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2011, Vol.35, No.8

  • 1.

    Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention

    오창현 | 김철원 | Lee Tae Sook | 2011, 35(8) | pp.13~30 | number of Cited : 18
    Abstract
    This study aimed to examine the effect of a hotel's cause-related marketing (CRM) on the hotel's brand image and customers' behavior intention. Based on a review of related literature, a structural model among the three constructs were developed. The model suggested that the CRM of a hotel might make positive impact on the hotel's brand image and the customers' behavior intention. It also proposed that a hotel's brand image might be positively associated with the customers' behavior intentions. Data were conveniently collected from 422 customers who visited five-star hotels in Seoul on October 2010. Results of a structural equation model analysis empirically verified the positive relationship between the CRM and brand image. It also confirmed the positive relationship between the brand image and customers' behavior intention. However, the relationship between the CRM and customers' behavior intention did not fit the data. Based on the findings of this study, practical implications and future research directions were discussed.
  • 2.

    The Relationships between Hotel Employees' Psychological Empowerment and Prosocial Service Behavior: Focused on the Mediating Effects of Role Clarity

    Hyung-Min Choi | 조재근 | Lee,Hyung-Ryong | 2011, 35(8) | pp.31~55 | number of Cited : 18
    Abstract
    This study was to examine the effect of hotel employees' psychological empowerment(PE) on their prosocial service behavior(PSB). In particular, this study investigated the mediating effect of role clarity(RC) on the causal relationships between PE and PSB. A critical review of available literature on the issues were presented and specific attention was paid to the mediating effect of role clarity which might work in between PE and PSB. The data for this study were collected from 142 employees who were working at 4 hotels in Seoul. Hotel employees' PE was measured in terms of four dimensions such as competence (COM), self-determination(SD), impact(IM), and meaningfulness (ME). Results of aroian test indicated that the effect of ME on PSB was partially mediated by RC. and that the effect of IM on PSB was fully mediated by RC. However, the mediating effect of RC between COM and PSB was not statistically significant. Also the effects of SD on both RC and PSB was also not significant.
  • 3.

    The Structural Relationship between Hotel Brand Equity and Extended Brand Performance

    전정아 | Ahn Dae Hee | Chang, Pyong-Kwon | 2011, 35(8) | pp.57~77 | number of Cited : 19
    Abstract
    Brand extension is being widely employed in the Korean hotel industry. This study was to empirically test the effect of a hotel's brand equity on its extended brand performance. In this study, brand equity was conceptualized in terms of four different dimensions: brand image, brand awareness, perceived quality, and brand royalty. Extended brand performance was also measured using four items. Data were collected from 275 customers who have used five tourist hotels and the hotel's extended brand from March to April 2011. Results of structural equation model analysis showed that respondents' evaluation on a hotel's brand image and its perceived value were positively associated with the respondents evaluation on the hotel's brand loyalty. Results also illustrated that the respondents' evaluation on a hotel's brand image and brand awareness made positive impacts on their evaluation of the extended brand performance. Findings from this study suggest the importance of brand equity of a hotel in the hotel's brand extension.
  • 4.

    A Study of Satisfaction on Communication in a Hotel Organization and its Service Orientation

    Kim,Bong-Kyu | 2011, 35(8) | pp.79~100 | number of Cited : 15
    Abstract
    This study aimed to examine the relationship between hotel employees' organization communication satisfaction and their service orientation toward customers. It also explored the influences of socio-demographic characteristics of the employees on their level of organizational communication satisfaction and service orientation. Based on a review of related literature, three hypotheses between three conceptual construct were developed. Data for this study were collected from 269 hotel employees who worked at six tourist hotels in Seoul and Daejon area of Korea on May 2011. Results showed that a few of the socio-demographic factors(such as age, and years of service) made significant impact both on the level of the respondents organizational communication satisfaction and service orientation. Particularly, older and experienced respondents were more likely to be satisfied with the organizational communication and service orientation than their counterparts. Finally, out of four dimensions of communication satisfaction, three dimensions(i..e, organizational communication, communications between departments, and communications between peers) except for communications with senior positions, made significant influence on service orientation.
  • 5.

