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2010, Vol.34, No.4

  • 1.

    An Examination of the Relationship between Jeju Olle Tourists' Motivation and Pre-visit Image

    정철 | Roh, Kyoung-Guk | 박태영 | 2010, 34(4) | pp.13~33 | number of Cited : 49
    The relationship between Jeju Olle tourists' motivation and pre-visit image was examined in this study. Data were collected 292 Olle tourists at the five courses of Jeju Olle from October to November 2009. Canonical correlation analysis was used to investigate the relationship between the motivations of Olle visitors and their pre-visit images on the Olle. Results showed that Jeju Olle tourists' motivation positively influenced their pre-visit image on Jeju Olle. Specifically, tourists who had Jeju experience, nature, self-improvement, and escape motivations were likely to have education/environment experience, attraction, excitement images on Jeju Olle. In contrast, tourists who had prestige, Jeju experience, social motivations were likely to have shopping and food images on Jeju Olle. Results from this study imply that in order to improve destination images tourism marketers should investigate potential tourists' motivations.
  • 2.

    The Moderating Effects of Hedonic & Utilitarian Value on the Marine Leisure and Tourism Activity Participation Process

    Youngjin Lee | 2010, 34(4) | pp.35~59 | number of Cited : 22
    Using the theory of reasoned behavior, this research predicts marine leisure and tourism activity participants' behavior intention. Then, it explores the moderating effects of hedonic and utilitarian value on the relationship between the behavior intention and independent variables such as attitude, subjective norm, and perceived behavior control. Data were collected online on April 2009 from 237 people who had pervious experiences of marine tourism activity participation. Results show that the level of hedonic value of the participants moderates the relationship between two independent variables (i.e., attitude and subjective norm) and behavior intention. In addition, the level of utilitarian value of the participants moderates the relationship between subjective norm and behavior intention. Based on these results, the MeHU(Moderating effects of the Hedonic and Utilitarian values) model is proposed and several practical implications are also discussed.
  • 3.

    The Relationship between Korean Royal Tomb Visitors' Perception of Interpretation Service and their Overall Visit Satisfaction:An Application of Alternative IPA

    김미옥 | KIM MIN JOO | 2010, 34(4) | pp.61~83 | number of Cited : 11
    This study examined the relationship between Korean royal tomb visitors perception of interpretation service and their overall visit satisfaction. Particularly, this study employed an alterative IPA, which compared the evaluators' perception of importance on each elements of interpretation before and after interpretation service. Data were collected from 176 visitors of Youngrung and 40 royal tomb interpreters on November 2009. Results showed that out of four elements of interpretation service factors only information & delivery factor made a significant effect on visit satisfaction. In addition, the evaluators' perception of importance on the elements interpretation was found to be changed before and after the interpretation service. Specifically, interpretation knowhow factor was tended to be increased after the interpretation service. Furthermore, there was a signifiant difference of perception of importance on the elements of interpretation service between the visitors and interpreters.
  • 4.

    Korean Women's Perception of Patriarchical Conflicts and Leisure Experience

    Ko, Dong Woo | Sang-Jeong Moon | 2010, 34(4) | pp.85~107 | number of Cited : 14
    Abstract PDF
    From a feminist perspective, this study investigated the relationship between Korean women's perception of patriarchal conflicts and their seeking for psychological meanings in their leisure experience. Based on previous research, two dimensions of patriarchal conflicts(i.e., situational conflict and cultural conflict) and four different meanings of leisure experience(i.e., escaping, deviation from norm, resistance, & harmonizing) were measured and interrelated. Date were collected nation wide from 1059 Korean women. Results showed that the situational conflict made different effects on the four different types of leisure experience, while the cultural conflict made a significant impact on the all four dependent variables. The moderating effects of demographic variables on the relationship were also explored. Results from this study suggest that the situational conflict might lead to some aggressive leisure experience among Korean women.
  • 5.

    Estimating the Economic Impacts of Kangwon Land Casino Resort on Gangwon Province and Other Regions in Korea

    Lee Choong-Ki | Kangwook Lee | 2010, 34(4) | pp.109~126 | number of Cited : 32
    Using a regional input-output(I-O) model, this study estimated the economic impacts of Kangwon Land casino resort on Gangwon province and other regions in Korea. Tourism sectors were derived from transactions tables, which were developed by the Bank of Korea in 2009. Results indicated that in 2009, Kangwon Land casino resort generated 2,102 billion Won of output impact throughout direct and indirect effects, representing 77.5% for intra-region and 22.5% for other regions. Results also showed that the casino resort generated 342 billion Won of income impact(76.0% for intra-region and 24.0% for other regions), 1,111 billion Won of value-added impact(81.8% for intra-region and 18.2% for other regions), and 171 billion Won of tax impact(83.8% for intra-region and 16.2% for other regions). Finally, results indicated that both 21,118 non-paid and full-time jobs were also created, accounting for 80.4% for intra-region and 19.6% for other regions in Korea.
  • 6.

