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2013, Vol.37, No.2

  • 1.

    A Study of Urban Park Visitors' Value Pursuit Using the Laddering Method

    Jee-eun Lim | Lee,Hyung-Ryong | 2013, 37(2) | pp.11~29 | number of Cited : 6
    Abstract
    Urban park has evolved with increasing leisure activities of citizens, thus it is necessary to administer urban park from the perspective of consumer's behavior. Therefore this paper aims to look into the value pursuit process of the urban park visitors with their family including their children, using the means-end analysis called laddering. The Means-End Chain theory links to the attributes of products or services(A), the consequences using the attributes(C), and the value of customers(V). This study obtained 10As, 8Cs, and 7Vs through depth interview of 11 urban park visitors who had been the urban park more than three times with their family, and collected data from 100 visitors at the Seoul Children's Grand Park. The results indicated that the ultimate values of urban park visitors are 'pursuit of family happiness' and 'enhancement of family bond' and the most conjoin linkages are 'simple activity process(A)'-'having pleasant time(C)'-'enhancement of family bond(V)'. The results imply that urban park visitors perceive the park as a casual place to spend time with their families and make connectedness within them.
  • 2.

    Spatial Distribution and Spatial Autocorrelation on Amenity Resources

    Yun, Hee Jeong | 2013, 37(2) | pp.31~53 | number of Cited : 10
    Abstract PDF
    Amenity resources are relevant to the regional economy development, population migration, income distribution and tourism development. For this reason, many government officials have adopted these amenities as the regional planning and development strategies. This study intends to analyze the spatial distribution and the spatial autocorrelation on the regional amenities using GIS (geographic information system) and GeoDA (spatial autocorrelation tool). For the purpose of this study, 22 amenities are chosen such as natural, sociocultural and economic amenities. The analysis units of this research are nationwide 146 Si and Gun except Gu area. The main results can be summarized as follows: Most natural amenities are clustered spatially and the spatial autocorrelation index (Moran's I) are very positive. However, there are no spatial autocorrelation on some of the sociocultural and economic amenities. In addition, this study analyzes the LISA (local indicator of spatial association) about the 22 amenities, many hot spots are discovered on the spatial distribution of the amenities. In conclusion, it is suggested that further research need to carry out whether these amenities affect the regional economy or not.
  • 3.

    Factors that Influence the Number of Tourists:Focusing on Domestic Tourist Attractions

    chung-seung-ho | 2013, 37(2) | pp.55~78 | number of Cited : 5
    Abstract
    Tourists tend to visit attraction spots influenced by various factors. This study, which is based on the analysis of several measurable factors extracted from previous studies and references, revealed that most of tourist attractions were affected by GNI per capita as well, an increase in fuel prices was also one of factors in island areas such as Jeju. In addition, Asan City located in a hot spring area was influenced by the surrounding population and fuel prices. On the other hand, Everland, which is a leading tourist attraction in the metropolitan area, was visited by many tourists regardless of any specific factors due to its easy accessibility. As such, there was a slight difference in factors in each travel destination. Also, unlike the previous studies predicting that income and the price index had a significant impact on tourists, this study showed such factors as irrelevant. Nevertheless several research limitations, the study can be more valued in the further research, adopting cross-sectional research and identifying psychological characteristics of tourists.
  • 4.

    The Impact of Local Festival Characteristics on Visitor Expenditure:Focusing on the Cultural Tourism Festivals during 2007 - 2011

    김윤아 | 윤세헌 | Hyung-Deok Shin | 2013, 37(2) | pp.79~94 | number of Cited : 8
    Abstract
    Many local governments in Korea have tried to boost up their local economy by hosting successful local festivals. This study expanded Lee and Chung(2008)'s study to analyze what elements have impacts on local festival visitor expenditure. Based on the 195 local festival data from 2007 to 2011 collected from the directories and reports published by the Ministry of Culture, Sports and Tourism, multi-variate regression analysis was conducted to reveal the results of this study. This research identified that festivals on local products and experiences led more expenditure than festivals on cultural events. In addition, festivals on local food and close to nearby attractions led to high expenditure. On the other hand, festival grades and out-of-town visitors ratio were not relevant to visitor expenditures. These results have implications that local governments may want to develop their package products including souvenirs, food and tourism for economically successful festivals.
  • 5.

