• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.33-42
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• 2019

Purpose - Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result - The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions - The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.748-756
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• 2021

In this study, as the first attempt to develop an experiential game tourism program using Korean classical literature, the primary research was conducted on Kim Soo-Jang and his anthology "Hae Dong Ga Yo". To this end, a theoretical review of the value of hands-on games and Korean classical literature as tourism content was conducted first. Afterwards, the consumers for the program were set up into three categories: family unit, MZ generation including lovers, and foreigners. A survey was conducted to confirm the program preference of each group. According to the analysis framework, the main value of each historical and cultural resource in "Hae Dong Ga Yo" and seven sijo pieces created by Kim Soo-Jang was discovered and, based on the survey, the preferences of the consumer related to the target were analyzed. Accordingly, the narrative structures were organized differently for each group. An adventure plot was designed for the family unit, a love plot for MZ generation and lovers, and a mixture of adventure and love for foreigners. Utilizing stories from Kim Soo-Jang and his works, which are rarely used despite their value, this study attempted to develop them into hands-on game tourism programs to create new outlets in terms of both Korean classical literature and the tourism area. In the future, if various Joseon literati are discovered and their storytelling is continued, we can expect the vitalization of the travel product line with the concept of classical literature travel.

• Fashion & Textile Research Journal
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• v.16 no.6
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• pp.987-994
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• 2014

The purpose of this research is to propose employee uniforms for tourist hotels on Jeju Island, such uniforms that embrace Jeju's unique culture and promote the tourism of Jeju Island. It has been suggested that there exists a need for hotel employee uniforms to attract more tourist attention and boost Jeju's tourism industry. We designed the uniform after analyzing the empirical data collected from academia thesis, periodicals, papers and pictures from internet search, and fashion industry magazines. The uniform analysis and production procedures are as follows: (1) precedent research case review (2) current (existing) uniform status survey (3) latest fashion trend analysis (2010 - 2014) (4) creating the uniform implementing the trend-based design with Gal Cheon, Jeju's cultural product material. We found tipping points of the design through literature and trend analysis; we developed appropriate uniforms accordingly that are harmonious with Jeju's unique identity. We received great evaluations on the appearance and comfort as well. A new concept of uniform featuring Gal Cheon has been proposed. It is expected that the uniforms will promote the brand image of Jeju as an international freedom city and its culture.

• Journal of the Economic Geographical Society of Korea
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• v.11 no.4
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• pp.600-617
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• 2008

Current rural development polices in Korea consist of three programs, namely: integrated rural community development, rural tourism development, and community based industry development. Within these areas, national and local policies have often concentrated on trying to encourage ‘bottom-up’ development revolving around the commodification of cultural or amenity resources. In important ways, the three categories of rural development programs are more of a community development program than an economic development program. In Korea, it is true to say that governmental decisionmaking is slowly being influenced in terms of community, self-reliance and self-help, which are gradually creeping into the discussion on rural development. I suggest that the planning process itself had to include broad public participation and partnership and bottom-up approaches, not merely the product of a planning office or consulting firm.

• The Research Journal of the Costume Culture
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• v.23 no.1
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• pp.126-144
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• 2015

The object of this study is to develop textile designs and fashion products based on the cultural resource of Jeju Bangsatop, which means a stone tower preventing misfortune and driving out evil spirits. The field surveys of 32 Bangsatops located at 17 villages in Jeju were conducted. As a result, unlike stone towers located in other regions, Jeju Bangsatops made with basalt. In addition, wood and stone birds, Dolhareungbang, and other sculptures are built on the tops. Jeju Bangsatops were classified into four types based on the body form of the tops: Conical, truncated conical, trapezoid, and irregular shaped Bangsatops. Jeju Bangsatops located in a area or a village are symmetrically arranged in direction of south and north, left and right, east and west, or face to face. The conical, truncated conical, and irregular shaped Jeju Bangsatops which are designated as folk cultural properties or which have the unique sculptures of stone birds and the statues of Dolhareungbang built on the tops were selected as motifs for textile pattern design. The 4 basic patterns of Jeju Bangstops were designed. The six creative textile designs were developed by the various repeat arrangements of the basic patterns and were printed on oxford cotton fabrics by digital textile printing (DTP) method. The sixteen products of wallets, bags, hats and shoes were actually made with the DTP fabrics, the DTP fabrics which were naturally dyed in gray and blue colors, or the DTP fabrics which were redesigned with textile crayon. Therefore, it is confirmed that Jeju Bangsatop could be very useful as a motif for the development of cultural products focusing on Jeju tourism souvenir market.

