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2013, Vol.37, No.8

  • 1.

    A Study on the Hotel Selection Attributes by Customer Life Style: Focused on the Subsidiary Facilities in Super Deluxe Hotel in Busan

    Shim, yun-jung | Kim, Sang Hyuck | 2013, 37(8) | pp.11~32 | number of Cited : 23
    Abstract
    The purpose of this study is to examine the selection attribute of subsidiary facility depending on the different lifestyle of customers for the hotel subsidiary facilities in terms of marketing prospective, as well as to provide basic and useful data for hotel practitioners to attract domestic customers of the hotel subsidiary facility market. Data were collected from users of hotel subsidiary facilities in Busan. A total of 150 samples were finally used for the analysis. Data analysis techniques used in this research were Frequency analysis, Factor analysis, Cluster analysis, MANOVA(Multivariate analysis of variance), and One-way ANOVA(Analysis of variance). The findings of this study are summarized as follows: First, it was divided into 3 types of groups, 'leisure/ culture seeking group', 'low-involvement seeking group', and 'society/ ostentation seeking group' from customer community. Second, It showed that there were differences among groups in selection of hotel subsidiary facilities and it provides theoretical and practical implications of the research result. In conclusion, this study is not only for the academic purpose but also for the application of the real situation in hotel this study shows the good guideline for those who want to select subsidiary facilities of hotels in Busan.
  • 2.

    Examining the Relationships among Hotel Employees' Job Demands, Job Resources, Work Engagement, Self Efficacy, and Department Performance

    Heejin Kim | HYUN SUNGHYUP | Kim, In-sin | 2013, 37(8) | pp.33~53 | number of Cited : 56
    Abstract
    The aims of this research were to identify critical factors of not only job demands but also job resources in inducing hotel employees' work engagement and examine the interrelationship among work engagement, self efficacy and department performance. Based on the literature review, proposed model and 10 hypotheses were derived. The conceptual model empirically tested using data collected from 319 hotel employees. The results from structural equation modeling reveled that (1) two sub-dimensions of job demands, which include work overload and emotional demands, have negative impact on work engagement, but the other one, work-home interference, does not have a significant impact on work engagement, (2) among four sub-dimensions of job resources, three sub-dimensions (social support, job autonomy and opportunities to learn and to develop) enhance work engagement but feedback, and (3) work engagement positively influences on both self-efficacy and department performance. In addition, the effect of self-efficacy on department performance is significant. Based on the findings from this empirical study, theoretical and practical implications are discussed.
  • 3.

    Cross-Sectional Contents Analysis of Marketing Research in Hotel and Restaurant

    Kyung Soo Han | Lee, Jung-tak | 2013, 37(8) | pp.55~76 | number of Cited : 5
    Abstract
    The goal of this research was to identify the marketing trend and marketing strategy in South Korea. This study practiced thorough research on subjects, research methods, research design, and cited reference of all 41 papers published by Journal of Korean Marketing Association(JKMA) and Tourism Sciences Society of Korea(TOSOK ) from year 2009 to 2011. This research was concentrated in conducting cross-sectional analysis, and mainly studied brand management, customer satisfaction, and word of mouth. As a result, the research design was found that JKMA has more various and specific object than TOSOK in terms of the type of research methods. The results showed that marketing research has 10 times of quantitative research (42%), 9 times of experimental study(38%), 5 times of mixed study(21%). Also, tourism research has 16 times of quantitative research(21%) and 1 time of qualitative research(6%). In summary, the purpose of this research is to find a better way to understand the marketing strategy in hotel and restaurant research.
  • 4.