    Development and Validation of the E-CRM Activity Scale in Travel Agencies

    Hwang Soo Young | 2013, 37(2) | pp.95~117 | number of Cited : 8
    Abstract
    e-CRM refers to the Internet-based CRM system. The essence of e-CRM in travel agencies is to build a business environment in which a variety of the company's activities can be conducted through e-channels based on electronic technology. This study was conducted in order to develop a set of tools that can measure the performance of e-CRM activities in travel agencies and to evaluate the reliability and validity of the measures. To determine internal consistency as a part of analyzing reliability, Cronbach's Alpha and Spilt-half were tested. The validity of the content of the survey was naturally ensured since the field data were first collected from the e-CRM experts based on a theoretical framework A confirmatory factor analysis and SEM were conducted in order to assess validity of the measures. This study finally conducted 'e-CRM activities scale in travel agencies' consisted of 45 items in total and also the result of these processes was the development of measures to verify the e-CRM activities in travel agencies.
  • 6.

    A Study on the Adoption of Technology Acceptance Model(TAM)in ERP System of Travel Agency

    강도용 | Kim Chulwon | 2013, 37(2) | pp.119~140 | number of Cited : 11
    Abstract
    This study is for verifying the use of ERP system in tourism industry by applying the Technology Acceptance Model, which is a typical model how users come to accept and use a technology, about the use of ERP system. In other words, it's for verifying effect relationship among computer self-efficacy of ERP system in tourism industry and user's perceived ease of use, perceived usefulness and actual use. This research purposed to verify the suitability of ERP system to TAM and provide the important implications to development of ERP system. The result of factor analysis is as follows: computer self-efficacy, perceived ease of use, perceived usefulness, intention of use, and use. As the result of specific analysis through effectiveness analysis, also computer self-efficacy influences meaningfully upon perceived ease of use and perceived usefulness. Perceived ease of use influences meaningfully upon perceived usefulness and intention of use. Also perceived usefulness influences in meaningful way on the intention of use, and intention of use influences in meaningful way on the use. The findings are suggested direct and indirect ways about ERP system in tourism industry.
  • 7.

    Relationship Between Supply Chain Integration amongMedical Tourism Corporations and their Performances:Role of Internal and External Factors as Moderate Variables

    CHO, SEUNGA | Choi, Seung-Dam | 2013, 37(2) | pp.141~161 | number of Cited : 5
    Abstract
    The purpose of this study is to investigate the relationship between medical tourism corporations' supply chain integration and corporate performance considering the convergent characteristic of medical tourism industry. Three hypotheses were formulated based on theoretical discussion. First, as the level of supply chain integration among medical tourism corporations grows higher, it is more likely to have positive influence on corporate performance. Second and third, the effects of supply chain integration among medical tourism corporations on corporate performance vary depending on the level of internal and external factors. Through the verification of the hypotheses, it was revealed that the higher the level of supply chain integration among medical tourism corporations becomes, the more it was likely to have a positive influence on corporate performance. Second and third, it was proved that the effects of supply chain integration among medical tourism corporations on corporate performance varied depending on the level of internal and external factors.
  • 8.

