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2011, Vol.35, No.9

  • 1.

    The Evaluation of Integrating Linguistic Value for Regional Development Elements of Tourist Resource by Opening A High Speed Railroad

    WooHee Byun | 이정렬 | 변성희 | 2011, 35(9) | pp.13~34 | number of Cited : 3
    Abstract PDF
    Using the triangular fuzzy number method, this study evaluated the integrated linguistic value of regional tourism development elements in the context of opening the Korean high speed railroad. For this, review of related literature on the impact of express railroad on tourism development and integrated linguistic value evaluation method were performed. Data were collected from residents and tourists of Gyeougju, Pohang, Ulsan region after they experienced a high speed railroad. To evaluate the discrepancy rate(Dr) between tourists and residents, general solutions to compute the intersection area between to triangular fuzzy numbers were inferred. Results indicated distinctive tourism development elements for each of the three different regions. In terms of methodology, this study suggested that fuzzy number model approach might be very useful to evaluate perceived service quality.
  • 2.

    How to Approach Medical Tourism Research from the Perspectives of Tourism Science

    Ick-Keun Oh | Lee, Byoung Sook | 2011, 35(9) | pp.35~52 | number of Cited : 13
    This study was to revisit the concept of medical tourism, to analyze tourism elements in medical tourism, and to suggest approaches for medical tourism research from the perspective of tourism science. A critical review of previous literature on medical tourism indicated that existing studies on medical tourism, both in the field of tourism sciences and medical sciences, did not closely examine diverse aspects of tourism elements in medical tourism. Based on the finding of this study, future research directions were provided to enhance the quality of medical tourism research in Korea. These areas include concept and scope of medical tourism, eligible sample, tourism elements to be included, research instrument, information release, communication, and cultural adaptation. This research concludes that tourism approach needs more tourism ingredients in medical tourism research.
  • 3.

    A Study on the Polarization of leisure consumption in Korea

    한교남 | Han, Beom-Soo | 2011, 35(9) | pp.53~72 | number of Cited : 10
    The polarization phenomenon, which could be defined as 'reduction of the middle class', has recently emerged as a social issue to be solved in Korea. This study was to analyze the polarization phenomenon of Korea in terms of leisure consumption. Specifically, it investigated the polarization trend and leisure time and consumption differences among three different social classes. Using household survey(Statistics Korea)' and 'national recreation survey(the Ministry of Culture and Tourism), in this study, the polarization trend of leisure consumption was analyzed by calculating the inequality index(Gini coefficient) and the polarization index(Wolfson index) from 1997 to 2010. Results showed that the polarization phenomenon of leisure consumption appeared to be deepened especially after 2006 and the differences of the leisure holidays, leisure satisfaction and the level of happiness appeared to be significantly different between 'leisure consumption upper group' and 'leisure consumption middle and lower group'. Policy implications and limitations of the study were discussed at the end of study.
  • 4.

    Effects of Festival on Residents’ Quality of Life

    김철원 | 서현숙 | Lee Tae Sook | 2011, 35(9) | pp.73~92 | number of Cited : 23
    Under the postulation that resident’s perception of tourism impacts affects their satisfaction of particular life domains, this study attempted to explore how Paleolithic Age festival had an effect on resident’s quality of life and to identify relationship between the determinants influencing residents’ festival impacts perception. This study was mainly built on Festival and Quality of Life(FQOL) measurement, which suggest Festival and Quality of life index. Six impact factors were identified through factor analysis, which reveals that Yeoncheon county residents were especially conscious about festival impacts on six quality of life domains in terms of ‘social environment’, ‘economic environment’, ‘stabilized living environment’, ‘cultural environment’, ‘natural environment conservation’, ‘living condition and leisure activity’. FQOL indices reveal that resident perceived Paleolithic Age festival had positive impacts on all of six QOL factors. Given that none of empirical research on festival impacts on residents’ quality of life(QOL) and the importance imposed on residents’ support for sustainable development, the findings of this study can help community planners and tourism leaders prioritize steps to take in order to improve residents’ quality of life and further to ensure long-term success of festival.
  • 5.

