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2009, Vol.33, No.1

  • 1.

    A Review and Application of Qualitative Research Methodology in Tourism

    Kim Chulwon | Hyejin Yoon | 2009, 33(1) | pp.11~30 | number of Cited : 50
    Abstract
    The term ‘qualitative research’ might be said something of an enigma. For some time, the issue of what exactly qualitative research is has been at the centre of a great deal of debate within social science. More recently, these debates have gained greater prominence in the field of tourism research. There are many different views about what qualitative research is. This study examined ontology, epistemology and methodology underpinning qualitative research, while the study reflected the empirical tourism studies. This study explored how a qualitative research paradigm could be applied to “tourism experience”. The social construction of meaning is a central theoretical premise in tourism experience. Meaning-making and sense-making are continuous engagement between “tourism actors” involving continuous construction and reconstruction of meanings and/or interpretation of meaning.
  • 2.

    Place Identity in Festivals: The Case of Yeongcheon Herb Festival

    Bae, Man-Gyou | Soonhwan Oh | 2009, 33(1) | pp.31~51 | number of Cited : 16
    Abstract
    As festivals and events are popular trend, lots of local governments have been eager in holding festival. Thousands of festivals are being held all around the year in every place. But most of festivals are criticised being similarity. Then what is the local-based festival? How can we offer a locality and place identity to festival goers? Festival must be possessed of the locality and originality. It is important for the local festival authorities to understand the concepts of space, place marketing, and place identity. In this study writers propose three core factors - festivity, meaningful place, and local-based festival - for the place identity of local festival. Authors maintain that the local festival has to possess distinctive theme and program for festivity, authenticity and discrimination of place, local-based community and resource.
  • 3.

    Social Equity and Determinants of Price Acceptability in Judging of Cultural Heritage Admission Fee

    Joungkoo Park | YoungGyu Ahn | Hogeun Lee and 1other persons | 2009, 33(1) | pp.53~72 | number of Cited : 1
    Abstract
    This study deals with pricing policy within the National Park. Conjoint analysis was used to manipulate various conditions including opening of informations on collecting fee, pricing method of the fees, membership pass, levying fee office’s locations, special pricing for the locals. Data were gathered through an onsite interview of 200 visitors in Mt. Sorak. Hypothetical fee levels were created through 16 scenarios. The results showed that different patterns of determinants were existing. For social equity, the most prominent part-worth coefficient was the price discounts for local residents, followed by public disclosure of budgeting information about collecting revenues.
  • 4.

    The effect of local festival volunteer's motivationon the continuous relationship

    Woon, Seung-Won | Changsoo Kim | 2009, 33(1) | pp.73~94 | number of Cited : 22
    Abstract
    The role of volunteers is important for successful local festival. Managers of festival organizations have to make an effort for maintaining relationship with the volunteers continuously as long as they could provide their knowledge, skill and labor without any concomitant compensation. To maintain sustained relationship with the volunteers, managers are encouraged to understand their motivations. In this paper, authors examined these volunteer's motivation and the effect influencing their re-participation as a volunteer to the local festival. In the analysis four factors were identified: interest & social contribution, self-development, social effect and benefit & self-confidence. These four factors are argued all important to volunteer's continuous relationship.
  • 5.

    Perception of Green Tea, Perceived Value, and Tourist Satisfaction: Visitors of O'Sulloc Green Tea Museum in Jeju Island

    Yang, Sung Soo | Si Sa Park | Jo, Sung-Jin | 2009, 33(1) | pp.95~112 | number of Cited : 26
    Abstract
    Special interest tourism is one of emerging market as tourists are getting sophisticated in demand. Green tea museum visitors belong to this categories. Jeju island enjoys beautiful scenery and good climate, along with the unique tourist attractions catering to experience-seekers. Green tea museum is the just-place for well-being and quality tourists visiting Jeju. This research was carried out to explore and identify the correlation among perceived value, perception of green tea and tourist satisfaction. Survey was employed for locating findings and applicate with SEM for analysis. The findings deriving from this research are followings: perceived value have positive effects on the tourist satisfaction, and sub-factors of the Jeju of origin have moderating effects between the perceived value and the tourist satisfaction.
  • 6.

