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2010, Vol.34, No.8

  • 1.

    The Effects of Slow City Brand Association Characteristic on Brand Attitude and Visit Intention

    Park Hee Jung | dehyun Sohn | 2010, 34(8) | pp.11~31 | number of Cited : 11
    Abstract
    The Slow City is to protect the traditional culture and nature of a region for the community and next generation. From a tourism point of view, the Slow City may become a significant source of income in a town by heightening its brand value and attractiveness. This study is to verify the influence of Slow City brand association characteristic on potential tourists’ brand attitude and visit intention. Data were conveniently collected from 517 people at the Seoul and Busan railroad station on September 2009. Results from a structural equation model analysis showed that all the three dimensions of brand association characteristics(i.e., level of brand powerfulness, favor, uniqueness) made signifiant impact on the brand attitude. Results also demonstrated that the positive attitude and the powerfulness of the brand association might be the most powerful marketing methods to increase the possibility of the potential tourists’ direct visit to the Slow Cities in Korea.
  • 2.

    The Influence of Social Capital on Residents’ Integration and Quality of Life in Rural Tourism Villages

    PARK YONGSOON | Ko, Dong-Wan | 2010, 34(8) | pp.33~55 | number of Cited : 27
    Abstract
    This study examined the influence of social capital (structural and cognitive) in Korean rural communities on the residents’ integration, quality of life, and attitude toward additional tourism business. Data were collected from the 265 residents of 10 rural tourism villages in 2009. Results from a structural equation model analysis indicated that cognitive social capital made positive direct effect on the residents’ integration. It also made an indirect effect on the quality of life and attitude toward additional tourism business, although structural social capital did not influence on the quality of life and attitude toward additional tourism business. Results also showed that residents’ integration made positive direct effect on the quality of life and attitude toward additional tourism business. Several practical implications and future research directions were also discussed.
  • 3.

    Evaluation of Amenity Level and Development of Amenity Level Maps on Potential Region of Rural Tourism Using AHP and GIS

    윤희정 | Song Woon Gang | Jun,Dong-Hwan and 1other persons | 2010, 34(8) | pp.57~81 | number of Cited : 9
    Abstract
    Using AHP(analytic hierarchy process) and GIS(geographic information system), this study evaluated the amenity level and developed the level maps on potential region of rural tourism. The amenity level evaluation items were developed by reviewing related literatures and the relative importance of the items were determined by 74 experts using AHP. Results of AHP analysis suggested 4 amenity items such as basic amenity, facility amenity, natural amenity and sociocultural amenity. Results also indicated that the highest ranked item was natural amenity(0.372), and it was followed by sociocultural amenity(0.313), basic amenity(0.166) and facility amenity(0.148). Using GIS, this study also developed amenity level maps of Yesan-gun(12 eup or myeon, 175 ri). Further research should be carried out to develop more objective evaluation system and detailed guideline for GIS mapping.
  • 4.

    Exploring Resource Exchange Networks of Convention Services Suppliers: An Application of the Social Network Theory

    김영미 | Seongseop Kim | 2010, 34(8) | pp.83~106 | number of Cited : 24
    Abstract
    This study explored the structural characteristics of the resource exchange networks of convention services suppliers in Gwangju Metropolitan City. It also investigated important actors’ roles and positions within the networks by measuring three important centralities such as degree centrality, closeness centrality and betweenness centrality. Data were collected from 21 people who worked for conventional service related companies in Gwangju in 2009 and Ucinet v6.211 was used to analyzed the data. Results showed that in terms of the number, travel agencies(6) were most actively engaged in the convention service network, which was followed by hotels, government organizations, local tourism associations, PCO, university, and convention center, and CVB. Results also indicated that the City of Gwangju played the most important role in the exchange network in terms of degree centrality, while the CVB played only fourth important role. Several implications and limitations of this study were also discussed.
  • 5.

    Leisure Program Development for the Multifunctional Administrative City

    성기만 | 김용운 | 2010, 34(8) | pp.107~122 | number of Cited : 0
    Abstract
    This study was to investigate Korean people’s preference toward recreation and leisure development for the multi-functional administrative city, which is under construction near Gongju Korea. Data were collected nationally from 1022 people using proportion stratified sampling method from March to April 2010. Results showed that the recreational and leisure development in the city should be a low cost recreational and leisure complex. Results also indicated that respondents preferred lawns and park establishment in the project areas. Respondents also liked programs involved with playgrounds and art, eco- friendly recreational sites, and leisure sports activity space. Furthermore, results also suggested that the featureless resorts development could fail to attract people to visit the areas and cause environmental problems.
  • 6.