    Tourists' Attitude Differences of Patrol Activities against Depreciative Behaviors: Focusing on Broken Windows Theory and Prosocial Behavior Theory

    Joungkoo Park | 김주영 | 2011, 35(9) | pp.93~112 | number of Cited : 1
    Applying the broken windows theory and prosocial behavior theory, this study investigated the impact of patrol policing activities for protecting historical heritage shapes from depreciative behaviors. These theories discussed the reasons why individuals who witness a range of inappropriate behaviors may or may not take action, and presents ways to encourage and develop greater bystander involvement. Data were collected through survey of 239 visitors who visited Yangdong village, Gyeongju. T-test and ANOVA were performed to examine differences of bystander intervention and norm-activation on vandalism prevention. Results of the study showed that direct indication toward a person's faults had solid support of zero tolerance that keeps various rules to preserve tourism attractions. Results also indicated that underlying social anger at disorders appeared to be significantly related to the acceptance of progressive regulation such as patrol policy and CCTV installation. Implications and limitations of the study were also discussed.
  • 6.

    An Analysis on the Relationship among Hae-Rang Rail Cruise Users' Benefit Sought, Perceived Value, Satisfaction and Loyalty

    최일선 | 김형준 | 길기연 and 1other persons | 2011, 35(9) | pp.113~137 | number of Cited : 21
    This study examined sightseeing train not as a mean of transportation but as a tourism resource itself. Particularly, this study was to investigate the relationship between the rail cruise users' benefit sought, perceived value, satisfaction and loyalty. Data were collected from the 203 customers of Hae-Rang rail cruise, which is one of the luxurious rail cruises in Korea, from May to July 2011. Results showed that in terms of the customers' benefit sought, the respondents of Hae-Rang rail cruise pursued relaxation and excitement rather than exploration. Results also empirically supported the impact of benefit sought on the perceived value, the impact of perceived value on the satisfaction, and finally the influence of satisfaction on the loyalty. However, there was no significant relationship between benefit sought and customer satisfaction. Also, perceived value and customer loyalty did not have a significant relationship. Theoretical and practical implications were discussed based on the results for marketers of the Hae-Rang Rail Cruise.
  • 7.

    A Study on Relationship between Impact and Support on Marine Tourism Development: An Application of Benefit and Cost

    Kyesung Ko | Youngjin Lee | 고미영 | 2011, 35(9) | pp.139~161 | number of Cited : 26
    This study investigated residents' perceptions on the marine tourism impacts on a town of Jeju(Kimnyeong) and its relationship with the residents' public support from the cost-benefit perspective. The social exchange theory was used to analyze the positive and negative aspects of DoBC(difference of benefit and cost). Data were collected from 198 residents of the town on September 2010. The main results of the study were as follows; First, the more the difference between benefits and costs were perceived, the better the respondents were likely to support of tourism development. Second, residents' positive attitudes for the benefits were positively related to their support for the marine tourism development, while their attitude for the costs were negatively associated with their support for the tourism development. Findings from this study suggest an integrated promotion of cost and benefits of marine tourism development impact for inducing residents' support for the tourism development.
  • 8.

    The Effects of UCC(User Created Contents) Tourism Information on Destination Images and Future Visit Intentions

    Yoon, So-Jung | Kim, Nam Jo | 2011, 35(9) | pp.163~182 | number of Cited : 17
    UCC (User Created Contents) has been regarded as a suitable media for a deliverly of clear tourism information to potential customers. In particular, it has been considered one of the most, if not the best, credible mass medias to the potential customers due to its non-commercial and high cost efficient characteristics. In this context, this study examined whether exposure to a UCC of a tourist destination influence on visitors' images on the destination and future visit intention. An experimental design was employed for this study and data were collected from 95 college students before and after the exposure of the UCC of ‘Jirisan Trail(Dulegil)’. Results showed that the all the five cognitive and two emotional dimensions of respondents' images on the Dulegil were significantly increased after the exposure of the UCC. Results also indicated that the respondents future visit intention was also significantly increased after the exposure. This suggests that UCC is a useful marketing media and could build and/or change the destination images of potential visitors.
  • 9.