    Cost-conscious SVM-NN Hybrid Model for the Hotel Bankruptcy Prediction

    SooYoungKim | 2011, 35(8) | pp.101~125 | number of Cited : 4
    Abstract PDF
    This study proposes an integration strategy regarding the efficient prediction of hotel bankruptcy by combining data mining techniques. In particular, by combining support vector machine(SVM) and neural network(NN), SVM based NN hybrid model for hotel bankruptcy prediction is newly introduced in this study. In the experiments on Korea deluxe hotel data, SVM-NN hybrid model achieves a performance accuracy of 96.34%, which is better than that of stand-alone classifiers. The hybrid model performs better in the grey area where some bankrupt hotels appear to be less financially distressed. The results suggest that debt-burdened hotels with low profit margin and ordinary income margin as well as lower growth in asset are more likely to be candidates of bankruptcy. Accurate bankruptcy prediction usually brings into many benefits such as risk reduction in investment return, better monitoring, and an increase in profit. Limitations of the study and avenue for future research directions are also discussed at the end.
  • 6.

    The Relationships of Governance Structures, Conflicts and Performance in Foodservice Franchising Systems

    전영민 | Kim, Young-Gook | 2011, 35(8) | pp.127~143 | number of Cited : 7
    Abstract
    This study was to investigate the impact of types of governance structural on the reduction of conflict between the two parties of franchiser and franchisee and increase of business performance of franchiser. Based on previous study, governance structure between franchiser and franchisee were conceptualized in terms of contractual governance and relational governance. Also, a structural model which contained five research hypotheses between the two types of governance structure and the other constructs were developed. Data were collected from 206 restaurant franchisees in the Seoul and Kyunggi area. Results of structural equation model analysis indicated that contractual governance positively influenced on the reduction of conflicts and increase of franchisees business performance. Results also showed that the relational governance was found to be positively associated with the business performance and the reduction of conflicts. Results from this study suggest that relational governance and contractual governance function as complements in minimizing conflicts and improving performance in franchise organization. Implications of the results and limitations of the study were also discussed.
  • 7.

    Consumer Perceptions of Blog Service Quality in the Restaurant Industry

    이선령 | Yoon Hye Hyun | 남궁영 | 2011, 35(8) | pp.145~162 | number of Cited : 9
    Abstract
    Blog marketing has become an important part of the hospitality industry. Recognizing the vital role blogs play in restaurant online-communication, this study attempts to 1) identify the dimensions of blog service quality in the restaurant industry and 2) assess the effects of these dimensions on overall blog usage satisfaction. A total of 293 samples were conveniently selected from people in their 20s and 30s because they were the majority of internet users. The results of a factor analysis identified five service quality dimensions of blogs: information, design, interactivity, reliability, and technology. Regression analysis was used to determine the relative importance of the blog service quality dimensions. The results showed that out of the five dimensions of blog service quality information, design, reliability, and technology had positive significant effects on overall blog usage satisfaction respectively. Implications of this study were also discussed.
  • 8.

    Impact on Behavior Intentions of Food Service Recovery Justice Perception: Testing for Moderating Effects of Switching Barriers with Structural Equations

    LEE, Young-Ran | Moon-Soo Cho | 2011, 35(8) | pp.163~182 | number of Cited : 7
    Abstract
    This study examined the effects of customers' perception of service recovery justice on their satisfaction and future behavior intention in the context of food service industry. Based on previous study, recover justice perception was conceptualized in terms of procedural justice, distributive justice, and interactional justice. Switching barrier was measured in terms of positive and negative aspects of switching customers' primary restaurant. Data were collected from 308 college students who took food service related courses and experiences service failure and recovery from June to July, 2010. Results showed that the respondents' perception on the distributive and interactional justice were positively associated with their level of satisfaction. In addition, negative switching barrier played a moderating role between the perceived distributive/interactional justice and satisfaction Results also showed that positive switching barrier played a moderating role between satisfaction and future behavioral intentions.
  • 9.

    Structural Relationships among Leadership Style, Job Satisfaction and Organizational Commitment in Food Service Corporation

    Ko, JaeYoun | 이상선 | Yu Yang Lee | 2011, 35(8) | pp.183~208 | number of Cited : 31
    Abstract
    Previous study on leadership has focused on two types of leadership: transformational and transactional In additional to these traditional types of leadership, this study included emotional leadership as a new type leadership and explored which of the three types of leadership might influence on employees's job satisfaction and organizational commitment in the context of food service industry. Data were collected from 273 employees who were working at the top six Korean family restaurants, which had average annual sales over seventy billion won. Results showed that transactional and emotional leadership had significant positive effects on the job satisfaction. In contrast, results indicated that out of the three types of leaderships, only transformational leadership made a positive effect on organizational commitment. The other two types of leaderships affected organizational commitment indirectly. Finally, results demonstrated that the respondents job satisfaction was positively associated with their level of organizational commitment.
  • 10.