    Identifying Determinant Factors of Multiple Destination Trip Participation

    Haejin Lee | Song Woon Gang | 2010, 34(4) | pp.127~142 | number of Cited : 16
    Multiple destination trip participation has been rarely explored in the field of tourism demand studies in spite of its importance. This study investigates the determinant factors of multiple destination trips participation using a logistic regression model. Data were collected from 812 visitors to Seorak National Park on January 2009. Results indicated that the rate of the multiple destination trip participants was about 84% among the samples. Results also showed that travel distance, overnight stay, use of personal car made statistically significant effects on multiple site visit.. Particularly, results demonstrated that the rate of multiple destination trips participation was tend to be increased continuously when the participants travel distance exceeded 175km.
  • 7.

    A Critical Review on the Research Trends of Tourism Destination Marketing Study in Korean Tourism Journals:A Review of Papers Published in 2000~2009 Period

    song jae ho | Kim Hyangja | 2010, 34(4) | pp.143~166 | number of Cited : 28
    This study critically reviewed the research trend of the tourism marketing study, based on the review of 268 relevant papers published in 8 Korean major tourism journals from 2000 to 2009. A content analysis of the papers showed that motivation, recognition, attitude, image, and customer satisfaction were the main research topics of tourism marketing study in Korea. Particularly, image and brand were the most popular research topics in tourism destination marketing field, while consumer behavior was the most prominent research topic in festival and event marketing. Results also indicated that about 92% of reviewed papers was used quantitative research method. These findings suggest that future tourism marketing research need to diversify both the research topics and method.
  • 8.

    The Relationship between Destination Attractiveness, VisitorSatisfaction and Behavioral Intention:A focus on Slow City, Cheongsan Island

    한지숙 | 2010, 34(4) | pp.167~182 | number of Cited : 12
    This study investigated the relationship between visitors' perception of destination attractiveness, overall satisfaction and future behavioral intention at a slow city in Korea. Data were collected from 197 visitors to Cheongsan island, a slow city in Korea, in 2009. Attractiveness of the destination was measured in terms of nature, culture, tourism capacity, and affect, while future behavioral intention was measured in terms of intention to revisit and recommendation to others. Results showed that the level of affect, nature and tourism capacity of the Slow City's were positively associated with both visitor satisfaction and future behavioral intention. However, cultural attractiveness only influenced on the intention to revisit. Based on the findings of this study, several theoretical and practical implications were suggested for the Slow City destination management.
  • 9.

    Tourism Destination Regeneration: The Case of Nami-sum(Island)

    Kim, Sung-Jin | 2010, 34(4) | pp.183~202 | number of Cited : 13
    This study was to investigate regeneration process of Nami-sum(Island), a popular tourism destination in Korea. Nami-sum is located in City of Chuncheon and has been developed as a tourism destination since 1965. It had a reputation of a representative amusement park in the capital region of Korea during the 1970s and 1980s. The number of visitors to the island was up to 760,000 in 1989. However, the number of visitors decreased down to 290,000 in 2001. In 2001 Nami-sum started a complete regeneration project of the destination. In-depth interviews with the CEO and head of the planning department of Nami-Sum Corporation, and content analysis of the newspaper and visitors statistics showed that complete change of tourism product, reinforcement of publicity, partnership with civil organization, and creative leadership were the major success factors of the regeneration of Nami-sum. Based on these findings, this study suggested direction and tasks to regenerate decayed tourism destinations.
  • 10.

    Segmentation of Jeju Rural Tourism Visitors by Motivations

    Park, Duk-Byeong | 문선희 | Yoon Yooshik | 2010, 34(4) | pp.203~227 | number of Cited : 21
    This study aimed to segment rural tourism visitors of Jeju Island by their motivations. Data were collected from 308 rural tourism visitors at five rural tourism communities in 2009. Results from a cluster analysis identified three different segmentations of Jeju rural tourism visitors: the multiple benefits seekers (50.4%), nature and relaxation seekers (26.9%), and family togetherness seeker(22.3%). Socio- economic characteristics and preference to on-hand activities of each segmentation were also analyzed. Results of the analyses showed that Jeju tourism visitors seek exotic nature experience and prefer walking tour of Olle regardless of the segmentations. Based on finding of this study, several practical implications for a better Jeju rural tourism were suggested.
  • 11.

