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2013, Vol.37, No.7

  • 1.

    A Study on the Strategics of Tourism Satisfaction based on Motive Types of Jungmoon Tourist Resort Complex in Jeju Island

    Jin-Hee Lee | 2013, 37(7) | pp.11~32 | number of Cited : 27
    Abstract
    The purpose of this study is to prove the influence relationship of tourism attributes, tourism motivations, tourism satisfactions in tourist resort. Jungmoon Tourist Resort Complex, the largest tourist resort in Jeju, has been developed from 1970s and is still developing. However, nothing but hotels and a few tourist facilities exist in Jungmoon area. There are not many facilities and programs which can attract tourist. This study deals with on the tourist attributes satisfaction based on motive of tourist to Jungmoon Tourist Resort Complex in Jeju Island. And it will be find out though the cross analysis of tourism motivation factors and tourism satisfaction factors. With 301 effective responses gathered from an on-site survey. The statistical analysis of the data was conducted using techniques of frequency analysis, factor analysis, cluster analysis, and canonical analysis. The tourism motivation Types and satisfaction were conformed by Chi-Square Analysis and ANOVA analysis. For the growth of Jungmoon Tourist Resort complex, many tourist must visit four seasons and tourism facilities and programs will be develop, management system will be improve.
  • 2.

    Valuing the Functionality of Leisure in Gyungin Ara Waterway Using Choice Experiment Method

    김성윤 | Lee, Hee Chan | 최성임 | 2013, 37(7) | pp.33~54 | number of Cited : 13
    Abstract
    Gyungin Ara Waterway, the first domestic canal in Korea, that connects Yellow Sea and Han River, has been officially opened on May 25, 2012. This study has been performed to evaluate the value of Tourism & Recreation function, possibly created from Gyungin Ara Waterway, for scientific purpose. The Choice experimented method, a kind of Statement preference analysis, was taken to evaluate the functional value of Tourism & Recreation by its attribute and level. The group survey of specialists and focus groups were taken, and 4 attributes of Tourism & Recreation function together with its level have been derived. The derived attributes were Revitalization level of Recreation, Water quality, Number of attraction, and Intention of Cruise boat trip, then relevant level of each has been assembled according to the test plan. The level value of each attribute has been derived by the Marginal willingness to pay, and the personal value, summing up every Marginal willingness to pay, was Won 16,502. However there has been some difference from existing CVM research.
  • 3.

    Perceptions and Readiness States of Korea Tourism Industryon the Disabled Tourist Market

    LEE, BONGKOO | 2013, 37(7) | pp.55~76 | number of Cited : 8
    Abstract PDF
    The purpose of this study was to investigate perceptions and readiness states of Korean tourism industry on the disabled tourist market. Because disabled tourist market is invisible, it is needed to explore this market for establishing the social tourism To accomplish the purpose, data was collected from both on- and off-line survey. After getting rid of unusable responses, a total of 369 respondence were analyzed using descriptive statistics. Major findings were the followings. First, respondents perceived that the economic benefits from the disabled tourist market were not big enough, even though the disabled arguably had the right to travel. Generally, there were similar perceptions across different tourist business types. Second, respondents, regardless of types of tourist business, generally felt that all suggested tactics that might contribute for the disabled tourist market expansion were somewhat necessary. Third, tourist businesses in Korea had not put any significant efforts with the disabled tourists in mind. Practical and theoretical implications were discussed with future research directions.
  • 4.

