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2012, Vol.36, No.5

  • 1.

    Understanding National Park Visitors' Value System Using Laddering Technique

    Kwon, Eun-Jung | Kwon Yoo Hong | Joungkoo Park | 2012, 36(5) | pp.11~30 | number of Cited : 12
    Abstract
    This study aims to identify attributes, consequences, and values of national park visitors. In this effort, a means-end chain theory and laddering technique was applied to data sets from summit climbers and Dullegil hikers. According to a survey of 150 visitors to Bukhansan and Jirisan conducted from 5 to 26 May 2011, visitors grouped between the two categories revealed different visitor values. Specifically, a key finding of the research was that summit climbers were found to have a value chain of natural scenery-appreciation of nature-joy. Contrasted with this were Dullegil hikers whom had a value chain of natural scenery-appreciation of nature-preciousness of nature, showing a slight difference. The former also put their priority on the feeling of achieving and joy, while the latter cherished preciousness of nature and peace of mind. This fact that summit climbers and Dullegil hikers showed different attitudes needs to be considered when national parks make new Dullegils, install facilities and manage visitors in the future.
  • 2.

    Evaluation of Cultural Tourism Resources in Rural Areas usinga Contingent Valuation Method

    Jeong, So-yeon | Kim Chulwon | 2012, 36(5) | pp.31~52 | number of Cited : 14
    Abstract
    The purpose of this paper is to estimate the economic value of South Korea’s first indoor livestock fairgrounds in Korea set to be built in Pocheon City, Gyeonggi-do, through use of a Contingent Valuation Method. To this end, a survey was conducted to investigate domestic tourists' willingness to pay admission to the Pocheon Indoor Livestock Fairgrounds, using a double bounded dichotomous choice approach. The results derived from the logistic model showed that the economic value of the Pocheon Indoor Livestock Fairgrounds is estimated to be 8,421 Korean won per person, per visit, based on truncated mean welfare measures. Expanding this in consideration with Pocheon’s current annual domestic visitation figures at a per capita value, the total economic value of the Indoor Livestock Fairgrounds is estimated to be approximately 2.3 billion Korean won. Implications based on these calculations and limitations for this study are detailed along with suggestions for future research.
  • 3.

    Valuing Sociocultural Functionality of Traditional Market : A Study of Traditional Markets in the Seoul Metropolitan Area

    김애경 | 유창근 | Lee, Hee Chan | 2012, 36(5) | pp.53~68 | number of Cited : 14
    Abstract PDF
    This study aims to (1) explore the socio-cultural function of traditional markets, (2) propose a model to estimate the value of socio-cultural function of traditional markets, and (3) investigate the elements to determine influencing factors for value estimation of sociocultural functionality. In this aim, a survey targeting households in Seoul and Kyunggi-do region who have experienced visiting traditional markets. To estimate the total economic value of sociocultural functionality, a contingent valuation method was employed to calculate the extent of willingness to pay (WTP). The results show that the average WTP of participants is 29,084 won. Considerations including education level, expenditure, traditional market`s function in contributing to revising the local economy, and entertainment were revealed as influencing factors. The findings confirm that the traditional market`s value of sociocultural functionality demonstrate that traditional markets provide space for the local community and its culture. Otherwise said, the value of the market’s sociocultural function is the prominent component of inherent value for traditional markets.
  • 4.

    Analysing Previous Related Study to Seek the Research Direction of Tourism Destination Regeneration Focusing Regeneration's Meaning and Strategy

    유광민 | Chang, Pyong-Kwon | 2012, 36(5) | pp.69~91 | number of Cited : 5
    Abstract PDF
    This paper seek to contribute to the study of tourism destination regeneration by analysing the historical and contextual elements of destination regeneration and past strategy studies. Academic interests pertaining to tourism destination regeneration has been deficient; perhaps partly due to the lack of mutual agreement on the concept and how it’s defined. Previous related studies which focused on Butler‘s Resort Life Cycle Model do not address considerations related to information on social factors or the regeneration strategies of capital and agencies. The analysis confirms that tourism destination regeneration should also be considered according to a development paradigm with recognition of social and relationship change; prompting a multidimensional strategy which includes the physical surrounding, political and economical, and cultural factors. It is necessary to develop theories that can better understand the social relationship and other practices to have space production and reinforce the application of tourism destination regeneration studies.
  • 5.