    Relationships between Job Traits, Job Attitude,Goal Setting Level, and Job Performance

    Yu, Hee Kyung | Kim, Won | Chung, Eun-Kyung | 2009, 33(1) | pp.113~135 | number of Cited : 18
    Abstract
    Writers investigated the relationships among job traits, job attitude, performance and the moderating role of setting up of a goal using 276 employees in five starred luxurious hotels. Task structuring was positively related to activeness and task interdependence was positively related to autonomy. Goal setting level was found positively related to innovation and activeness. Task difficulty and structuring were positively related to job performance. Activeness and goal setting level were positively related to job performance. Further, goal setting level moderated the relationship between job traits and job attitude, between job traits and job performance, and between job attitude and job performance. Highly goal setting employees were associated with significantly more positive job attitude and higher levels of job performance.
  • 7.

    On the Image of Island Tourism appeared through Films:The Cases of Jeju, Okinawa and Hawaii

    Mincheol Kim | 허문경 | 2009, 33(1) | pp.137~156 | number of Cited : 15
    Abstract
    This article attempts to investigate the image of island tourism through the visual media such as a film, as there is a good possibility that the visual media may help developing Korean tourism industry. This research illustrates that how the image of paradise, in Hawaii and Okinawa, has been developed through the visual media, and the process of the image making. Based on these case studies of Hawaii and Okinawa, authors draw some conclusions: Firstly, the visual media enormously affects the tourist industry and it can be effectively used to develop various field of the tourist industry.
  • 8.

    The Relations of Residents' Environment Perception, Participation, and Integration for Community Based Tourism Development

    유인혜 | Ko, Dong-Wan | 2009, 33(1) | pp.157~179 | number of Cited : 26
    Abstract
    This study focuses on the relations among environmental factors, residents' participations, and integrations with community-based tourism development. A survey was conducted on 102 residents in Namhae Darangyi Village, Hwacheon Togomi Village, and Icheon Buraemi Village. Writers found that exogenous environmental factors except supply factor were perceived by the residents better than endogenous ones. One group who participated in the decision making process for community-based tourism development perceived most of the environmental factors except demand factor better than the other group. The results showed that levels of resident's satisfaction, expectation, and integration were dependent upon resident's participation in the decision making process and tourism business.
  • 9.

    Development of Experience Scale in Cultural Touring Spots: Evaluations of Busan Museums Visitors

    Son, Il-Hwa | 2009, 33(1) | pp.181~202 | number of Cited : 10
    Abstract
    This paper is to develop experiential level scale of museum visitors by measuring evaluation. The study area is Pusan Museum. In the factor analysis of the museum experiences, 12 items involving value experience, tradition and online experience and so on were sampled as the factors with more than 1 eigen value. In addition, items with more than 0.5 factor loading in 5 measuring items about the experiences among the questionnaire were removed in the process of factor analysis. Also, as the result of confirmatory factor analysis, the cleanness experience factor, the tours․video experience factor, the culture-art experience factor were deleted. All in all nine factors in total as a group were extracted.
  • 10.

    The Responsiveness and Evaluation of Recognition Degree for Commodity Development of Whale Watching Tourism

    WooHee Byun | 이정열 | Han, Hyoung-Joo | 2009, 33(1) | pp.203~224 | number of Cited : 10
    Abstract
    This study is to analyze the feasibility of a whale watching program and investigate countermeasures on the premise that Ulsan Metropolitan City could play a role as one of successful tourist destinations. Authors evaluated the recognition of local residents on hardware and software elements in the development of a whale watching tour program. They also implemented an empirical analysis for the data of the Ulsan whale tour program and the direction for specific tourist development. Factor analysis, MANOVA, and logistic regression were included for the data analysis. This approach is hoped by authors to provide useful data for implementation of specific policies with evaluating the recognition on the commercialization of a Ulsan whale tour program of local residents.
  • 11.