    Exploring Influential Factors of the Job Training Transfer among Local Tourism Government Officials

    Youn Taek Lee | 김현주 | 2010, 34(8) | pp.123~142 | number of Cited : 7
    Abstract
    This study examined the impact of individual, organizational and education program characteristics on the transfer of job training among local tourism government officials. Data were collected from 117 local tourism government officials at the Tourism Academy, which was supported by the Ministry of Culture, Sports and Tourism of Korean government, from July to August 2010. Findings of this study revealed that personal trait factors and organizational trait factors were more influential on the transfer of the training than educational trait factors. This result also suggested that it is necessary to systemize the learning organization to enhance the effectiveness of educational efforts for local tourism public organization, and thereby to build up the individual-based support program.
  • 7.

    The Relationships between Servicescape, Satisfaction, and Post-Visit Attitude among Chinese Visitors to Korea Pavilion at the 2010 Shanghai EXPO

    Chung Seung Hoon | 2010, 34(8) | pp.143~166 | number of Cited : 32
    Abstract
    This study was to investigate the relationships between servicescape, satisfaction, and post-visit attitude among Chinese visitor at 2010 Shanghai EXPO. Data were collected from 416 Chinese visitors at the Korean Pavilion on September 2010. Results of an exploratory factor analysis identified four underlying domains: ‘attractiveness’, ‘convenience’, ‘information service’, and ‘cleanliness’. Results of a structural equation model analysis indicated that attractiveness and cleanliness made significant positive direct effects on overall satisfaction. and significant positive indirect effects on post-visit attitude. Results also showed that overall satisfaction made a significant positive effect on post-visit attitude. Results from this study implies that large-scale exhibition events such as 2012 YeoSu Expo, should be prepared to improve their range of servicescape to satisfy visitors and positively change their attitudes toward a specific nation.
  • 8.

    Segmentation of Cultural Tourists: An Application of Two-step Cluster Analysis Based on Travel Type and Preferred Destination

    Oh, Jeong-hak | Yoon Yooshik | 2010, 34(8) | pp.167~189 | number of Cited : 16
    Abstract
    This study was to segment cultural tourists based on their preferred cultural tourism selection attributes and travel type and to analyse their socio economic characteristics. A total of 227 useable survey questionnaire were collected from tourists visiting Gongju and Buyeo, very well-known historical and cultural tourism destinations in Korea, on October 2008. Results of two step cluster analysis identified 6 segmented groups which had different characteristics in their preferred cultural tourism destination selection attributes, travel type(individual, group, family) and preferred destination (domestic, foreign). Moreover, results of importance analysis of destination selection attributes revealed that 6 segmented groups perceive its importance differently. Based on the results, managerial implications were discussed in the conclusion.
  • 9.

    Application of Brand Personality Scale to Tourism Destination: Gyeongju and Jeju

    Kim Chulwon | Lee Tae Sook | 2010, 34(8) | pp.191~209 | number of Cited : 4
    Abstract
    This study was to measure the brand personality of two popular Korean tourism destinations: Gyeongju and Jeju. To date, few researches have attempted to test the relevance of brand personality scale to a tourism destination. Using the TDBPS(Tourism Destination Brand Personality Scale) developed only for measuring the brand personality of a tourism destination, this study validated the TDBPS and identified differences of the factor structures between the two destinations. Data were collected from 316 people at Seoul Station and Gimpo Airport in 2008. Results revealed that each tourism destination had its own factors of brand personality. The study could make contributions to the field of destination marketing by emphasizing the importance of different tourism destination branding at different stages of tourism development and operation.
  • 10.

    Examining the Validity of New Foreigners-Exclusive Casino License Permit

    seo wonseok | 이민재 | 정희진 | 2010, 34(8) | pp.211~230 | number of Cited : 4
    Abstract
    This study identifies the factors affected on the number of foreigners- exclusive casino visitors and total sales. It also predicts the casino demand using time series analysis and multiple regression. Results show that in 2005 projected number of foreigners-exclusive casino visitor would be 1.9 million and total sales would be 770 billion KW. Results also indicate that gross national income(GNI) per capita of China is the only significant factor on the number of casino visitor, while exchange rate of KW and Yen and GNI per capital of China are significant factors on casino sales. Along with such quantitative analysis, case studies are also performed to propose the supplementary permission of foreigners-only casinos as an inbound tourism attraction. The underlying policy of newly developed casinos in Singapore and the effect of new entrants, Sevenluck casinos, on the operation of existing casinos in Korea were also discussed.
  • 11.