    Ethnography on the Constructive Authenticity of the Yangdong Village Tradition

    Yoon, Hyun-Ho | Lee, Hoon | 2013, 37(7) | pp.77~101 | number of Cited : 6
    Abstract
    This study is the ethnography on the authenticity of experience of tourists and residents from constructive perspective through fieldwork and participant observation. The purpose of this study is to analyze the meaning of authenticity of the tradition of Yangdong village under the social conditions called 'tourism in Yangdong village' by thick description, by focusing on interaction of tourists and residents. The outcome of this study shows that tourists who visit Yangdong village want to see and experience things the way they are there, likewise they expect the tradition and history of Yangdong village to be in objective authenticity. The reasons why they do is that Yangdong village is living heritage listed as a UNESCO; to tell the truth, however, we found the authenticity of Yangdong village the constructive authenticity formed and given symbolic meaning in the social process. It was also revealed by the participation and involvement of the residents trying to reaffirm the value of tradition from the current viewpoint. Nevertheless the staged authenticity and the constructive authenticity in Yangdong village are priority objective for increasing the understanding of tradition of tourists.
  • 5.

    Structural Relationships among Image of the Package Design, Perceived Value, Satisfaction, and Loyalty of Agricultural Specialty Products for Tourists

    Kim, Kyung Hee | Park Duk Byeong | 2013, 37(7) | pp.103~127 | number of Cited : 9
    Abstract
    The study of the tourism product image have gained an important role to attract consumers’ desires. With the increase of tourists' expenditure of agricultural and local specialty products, consumer satisfaction and loyalty became the factor of competitiveness. The study aims to examine the structural relationships among image of the package design, perceived value, satisfaction, and loyalty of local specialty products for tourists. Data were collected from 446 rural tourists by field survey who had purchased local specialty products. SPSS 20.0 and LISREL 8.80 statistical packages were used to analyze the confirmatory factor analysis and path analysis. Results showed that clean and friendly image factors had a positive effect on perceived value. Perceived value had a positive effect on satisfaction and loyalty. It means that clean and friendly image of the package design is the important factor to enhance consumer satisfaction and loyalty. In order to increase the value on local specialty products marketing, marketers should pay more attention to image elements.
  • 6.

    A Study on the Tourism Seasonality Measurement:Focus on Gangwon and Jeju province Tourism

    Yang Hee Won | Song Woon Gang | 2013, 37(7) | pp.129~148 | number of Cited : 5
    Abstract
    The purpose of study was to measure the tourism seasonality, comparing different regions in Korea. In the empirical analysis, this study measured and analyzed the seasonality of Gangwon and Jeju province tourism for the recent 13 years(1998-2010) and analyzed Gini's Coefficient, Seasonality ratio, the regression between the root causes of the seasonality and the tourism demand. The empirical analysis result showed that the demand was concentrated in October for Gangwon province tourism and meant that those months had higher seasonality than other months. Especially, Gangwon province tourism showed higher seasonality and shows imbalance of the number of tourists. On the othe hand, Jeju province tourism relatively showed balance of the number of tourists. Therefore Gangwon province is relatively more affected seasonality than Jeju province. This study would be a great help to understand the imbalanced tourism demand and could be used to supply the necessity and set the strategy to decrease tourism seasonality for the province tourism.
  • 7.

    Analysis on the Behavior Intention of Separating Garbage Discharged in Camping Site:Focusing on Interaction Effects in High Order Factor TPB Model

    Yoo, Kwang-Min | Kim, Nam Jo | 2013, 37(7) | pp.149~170 | number of Cited : 5
    Abstract PDF
    This study was to seek the management strategy for the separating garbage discharged in camping site, investigating the interaction effect between sub-component constructs in high order factor the TPB model, which deals with attitude and subjective norms, PBC as the concept of multiple variable. High order factor TPB model is the appropriate model to understand behavior intention than the previous TPB model, because high order factor TPB model has a high explanatory power and attitude, subjective norms, PBC is not single construct, but multiple construct variable. And according to interaction effects between sub-component constructs, perceived difficulty and injunctive norm reduce the impact of instrumental attitudes on behaviour intention. This study suggest that to make low perceived difficulty level and reinforce instrumental attitude is the effective management strategy of separating garbage discharged intention. In the future research, it need to examinate interaction effects using high order factor TPB model for further detail understanding about behavior and intention.
  • 8.

