경상북도 영천 지역의 M.B.A 레드와인에 대한 와인전문가의 주관성 연구

• 영문명: Wine Experts' Subjectivities of Youngcheon MBA Red Wine: A Q Method
• 발행기관: 한국관광학회
• 저자명: 유병호 김영린 황조혜
• 간행물 정보: 『관광학연구』제38권 제3호, 213~233쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.04.30

영문 초록

The most studies of wine have focused on the customer side of behaviors and satisfaction through quantitative methods. In this current study, we took a qualitative approach (Q method) to explore wine experts‘ subjectivities of Northern Gyeong-Sang province, Youngcheon M.B.A. red wine. Q methodology is a kind of technique methodical study of subjectivity in terms of attitudes, opinion, discourse was employed from 30 participants. We found that the participants were classified into four clusters by their distinguishing statements and factor loading scores: While the first cluster of participants were recognizing the characteristics of origin, the second cluster was dissatisfied with the wine quality. The third cluster recognized a socializing role of the wine, and the last cluster showed the satisfaction with its quality. As a result, the experts' subjectivities provide suggestions on the identity of the Youngcheon M.B.A. red wine, and provide implications on market positioning of the wine. More issues including distribution system of the Korean wine industry are discussed.

목차

I. 서론

II. 이론적 고찰

III. 연구방법

IV. 연구결과

V. 결론

참고문헌

키워드

한국 와인 & 경북 영천 M.B.A 와인 와인전문가의 주관성 Q 방법론 질적 연구방법론 Korean wine Wine experts' subjectivities Q methodology Qualitative research method