프리미엄 가치를 지향하는 K-서비스 연구 -『성종실록』속 서비스문화를 중심으로 -

초록

This study aims to establish a Korean-style premium-oriented service paradigm by reinterpreting the royal service culture recorded in the 『Annals of King Seongjong』. In the context of digital transformation, the tourism service industry is required to move beyond efficiency and standardization-centered operational logics and reconsider the value structure and experiential quality of services. Accordingly, this study analyzes Seongjong-era royal service not merely as a political or historical phenomenon, but as a value framework applicable to contemporary tourism service industries. A qualitative and interpretive literature analysis was conducted using the 『Annals of King Seongjong』as the primary source, combined with a Moment of Truth (M·O·T)-based analytical framework derived from prior K-service studies by Jun Hye jung & Lee Young kwan(2023). The findings reveal that royal service culture during the Seongjong period integrated premium values—previously discussed separately as functional, experiential, and emotional into a unified service experience logic. Academically, this study expands service research beyond quantitative indicator–oriented approaches toward a qualitative and humanistic perspective, and structurally explains the formation of Korean-style premium services. Practically, it suggests that premium strategies in tourism services should focus on designing integrated value experiences rather than relying solely on physical sophistication or content differentiation.

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