    Market Segmentation of Local Festival Visitors by Benefit Sought:A Case Study of the Jeju Olle Walking Festival

    Ko Mi-Young | Oh, Chang-Hyeon | Chul Jeong | 2012, 36(5) | pp.93~113 | number of Cited : 25
    Abstract
    Local festivals can contribute to the economic development and improvement of community image. Additionally, they can play an important role as a tourism attraction. This study aimed to segment the Jeju Olle Walking Festival visitors based on benefit sought and to provide a representation of the socio- demographic and travel characteristics of the segmented groups. Data were collected at five Olle courses from 9 – 13 November, 2010. The results of K-mean cluster analysis based on seven benefit sought factors, yielded four different visitor clusters represented as nature-seekers; escape-seekers; festival experience- seekers; and multi-purpose experience seekers. Among the four groups identified, the data analysis revealed significantly different characteristics in terms of socio-demographic and travel behaviors. Based on the visitors' profile according to the results of the study, marketing strategy considerations as well as implications pertaining to the segmented groups were addressed and identified. The results of this study are intended to benefit the Jeju Olle Walking Festival’s sustainable development.
  • 6.

    Authenticity of Cultural Heritage and Its Development as Tourism Resources: With Reference to Donggung and Wolji in Gyeongju, South Korea

    Kim Kyu-Ho | 2012, 36(5) | pp.115~133 | number of Cited : 20
    Abstract
    Tourism plays a very important part in cultural consumption behavior. With the increase in cultural capital, tourism tendencies are turning to postmodern ones which pursues much individualized and differentiated experiences. Therefore, it is necessary to utilize cultural heritage as tourism resources so as to respond to the market changes. In this respect, "Donggung," a separate palace of the Silla era, which has been renovated on a large scale and maintained as one of the major tourism resources in Gyeongju can also offer various forms of cultural production materials from the cultural and economical viewpoints. Considering various forms of authenticity based on the tendencies and motivations of tourists seeking cultural heritage, an issue on authenticity of tourism resources by the reconstruction of "Donggung", it can be manipulated by the concepts of existential authenticity and customized authenticity. Therefore, from the viewpoint of tourism, this study points out some major issues regarding the distortion or loss of authenticity of some cultural heritage due to commercialism. This study also suggests plans to construct some display rooms which can house the valuable relics excavated from "Wolji", to construct some attractive tour courses, facilities and programs to pass on most interesting stories about major kings of the Silla kingdom through various media, and to construct tourist information centers to manage the tour courses.
  • 7.

    A Study on Theme Park Visitor Satisfaction Using Flow Theory: Focused on Visitors of the Maze Park

    Kim Young Nam | Oh Sang-Hoon | Suh Yong-Kun | 2012, 36(5) | pp.135~155 | number of Cited : 16
    Abstract
    The purpose of this study is to examine the effect of Flow dynamics on visitor satisfaction at theme parks. Flow Theory, first introduced by professor Csikszentmihalyi in 1977 has been used widely in the field of Psychology. Albeit its more recent use in Sociology and Leisure Studies, there remains limited Flow Theory research specific to visitor experiences at tourist sites. A total of 302 interviews at Jeju Island's Kimnyong? Maze Park were used for analysis. The results indicate the following: Firstly, that self-efficacy, physical evidence, and arousal have a significant and positive effect on visitor playfulness; Secondly, physical evidence, arousal, challenge, and involvement have a positive influence on user attention; and that self-efficacy, arousal, and chanllenge present a significant effect on time distortion; and Lastly, playfulness, attention, and time distortion positively infleunce customers' satisfaction. Limitations of the research, conclusions and suggestions are enclosed.
  • 8.

