KJC Korea
Journal Central

This study developed an extended model of goal-directed behavior (EMGB) in order to identify the decision-making process of wine consumers in off-premise. A total of 366 useful sample surveys were collected from wine shops, major supermarkets, and wine outlets. A structural equation model approach was employed to identify the relationships between latent variables in the EMGB after developing the proper measurement model. The results of the EMGB indicate that “desire” had the strongest relationship with customers’ intentions to buy wine 'off-premise'. The desire for purchasing behavior was mainly determined by their anticipated emotion, attitude, subjective norm, and frequency of part behavior. It was determined that perceived behavior control does not have a relationship with desire and behavior intention in the research model.

People even in the same organization endow different meaning on their work and occupation. Although meaning of work may have significant implications on individual performance and organizational outcomes, little research has been done to evaluate its impact in hotels. The goal of this paper is to analyze an effect of frontline employees’ sense of calling on their work attitude and self-confidence on performance. Employees with a sense of calling understand that work is inseparable from their life. They not only pursue self-actualization and self-fulfillment through the work they perform, but they also think that their work can contribute to the public and society. Based on a survey of 357 employees of 12 super-deluxe hotels in Seoul, this study suggests that the sense of calling has a positive and significant effect on service providers’ attitude of knowledge pursuance, customer orientation, and service quality efficacy. This research emphasizes the significance of 'work meaning' that employees embrace, while providing a theoretical base for further research regarding a sense of calling and its effect on individual performance.

The purpose of this study was to investigate the influence of the trust building model factors by those who use smartphone applications in order to search out tourism destinations. A survey was conducted from June 1 to July 20, 2012. A total of 410 questionnaires were collected, of which 332 usable questionnaires were analyzed. The results of the study were as follows: First,, the 'trust building model' factors of tourism information services were divided into six factors including perceived reputation, perceived size, information quality, system quality, perceived usefulness and design. Second, most of the trust building factors except perceived size and design exerted a positively significant influence on trust. In particular, perceived usefulness was the most influential factor in terms of the trust building factors, followed by system quality, information quality, and perceived reputation. Finally, tourism application trust, which was built by the trust building factors, positively affected the user's attitude.

In Korea, overseas golf tourism products and domestic products are an important part of the study, but research for inbound golf tourism can be a problem with negligent points. In this study, these issues against the backdrop of Japanese golf tourists choose to perceive the properties of the Korea Golf identification of tourism products are derived. Based on empirical analysis of golf tourism marketing strategy to sell goods needed for travel agents, and to present implications were drawn. The path model validation results for Hypothesis 1, select Properties, and perceived value in a relationship with the affected 'tourist destination and the perceived value', 'psychological factors and perceived value' analysis of the only routes were considered significant. Hypothesis 2, perceived value, and behavioral intention in a relationship with the affected 'perceived value and the positive word-of-mouth' analysis of the only routes were considered significant. A number of marketing implications were suggested on the basis of the findings of this paper. Subsequent studies limited to specific regions of the study area that is proposed. In addition, certain of the golf club that conducted the study target is proposed.

The concept of "branding" has its origins in the business world but has expanded now to the national level to include aspects that help to mold a country's reputation. To improve the Korean reputation with great impact, a presidential Council on Nation Branding under the direct control of the president, was established. This Council, formed in 2009, had authority over personnel and was allocated a budget. This Council was in fact put in place to abrogate the tourism brand "Korea Sparkling". After the abrogation, the council was dissolved without any effort to make or replace the brand image with a new tourism brand. This case study aims to investigate the primary cause of this government's policy decision, and explain this decision process through the 'Garbage can simulation model'. Analysis on this topic shows that the decision of abrogating the 'tourism brand' policy was due to the negative characteristics in the Council decision making process, namely, the lack of an internal hierarchy and therefore a lack of responsibility. Tourism branding projects need to be continually developed, with a long term perspective, however, this was not the case. This paper concludes that during the government's regime change period, there were so many other areas which required attention, that due to this, as well as technology issues, and Part-time Brand Council participants, the tourism brand policy making process, was terminated.