    Examining the Cognitive Difference between the Pro and Cons of the Cable Car Construction at a Mountain Area and the Persuasive Effect of Psychological Resistance

    Joungkoo Park | Kim, Myung-Sik | 2010, 34(8) | pp.231~252 | number of Cited : 4
    Abstract
    This paper examined visitors’ cognitive difference between the pro and cons of a cable car construction at a urban mountain area. It also investigated the effective ways of persuasion on the virtue of the cable car construction. Data were collected through an onsite survey of 188 visitors in the Palgongsan Gatbawi, Daegu on September 2010. The results indicated that supporters argued the cable car construction could have some advantages such as local economic effect, the right of accessing natural park for the disabled, and tourists’ convenience. On the contrary, opposers argued that it could make an negative environmental effects to the area. Results also showed that one could effectively decrease the negative feeling of cable car construction by providing the message that the cable car construction could enhance the disabled persons’ rights of access to natural parks.
  • 12.

    An Analysis of Recreational Fishing Demand in Korea : A Focus on the Customer Behavior Difference According to the Types of Surface Use

    Lee, Hee Chan | 김성윤 | 2010, 34(8) | pp.253~274 | number of Cited : 1
    Abstract
    This paper analyzed the determinants of recreational fishing demand in Korea by combining a binary probability model for participation and a conditional probability model for positive frequencies. The consumption decision was separately analyzed to accommodate the characteristics of surface use for fishing. Logit and truncated negative binomial models were utilized to apply for the participation and consumption decision, respectively. The impact of demographic characteristics on participation decision for fishing appeared to be significantly high in gender, region of residence, income, job, and education. Types of leisure were also had significant correlations with participation decision. The impact of certain types of leisure and the variables related to fishing behavior on consumption decision appeared to be significant. Travel cost exerted a significantly negative influence on saltwater fishing. However, the influence of demographic characteristics on the consumption decision was not statistically significant in any types of surface use for fishing.
  • 13.

    Exploring the Structural Relationship between Direct Influential Factors, Overall Tour Satisfaction and Reuse Intention among Vehicle Navigation Users: A Sample of Tourists Visiting Je-Ju Island

    Young A Park | 2010, 34(8) | pp.275~294 | number of Cited : 7
    Abstract PDF
    This study was to explore factors that directly impact on the reuse intention of vehicle navigation. It also examined the structural relationships among the direct influential factors, overall tour-satisfaction and the reuse intention of the vehicle navigation. A total 395 questionnaire were collected from people who waited for the airplanes at Je-Ju International Airport. Results showed that both self-efficacy and accuracy of the car navigation had positive influences on perceived usefulness and ease of use of the navigation. Results also indicated that while the car navigation’s perceived usefulness and ease of use positively influenced the overall-tour satisfaction, the reuse intention of the vehicle navigation was not influenced by those two factor. The reuse intention of the vehicle navigation was only influenced by the overall satisfaction. Limitations of the research were discussed and implications for marketing practitioners and researchers were also presented.
  • 14.

    An Analysis of the Relationship between Authenticity Experience and Satisfaction in Simulacrum: A Case of the Bucheon Fantastic Studio Visitors

    석금경 | Kim, Nam Jo | 2010, 34(8) | pp.295~317 | number of Cited : 10
    Abstract
    Authenticity has been one of the highly controversial issues which generates the various interpretations and discussions in the field of tourism studies. This study attempted to extend the interpretations dimension of authenticity into the framework of simulacrum - artificially-built places or fake - and demonstrate the coexistence of authenticity views of three broad ideologies: objectivism, constructivism, and existentialism. Data were collected from 349 people a the Bucheon Fantastic Studio on September 2009. Results of factor analyses identified the authentic/inauthentic(general) dimensions of visitors motivations. Results also showed that there were some significant the relationships between authenticity attributes and the overall satisfaction. Results from this study suggest that an authentic experience could be translated into the attributes of constructive, cultural, familiar, unique, interesting, and historical. Limitation and future research directions were also discussed.
  • 15.