    A Study on the structural relationships between perceived ease of use of Information Technology, Interactivity, enjoyment, Satisfaction and Revisit of Museum Visitors: A focus on National Museum of Korea

    박영아 | 2011, 35(9) | pp.183~202 | number of Cited : 11
    Abstract PDF
    This study was to examine the structural relationships between museum visitors' perceived easiness of information technology use, experience of interactivity and enjoyment, satisfaction and revisit intention. Based on a review of related literature, a structural equation model among the constructs was developed and tested. In particular, information technology was conceptualized in terms of kiosk, visual media, and PDA and a total of 500 questionnaires were distributed to visitors at the National Museum of Korea. The usable 378 samples were analyzed for the structural equation modelling analysis. Results found that the respondents' perceived easiness of information technology use had a positive influence on their experience of interactivity and enjoyment. Results also indicated that both of the respondents' experience of enjoyment and interactivity positively influenced on their level of visit satisfaction. Finally, results also showed that the respondents' level of visit satisfaction had a positive influence on their revisit intention to national museum of Korea.
  • 10.

    A Study on the Survey of the experts for Development of Mobile Tourism Service Quality Measurement Scales: Focusing on Smartphone's Tourism Service

    김용일 | Kim, Sung Hyuk | 2011, 35(9) | pp.203~220 | number of Cited : 26
    The mobile technology is becoming an important aspect of tourism inform- ation service system. This study was to develop a scale of the mobile tourism information service quality. In order to achieve this, first, based on a critical review of related literature, a total of 38 initial measurement categories of mobile tourism service were initially developed. Then, using an in-depth interview with 10 experts on tourism information system, the content validity of the 38 items were tested. As a results, out of 38 items, 35 items were found to be valid items. Finally, 21 experts participated in a survey to finalize the scale development. W-verification of Kendall was employed to test the validity of the scale and 21 items were included in mobile tourism information service quality scale. The 21 items could be categorized into three dimensions: information, system and service. The information service quality was composed of items such as credibility, diversity, easiness and accuracy, while the systematic dimension of the service quality was composed of stability, functionality.
  • 11.

    Estimating the Value of Natural Tourism Resource According to Survey Point

    박충호 | Jaeseok Kim | 2011, 35(9) | pp.221~238 | number of Cited : 7
    Over the last three decades, CVM(Contingent Valuation method), as a general public good valuation method in the tourism sector, has made some significant theoretical progress. However, to date, not many studies have examined impact of the seasonality on the value of tourism resources. Specifically, the value of seaside, as a natural tourism resources, might be differently evaluated by its customers. Drawing upon this point, using CVM, this study estimated the value of Haeundae seaside at two different times(before the peak season and peak season). Data were collected from 720 visitors of the seaside resort in 2010. Results showed that visitors' WTP(willingness to pay) estimation of the lower-season was 14,099 won, while the respondents WTP of peak season was 16,917 won. This suggests that if one estimates the seaside at a lower season, the total estimated value of the place might be 25 billion won, while it might be estimated to be 30 billion won, when it is measured at the peak season. Implications and future research directions were discussed based on the findings of the study.
  • 12.

