要指标, 反映了成员与社区的交互程度. 虚拟社区的形成与发展依靠成员分享信息和服务的自愿程度. 研究者已经发现信任是促进匿名交互的关键, 因此构建信任被看作是虚拟社区的重要研究课题. 此外, 虚拟社区的成功依靠成员的粘度来提高购买潜力. 社区成员间的观点交流和信息交换代表一种 "写作式" 的口碑传播. 因此口碑传播是推动B2C虚拟社区在互联网上扩散的主要因素之一. 研究模型及假设如图一所示. 本研究通过实证调查中国携程旅游网虚拟社区成员来验证模型. 数据收集过程中共发放243份问卷, 其中有效问卷204份. 通过实证数据验证了参与度, 满意度和信任度影响粘度和口碑传播之间的假设关系. 结构方程模型(SEM)方法用来进行数据分析. 模型的拟合指数结果为χ2/df 是2.76, NFI是 .904, IFI是 .931, CFI是 .930, 以及RMSEA是 .017. 结果表明, 参与度对满意度具有显著的影响(p<0.001, ${\beta}$=0.809). 参与度可以解释满意度的方差比例超过50%, 调整R2为0.654. 参与度对信任度具有显著影响(p<0.001, ${\beta}$=0.751), 解释率为57%, 调整R2为0.563. 此外, 满意度对黏度的影响显著(${\beta}$=0.514), 但是信任度对黏度的影响并不显著(p=0.231, t=1.197). 黏度对口碑传播的影响显著, 且解释率超过80%, 调整R2为 0.846. 总之, 研究结果支持了大部分的研究假设, 但是信任度显著影响粘度的假设没有得到支持. 本研究丰富了电子商务网站虚拟社区的学术研究成果, 深入探讨了在B2C电子商务环境下的用户信念, 态度和行为等因素. 研究成果有助于实践者进行更有针对性的资源开发和市场开拓. 网络营销人员可以针对B2C网站社区来有针对性地制定营销策略, 如对于国际旅游业务, 营销人员可以针对中国的B2C网站社区用户开展营销活动, 如为活跃的用户提供特殊折扣以及为早期参与者提高社区黏度定制营销计划等. 未来的研究应该拓展社区成员行为的研究, 并在不同的行业, 社区和文化背景下开展研究.