    The Impacts of Job Insecurity, Job Stress and Organizational Commitment on Turnover Intention of Commercial and Institutional Foodservice Employees

    이정탁 | 신보경 | Kim Hyeon Cheol | 2011, 35(8) | pp.209~228 | number of Cited : 35
    Abstract
    This study aimed to examine the impacts of food service employees' perception on job insecurity on their job stress, organization commitment, and turnover intention. Based on previous study, a structural model, which shows a causal relationship among the five theoretical constructs, was developed. The samples for this study were collected from the kitchen crews of the outsourced school cafeterias in Seoul and Gyeonggi region, as well as the kitchen crews from the commercial dinners in the same area. Results showed the respondents level of perception on the job insecurity was positively associated with their job stress, while it was negatively associated with their organization commitment. Results also indicated that the respondent's level of job stress positively impacted on the turn over intention, while their level of organization commitment was negatively related to turnover intention. Results from this study suggest that in order to reduce the intent of food service employees turnover, it would be required to minimize the adverse effects of the insecurity of employment in the management of human resources.
  • 11.

    Effect of Non Verbal Communication Exercised by Restaurants on Relationship Quality and Brand Loyalty

    Kim,Young-Kyu | 추윤경 | 2011, 35(8) | pp.229~242 | number of Cited : 15
    Abstract
    Based on the previous study on the impact of non verbal communication, this study examined the relative importance of three different aspects of non-verbal communication(i..e, non verbal language, physical appearance, place atmosphere) in determining the relationship quality. It also tested the impact of relationship quality on the brand royalty. Data for this study were collected from 1195 people who were older than 20years and had used restaurants before and during the April 2011 in Daegu City. This study found that out of the three factors of non verbal communication in a restaurant service, non-verbal language such smile on face was the most important factor that determined the quality of relationship between customer and service provider. And, it was followed by physical appearance and place atmosphere. Finally, results showed that the respondents evaluation on the relationship quality made significant positive impact on their brand royalty. Implications and limitation of this study were also discussed.
  • 12.

    A Case Study on the Formativeness of Traditional Table Setting

    주선희 | 한경수 | 2011, 35(8) | pp.243~259 | number of Cited : 4
    Abstract
    Examining the formative characteristics of traditional Korean dining table setting might provide helpful insight for the globalization of Korean food. However, very limited study to date has examined the subject. Using a qualitative method of participant observation and image sampling(Warphing) technique, this study analyzed the formative characteristics of 14 different Koran restaurant dining table setting. Four different forms of Koran dining table(standardization, symmetry, stability, emphasis) were considered in this study for analysis. Results showed that the Koran restaurants' dining table setting form was more likely diverse, symmetrical, instable, emphasis driven than standard, asymmetrical, stable and non-empathetic. Particularly, 11 restaurants(79%) provided their dining table with diverse forms of dish setting, while only 3 restaurants(21%) presented their table with standard style of dish setting. Results from this study suggest the need for a new approach of dining table setting of Koran food to contribute to value improvement of Korean food culture.
  • 13.

    A Study on Concept Revitalization of Brand Bakery: Focused on PARIS BAGUETTE

    Chong,Yu-kyeong | 민은아 | 2011, 35(8) | pp.261~281 | number of Cited : 4
    Abstract
    Brand revitalization is being widely employed the food service industry, like the example of McCafe. This study aims to compare the customers' psychological attachment and discriminative image on two-types of Paris Baguette, one of the most popular bakery brands in Korea; traditional bakery and brand revitalized cafe type bakery. Data were collected from 415 customers who experienced both types of bakery on January 2011. The results of the study indicated that the respondents were likely to have higher psychological attachment to the traditional type of Paris Baguette bakery than the new cafe type of Paris Baguette. However, in terms of the discriminant image, the respondents rated higher on the cafe type bakery than they did on the traditional type of bakery. This study suggested the need of identifying strengths and weaknesses of each type of bakeries, It also proposed the need of compensating the weaknesses through portfolio analysis. Furthermore, the necessity of differentiated marketing strategy based on the characteristics of each type of bakery customers were also suggested.
  • 14.