    The relationships of the perceived tourism impacts toward tourism exchange between South and North Korea, affectivity and satisfaction in residents: Focusing on Gosung-Gun area

    최정은 | Kim, Young-Gook | 2011, 35(9) | pp.239~259 | number of Cited : 4
    This study aimed to investigate the relationships between residents' perception on the impact of South and North Korea tourism exchange, their emotional tendency and life satisfaction. Based on the review of related literature, residents' perception was conceptualized in terms of four different dimensions(political, economical, social and environmental). Data were collected from 232 residents who lived in Gangwon-Do on April 2011. Results of a structural equation model analysis indicated that the respondents' perception on the political and economic impacts of the North and South Korea tourism exchange were positively related to both of the positive and negative emotional tendency of the respondents. In addition, the residents' perception on the social and environmental impacts were also positively related to the two different dimensions of their emotional tendencies. Some implications and further research directions for tourism exchange police between South and North Korea were discussed.
  • 13.

    An Empirical Study on Preferred Attributes and Activities by Segmentation of Secondary Target Market Areas in China: Focused on Chengdu, Wuhan, Nanjing, Harbin and Chongging

    오정학 | Deoksoo Ahn | 김형준 | 2011, 35(9) | pp.261~282 | number of Cited : 3
    This study was to segment the secondary target market areas of China for Korea inbound tourism and to suggest marketing strategies based on their tourism behavior, preferred attributes and activities. Data for this study were collected from 500 people of 5 regions in China, which were grouped as the major secondary Chinse inbound markets of Korea. Frequency analysis, two-stage cluster analysis. cross-tab analysis, ANOVA and correspondence analysis were conducted to achieve research aims. Results of a cluster analysis identified four different segmented groups in the secondary target market. Results showed that the four different segments had different characteristics in terms of gender, income, residence, and 2 preferred attributes of selecting a foreign tourism destination. Moreover, results revealed the necessity of making use of 'Korean Wave' and launching tour-package with good price and high quality accommodations, which could target the 'Nanjing' and 'Chengdu' market.
  • 14.

    Factors Influencing Chinese Travelers' Multi-destination Trip in Korea: Capital Area versus Other Areas

    김민형 | 추승우 | Hwang, Yeong-Hyeon | 2011, 35(9) | pp.283~296 | number of Cited : 14
    This study examined multi-destination trip patterns of Chinese travelers in Korea and to identify factors that influence their multi-destination trip behaviors. Data of Chinese travelers(n=1,149) who participated in the 'International Visitor Survey 2009' by Korea Culture & Tourism Institute were used for the empirical analyses. Results indicated that about 72% of respondents visited more than one city/province during their stay in Korea, and there visits were concentrated into the capital area including Seoul, Incheon, and GyeongGi Province. Result of a logit analysis revealed that Chinese travelers' multi-destination trip was significantly influenced by age, education level, trip purpose, type of visit, and length of trip. More specifically, individual traveller were more likely to participate in multi-destination trip than group tourists. In addition, Chinese travellers who visited Korea during the fall season were less likely to participate in multi-destination trip than the Chinese travellers who visited Korea during other seasons.
  • 15.

    The Effects of Island Tourism Destination on Experiences Quality, Perceived Value, Customer Satisfaction, Customer Defection, and Revisit Intention: The Case of GeoJe․TongYoung․GoSeong Tourist Destination

    김기호 | 2011, 35(9) | pp.297~318 | number of Cited : 38
    The purpose of this study was to examine the relationships among the visitors' experience of island tourism quality, perceived value, customer satisfaction, customer defection, and revisit intention. Data were collected from 368 tourists' who visited Geoje, Tongyoung, Goseong areas from March to May 2010. The results showed that the respondents' level of quality experience made positive impact on perceived value, and customer satisfaction. Results also showed that the visitors' level of satisfaction had positive impact on their revisit intention. On the contrary, the respondents' perceived value and level of satisfaction made negative impact on customer defection. Results from this study suggest that the local government and travel companies should understand the big picture of marine tourism market and respond to changing customer needs and revisit intention through efficient and creative strategies based on the solid tourism marketing knowledge.
  • 16.