    Analyses of Urban Hotel Location Focusing on Market Segment Based on the Space Syntax

    박은민 | Kim, Young Ook | 2012, 36(5) | pp.157~176 | number of Cited : 7
    Abstract
    The general factors determining the success or failure in hotel management are the chief executive's ability, scale and rating of the hotel, and relationship to local market. Above all, the location of hotels, as a limiting factor which directly affects to the investing success, needs to be fulfilled as a topmost priority. In this study, the relationship between FIT guests and room rate was regressively analysed through market segment analyses for hotel profits structure. Subsequently, market segment data of hotels located in Seoul was followed. In order to scrutinize spatial aspects, a substantiative study was accompanied according to hotel location and comparison analyses with using Space Syntax. The results indicate the importance of accessibility by proposing efficient location designation of hotels, cultural tourism accommodations, and residential hotels, and even office area targeting foreigners in specific. Moreover, analyses of space analysis based on Space Syntax will provide a precise and objective overview, not only to architecture and urban design fields but to tourism industry in its utilization as a means to increase in cultural tourists's convenience and accessibility.
  • 9.

    Effectiveness of Ecotourism Interpretation: An Assesment of the Effect of Interpretation on the Cognition, Attitude, and Behavior among a Korean National Park Visitors

    Lee, Jin-Hyung | 2012, 36(5) | pp.177~197 | number of Cited : 24
    Abstract PDF
    Interpretation has been considered as the 'soul' of ecotourism due to its possible effectiveness on the visitors' environmental cognition, attitude, and behavior intentions; yet, to date, little research has empirically tested their effects. Therefore, the aim of this study was to empirically test the effects of the above environmental interpretations at a Korea national park on visitors's cognition, attitude and behavior. Data were collected from 383 visitors of Jirsan National Park from August to October 2010. Interpretation Evaluation Tool Kit, developed by Ham and Weiler (2006), was used to measure the effects. The results showed that overall the interpretations made signigicant positive impacts on the visitors' cognition, attitude and behavior intentions. In particular, the respondents were most likely to agree that the interpretation programs made positive impacts on their attitude of environmental conservation, while they were least likely agree that the interpretation program influenced a positive impact on their personal value system. The results also showed that visitors' motivation might determine better than the length of interpretation time for the effectiveness of interpretations. Practical implications and future research direction were discussed at the end of the study.
  • 10.

    The Motivations of Auto Camping Enthusiasts

    김홍일 | Jongbo Ko | 2012, 36(5) | pp.199~219 | number of Cited : 53
    Abstract
    Auto camping (also called RV camping or car camping) is becoming increasingly popular among the public due to its special attributes despite many natural constraints and inconveniences compared to other travel types. The purpose of this study is to identify and understand tourists’ motivations of auto camping manias. Data were collected form 17 auto camping enthusiasts in May 2011 through in-depth interviews. According to the results, their motivations for auto camping consists of communion with nature, improvement of family relations, escape from daily life, relaxation, social network. These five motivations are not individually separated but intimately connected to one another. The results also found that auto camping compared with visiting resort has special attributes such as freedom, social networking, relaxation, easy readiness, emotional solidarity which make auto campers revisit; providing insight for consideration for tourism destination marketers, destination managers and industry practitioners. The paper concludes with additional contributions, limitations and future research directions discussed.
  • 11.

    The Study of Convergence Model of Tourism Resources Information Service Responding for Regional Tourist Demand:Focused on Data-mining and Situation Evaluation Methodology

    WooHee Byun | 이정열 | 변성희 | 2012, 36(5) | pp.221~241 | number of Cited : 3
    Abstract PDF
    This study attempts to determine the theory of convergence model of tourism information service. To solve the structural problem, it is fulfilled that the data-mining methodology and the local tourism demand variables, and then tourism destination evaluation elements are identified. This study is set up on the base of the theory which is for the difference among the local tourism information environment variables on tourist destination selection and which is for the effects evaluation influencing tourist destination evaluation elements to the effects variables of digital convergence system. Accordingly, tourist information convergence theories were applied by digital data-mining and situation evaluation methodology. Resultingly, this study performed the qualitative study and model study in order to test the theory. Additionally, scientific reference data was collected. The outcome of the research indicates that it is expected to be a useful data for the tourism information service policy responding for regional tourist demands.
  • 12.