    Diffusion of Resort Location and Commodification of Resort Space in South Korea

    유광민 | Kim, Nam Jo | 2011, 35(8) | pp.283~302 | number of Cited : 2
    Abstract PDF
    From the perspective of commodification of space in the post-modern society, this study analyzed the diffusion of resort location and commodification of resort space in Korea. Specifically, this study explored the development of 46 resorts of Korea which were located all over the country, excluding those in Jeju Island. A critical analysis on the statistical data and related literature showed that the increase in the number of resorts and the expansion of resort location in Korea have been attributed to many factors. First and foremost, the increasement and diffusion of resort locations in the 1990s and 2000s could be explained from the perspective of stable capital accumulation strategy of large companies of Korea. Geographical analysis of the locations of the resorts also suggested that the diffusion of resort location was closely related the increased mobility(i.e., the development of express way development over the last two decades). This study also found that the resort companies used diverse promotion strategies for resort space consumption such as space distinction, which was based on the luxurious images of built environment.
  • 15.

    A Study on the Perception Gap between Association Meeting Planners and Corporate Meeting Planners

    김병관 | 이민재 | 2011, 35(8) | pp.303~322 | number of Cited : 4
    Abstract
    This study investigated the perception gap between association meeting planners and corporate meeting planners on the importance of planning factors. By doing this, this study attempted to find the way of intensifying the ability of planning meetings. Based on a review of related literature, eight different dimensions of planning a meeting(destination environment, venue environment, lodging and connivence facilities, food and beverage service, cost, delegates' management, meeting preparation, event and exhibition facilities) was conceptualized in this study. Data were collected from 236 association meeting planners or corporate meeting planners on May 2007. T-test were performed to compare the difference of two groups in their evaluation on the importance of eight factors of meeting planning. This study found that the respondents had significantly different evaluation on the importance of some aspects of meeting planning such as venue environment, lodging and conveniency facilities, delegates management, event and exhibition facilities. Implications and future research directions were also suggested.
  • 16.

    Examining the Relationships between Motivation, Satisfaction and Attitude toward the Expo 2010 Shanghai China: Quantitative․Empirical Comparison of Two Conceptual Models

    Lee Choong-Ki | Seolmin Yoon | Park Chang Kyu | 2011, 35(8) | pp.323~343 | number of Cited : 25
    Abstract
    This study examined the relationships between visitor's motivation, satisfaction, and attitude at the EXPO 2010 Shanghai, China. Particularly, this study empirically tested the goodness of fit of two theoretical models of the relationship: Model 1- Motivation-Attitude-Satisfaction, Model 2- Motivation-Satisfaction-Attitude. To this end, an onsite survey was conducted to 336 Korean tourists who visited the Shanghai EXPO. The results of the empirical test on the Model 1 indicated that motivation had a positive effect on attitude, and which, in turn, influenced satisfaction. The results of Model 2 test also showed that motivation had a positive effect on satisfaction, and which, in turn, influenced attitude. The findings implied that both models performed well, but model 2 was better than Model 1 in terms of the statistical point of view. The findings suggest that attitude and satisfaction can reciprocally influence each other in the area of mega-event.
  • 17.

    Comparative Analysis on Selection Attributes of Dealers Depending on Flight Ticket Distribution Channel Alteration and Travel Behavior

    이경인 | Yoon Ji-Hwan | 2011, 35(8) | pp.345~365 | number of Cited : 3
    Abstract
    The intense competitive environment which appeared after the eased regulations of the aviation industry made airlines to seek for a method to reduce the flight distribution cost. As a result, the airline industry has changed its major sales distribution channel to a direct sales through one's web site instead of previous indirect sales through travel agency in order to arrange long-term relationships with consumers. This study devised a counter plan for travel agencies by recognizing changes in flight distribution channel and important characteristics that consumers consider when they buy flight tickets. Frequency analysis, factor analysis, t-test, and ANOVA test were performed using 1,730 valid samples that were collected by web pages of travel agencies. The result of this study showed that consumers recognized portal sites as more important distribution channel than travel agencies when they bought flight tickets, while they recognized travel agencies before airline companies for flight ticket dealers. Results from this study suggest that strengthened specialty of travel agencies is needed to differentiate from online portal sites.
  • 18.