    Structural relationships among service quality, satisfaction, and loyalty for farmstay visitors: The moderating effects of distance to the destination

    박덕병 | 김경희 | 2011, 35(9) | pp.319~342 | number of Cited : 4
    This study was to examine the structural relationships between service quality, satisfaction, and loyalty of visitors. Particularly, this study focused on the moderating effect of the distance rural tourism service setting. Data were collected from 442 visitors of twenty three rural farmstay villages. Results of a factor analysis yielded three different dimensions of farmstay service quality(i..e, facility, program, and community resource). Results of a structural equation model analysis showed that the respondents' evaluation on the facility of service quality in the destination communities within two hours distance by car had a positive effect on satisfaction. Results from this study suggests that destinations near to potential visitors should improve different facilities for potential tourists. Also, the local government should enhance public relationship with the potential visitors.
  • 17.

    A study on Tourism Demand Forecasting Using Income Elasticity & Domestic Economic Variables: Focused on Domestic Tourists to Jeju

    김대호 | Suh Yong-Kun | 2011, 35(9) | pp.343~360 | number of Cited : 6
    Tourism demand forecasting is important to reduce fixed costs and increase investment efficiency. Previous studies have shown that income elasticity and domestic economic variables were importance determinant factors of tourism demand. This study was to forecast domestic tourism demand of Jeju island employing the income elasticity and domestic economic variables as independent variables. Two different time series data set, which was collected by Jeju Tourism Board and Statistics Korea from 1962 to 2010, were used for the forecasting. Results showed that domestic tourism demand of Jeju island was more sensitive than economic growth rate. Results also indicated that the honeymoon market might be substituted for the outbound market unless it was influenced by the external variables such as exchange rate and oil price. Moreover, overseas trip rapidly replaced the domestic trip to Jeju from 1998. Several implications were presented on the basis of the research findings.
  • 18.

    Structural Relationships between Tour Interpretation, Cognition, Affection, Flow and Intention to Visit: Focused on visitors of Gyeongbokgung Palace and Changdeokgung Palace accompanied with tour interpreter

    Juyeon Kim | 이민재 | Kyung-Mo Ahn | 2011, 35(9) | pp.361~381 | number of Cited : 15
    This study was to examine the relationship between visitors' perception of cultural tourism interpretation service, their cognitive and affective responses, experience of flow, and intention to visit. Based on a review of related literature, the service quality of cultural interpretation service was measure by five items which included interest, fidelity, education, effectiveness, communication. Data was collected from 236 Korean, Japanese, Chinese and other foreigners who visited the Gyeongbokgung Palace and Changdeokgung Palace with tour interpreters. Results of a structural equation model analysis indicated that perception on the interpretation service had significant positive effects on cognitive and affective response. Results also showed that visitors' cognitive response/affective response, and flow also made significant positive effects on visitors' intention to visit.
  • 19.

    A Study on the Multidimensional Positioning for Spa Destination:Case of Korea's top rated seven Spa

    Si-Joong KIm | 2011, 35(9) | pp.383~400 | number of Cited : 7
    Using the multidimensional scaling method, this study was to position Korea's top seven spas in terms of visitors' preference attributes. Based on a review of related literature, five different dimensions of spa preference attributes(e.g., quality of spa water, travel cost, spa facility) were employed for the multidimensional scaling. Data were collected from 283 visitors of the top seven spas on January 2011. Results showed that Deoksan Spa and Bugok Spa had similar image as a spa destination. In addition, Onyang, Asan, and Suanbo Spa also had similar image, while Yuseong spa had different image as spa destination from all the other spas. Results also showed that Suanbo Spa had competitiveness in terms of its cost as a spa destination, while Yuseong and Asan Spa had competitiveness in terms of its tourism environmental condition as a spa destination. However, in terms of the quality of hot spring only Suanbo Spa had competitiveness.
  • 20.