    The Comparative Analysis of Inbound Heritage Tourist’s Language-specific Behavior: Focused on Royal Palace

    Jisun KIm | 2012, 36(5) | pp.243~262 | number of Cited : 7
    Abstract
    The purpose of this study is to analyze foreign tourists’ behavior and their characteristics of language-specific profiles who visited the Gyoengbok, Changduk, and Duksu Palace. The result of the analysis shows that English speakers belong to high income level and educated professionals, also they travel by individuals for intellectual needs. Moreover, they explore a lot of information and many are interested in the architectural style of the palace. In the case of Japanese speakers, many of them are employed as business and office workers or housewives with no children and travel by FIT packages. Furthermore, this group is interested in the palace food and people. After visiting the palace, they prefer shopping or theatre. In the case of Chinese speakers, many of visitors are in their early 20s females traveling with friends. This type of travelers makes independent bookings and is interested in hidden stories of the palace and its landscaping. In particular, the improvement of communication and explanation are asked. The results of the study appeared in the language- specific characteristics and profile of tourist behaviour with implications for providing difference service.
  • 13.

    Women's Overcoming the Categories of Leisure Leaning to Men: Based on Butler's 'Gender Identity'

    Hwang Hee jeong | Kim Ji Sun | Lee, Hoon | 2012, 36(5) | pp.263~288 | number of Cited : 9
    Abstract
    The boundary of leisure from a perspective of gender identity has expanded. Butler (2008), who advocated the possibility of change of gender identity, viewed the change of gender identity as a process to be equated with gender, which he named 'doing'. In light of this, in an area of leisure tourism, gendered subject carries out its gender tasks based on a same point of view on gender previously described. Many Korean women can be forced to carry out a gender as a woman in their growing, and it is intensified in relationships with a husband. In doing so, inevitably, they experience the psychological conflicts. Further, in order to go beyond the category of gendered leisure, they struggle with the perspective of a society, and their families on gender, and gender identity issue. According to the analysis of data in this paper, by drawing themselves in a setting where they cross the boundary of gendered leisure category provides them with 1)an experience departing from accumulated forced experiences in terms of a personal sphere, 2) an opportunity to practice identity dismantlement and its reformation. This phenomenon stimulates animated discussions about gender issues based on women's independent experiences. It is expected to make a contribution to emancipation by occupying a significant in expanding the dismantlement of gender, and making the idea of gender unsecured.
  • 14.

    Factors Influencing Online Travel Information Value and User's Continuous Intention in Social Media

    정희진 | Lee Gyehee | 2012, 36(5) | pp.289~308 | number of Cited : 37
    Abstract
    The purpose of this study is to identify key factors affecting Korean tourists' continuous intention to use social media for travel planning and sharing of their travel experience. In addition, this study suggested an empirical model that posits hedonic value and functional value, affect, and satisfaction as the key antecedents of continuous use intention and examined the structural relationships among them. Perspectives of how one can define and interpret social media communities within the tourism industry are discussed and issues related to the functions of social media communities are explored from the users’ viewpoint. The results of this study show that hedonic value, functional value of online information, and satisfaction are significant determinants of consumers’ continual intention to use social media to search travel information. While all have significant effects, the functional value is the strongest predictor of intention to use the social media among the direct precursors to the behavioral intention. The findings also indicate that affect has direct impact on satisfaction and indirect impact on intention. This study, although limited in its scope, will be of interest to academic researchers and industry practitioners who are seeking to better understand tourists' social media usage behaviors for planning travels and sharing experience.
  • 15.

    The Role of Self-emotional Control Ability When Impacted by Job Stress and Work-family Conflict Model Using Path Analysis: Focusing on Travel Agent

    CHEON/DEOKHEE | Hong, Kyung Wan | 2012, 36(5) | pp.309~332 | number of Cited : 21
    Abstract
    The purpose of this study is to examine the influential relationship job stress, work-family conflict, job satisfaction, and family satisfaction through path analysis among, and to investigate whether the self emotional control ability plays a moderating role in its relationship. A sample of 198 people who work travel agency more than 2 years was obtained through convenience sampling method over a period of 15 days. According to the Factor analysis, job stress was classified into three distinct dimensions (job overload, emotional labor, job insecurity). Findings from this study are as follows: firstly, there are the significant relationships between antecedents (job overload, emotional labor, job insecurity) and consequences of job and family satisfaction; secondly, self-emotional control ability has a moderating effect on the relationship between job stress and work-family conflict. The theoretical and practical implications are discussed. The limitations of this are identified and suggestions for the future research are presented.