    The Influences of the Waiting on the Acceptability of Waiting, Negative Affection, Exposition Satisfaction and Word of Mouth Intention in 2012 Yeosu EXPO

    Chae Sin Suk | 2013, 37(7) | pp.171~194 | number of Cited : 1
    Abstract
    The study was to investigate the waiting variables on acceptability of waiting and negative affection as it was perceived by exposition visitors and to examine the effects of the acceptability of waiting and negative affection on the exhibition satisfaction and word of mouth intentions. A survey was conducted in the 2012 Yeosu EXPO visitors. The factor analysis delineated five factors of the waiting time variables: transaction importance, waiting cost, disconfirmation of wait time, physical waiting environment and waiting information, The analysis showed that the disconfirmation of wait time, transaction importance, waiting cost had significant effect on acceptability of waiting and negative affection, while the physical waiting environment partially significant effect and waiting information did not. And acceptability of waiting had a significant influence on the negative affection. The results also indicated that acceptability of waiting and negative affection had a significant influence on the exhibition satisfaction and word of mouth intention. Practical implications and limitation of the study were discussed.
  • 9.

    Structural Relationships among the Perception of Corporate Social Responsibility, Organizational Identification, and Organizational Trust: The Case of Casino Frontline Employees

    Hyemi Lee | Lee Choong-Ki | Song, Hak Jun | 2013, 37(7) | pp.195~216 | number of Cited : 26
    Abstract
    The purpose of this study was to examine the structural relationships among the perception of corporate social responsibility (CSR), organizational identification, and organizational trust, based on stakeholder theory and social identity theory. For this study, an onsite survey was conducted to casino frontline employees. The results of this study indicate that legal CSR and supplementary RGS had a positive effect on organizational identification, whereas compulsory RGS influenced negatively the organizational identification. Also, the organizational identification had an effect on multi-dimensional organizational trust(integrity, commitment, and dependability). The effect of legal CSR, supplementary RGS, and complementary RGS on the organizational identification. The findings suggest that the casino industry should promote CSR and RGS to have its positive impact on organizational identification and organizational trust. This study will provide practical implications to academics and practitioners in the area of casino gambling.
  • 10.

    A Study on the Role of the KTO in Attracting Secretariat Offices of International Organizations

    Lee Tae Sook | Jang,Tae-Soon | Deoksoo Ahn | 2013, 37(7) | pp.217~237 | number of Cited : 0
    Abstract
    This study was to investigate the role of Korea Tourism Organizations(KTO) for establishing or relocating international organizations in Korea. In this perspective, the process of attracting the international organizations was reviewed and policy implication was drawn to redefine the role of KTO in charge of attracting international organizations to Korea. in-depth interviews was conduscted with experts in this field, who had various different experiences in and with international organizations. The mission of supporting the inducement of international organizations is usually undertaken by the convention bureaus, MICE planning divisions, convention divisions and international events divisions located within national tourism ministries or organizations. Therefore, the efficiency of the work- processes has been found to be higher than with usage of any other tools. This research clarifies the important role of tourism offices in attracting international organizations, and the result of this research will be useful as primary data to stimulate further policy-sharing among central governmental bodies.
  • 11.

    A Study on the Optimal Capacity Size and It’s Impacts of Tourism Resources Interpretation

    황금희 | PARK YONGSOON | Ko, Dong-Wan | 2013, 37(7) | pp.239~260 | number of Cited : 2
    Abstract
    This study explores the optimal capacity size and it’s impacts from the provider side of tourism resources interpretation. Data were collected from the in-depth interviews with seven cultural tourism interpreters of three national heritage tourism sites in Korea. The results show that the interpreter's explication behavior was collapse of the interpretation contents, shortening of interpretation time, one-sided interpretation progress. Also, it had appeared a negative impact to the noise-induced, a lack of leadership, occurrence of missing children, and optimal interpretation of evidence from this study group of size 15 patients was enough. The interpreter's and tourists' eye contact while the size group of about 15 of the interpretation was to identify the size of the interaction, or can do enough interpretation. In the case of children group, the effective interpretation size was 6 to 8 children. The findings imply that the tourism resources interpretation is urgently needed a new approach and system to improve interpretation quality and communication between tourists and interpreters based on the optimal capacity size of interpretation.
  • 12.