    Effects of Participation Constraints on Tourists’ Attitudetoward Marine Tourism

    Oh Sang-Hoon | LEE YU RA | 정규렬 | 2013, 37(2) | pp.163~185 | number of Cited : 18
    Abstract
    The purpose of this study is to identify participation constraints on tourists’ attitude toward marine tourism. Data were collected from 199 tourists who visited Jeju Island, from 16 to 22 May, 2012. Collected data were statistically analyzed using SPSS. 17.0. For the analysis method, frequency analysis, factor analysis and regression analysis were conducted. The results can be summarized as follows. First, five factors for participation constraints were extracted such as 'internal', 'personal', 'structural', 'safe', and 'economical'. Second, three factors for the tourist attitude were extracted such as 'cognitive', 'emotional', and 'behavioral'. Third, 'safe & structural constraint' negatively affected the cognitive attitude. 'Internal constraint' negatively affected the emotional attitude, and lastly 'safe & internal constraint' negatively affected the behavioral attitude. Findings from this study suggest that local government and marine tourism business consider the participation constraints with priority when establishing the marine tourism development policy.
  • 9.

    The Study of the Effects of On-line Social Network Service Differenceson Customer Satisfaction and Intention of Use:Focused on the Extended Technology Acceptance Model

    Sung,HyeJin | Ko, JaeYoun | 2013, 37(2) | pp.187~211 | number of Cited : 56
    Abstract
    This study tries to expand Extended Technology Acceptance Model(ETAM) applied to the effects of SNS differences on customer satisfaction and intention of the use when restaurant customers search its information. Survey is carried out for 20days - from 5th September to 24th September, 2011 - targeting customers having searched restaurants information by SNS within 3 months. Total 419 samples(83.8%) are used for the empirical research. The results of this study are as follows. First, this study research broadly SNS differences as technical differences, individual differences, and social differences when searching restaurant informations. The results show that the more customer perceived enjoyment of individual differences, the more consumer perceived ease of use and perceived usefulness. On the other hand, social influence of social differences has no effects on perceived ease of use and perceived usefulness. Second, it shows the Extended Technology Acceptance Model of Davis(1989) is very useful in explaining customer behaviors using SNS when searching restaurant informations.
  • 10.

    Differences of Perceived Constraints and Negotiation Strategiesby the Level of Camping Specialization

    이영란 | Kim, Hyounggon | Chi-Ok Oh | 2013, 37(2) | pp.213~232 | number of Cited : 31
    Abstract
    This study investigates whether and how campers differ from each other in terms of perceived constraints and negotiation strategies by recreation specialization level in camping. The concept of recreation specialization has been applied to segment campers particularly via a self-classification measure. An on-site field survey was conducted with campers at three different campgrounds. Study results show that committed (i.e., more specialized) campers tend to perceive leisure constraints less than active and general (i.e., less specialized) campers. However, there were no significant differences between general and active campers. In terms of negotiation strategies, committed campers were more likely to exercise negotiation strategies than the other two specialization groups. Similarly active campers were more interested in using different negotiation strategies than general campers. A concept of effort justification was proposed as a psychological mechanism to explain the results shown in this study. Future research will be beneficial to confirm study findings here in other recreation and tourism settings.
  • 11.

    A Study on Customers' Relational Benefit, Relational Quality,and Long-term Relationship Orientationof Economy Franchise Hotel Chains in China

    동려민 | Lee,Jung-Ja | 2013, 37(2) | pp.233~254 | number of Cited : 8
    Abstract
    Due to the highly competitive environment in China, the management to the cohering conversation between the exciting customers and the hotel has become increasingly important thesis for economy franchise hotel chains to marketers and operators. In this sense, this study aims to develop and test a model which investigate the relational benefits; moreover, how to enhance relational quality and then win the long-term relationship orientation. The empirical results of SEM model indicated that all of the underlying dimensions of relational benefit had a significant effects on satisfaction. And this study also revealed that the economic benefit, psychological benefit and customization benefit had positive effects on trust, while the economic benefit and customization benefit directly affect commitment. The influence of relational quality on long-term relationship orientation was also found to be statistically significant. Furthermore, the commitment was the best predictors for long-term relationship orientation. On the basis of the findings, academic and practical implications were discussed.
  • 12.