    An Effect of Market Entry of New Foreigners-only Casinos on Casino Industry

    박상곤 | 류광훈 | SukYoungHan | 2009, 33(1) | pp.225~239 | number of Cited : 2
    Abstract
    To attract foreign tourists and earn foreign exchanges, three new foreigners-only casinos were opened in 2006. This study is to analyze the effect of three new foreigners-only casinos' market on casino industry through their business track records including revenue and the number of casino users. For this research purpose, intervention model was introduced. The outcomes of this study are as follows: firstly, market entry of new three exclusive casinos have resulted in a monthly net revenue of about 8,2 billions won from Jan. 2006 to Oct. 2006. Secondly, the number of gamblers in this exclusive casino have been increased every month and estimated a rise by 664.080 users. Finally implications are suggested and discussed.
  • 12.

    Comparing Survey Methods in Estimating Visitor Expenditure and its Determinants of Regional Festival

    한진영 | 윤승현 | 2009, 33(1) | pp.241~261 | number of Cited : 7
    Abstract
    By comparing two survey methods, on-site and mail survey, this paper is to estimate visitor expenditure and determinants on a local festival. Tobit model was used to analyze the data and likelihood ratio test was performed comparing each survey versions from the case of 2006 Hyosuk Cultural Festival. Statistical differences in determinants of visitor expenditure were found in total expenditure involving restaurant, shopping, auto gasoline, and admission fee among the various spending categories. On-site survey were found more appropriate survey method than mail survey when sampling errors are concerned. This may be possibly due to a recall bias of mail survey. However, this study suggest that survey method may have become different from the festival characteristics and a point of survey time.
  • 13.

    The Effects of Perceived Service Quality on Tour Retailers' on Customer Satisfaction and loyalty to Tour Wholesalers

    seonhee kim | 2009, 33(1) | pp.263~282 | number of Cited : 8
    Abstract
    This study is to examine the reciprocal relationship between a tour retailers󰡑perceived service quality, customer satisfaction, and loyalty. Author proposes a multidimensional model of service quality, in which customers' perceptions of service quality of travel agencies consists of three primary dimensions: interaction, core, assistance, all of which are defined by 11 sub-dimensions. I considered 5 hypotheses. Of the five, three were accepted. The summary of results is as follows; first, the interaction and core qualities had a direct effect on the tour retailers󰡑satisfaction and an indirect effect on loyalty; second, the retailers󰡑satisfaction had a positive effect on loyalty; third, the core quality was the most important factor affecting customer satisfaction.
  • 14.

    A Study on International Understanding of Tourism Major Students

    민창기 | 2009, 33(1) | pp.283~301 | number of Cited : 2
    Abstract
    This article is to measure students' level of international understanding. Statistical analysis revealed that international understanding level in students was 3.41 out of 5 points on the Likert scale. There was no significant difference in the level of international understanding by grade. However, there was a significant difference when exposed to foreign experiences, suggesting that foreign experiences are important in enhancing the international understanding levels. In the further analysis a correlation between levels of international understanding and the number of foreign travel was found, but no relations with the length of language study programs was evident. The result implies that foreign travel is more effective in improving the level of international understanding than the participation in language learning abroad.
  • 15.

    Recreational tourism products development of farms:An application of conjoint analysis

    Park Duk Byeong | Yoon Yooshik | Minsoo Lee | 2009, 33(1) | pp.303~325 | number of Cited : 14
    Abstract
    Using conjoint analysis method, this paper aims to develop new recreation- oriented farm products, an application to allotment garden with log cabin. The data were obtained from a sample of latent users of allotment garden during the year of 2007. Conjoint method has been used to estimate the relative importance of those attributes and to determine the existence of users segments with similar preference profiles. Results show that level of facilities is the most important attributes for the choice of allotment garden with bungalow, followed by management types, size of area and structure of bungalow. Three groups of latent users were identified through cluster analysis, according to preferences for allotment garden with bungalow.
  • 16.