• Journal of the Korean Society of Costume
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• v.59 no.5
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• pp.167-179
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• 2009

The purposes of this study were to explore the influence on fashion brand image and brand loyalty according to fit of the fashion brand with cultural art field, motivation in culture marketing of the apparel company, and involvement of the consumers in art activities. The subjects ware 274 male and female in 20s and 30s living in Seoul and Gyeonggi area. The study was obtained through the use of an experimental design which was $2{\times}[2{\times}2]$ mixed factorial design. The summary main results were as follows. First, as far as the effect of the three variables on the social contribution image of the fashion brand, the results of the 3-way interaction are positive. Second, as far as the effect of the three variables on the product image of the fashion brand, the data suggests that only the main-effect of motivation in culture marketing of the apparel company is meaningfully positive. Third, as far as the effect of the three variables on fashion brand loyalty, both fit of the fashion brand with cultural art field and involvement of the consumers in art activities variables show positive results.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.438-447
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• 2011

With the development of tourism the desire for a variety of tours for visitors was occurred. Accordingly, to meet the needs of tourists for the development of various tourism products is necessary. In addition to the occurrence of environmental problems needs to develop enviromental tourism products. In this study refocus on rapidly developed templestay and difference of life quality between before experienced templestay and after experienced templestay as product development of low-carbon green was to explore the possibilities. The findings were as follows. First, the increase of age, they satisfacted temples experience like meditation, tea ceremony and Buddhist cultural experience. 11 questions of life quality, 9 items showing significant differences in the quality of life in it will be useful temple stay was used.

• Journal of Applied Tourism Food and Beverage Management and Research
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• v.8
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• pp.179-195
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• 1997

Today's hotel cannot be defined merely as a place of providing food and lodgin. It must be a high level cultural ground serving as a place of rest for the people and as a place of art, culture and communication for the local community. Although each hotel has its own distinctiveness it must share a unified services and product sales strategies with one another in order to raise each other's sales values. The service is evaluated on the basis of the customer's own living standard and social class. There ought to be variety of personal and material services taking the sophistication and complexity of the customer's needs into onsideration. More effective marketing strategy is called for upon knowing such sales strategy and service marketing of the hotel management. Hotel's food marketing must take into consideration the product's simulaneous and vanishing qualities, its dependency upon ordering and its relationship to human services industries. Methods of increasing profit and customer satisfaction management need to be made. Especially the changes in the customer's tourist mind set and eat-out behavior play as important variabls, and the management needs to be reflexive enough to respond quickly to those changes.

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.2
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• pp.206-211
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• 2022

As the level of consumption is improved and cultural life is pursued, the consumer's consciousness structure is rapidly changing, and the demand for product selection level, variety, and quality is becoming more diverse. The restaurant economy is falling due to the prolonged COVID-19, the economic recession, income decline, and changes in population structure and lifestyle, but the Meal- kit market is growing rapidly. This study aims to identify the consumer perception of Meal-kit, which is rapidly growing as an alternative to existing meals in the fields of dining out, food, and distribution due to the development of technology and social environment using big data. As a result of the analysis, the keywords with the highest frequency of appearance were in the order of Meal-kit, Cooking, Product, Launching, and Market and were divided into 8 groups through the CONCOR analysis. We want to identify consumer trends related to the key keywords of Meal-kit, present effective data related to Meal-kit demand for Meal-kit specialized companies, and provide implications for establishing marketing strategies for differentiated competitive advantage.

• The Research Journal of the Costume Culture
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• v.23 no.1
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• pp.45-62
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• 2015

This study is to develop cultural products based on 'Jeju Choga', which means the traditional houses in Jeju. For the product development, old literature review, field surveys, and consumer surveys were employed. Through old literatures and field surveys, the unique and visual characteristics of Jeju Choga were confirmed: A thatched roof with lattice pattern, a side wall and fences with porous stones, a 'Jungnang' serving as a gate, and a 'Pungchai' preventing strong sola radiation and 'Ollai' meaning a narrow street in front of the Choga. As a results of consumer survey conducted before the development of products, consumers highly recognized and associated Jeju Choga as Jeju representative image. The six basic patterns of Jeju Choga were drawn and eight textile designs were created through the repeated arrangements of the basic patterns. Using the created textile designs and digital printing method, the eleven new fabrics with the patterns of Jeju Choga were developed. The various kinds of ten bags and tow wallets made with the new fabrics. As a result of consumer evaluation for the twelve products made in this study, the scores of preference and purchase intention were above the average work for the most products of them. In particular, the preference and purchase intention of the square shoulder bag, the big-size shopper bag, and the small-size cross bag were very positively evaluated. Therefore, it is confirmed that Jeju Choga could be very useful as a motif for the development of cultural products focusing on Jeju tourism souvenir market.