The revolutionary development in recent information communication technology has substantially transformed tourist behaviors in searching for travel information. The advent of the 'smart information' era representing the wide diffusion of mobile devices, such as smartphones and wireless tablet computers, has encouraged tourism organizations to reconsider their current Operation Systems (OS) for tourist information centers (TICs). This study intends to provide useful TIC management implications, which can assist the traditional forefront engines of tourism promotion, to help deal with the dramatically changing information environment. Using a sample of Korean domestic tourists, this study aims to provide opportunities to understand what elements of technology development influence tourist visits to TICs. From this study, results revealed that the innovative progress in information communication technology had negative effects on TIC use demand. It is interesting that many SNS users revealed their preferences for frequent visits to the tourism facilities. Several constructive management strategies are proposed to fulfill TIC visitor satisfaction.

The purpose of this study is to identify how discord of married immigrant women in Korea affects their leisure satisfaction. Data was collected by a questionnaire survey of 330 married immigrant women living in Seoul and the capital region. SPSS 18.0 and LIMDEP 8.0 was used for the analysis. OPM (Ordered Probit Model) was applied and Disconfirmation Theory was utilized as the theoretical basis to find the size of gap and direction of participation affect leisure satisfaction of married immigrant women. The gap variable was used as an independent variable and classified as: 'hobby & play leisure', 'active leisure', 'cultural experience leisure', 'self-improvement leisure' and 'family & friend leisure'. As a result, the analysis suggests that the 'hobby & play leisure' factor has the most significant negative(-) influence upon the leisure satisfaction, and 'self-improvement leisure' factor has a significant positive(+) influence upon the leisure satisfaction of the married immigrant women. In addition, this study can be used as a basis in future studies analyzing leisure program development for married immigrant women in Korea.

The purpose of this study is to examine ski resorts to identify the effects of crowding perception on risk perception, expectation, and intention to participate, and to establish more effective marketing strategies based on the study. Results indicated that crowding perception showed a positive effect on risk perception. This implies that risk perception rises along with the number of ski resort users, bringing in more causes of disorder and disruption. A second finding was that risk perception was found to have a negative effect on expectation. People tended to think skiing or snowboarding in a crowded area would be more risk-taking, and did not regard it as pleasant or fun under such circumstances. A third finding was that risk perception was found to have a negative effect on one’s intention to participate. Skiing, in particular, tends to be concentrated in specific venues and seasons with higher crowdedness that reflects a greater risk perception. A higher risk perception generates greater reluctance to go skiing. The last finding is that one's expectation was found to have a positive effect on one’s intention to participate.

Many golf courses in Korea recently have been faced with decreasing revenues due to severe competition among competitors. To improve the profitability of golf courses, Revenue Management, a well known methodology in industries such as airline and hotel industry, is suggested. Revenue Management is used to maximize the profit of a company by increasing the utilization of its volatile assets. Though widely used, the FCFS reservation policy in Korea does not allow reservations to be made for single parties, and it makes it difficult for golf courses to attract higher revenues. This research investigated the reservation effect of single parties. Using a recently developed mixed integer programming model, which maximizes the revenue of a golf course by creating an optimal tee time schedule, analysis is made. Since the Optimization Model requires an huge amount of time to compute the optimal schedule, it was very difficult to use it in real life. Hence, a new heuristic reservation algorithms, in order to set near optimal tee time schedules, was developed. The new algorithm called FP showed much better results regarding revenues, yields, and rejection rates than the conventional FCFS reservation policies.

The purpose of this study was to investigate the relationships among gambling passion, corporate social responsibility(CSR), responsible gambling(RG), and behavioral intention(BI) in the casino industry. Gambling passion consists of harmonious passion(HP) and obsessive passion(OP). CSR is composed of economic, legal, and philanthropic responsibility. RG consists of compulsory and supplementary responsibility activities. To achieve the study objectives an onsite survey was conducted for visitors to K-Casino. The results of structural equation modelling indicate that HP had a positive effect on legal, economic, and philanthropic CSR, and compulsory RG and supplementary RG. OP had a negative effect on legal, economic, and philanthropic CSR and compulsory and supplementary RGs. Specifically HP had the highest impact on philanthropic CSR positively and the lowest impact on compulsory RG. Also, OP had the highest impact on philanthropic CSR negatively and the lowest impact on supplementary RG. The results reveal that both CSR and RG had a positive effect on BI.