    Differences in Selection Attributes and Preferred Activity between Types of Visitors’s Motivations in Potential Visitor Traditional Old House Stay in Andong City

    Song Wangu | 이동민 | 2011, 35(9) | pp.401~424 | number of Cited : 19
    Traditional old house, which is called as 'Gotaek' in Korean, has been received some attentions as a culture tourism resource from local and central government. However, not many studies to date have provided basic marketing information of the Gotaek experience tourism market. This study was to segment the Gotaek experience tourism market in terms of the visitor motivation. The data used in this study were collected from 212 visitors of Andong City. Results of a cluster analysis suggested four different types of Gotaek experience tourism visitors(Gotaek experience seekers, relaxation seekers, education seekers. and the disinterested). Results also showed that there were significant differences among the four groups in terms of their Gotaek choice attributes and preferred activities.
  • 21.

    Role of Emotional Responses in Arts Tourism: Focused on Performing Arts Experiences

    Hye-Won, Jang | Choi Byoung-Kil | 2011, 35(9) | pp.425~444 | number of Cited : 30
    Based on the concept of Pine & Gilmore's four realms of an experience, this study determined the causal relationships between the visitors' experiences of performing arts, their emotional responses, overall satisfaction, and loyalty. Review of related literature suggested three different dimensions of emotional responses, such as enjoyment, emotional dominance and arousal. The data were collected from 280 Chinese travellers who visited Jeju Island and watched the famous Korean performance "Nanta" as one of their itineraries. Results showed that almost all of the four dimensions of the respondents' expediencies of performing art tourism were positively associated with their emotional responses of enjoyment, emotional dominance and arousal. Results also indicated that the respondents' emotional enjoyment and dominance made significant impacts on their overall performance satisfaction. However, the respondents' experience of emotional dominance did not make significant effect on their overall performance satisfaction. Finally, results also showed that the respondents' level of satisfaction was significantly correlated to their active royalty.
  • 22.

    An examination of the structural relationships between ARS representative quality of domestic airlines, ARS service satisfaction, and brand switching intention

    현용호 | 2011, 35(9) | pp.445~464 | number of Cited : 2
    Abstract PDF
    Recognition of the importance of automated response service(ARS) is increasing as the competition of the airline industry becomes more intense. This study examined the structural relationships between customers' evaluation on the ARS quality of the Korea domestic airline industry, ARS service satisfaction, and brand switching intention. ARS quality were measured in terms of four different dimensions(i..e, adaptiveness, assurance, empathy, authority). Data were collected from 366 tourists of Jeju island on September 2010. Results of sequential chi-square difference tests showed that a structural model including a path from authority to brand switching intention was chosen as a better model rather than the initial research model proposed by this study. More specifically adaptiveness and assurance dimensions of the ARS quality had significant positive effects on ARS service satisfaction. Results also revealed that, while the authority dimensions of ARS quality had a direct influence on brand switching intention, there was a negative influence of ARS service satisfaction on brand switching intention.
  • 23.

    A Study of Developing Educational Training Program for Flight Attendants Using Delphi Technique

    나윤서 | Hong-bumm Kim | 2011, 35(9) | pp.465~488 | number of Cited : 28
    Using the delphi technique, this study was to develop a model of educational training program for flight attendants. Based on a close look at the current educational training programs of flight attendants, eight big categories of a flight attendant training program (i.e., security, basic mind and attitude, process, service theory and practice, customer satisfaction, foreign language skill, in-flight announcement) and 93 specific subjects were developed. Then, three groups of flight attendant training professionals, such as professors of aviation service department at a university, site specialists and training instructors, evaluated the importance of 8 big categories and 93 specific subjects at three different rounds. Results showed that three different groups had same opinion that safety, service practice, basic position were the most important areas of a flight attendant training program. Results of this study will be helpful to develop a new educational training program for flight attendants. Implications and limitations of the study were discussed at the end of the study.