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2014, Vol.38, No.2

  • 1.

    Impact of Tourists' Authenticity Experiences on their Post-Tour Assessment at a Cultural Heritage Site: Moderating Effects of their Motives

    Choi, Jeong-Ja | 2014, 38(2) | pp.11~32 | number of Cited : 17
    It has previously been proven that tourists' authenticity experiences have significant impacts on their post-tour assessment. The purpose of this study is to examine the moderating role of tourists' motives between their authenticity experiences(object-based objective, existential) and post-tour assessment and explore the structural relationships among them. A total of 479 usable data were collected in one of the Korea's representative cultural tourist destinations, Gyeongju and analyzed utilizing structural equation model. Firstly, it was shown a good fit of the structural model among tourists' object-based objective authenticity, existential authenticity, and their post-tour assessment. Secondly, all the hypotheses testing the relationships among tourists' object-related and existential authenticity experiences and post-tour assessment were adopted. Finally, it was found that tourists' motives(culture, healing) did not play the moderating roles in the relationships between object-based and existential authenticity experiences and post-tour assessment. This study provides an insight into the relationships among tourists' motives, authenticity experiences, and post-tour assessment and implications for future research.
  • 2.

    Examining the Customer Equity Driver Influence on Customer Loyalty in a Travel Fair: A Focus on the Mediating and Moderating Role of Involvement

    Yoo, Kwang-Min | Kwon Yoo Hong | 2014, 38(2) | pp.33~56 | number of Cited : 0
    This study investigated the customer equity driver's influence on customer loyalty in a travel fair. Customer loyalty is an important factor influencing corporate profits, as such the customer can be considered a corporatation's asset. It is the trend nowadays to increase customer equity, and 'customer equity' is a driver of this change. According to Rust et al. (2000; 2004), there exists three important customer equity drivers: value equity, brand equity, and relationship equity. This study focuses on the mediating and moderating role of involvement of the relationship between customer equity drivers and customer loyalty. Data was collected from 143 participating companies at the 2013 Naenara Travel Fair. Results support the mediating role of involvement in the causal relationship of customer equity drivers and customer loyalty. Regression analyses indicates that brand equity has a greater effect on customer loyalty than value equity or relationship equity. Practical implications and research recommendations are discussed.
  • 3.

    Placeness Formation of Cultural Tourism Space by Industrial Heritage’s Reuse

    JEONG DAE YOUNG | Yoon Ji-Hwan | 2014, 38(2) | pp.57~78 | number of Cited : 19
    This study investigates the validity of placeness formation in the vitalization of industrial heritage’s reuse. Structural Equation Modeling (SEM) is used to verify the causal relationship between the factors of placeness, place attachment, and behavior intention. This study indicated the following results: 1. The evaluation of placeness targeting visitors to Seoul National Museum of Modern and Contemporary Art (MMCA) contains five detailed attributes: Creativity, Historicity, Modernity, Meaningful and Originality; 2. The factors of placeness (Meaningful, Physical and Behavioral factor) positively affects placeness, and especially the 'physical' factor was most significant; 3. Placeness attachment plays a key role as a partial mediator in the relationship between placeness and behavioral intention. This study contributes to the relationship between placeness for industrial heritage’s reuse and visitors' recognition. Implications for tourism planners and developers are discussed.
  • 4.

    An Analysis on the Factors Affecting the Tourism Behavior by Adopting the Extended Theory of Planned Behavior: Focusing on Structural Tourism Constraints and Social Classes

    Seong, Bo-Hyun | Choi, Seung-Dam | 2014, 38(2) | pp.79~101 | number of Cited : 32
    The purpose of this study is to analyze the influence of structural tourism constraints and social classes on the tourism participation intention within the framework of the Theory of Planned Behavior. Based on literature review, conceptual model was developed and 8 hypotheses were formulated to test the model. H1~4 explain how attitude, subjective norm, perceived behavioral control and structural tourism constraints affect the participation intention, and H6~8 explain the roles of social classes as a moderating variable associated with H1~4. The proposed hypotheses were verified through structural equation model using data collected from 312 visitors of 2013 Korea International Boat Show. The results showed the effects of attitude, perceived behavioral control and structural tourism constraints on the intention was significant, and the moderating effect of the social classes was significant between attitude, structural tourism constraints and the intention. The implications and limitations of this study were discussed and future research suggestions were made.
  • 5.

    A Study on Factors Affecting Medical Travelers’ Healthcare Utilization for Healthcare Service Overseas Expansion: Focusing on Health Examination Center in Hong Kong

    Changwoo, SHON | 이선주 | 2014, 38(2) | pp.103~126 | number of Cited : 5
    The objective of this study was to investigate the expansion overseas of Korean healthcare service. A field survey was conducted using structured interview questions with residents in Hong Kong, considered an international location, and rich by purchasing power parity and thought to be a 'healthy' city. The Anderson model is applied for the analysis of health examination service utilization. Results concluded that age, sex, nationality, marriage status as predisposing factors; and obesity, smoking, having breakfast regularly, perceived health status in need factors have a significant effect on preference for service utilization. Futhermore, adjusting predisposing, enabling and need factors, people who have willingness to use Korean health examination center, were inclined to visit Korea as medical tourism. Further research should be conducted to consider institutional factors influencing health examination service use.
  • 6.

    Development of Effect Management Model for Small Island Eco-tourists

    Chul Jeong | Choi, Seung-Mook | 2014, 38(2) | pp.127~150 | number of Cited : 2
    The purpose of this study is to establish an ecotourism opportunity spectrum (SIEOS) for a "nature based" small island. In this study, six zones of 'Recreation Opportunity Spectrum' (ROS) were applied to Udo in Jeju, resulting in four SIEOS areas of interest: primitive class, rustic class, concentrated class, and modernized class. The SIEOS results suggest that some strategies, like imposing a fine, limiting roads, limiting time, and providing other site information were suited for better management of Udo as an ecotourism destination. SIEOS consisted of seven steps, and was less cumbersome than other management tools like ROS and ECOS. It can be concluded from this study that SIOES can be applied to other similar small island ecotourism destinations such as Gapado, Marado, and Bogildo because they have similar ecological and managemental problems similar to Udo.
  • 7.

    A Study on the Nonadism of Backpacking

    Song Young-Min | Kang, Jun-soo | 2014, 38(2) | pp.151~169 | number of Cited : 4
    The purpose of this paper was to analyze and understand the background of emergence of nomadic phenomena in our modern society through the characteristics of backpacking. Gilles Deleuze's nomadism means mobility and continuity within space, which makes the resident keep moving. Deleuze's rhizomic system is a non-hierarchical space in which heterogeneous components show connection to a new hierarchical order. Michel Maffesoli argues that individualism is losing its centrality in our social life, and that tribes (small groups) emerge. Maffesoli's theory of tribalism presents insight into our understanding of such new phenomena in our society. The nomadic phenomena in our modern society are various gestures of man which is eager to seek 'nomadic himself' and revolt against modern society suppressing human being through the boundaries. Therefore, the concepts of deterritorialization, vagabondage, connection and tribe are suggested in the paper. Backpackers continuously try to cross over the boundaries of social systems by repeating communication of closed and open space. Because human being is a nomadic existence which is always forming and revealing his desire and self-identity. This paper discusses the consciousness of backpackers which indicate paroxysmal conduct as resistance and revolt through nomadism.