    The Effect of the Job Esteem on Job Satisfaction, Organizational Citizenship Behavior and Turnover Intention of the Travel Agency Employees: Comparison Between Listed and Unlisted Travel Agencies

    yang jae young | Yoon, Kyung-Seon | Park, Yung-Jin | 2013, 37(7) | pp.261~283 | number of Cited : 13
    Abstract
    The purpose of this research is to effect of the job esteem on job satisfaction and organizational citizenship behavior and turnover intention of the listed and unlisted travel agency's employees. To conduct this research, a survey was administered to 817 subjects over a one-month interval through in-person data collecting techniques. Results were computed using SPSS and AMOS statistical analysis programs. As a results of listed travel agency. First, Job esteem is effect of job satisfaction hypothesis has been accepted. Second, Job esteem is effect of organizational citizenship behavior hypothesis has been accepted. Third, Job esteem is effect of turnover intention hypothesis has been accepted. Forth, Job satisfaction is effect of organizational citizenship behavior hypothesis has been accepted. And the result of unlisted travel agency. First, Job esteem is effect of job satisfaction hypothesis has been accepted. Second, Job esteem is effect of organizational citizenship behavior hypothesis has been rejected Third, Job esteem is effect of turnover intention hypothesis has been accepted. Forth, Job satisfaction is effect of organizational citizenship behavior hypothesis has been accepted.
  • 13.

    A Structural Relationship between Factors of Country Brand Image, Perceived Value, Satisfaction, and Behavioral Intention: Focused on Multinational Tourists

    Ahyoung Yoon | Yoon Ji-Hwan | 2013, 37(7) | pp.285~305 | number of Cited : 16
    Abstract
    In today’s globalized society, many countries have taken advantage of their country brand image as a symbol of their country's competitive power. To manage country brand image effectively, it is needed to investigate an empirical research which factors most significantly effect country brand image. This study examined the relationship between each factor constructing country brand image and foreign tourists’ perceived values using the SEM. As a result, the factors shown to positively affect tourist's perceived values are culture and tourism, economy, people, and the relationship with their home country. Among the factors which influence country brand image, culture and tourism have the most significant power affecting tourist’s perceived value. However, political factors negatively influence the perceived value which implies that Korea’s political and welfare system should be more stable and improved. The perceived value influenced tourists’ satisfaction and behavioral intention, showing that satisfaction plays a key role as a mediator between perceived value and behavioral intention.
  • 14.

    The Relation between Local Images and Tourism Characters: A Semiotic Analysis of Gyeongju City Characters

    TAK, Jeung - Eun | Kim Kyu-Ho | 김진훈 | 2013, 37(7) | pp.307~327 | number of Cited : 6
    Abstract
    The fever of local cultural tourism as an attempt to activate local economy and culture using local cultural elements has been led to the movement to increase the effects of advertisement using characters. In this regard, it was attempted to investigate the issue from the aspect that in the use of characters to activate local tourism, there should be an understanding of characters that are visual language from fundamental aspects instead of blindly introducing characters 'just imitating others.' The purpose of the study based on the recognition of the necessity is to investigate the relation between local images and tourism characters as an attempt to have profound understanding of cultural tourism software. As a qualitative method, in particular, a semiotic method was adopted in the actual analysis of the meanings of tourism characters. The study results showed that tourism characters symbolically reflect local images. However, the character analysis revealed a problem and complementary points due to the weak or ambiguous symbolism between local images and tourism characters. Hence, the attractions and symbolism of tangible and intangible materials will need to be enhanced with efforts in resource maintenance and advertisement.