    A Study of the Effect of Casino Visit Experience towards Cognitive Image and Visit Intentions

    Park, So Yeong | Misoon Lee | 2013, 37(8) | pp.77~95 | number of Cited : 8
    Abstract
    The topic of cognitive destination image has received substantial attention in tourism research for the last decade but there has been almost no research was done for the casino industry. The professionals' efforts to change the perception of these images from negative to positive have not been conducted. This study would contribute to improve the images of casino industry by anlaysing the perception of people. The purposes of this study are, first to classify factors that form cognitive images of the casino industry and second to evaluate how visit experience affect to establish cognitive images and visit intentions. A Structured questionnaire was administered to a sample of 260 respondents in Busan(Busan Train Station, Bus Terminals, Airport and Luxury Hotels) and used 245 questionnaires for data analysis. Five considerations, titled ‘economical,’ ‘tourism and convenience,’ ‘social’, ‘cultural’ and ‘welfare,’ were identified by exploratory factor analysis (EFA). This result suggests that this scale would be suitable for evaluating cognitive images which are affecting visit intentions in the Korean casino industry.
  • 5.

    A Study on Gambling Policy Focusing on Investigation of Legal and Illegal Gambling Participants' Behavior and Relation between Legal and Illegal Gambling

    seo wonseok | Lee, Min-Jae | 2013, 37(8) | pp.97~119 | number of Cited : 16
    Abstract
    The purpose of this study is to provide the implication on gambling policy to induce wholesome gambling participation. The study examined the differences between legal and illegal gambling participants' behavior and relation between legal and illegal gambling. This study consists of 2 parts. First, we verify the differences in gambling addiction possibility and motivation between legal and illegal gambling participants. Second, we verify the difference in perception on ballon effect and locomotive effect between illegal gambling participants and experts group. The results showed that there are significantly differences in motivation and gambling addiction possibility between legal and illegal gambling participations. Illegal gambling participants' gambling addiction possibility is much higher than legal gambling participants'. Also there are significant differences in 'monetary' and 'escape from daily life and seeking amusement' motivation between legal and illegal gambling groups while no differences in 'social' reason. Another results of analysis showed that balloon effect are partially supported by both illegal gambling participants and expert group. On the other hand, experts partially supported locomotive effects while illegal gambling participants did not. Based on theses analysis, some implications including prevention and education policy on gambling addition and illegal gambling are provided.
  • 6.

    The Effects of Framing based on Prospect Theoryon Customer’s Behavioral Decision-Making

    Kim, Kwang-Ji | 2013, 37(8) | pp.121~144 | number of Cited : 3
    Abstract PDF
    This study verified the difference of customers' purchase intention according to the framing that present separated or integrated prices depending on price level. Also, through the experimental design, this study measured customer satisfaction and repurchase intention upon offering integrated(Hansang style) and separated(course style) food offering service. Main results of this study are indicated below. First, with price suggestion method, integrated prices had significant difference on purchase intention. But price level did not have significant difference on purchase intention. Second, menu offering method had significant difference on customer satisfaction. Price level had significant difference on customer satisfaction. Third, menu offering method had significant difference on repurchase intention. Price level had significant difference on repurchase intention. This study has theoretical suggestion that price offering and menu suggestion method were measured by using framing based on prospect theory. This study also has suggestions in terms of actual work that the results of this study could provide a new paradigm to improve sales promotion of small food service companies. However, this study also has some limits.
  • 7.

    An Examination of the Structural Relationships between Brand Identification, Brand Attachment and Revisit Intention: A Focus on a Moderating Effect of Advertising Model's Suitability

    Nam Jang Hyeon | Bo Won Suh | 현용호 | 2013, 37(8) | pp.145~170 | number of Cited : 7
    Abstract
    The purpose of this study is to examine the structural relationships between brand identification, brand attachment and revisit intention to family restaurants by using Sequential Chi-square Difference Tests(SCDTs), and the moderating effect of advertising model’s suitability between brand identification and brand attachment through hierarchical regression analysis. Results of this study are as follows: first, it is found that a structural model including a path from ideal identification to revisit intention was chosen as the best model rather than the research model proposed by this study; second, social identification and ideal identification have positive effects on brand attachment; Third, it was revealed that there is a positive influence of brand attachment on revisit intention; and fourth, advertising model’s suitability shows the moderating effect between brand identification and brand attachment by showing antagonistic moderating effect. The theoretical and practical implications, and the limitations are discussed in the last section.
  • 8.