    The Function of 'Crisis Management' in a Disastrous Tourism Area: A Focus on the Motivations of ‘Taean County’ Visitors

    lim jae moon | 김영미 | 2010, 34(4) | pp.229~248 | number of Cited : 6
    By investigating motivations of tourists who visited “Taean County”, this study examined the function of crisis management in a disastrous tourism area. The county was hit by an oil spill in 2008 and by the reason, it was declared the as a ‘special disaster area’ by the Korean government. Data were collected from 300 visitors at the three beaches of the area from July to August 2008. Results of a cluster analysis identified two segmentations of the visitors: ‘active group for helping disastrous area’ and ‘passive group for helping disastrous area’. Results also showed that each group had different socio-demographic characteristics. The two groups were also differed each other in terms of behavior characteristics. Furthermore, results indicated that the active group for helping disaster had higher scores on the level of ‘satisfaction of visitation’, ‘willingness to revisit’ and ‘willingness to recommend’ than the passive groups had. Based on the findings of this study, several implications for crisis management in a disastrous tourism area. were proposed.
  • 12.

    Examining the Possibility of Sustainable Community Based Tourism:A Case of a Rural Tourism Village in Korea

    Song Young-Min | 2010, 34(4) | pp.249~272 | number of Cited : 19
    The study explored the possibility of sustainable community based tourism by examining a rural tourism village in Korea. Based on the review of related literature, a conceptual framework for explaining the sustainability of community based tourism was proposed. The framework suggested four factors of sustainable community based tourism: democratic decision making, economic profit making, effective networking, and ability to run a tourism business. Results of in-depth interviews with 8 staffs of Doraemi rural community in Ganghwa county supported the theocratical framework. For example, the staffs believed that specific strategies for making tourism products were required for making profits. Also, they proposed that benefits from community based tourism should be shared equally among the residents. Furthermore, they suggested that promotion and marketing skills should be strengthened for the sustainable community based tourism.
  • 13.

    Exploring Tourism Contents for Tourism Leisure Cities(TLCs)

    Kim Chulwon | Lee Tae Sook | 2010, 34(4) | pp.273~290 | number of Cited : 8
    The study was to explore tourism contents for Tourism Leisure Cities (Muju, Taean, southwestern coast) in Korea It suggested "Tourism Contents Proposition", which classifies tourism contents in terms of three aspects: cultural contents, facilities contents, activity contents. Data were collected from 270 members of travel clubs who participated in tourism leisure cities experience events in 2008. Results suggested different contents for each Tourism Leisure Cities. For example, results showed that in terms of cultural contents, southwestern coast need to develop 'local cultural origin contents', while Taean and Muju need to develop 'night experience contents', 'korean wave experience contents' respectively. Results from this study could provide practical implications for the successful operation of tourism leisure cities.
  • 14.

    The Difference of Management Performance Perception among Hotel Banquet Employees: The Internal Marketing Perspective

    Lim, Jieun | Kim, Kyung-Sook | 2010, 34(4) | pp.291~310 | number of Cited : 8
    This study was to examine the relationship between perceived internal marketing and management performance among hotel banquet employees. Data were collected from 789 tourist hotel banquet employees at 67 Korea tourist hotels in 2008. Results showed a significant positive correlation between the perceived management performance and internal marketing among the hotel banquet employees. Particularly, perceived level of internal marketing made a positive impact on non-financial competitive aspect of the perceived management performance. Socio-demographic and work charac- teristics also were related to the non-financial competitive factor of the perceived management performance. Specifically, results indicated that working department, work period and level of the hotel have different effects on the perceived management performance. Findings from this study could be used for effective intenal marketing for hotel banquet employees.
  • 15.

    The Configuration of Medical Tourism Information System by Analyzing Medical Tourism Service Process

    KilLae Kim | 2010, 34(4) | pp.311~329 | number of Cited : 2
    Based on an investigation of medical tourism service process, this study was to configure a medical tourism information system. In-depth interviews with 7 specialists of medical tourism, marketing, and information system suggested 6 first level and 20 second level medical tourism service process. The 20 second level service process were matched to information technology. Then medical tourism information system, which includes internal systems to support internal service process and external systems to support collaboration with medical tourism service providers, was proposed. The service process and information technology developed in this study could be used not only as a tool to evaluate existing medical tourism information systems, but also as a checklist to improve the quality of future medical tourism information systems.
  • 16.

    Understanding Conflicts in the Tourism Development: An Application of Weber's Theory of Action

    구경여 | Taehong Ahn | 2010, 34(4) | pp.331~352 | number of Cited : 11
    This study is to demonstrate a possibile way for conflict management in regional tourism development by examining proper action orientation in a specific conflict between the local residents and other stakeholder. Previous conflict management studies mainly focus on conflicts between the groups, and they eventually lead to the negative effects on a development project. From the perspective, the possible solution for the conflict is merely to gather opinions from the involved groups via official channels. However, this study approaches the conflicts between the regional tourism developers and the local residents differently based upon Weber's four types of social actions, i.e., instrumentally rational, value-rational, affectual and traditional action. Especially Weber's theory of action will help us to understand the types of action that would be matched with a specific type of conflict in a regional tourism development.