    A Study the Impacts of Gamblers' Risk Taking and Maladaptive Beliefs on the Gambling Behavior

    HONG JIYOUN | Cho, Yong-hyun | 2011, 35(8) | pp.367~388 | number of Cited : 5
    Abstract
    This study was designed to examine the impact of risk taking tendency of gamblers on their maladaptive game belief and gaming behavior. Based on previous study, a structural model between the three constructs was developed. The model proposed that the gamblers' risk taking tendency positively influence on their maladaptive game beliefs and, which in turn, impact on their gaming behavior. Data for this study were collected from 300 citizens of Seoul who had experience of gambling. Results of this study showed that the respondents' risk take tendency was positively associated with their level of unreasonable game belief and self-assurance. Results also indicated that the respondents security pursuit tendency was positively related to their tendency of rational game behavior, while their risk taking tendency was positively associated with their addicted game behavior. This study also found that the gamblers's unreasonable game belief made significant impact on their addictive game behavior. Implications and future research directions were discussed at the end of the study.
  • 19.

    Forecasting Demand and Estimating the Economic Impact of Walk Tourists: Focused on Jeju Olle

    정철 | 정란수 | Lee, Hoon | 2011, 35(8) | pp.389~408 | number of Cited : 22
    Abstract
    Walking tourism is being widely spread in Korea as a new type of tourism. Jeju Olle could be regarded as the first and most popular walking tourism destination in Korea. Using the holt exponential smoothing method, this study forecasted the future demand of Jeju Olle tourism. It also estimated the economic impact of Jeju walking tourism using the I-O analysis. Date were collected from 400 respondents by Internet survey from Dec. 2009 to Jan. 2010. Results showed that demand for walking tourism was predicted to be 12% of total tourists of Jeju by 2015. Results also indicated that demand for Jeju Olle tourism would be 1.7 million by the same year. In addition, the results of I-O analysis indicated that Jeju Olle tourism generated 1.476 billion Won of output impact, 301.8 million Won of value-added, 89.8 million Won of government revenue, and 12,751 jobs. These results imply that a sharp increase in walking tourism and its considerable economic impact will last for a while.
  • 20.

    Rural Tourism Participants' Evaluation on the Importance of Rural Amenity Types and Rural Community Tourism Planning Components

    Lee, Jin-Hyung | JEONG DAE YOUNG | Lee Junga and 1other persons | 2011, 35(8) | pp.409~426 | number of Cited : 19
    Abstract
    From a market oriented perspective, this study was to investigate the types of rural amenities that rural tourism visitors consider to be important. It also explored rural tourism visitors' evaluation on the important elements of rural tourism village planning. Based on a review of related literature, 25 items of rural amenity were developed and another 25 items were also developed to measure the elements of rural tourism village planning. Data were collected from 295 visitors of three different kinds of rural tourism villages on October 2010. Results of a factor analysis delineated seven different factors of rural amenities. It also yielded to six factors of rural tourism village planning elements. Results showed that the respondents of this study considered natural environment related resources to be the most important aspects of rural amenities. They also evaluated the basic infrastructure of a rural tourism village and the village people's service quality as the most important factors of rural tourism village planning. Implications of this study were also discussed.
  • 21.

    A Study on the Building of Crisis Management Model for Tourism

    유지윤 | 2011, 35(8) | pp.427~446 | number of Cited : 13
    Abstract
    The importance of management of crisis like a national disaster has been emphasized due to the increase of grand scale disaster, accident and diseases of recent 2~3 years which is predicted to be fastened as a big issues in both national and international level. This research has performed to build a response system to manage the risk and minimize the negative effect to the tourism industry from crisis which include large scale disaster, disease and accident. As a research outcomes, theoretical model of crisis management for tourism industry has been suggested. The model of crisis management for tourism industry has six steps; pre-crisis, prodromal, crisis, short-term recovery, long-term recovery and termination of crisis. The content of elements in this model has also six steps; detection, prevention, react, probation, rebuild, and evaluation & feed back. Final stage includes the management strategy and action plans for each step. Lastly, the policy agendas have been presented. Crisis management is needed to retain the confidence of travelers and the tourism industry and also to minimize the impact of a disaster on a destination and also provides some guidelines to help the tourism industry to handle disasters, diseases and accidents.