    An Exploratory Study on Convention Standardization:Grounded Theory Approach

    Heyryon Lee | Yoon Yooshik | 2013, 37(2) | pp.255~277 | number of Cited : 7
    Abstract
    The purpose of this study was to explore standardization in the Korean convention industry by adopting qualitative research. Specifically, this research was to conceptualize industry experts' perception of convention standardization with a grounded theory approach. Data were collected by the three focus group interviews with 17 professionals in convention industry. Results of open and axial coding showed that standardization needs such as areas and contents of standards was core phenomenon. In addition, data analysis suggested gaps between awareness and adoption of standards were causal conditions, while trends of standardization were contextual conditions. Results also showed that urgencies of standardization were intervening conditions, while integral and systematic standardization were counted as strategies. And outcome of standardization turned out to be results. Based on the results, this study suggested implications for convention standardization.
  • 13.

    Effects of the City Tour's Attractivenesson the Preference for the Linked Tour Programs

    Jeong, Seon-Ja | 2013, 37(2) | pp.279~298 | number of Cited : 9
    Abstract
    This study is to identify significant factors representing city tour attractiveness in Busan; to confirm the level of preference for both linked tourism programs and linked discount programs which tourists want; and investigate cause and effect relationships among city tour’s attractiveness, linked tourism programs and linked discount programs; and provide implications for promoting Busan tourism. As a result of the research, it seemed to be needed that the reconstructed linked tourism programmes containing the historic heritages, which is not included on the tourism route at the moment, the well-known tourism spots and the recreational facilities. It also shows that the tourists prefer to have the reduced transportation fares and the entrance discount programmes. It seems to be accepted that the various types of passes are required to extend the length of tourists stay in Busan. The study has limitations in terms of seasonality factors, sample subjects, transportation congestion, cost. The study recommended to include foreign tourists in the sample frame.
  • 14.

    A Study on Factors for the Preference and Satisfactionof the Korean Fusion Menu

    강혜정 | 2013, 37(2) | pp.299~323 | number of Cited : 5
    Abstract
    This study is aimed to analyze the preference, satisfaction, and perception of Korean fusion menu in order to establish an academic framework for the development f traditional Korean food and to develop the marketing strategies for Korean fusion menu. Data was collected from 208 customers in Korean fusion restaurant in Seoul during the month of June 2011. The study revealed that preferences for the Korean fusion menu affect satisfaction. And menu factors such as sanitation, health, quality, composition and selection affect the satisfaction. Also the level of satisfaction followed by quality, menu composition, menu selection, health of menu, and menu sanitation. Results of this study showed that taste of food, temperature of food, flavor and color of food, size of food, texture of food had significant effect on the level of satisfaction. In spite of many research limitations, this study suggested to establish research paradigm for the traditional Korean food in terms of ontology, epistemology and methodology.
  • 15.

    The Moderating Role of Attitude in the Relationship between Travel Risk Perception and Hesitation when Making Travel Decisions: Generation Y

    Eunkyung Park | Choi Byoung-Kil | 2013, 37(2) | pp.325~345 | number of Cited : 12
    Abstract
    Starting why do people hesitate before making travel decisions, and postpone or overturn the choices they have already made? This study investigated the relationship between travel risk perception (divided into psychological and inherent risk perception) and hesitation in decisions to travel as well as the role of a person’s attitude toward risk as a moderator of this relationship. We conducted a questionnaire survey of young people in their twenties (Generation Y). The results of analysis showed that psychological risk perception significantly influences hesitation when making travel decisions, but that inherent risk perception does not have an effect. The attitude toward risk significantly moderated the relationship between psychological risk perception and hesitation. The results showed meaningful relationships and influences with the factors toward hesitation when travel decision-making. Furthermore, this study suggested the possibility of using new factors in future studies. Finally, recommendations are made to government-related departments and tourism industry managers as to how best they can respond to these findings and so promote travel.