• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.43-52
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• 2019

Purpose - Many companies use the Internet to conduct their business to maintain and acquire their customers. SNS is used as a site where users can create profiles, build personal networks, and then share and exchange information with others. Not only do people use SNS for their self-promotion, but they also promote their services by creating SNS pages. SNS is recognized as a medium for implementing effective advertising strategies and is being used as an important means of promoting the company. Therefore, in this study, we investigate the effect of SNS marketing characteristics of restaurant franchise firms on utilitarian value and hedonic value and examine their effects on purchase intention. Research design, data, and methodology - The data were collected from 20s-60s respondents who have used SNS for restaurant visit using Google survey. A total of 159 responses were collected and used for final analysis. Smart PLS 3.0 was used for the hypothesis test. Results - As a result of an analysis, it was shown that the influence of the playfulness and affordability of information on the utilitarian value had a significant positive effect. Interaction and up-to-date did not have a positive effect on utilitarian value. Interaction, affordability, and up-to-date have no significant positive effects on hedonic value. The playfulness of information has a positive effect on the hedonic value. Both utilitarian value and hedonic value had positive effects on purchase intention. Conclusions - The findings of this study suggest that the SNS marketers of restaurant franchisors should focus on the playfulness, affordability, and up-to-date rather than the interactivity of SNS. In marketing through SNS, the act of presenting the basis of information and enhancing the provision of information through objective criteria makes it possible to experience the practical value of information. It is necessary to develop differentiated contents which cause customers interest and fun and to induce many customers' purchase intent by providing objective and realistic information. In order to increase the customers' repurchase intentions toward the food service business, customers should maximize the hedonic value and practical value felt through information. It should also focus on providing information that customers are receptive to, rather than providing prompt information.

• Korean Journal of Heritage: History & Science
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• v.43 no.1
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• pp.128-159
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• 2010

In this study, the progress of domestic cultural properties designation, the changes and problems in classification were examined, and the relationship among Traditional Pal-kyung, Dongcheon-gukok, and Modern Pal-kyung were investigated targeting total of 68 cases of state-designated cultural properties of scenic sites in order to show that the traditional significance and value are being inherited today. The major results of this study are as follows. First, increase in scenic site designations with historical, cultural, and scenic characteristics can be viewed as an active intent to embrace the concepts such as cultural utilities, historical characteristics, literary value, and ideological backgrounds, which were specified as the basis for designation in the early Cultural Property Protection Law. Accordingly, it is very encouraging that the concept of cultural attractions such as traditional gardens and observatory points are regarded as an important standard for designation of scenic sites. Second, as for the classification of scenic sites per type, it was found that 'places with excellent natural scenery' were 44.16%(30 cases), followed by 'famous buildings or gardens and places with important legend' occupying 30.9%(21 cases), 'places with famous scenery' occupying 13.2%(9 cases), 'places with outstanding historical cultural and scenic value' that occupying 10.3%(7 cases), and 'animal and vegetation habitat with beautiful scenery' (1 case). Third, according to the current classification standards for scenic sites, there were only 7 cases which could be classified into Pal-kyungs(Famous 8 Sceneries) and 3 cases classified into Dongcheon(beautiful scenery surrounded by mountains and rivers), but there was no Gugok(beautiful valleys). Consequently, in terms of external appearance, the scenic sites among the total scenic sites that could be classified into Palkyung and Gugok were only 14.7%(10 cases). Fourth, the traditional scenic sites based on literal references and Internet analysis occupied 67.7%(46 cases), which were found to be scenic sites related to the traditional Pal-kyung among which 38 cases(55.9% of 46 cases) were included based on the scenery and 8 cases(11.8% of 46 cases) were included due to the scenery at the time. Fifth, there were 8(11.8%) scenic sites which were related to Dongcheon, and 4 cases(5.9%) related to Gugok. Also, it was found that total of 40(48.9%) scenic sites designated as modern scenic sites were playing the role of local scenic sites, and they were used as the tourism advertising contents. Sixth, it was identified that there were 62 cases(91.2%) of scenic sites in total related to traditional and modern Pal-kyung or Dongcheon-gugok, and unlike explicit classifications, most of the designated scenic sites were found to be deeply connected with the historical and cultural significance contained in the scenaries.