This study aimed to analyze the policy making process of the regional tourism interpretation qualification system based on Kingdon’s policy streams model. For this study, a case of Jeju Special Self-Governing Province’s regional tour guide qualification system which was developed to solve the problems of unqualified guides in the region was examined utilizing Yin’s case study method. The major findings of this study were twofold. Firstly, three policy streams were not coupled as policy alternative stream and political stream were not established. Secondly, policy entrepreneur did exist only in the beginning of the policy process, but acted with very weak role. Eventually the policy window did not open, and the policy making of the tour guide qualification system failed. For the practical applications, this study suggested that the preparation of the policy agenda, tourism policy network, and the capacity of policy entrepreneur are important especially in the policy context of ambiguity.

Horse racing has become one of the most popular leisure activities in Korea, having more than 16 million visitors in 2012. This study examines the relations between experiences at a horse racing park, attitude towards horse racing, and behavioral intention. In this study, five constructs of experience have been developed through reviewing the literature, and an on-site survey was conducted at Seoul Horse Racing Park on November 2012. The results of structural equation modeling analysis showed that hedonic and education factors have positive influences on the attitude towards horse racing. However, the other three factors of utilitarianism, relations and escapism, did not have significant effects on the attitude. The relation between attitude and behavioral intention on horse racing showed a very high correlation, with lack of discriminant validity. The findings suggest that Seoul Horse Racing Park should focus on hedonic and education factors for their marketing and promotion.

Official Development Assistance (ODA) has expanded in Korea recently; however, ODA in tourism has been left out of this expansion. This article tries to explain the potential of tourism in ODA and analyze its present status, specifically in the Korean setting. The research shows that tourism may play a role in reducing poverty because of the economic potential as an industry, but there has been not enough evidence in tourism studies to support this argument. Also, lack in awareness of the potential of tourism as a tool for ODA, and practical difficulties to collect related data, have been found. To lessen these constraints, the author suggests that an integrated plan for tourism ODA is needed which would include: Reformation of the present ODA programs by the Ministry of Culture, Sports and Tourism, development of contents and data for this area, and a research forum specialized in Tourism ODA.

This study examined the effects of English learning motivations on English proficiency and cross-cultural attitudes. Tourism majors in four universities in metropolitan areas participated in the study (N=357). The study result showed that tourism students study English with three major kinds of motivation in mind; namely, integrative motivation, intrinsic motivation and instrumental motivation. Integrative and intrinsic motivations were found to have positive influences on cross-cultural attitudes, while only the intrinsic motivation has an influence on the English proficiency. However, instrumental motivation showed no positive effect on either proficiency or cross-cultural attitudes. Rather, instrumental motivation was found to have a negative impact on cross-cultural attitudes. Based on these findings, it is suggested there is a need to promote integrative and intrinsic motivations to increase cross-cultural attitudes and English proficiency. Some measures to promote integrative and intrinsic motivations are discussed.. Limitations of the study and further study areas are also presented.

This study is the influences of the brand experiences on brand attitude and behavioral intention in franchise coffee shop. To verify the hypotheses, I collected 224 data from customer of 5 famous franchise coffee shop in seoul and statistical analysis was derived by means of SPSS/PC version 18.0 statistics package. The major findings of this study were the followings: First, Playful, Symbolic, Social experience have meaningful effect on brand attitude in the franchise coffee shop. Second, Brand attitude has effect on positive effect on behavioral intention. Third, It was found that Brand familiarity did play moderating role in the relationships between brand experiences and brand attitude. Based on these findings, the implications and limitations of this study were presented.