    Investigation of Fastfood Restaurant Consumers' Involvement,Service Satisfaction, and Brand Preference

    Ji-Hye Lee | Hak-Seon Kim | 2013, 37(8) | pp.171~188 | number of Cited : 6
    Abstract
    Fastfood restaurant is one of the fastest growing businesses in Korea. There has been a lack of research, however, fastfood restaurant operators should require affluent information of their consumers. The purpose of this study is, first, to examine the relationship between consumers’ involvement and demographic information, second, to investigate the relationship between consumers’ involvement and membership card usage, third, to examine the influence of involvement on consumers’ satisfaction, forth, to investigate the influence of consumers’ satisfactions on brand preference of fastfood restaurant. A survey has been conducted on 218 consumers of “L” fastfood restaurants in Busan. The results showed that a significant relationship between involvement, age and job, and also a significant difference in involvement by membership card usage. Additionally, the results show that consumers' involvement affected satisfaction, and satisfaction influenced brand preference. This study provides the practical marketing strategies for fastfood restaurant operators.
  • 9.

    Effect of Customers' Experiential Valueon Channel Satisfaction and Loyalty based on Purchase Channels

    Kang, su min | Chong,Yu-kyeong | 2013, 37(8) | pp.189~211 | number of Cited : 18
    Abstract
    Number of companies put effort to raise customers' loyalty and satisfaction by strengthening its customers' interaction and channel diversification. In order to increase customer satisfaction it is critical to monitor the customers' experience in each channel and determine what factors influence their satisfaction. Thus, this study is aimed to identify the customers' experiential value based on different purchase channels. Researches about how the key factors in customers' experience influence their channel satisfaction and loyalty were discussed. This study allowed to identify the experiential values of customers based on purchase channels and to investigate elements of values which influence channel satisfaction and channel loyalty of the catering and food service companies to gain competitive advantage. The current research suggests strategic guidelines and effective channel management planning for those companies delivering catering and food services through number of channels such as personal visits, phone calls and online orders.
  • 10.

    A Study on Positioning of Icecream Cafe:Focusing on University Students

    Yong Joong Kim | 2013, 37(8) | pp.213~227 | number of Cited : 1
    Abstract
    The market of icecream cafe is expanding and has begun to face an intensive competition. However, few studies to date have dealt with measuring and managing competitive positions of icecream cafe. This study helps icecream cafe brand to find its relative positions in the market and design competitive strategies. For this study, data were gathered from the University students of Yeongnam area from December 1 to December 14, 2012. Compositional(attribute- based) approach to multi-dimensional scaling was utilized to investigate differences in consumer’s perception of the position of five icecream cafe brands. The positioning map divided five icecream cafe brands into three groups. The results revealed that Baskin Robbins 31 was positioned alone, Cold Stone Creamery and Natuur were observed being highly competitive with each other and Tiamo and Icebean were located close to each other. The results of this study suggest that each icecream cafe brand should develop concrete marketing plans and strategies with a consideration about its current competition position.
  • 11.

    The Influences of Wrongfully Accused Negative Online Word-of-Mouth Communications on Restaurant Brand Evaluations and Purchase Intention

    Kim, Hyunjung | 2013, 37(8) | pp.229~250 | number of Cited : 9
    Abstract
    Although wrongfully accused negative online Word-of-Mouth communications on restaurant brands have been increasingly reported, their effects on consumers' brand evaluation and purchase intention have not received much attention. The purpose of the study was to identify the influences of wrongfully accused negative online Word-of-Mouth communications on consumers' restaurant brand evaluations(i.e., brand trust, brand credibility, and perceived quality) and purchase intention. An experimental design was conducted and 139 college students were separated into the three groups including one control group and two experimental groups. The control group was exposed only to a video advertisement of a specific restaurant brand. The results of ANOVA showed that when respondents were exposed to the negative WOM communications, their positive evaluations on brand trust, credibility, perceived quality and purchase intention were significantly decreased. Interestingly, the evaluations on brand trust, credibility, and perceived quality were significantly improved as the information about the negative WOM communications were false was provided. However, purchase intention was not recovered in spite of the corrected information.
  • 12.

