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Proposing the impact of features in relationship between them on the perceived performance, this paper examines long-term cooperative relationship between airline companies and hotels. The study shows that, if the company is under creation of profits through a cooperative marketing tool by implementing cooperation milage services, there will be effects of improvement in distributional structure, cost reduction, and increase in sales. Additionally, the results imply that if the company offers a cooperative products like an “airtel” through a cooperative marketing, it may easily procure foreign currency from tourists, and improve their image by enhancing the comfortableness and satisfaction for customers.

This paper purports to predict social equity and fee acceptability judgments for recreation user fees in national forests. Data were collected through onsite interviews of 228 campers at the Smith and Morehouse, Utah. Hypothetical fee contexts were created through 12 scenarios that varied according to six procedural and distributive justice variables. Different patterns of importance were evident for each of the two variables. For social equity, the most prominent part-worth coefficient was public input, followed by fee level. For price acceptability, the factor with the highest average importance value was fee level, followed by retention of fee revenue to maintain the quality of the site.

Although service recovery has been a keen interest for improving reputation of service company, few research has been done within the area. Authors focuses on the aspect of service provider, particularly, hotel customer-contact employees and examined antecedents on their service performance. Findings supported the effect of influencing factors and all structural path coefficients were significant. Service recovery also mediated the effects of all influencing factors on job satisfaction. Further, empirical results showed that service provider’s self-leadership affect the service recovery effort .significantly. The paper proposes service organizations effort to focus on employee’s intrinsic factors such as self-leadership and self-efficacy.

Customers basically perceive queuing as a negative experience requiring not only time but also psychological and physical cost. That is why service companies devotes one’s efforts to queuing management. Therefore, it is required to develope a waiting management method so that service industry can strengthen the efficiency of waiting management. With this in mind, author observes empirical cases and finds out factors affecting waiting management of service industry. Author considers factors such as certainty of waiting time, possibility of accomplishing waiting objectives and fairness in waiting situation affecting waiting anxiety The study found that all the factors influence to waiting anxiety.

Using the ZMET(Zaltman Metaphor Elicitation Technique), authors conduct in-depth interviews with hotel managers and develope the components and measuring variables of hotel brand equity.A survey was conducted among hotel visitors in order to assure whether this scale can be used as a valid tool for measuring hotel brand equity. The survey results revealed that the scale for hotel brand equity consists of sixteen items with the four dimensions. The evaluative scale is made up of six items for brand image, four items for loyalty, three items for perceived quality, and three items for awareness.

This study examines the place marketing effects of sports events. The empirical case is ‘Tour de France’, a world famous French cycling competition. Reviewing previous researches on sports events in Korea, author investigates the place marketing mechanism and strategies of ‘villes d’tape’, by looking at, on the one hand, competition’s official ritual and, on the other, additional cultural events and activities. This paper also deals with specific cases of memorial place images created by cycling race itself. Author found the Tour de France as a sports event functions as systematic generator of local festivals in France.

With the case study of Bull-Fighting festival at CheongDo, Korea, authors examine relationships between service quality, visitors’ pleasure, arousal and satisfaction. Gathering study data through face-to-face interview, the paper tries to estimate the structural equations based on the proposed hypotheses. Authors suggest that there are significant and positive relationship between service quality, pleasure, arousal and satisfaction. A statistically significant and positive relationship between service quality, pleasure and arousal suggests that when the service quality increases, the level of pleasure and arousal also increases and at the same time the level of pleasure and arousal increased the level of visitor’s satisfaction

Understanding interpersonal trust between superior and subordinate in chain family restaurant organizations worths to study. For this authors collected the data at 16 international brand chain family restaurants in Seoul. According to the results of multiple regression, authors found that the ability of the superior greatly affected the behavioral truth towards the superior perceived by the subordinate and the integrity of the superior greatly effected the cognitive truth. In addition, benevolence of the superior effected the affective truth as the most important factor. As the results of conducting canonical correlation, the personal characteristic factors of the superior, had the greatest explanatory power on affective truth among the dimensions of trust towards the superior.

Using the analysis of gap between pre-implementation importances and their perceived performances. this paper examines the effect of recognizing service qualities on exhibition visitors’ behavior. Disconfirmation theory is utilized as the theoretical basis to find how gap’s size and direction affect exhibition attendees’ satisfaction and behavior. Using gaps as independent variables, the ordered probit models are applied to data from visitors who participate in the show held at COEX. The analysis suggests that an informant factor is the most important one among others. A facility factor also found influencing significantly on visitors’ behavior.

Despite of the growth of travel franchise, many of fundamental questions on franchiser-franchisee relationships still remain undiscussed. This study examines the effect of the Korea travel franchisee’s perception on justice of franchiser and trust to franchiser on franchisee’s performance. The result indicates that the franchisee’s trust to franchiser is positively associated with couple of the franchisee’s perception on justice of franchiser such as area distributive justice, cost efficient justice, selecting franchisee justice, providing information and policy justice, and profit distributive justice. Also franchisee’s trust to franchiser and the franchisee’s performance shows a positive relationship.