    The Moderating Effect of Celebrity Involvement on the Relationship between the Festival Motivations and the Destination Choice Attributes: A Focus on the Astronaut Ko San’s Effect at the 2009 Mt. Bohyun Star Festival

    현용호 | 2010, 34(8) | pp.319~339 | number of Cited : 11
    Abstract
    This study examined the moderating effect of the celebrity involvement between the festival motivations and the destination choice attributes. A total of 309 questionnaires were collected form visitors of ‘2009 Mt. Bohyun Star Festival’ held in Youngchun city on May 2009. Results of a factor analysis identified five dimensions of participants motivations: ‘knowledge’, ‘escape’, ‘novelty’, ‘socialization’ and ‘family togetherness’ and four dimensions of destination choice attributes: ‘social infrastructure’, ‘nightlife activities’, ‘residents’ attitudes’, and ‘nature’. Celebrity involvement was factored into ‘self-expression & centrality’, and ‘attraction’. Results revealed that ‘self-expression and centrality’ significantly moderates ‘novelty’ and ‘socialization’ into ‘nightlife activities’ and ‘residents’ attitudes’. Results also showed that ‘attraction’, one of the sub-factors of celebrity involvement, significantly moderated ‘escape’ and ‘socialization’ into ‘social infrastructure’. The conclusion and limitations were discussed.
  • 16.

    Visitors’ Perception on the Tourism Impacts of a Local Festival: A Sample of Local Visitors to Gwangju World Kimchi Culture Festival

    Tae-Hee Lee | Seolmin Yoon | Kim Ji Heun | 2010, 34(8) | pp.341~360 | number of Cited : 16
    Abstract
    Using a correspondence analysis, this study examined the relationship between the local residents’ perception on the tourism impacts of a local festival and their socio demographic characteristics. It also investigated the socio demographic characteristics of two different types of respondents which was based on a cluster analysis of the residents tourism impacts perception. Results indicated that factors of tourism impact(social․cultural, economical, environmental) and demographic characteristics(age, job, monthly income, marry) were interrelated. Second, results from a two step cluster analysis showed that people of cluster 1 was likely to be in their 20s in age, student in job, less than one million won in monthly income, single in marital status. On the other hand, people of cluster 2 was more likely to be in their 40~50s in age, housewife and specialized/white-collar in job, less than one million won, more than two million won and less than three million won in monthly income, and married person in marital status. Limitation and future research directions were also discussed.
  • 17.

    An Analysis of the Structural Relationship between Visitor Motivation, Satisfaction and Behavioral Intentions among Local Festival Participants

    Sungjong Moon | 2010, 34(8) | pp.361~384 | number of Cited : 22
    Abstract
    This study tested the structural relationship between local festival participant motivation, their level of satisfaction and behavioral intentions. In particular, this analyzed the relationship not a separate but a holistic way by considering all the three factors together in a model; ‘visitor motivation→the level of satisfaction→behavioral intentions & visitor motivation→behavioral intentions’. Data were collected from 307 participants of Jeju Horse Festival which is one of Jeju’s famous local festivals, on October 2010. The results showed that not only by itself alone but also via level of satisfaction visitor motivation made a significant effect on behavioral intentions. It means that the suitability of the research model turns out to be high. This study suggests that the research model could contribute to develop theoretical foundation of the cause-and-effect relationship between ‘motivation-level of satisfaction- behavioral intentions.’
  • 18.

    The Effect of Symbolic Expressions of Festival Poster on the Recognition of Festival and Visit Intention

    Kim, Sung Hyuk | KWONSANGMI | 2010, 34(8) | pp.385~404 | number of Cited : 12
    Abstract
    This study was to analyze the effects of symbolic expressions(sense of sharing, functionality, experience, formativeness and symbolicity) of festival poster on the recognition of festival and visit intention. It also compared the effect among three different festivals: ‘Bo-Ryeong Mud Festival’, ‘An-Dong Maskdance Festival’ and ‘Chun-Cheon International Mime Festival’, Data were collected from 212 people in Seoul from February to March 2010. Results showed that ‘experience’ had a significant positive influence on the recognition of festivals. Results also indicated that the ‘experience’ of symbolic expressions had a significant positive impact on the visit intention of festival’s. Finally, results illustrated that the effects of symbolic expression of festival poster design on recognition and visit intention were significantly different among three festivals.