    The Model of Korean-Chinese workers' Sociocultural Adjustmentin Food-service Industry

    Lee,Hyung-Ryong | Hyung-Min Choi | 2013, 37(8) | pp.251~275 | number of Cited : 4
    Abstract PDF
    The purpose of this study was to develop and examine the model of Korean- Chinese workers' sociocultural adjustment in food-service industry. This model has five constructs such as organizational support(OS), community support(CS), sociocultural adjustment(SA), life satisfaction(LS), and turnover intention(TI), and was composed of eight hypotheses based on literature review. A snowball sampling approach was conducted of Korean-Chinese restaurant workers in Seoul and Gyeonggi, Korea. Two hundred fifty-three valid cases were used for statistical analysis. The model and hypotheses were tested by estimating structural equation model, and the results are following as: (1) The effects of OS and CS on SA were significant. (2) The effects of SA were significant on LS, but OS and CS were not. (3) OS and SA influenced to TI, however CS did not. The results of this study contributed to organizational behavior literatures and food-service industry’s successful human resource management related to foreign workers in the here and the hereafter.
  • 13.

    Building Core Competence Model for Human Resources in MICE Industry

    허진 | Ko Mi-Young | 2013, 37(8) | pp.277~295 | number of Cited : 13
    Abstract
    This study aimed to develop core competence model for human resource in MICE industry area by selecting the priority of core competencies of human resources. To accomplish the study purpose, reference study was examined related to core competence. Also, for the empirical study, survey of the experts and AHP(Analytic Hierarchy Process) were conducted. In the case of survey of the experts, questionnaires survey were conducted using e-mail, fax, personal visit. As a results of the AHP(Analytic Hierarchy Process) analysis, 5 competence categories and 22 competences were selected and settled priority of competences. Communication with stakeholder, the power of negotiation, ability to plan business were selected the most important competencies by priority. Based on the result of the study, core competence model for MICE human resource was built and suggested practical implications. In future research, it is necessary to investigate behavior index and case of the core competence model.
  • 14.

    The Effects of Wine Education on Flight Attendants' Job Performance, Perceived Organizational Support, and Job Satisfaction: Wine Involvement as a Moderating Variable

    SHIN, WU DAN | Hwang Johye | 2013, 37(8) | pp.297~318 | number of Cited : 14
    Abstract
    With the increase in wine consumption in flight, wine service quality has become an important factor in determining passenger satisfaction. But few studies have examined quality issues in delivering in-flight wine services. This study examines the effects of wine education on flight attendants' job performance, perceived organizational support, and job satisfaction, and examines the role of wine involvement in those relationships. Flight attendants in one of the major airline companies in Korea have participated in our survey. The survey includes questions about perceptions of wine education on three attributes('professional,''systematic,'and 'practical'), wine involvement, job performance, perceptions of the organization's support, and job satisfaction. The findings indicate that the systematic attribute of wine education is important in influencing job performance, perceived organizational support, and job satisfaction. They also indicate that wine involvement moderates the relationship between wine education and job performance. This study provides practical implications on wine service management for the airline industry.
  • 15.

    The Effects of Star Advertisement Model Attributeson Brand Image, Purchase Intention and Word-of-Mouth Intention: Focusing on Consumers of a Food Service Company

    Yoo,Young-Jin | 2013, 37(8) | pp.319~342 | number of Cited : 15
    Abstract
    The purpose of this study is to examine the effects of star advertisement model attributes on brand image, purchase intention and word-of-mouth intention. Collected data were statistically analyzed using the package programs of SPSS 20.0 for Windows and LISREL 8.8, after the process of data coding. Frequency analysis, confidence analysis, exploratory factor analysis, confirmatory factor analysis and structural equation model(SEM) analysis were performed. The summary of this study is as follows: First, star advertisement model attributes have significant effects on brand image. Second, brand images have significant effects on purchase intention. Third, brand images have significant effects on word-of-mouth intention. Finally, star advertisement model attributes have effects indirectly on purchase intention and word-of-mouth intention through brand image. The results imply that star advertisement model attributes improve the brand image and increase the purchase intention and word-of-mouth intention which are effects of advertisement.