    Correlation and Competitive Relationship among Asian and World Top 7 International Meeting Nations

    Chang Hyun Lee | 2009, 33(1) | pp.327~344 | number of Cited : 11
    Abstract
    This study is to analyze relationships among Asian and world countries under top 7 nations hosting international meetings satisfying the UIA criteria. Correlation analysis is conducted among the Asian top 7 and the world top 7 nations. Research results are as follows: Korea has a very competitive relationship with Japan, but so positive correlation with Singapore and China․Hong Kong․Macau. Second, Korea, Singapore, and China․Hong Kong․Macau have positive correlations with each other, but all these nations have competitive relationship with Japan. Third, the relationship of the world top 7 nations are less competitive than that of Asian top 7 nations. Fourth, Korea, Singapore and China․Hong Kong․Macau have competitive relationships with world top 7 nations(especially, France, Germany, and UK). Otherwise, Japan has a positive correlation with them.
  • 17.

    Relationship among the Hotel Service Provider's Work-Family Conflict, Service Recovery and Job Satisfaction

    Choi Hyun Jung | Younghwa Kim | 2009, 33(1) | pp.345~364 | number of Cited : 17
    Abstract
    In this paper, a research model investigating the relationship of work-family conflict, service recovery, and job satisfaction was developed. To test the hypotheses, authors collected multi-sources data from 258 in five lucurious Hotels. The result of path analysis suggests that family-work conflict depicts significant negative relationship with the outcome of service recovery. In contrast, work-family conflict has a negative influence on service recovery is not supported by the empirical data. The result of this study indicates that Work-family conflict is a significant predictor of increasing their job satisfaction, while family-work conflict is not. In addition the hypotheses that service recovery exerts a significant positive effect on job satisfaction are supported by empirical data.
  • 18.

    Operational Strategies of Festivals using Segmentation of Tourists' Types and SWOT Analysis: The case of the Brighton Festival in UK

    Han Sung-ho | 2009, 33(1) | pp.365~380 | number of Cited : 5
    Abstract
    This article is to find advanced operational strategies using a classification of cultural tourists who visit the Briton festival. The results of this study show that the Brighton Festival has a variety of well planned programs and active residents’ participation. These strengths and opportunities of the art festival as a cultural tourism-resources are believed to create an environment for a more successful tourism destination than others. Operational strategies using SWOT analysis and segmentation of tourists' attitudes are argued to be able to offer an advanced festival and development of other events. Segmentation of tourists' types can efficiently serve to formulate detailed operational strategies as long as these operational strategies should be different for the cultural tourists' types which have different perspectives.
  • 19.

    An Exploratory Study on Influencing Factorsof Travelers' Unplanned Spatial Behavior

    Yunhi Kim | Hwang, Yeong-Hyeon | 2009, 33(1) | pp.381~399 | number of Cited : 12
    Abstract PDF
    Traveller's decisions to visit any destination are tacitly assumed realized by prearranged plan. However tourist spatial behaviors are said modified often depending on various factors. Authors here observes these factors by empirical survey. The study area is Geoje Island. Unplanned spatial behavior comprises about 82% of all the trips. Logit analysis reveals that traveler's age, previous visit experience, and travel hours to the Island has a significant influence on the probability of an unplanned spatial behavior. The results of multinominal logit analysis for unplanned behavior have shown that the probability of different types of unplanned spatial behavior is significantly influenced by respondent's gender, age, number of planned visit and so on.
  • 20.

    The Effects of CRM Marketing of Travel Agency and Customer Value on Repurchase Intentions and Behaviors

    Kim,So-Eun | JANG HEE JUNG | 2009, 33(1) | pp.401~421 | number of Cited : 6
    Abstract
    This paper is to suggest affecting factors on travel agencies’ CRM and to analyze the effect on re-buying intention, while comprehending affecting factors on travel agency’s customer value and prove the customer value. Authors suggest that it’s important to execute CRM appropriate to customers by catching the quality of relationship and customer’s needs though it’s important to implement the current generalized technical CRM environment at travel agencies. They suggest also that a travel agency should consider economical side, convenient usage and entertainment to create a customer’s positive value because the value of economical efficiency, convenience & entertainment is evaluated as important travel agency’s customer value in the field of service value.