This study is to analyse the effect of hotel managers’ transformational and transactional leadership on the work satisfaction through distributive, procedural and also the effect of work satisfaction on the organizational citizenship behavior, service quality. Empirical findings show that transformational leadership affect the procedural and transactional leadership, while distributive, procedural leadership affect the work satisfaction. Meanwhile work satisfaction was found affecting the organizational citizenship behavior. Finally the test result showed that transformational leadership did not have significant effect on distributive justice.

This paper investigates the structural causality of the residents’ attitude towards participation, status of local economy and the type of tourism development based on social exchange theory. Authors found that the residents’ attitude towards participation and status of local economy significantly influenced by the type of development: small-scale and large-scale, which was intervened by perceived benefits and costs. However, it has not been found that there were significant influential relationships between the residents’ attitude towards participation and status of local economy.

This paper estimates the willingness-to-pay for destination activity and identify its determinants, thus offering useful insights for setting up destination marketing strategies for Seoul. Factor analysis, cluster analysis and ANOVA were used to analyzed a total of 492 samples. Using a single bound ditochomous contingent valuation method, willingness-to-pay for the destination activity in Seoul was estimated. The result of the log logit model through contingent valuation method revealed that the variables affecting the willingness-to-pay for the destination activity in Seoul were the participants’ preferred activity types, origin of residence, level of education, prior tour experience, purpose of travel, the offered price, and prior visit to Seoul.

From the perspective of Daniel Quinn’s ecological philosophy, this article aimed at observing sustainable tourism critically. For probing into sustainable tourism, this research identifies the concept and index of sustainable tourism, firstly. Thus Quinn’s ecological viewpoint was analyzed by understanding deep ecology, social ecology, and ecological marxism. Sustainable tourism was criticized by classifying into three sides. Based on these results authors recommended sustainable tourism plan through paradigm, index, and realistic plan. Further authors criticize the part of sustainable tourism as restricting within the framework of Quinn’s ecological philosophy.

Explaining perceived risk of tourist throughout researching difference by each level based on between tourist’s before and after travel experience, this study deals with out-bound tourist’s behavior process of package tour.A total of 441 usable survey data were collected from randomly selected out-bound travelers to North America, Europe, Asia, and Oceania. Two hypotheses were proposed and tested by SPSS 13.0 and LIMDEP 8.0 for descriptive, factor analysis, reliability analysis, cluster analysis, one-way ANOVA and multinomial logistic analysis. The results indicated that push and pull factors differently influenced on travel typology choice and perceived risk affected the relationship between motivation and travel typology choice.

The study is to know weather students prepare for the future career on basis of sufficient awareness of the individual and major aptitude of the university students who major cultural tourism course. The result shows that self awareness about major aptitude has a good affect on student`s behavior and comprehension in class. Therefore, it is necessary that appropriate curriculum about awareness of aptitude is taken before starting regular major education. In addition, the adoption of specific education on vocation as a liberal subject would be helpful for the most effective instruction for student to select one`s future career.

In hotel business, service quality is said an essential element in elevating competitiveness in the market, playing an important role in suggesting new marketing strategies to cope with various customer demands. This study investigated difference in the customers’ and hotel employees’ perceived importance of hotel service quality aspects by measuring the difference of service constituents to demographic characteristics. The tool used in this study was Quality Function Deployment(QFD) model. QFD model was empirically proved to be a rather accurate tool to identify customer demands. The result showed that regarding the service quality matters both employees and customers, had an obvious difference.

Exploring the cause and effect of the satisfaction on internal customers, this study is to investigate the internal marketing factors influencing on the attitude of internal customers. The results revealed that the internal marketing factors, i. e. the internal communication, education/training, and the reward system showed the positive influences on the internal support satisfaction. Specially, the internal communication was found exerting the most absolute effect on forming the attitude of internal customers. The internal communication and education/training as internal marketing factors showed the strong positive influences on the job satisfaction. Meanwhile, the internal support satisfaction and job satisfaction had the positive and direct effects on the customer orientation.

This study develops a scale for assessing customer-based convention service quality by an integrated approach of qualitative and empirical research. The qualitative data were obtained from interviews with professional convention organizers and convention attendees. Conceptualizing convention service quality, authors illuminate the dimensions and attributes which served as the basic structure for the scale development. The empirical data were gathered from questionnaires of overseas attendees in the international conventions held in Korea. The convention service quality scale is based on the five underlying dimensions: information usefulness, destination attractiveness, physical evidence, program excellence and human interaction.

Classifying tourism venture companies enlisted at KOSDAQ market into five sub-industries and applying risk measures of Markowitz, Domar and Musgrave, and Semi-Variance, author valuates the tourism venture companies based on their risk levels. The risk levels were analyzed using their accounting and financial sources, while for the valuation which was based on the correlation of risks and profits used were the methodologies of Feltham and Ohlson that are widely applied in manufacture. Also, nonlinear regression analysis was conducted on their convertible intellectual assets and their contribution to the intellectual assets of each tourism industry were compared and analyzed.