KJC Korea
Journal Central

This study was designed to meet an emerging need for properly addressing issues concerning region based festival events in Korea and paving the way for more elaborate research on branded festivals. Basic data can help to achieve policy for creating distinct regional identities and images, as well as well-known festival brands. Also specific implications can be drawn for scholars and practitioners. The results showed that congruence between festival and destination brands, festival brands and self-images, and destination brands and self-images, had a significant influence respectively on the visitors-festival brands relationship, which in turn had a significant impact on festival brand loyalty. A Chi-squared test was conducted, using a new model with a given set of constraints and an established model, to compare the sizes of the factors having significant impacts on visitor–festival brands relationship. The results revealed that, of the three factors, congruence between festival and destination brands was the most influential, followed by congruence between festival brands and self-images and then that between destination brands and self-images.

This study explores the implication of campsite environmental development and management plan by analyzing the relation between physical, social, natural 'servicescape' and customer's perceived value, satisfaction, behaviour intention and the validity of the model that treat the physical, social, natural 'servicescape' as the individual constructs. Analysis confirms the current model has both convergent and discriminant validity. And convenience in the physical servicescape, staff in the social servicescape, fascination and compatibility in natural servicescape influence on customers' satisfaction and perceived values, strongly rather than other factors. Perceived values all have an effect on customers' satisfaction and behavioural intention. This study suggests that strategies to increase the attractiveness and the convenience of the physical environment, the staffing of social servicescape, increase the element of fascination and compatibility of the natural servicescape, are the main priority in developing and managing camping sites with competitiveness.

This research explores the effects of technical and individual characteristics on the perceived usefulness and ease of use as well as user satisfaction of social commerce in the purchasing food service. In order to perform this study, a research model including technical characteristics (information quality, system quality, service quality), individual characteristics (self-efficacy and involvement) is proposed. A total of 324 questionnaires were distributed from May 15th to June 30th, 2013, of which 302 questionnaires could be used. The results of this study are as follows: Firstly, information quality had a positive effect on perceived usefulness and ease of use. Secondly, system quality had a positive effect on perceived usefulness and ease of use. Thirdly, service quality had a positive effect on perceived ease of use, but had no effect on perceived usefulness. Fourthly, self-efficacy had a positive effect on perceived usefulness and ease of use. Fifthly, involvement had a positive effect on perceived usefulness but had no effect on perceived ease of use. Sixthly, ease of use had a positive effect on perceived usefulness. Finally, perceived ease of use had a positive effect on user satisfaction while perceived usefulness did not affect user satisfaction.

The purpose of this paper is to examine the perception of barista-major students toward their career, which will determine the selection of their career. The survey was undertaken for second-year college students who are barista majors in Busan. Using Q methodology for 21 samples, results show five types of perception towards their future career: to transfer university, to study abroad, to continue studying about coffee, to become a coffee expert, and to become a barista educator. The above five types of career perception show diverse job categories, such as instructor, barista, cafe manager, coffee taster, coffee roaster, competition judge, and coffee researcher. Also opening of educational program with barista career and employment camp with interview training was emphasized for decreasing turnover and increasing employment rate. This study offers basic data of future job selection for barista-major students and future research for the barista career. Theoretical and practical implication are discussed.

This study explores the competitive relationship among nine MICE cities in Korea and to find out the strategic niche of the future-oriented MICE industry using niche theory. Convention and meeting data from 2009 to 2011 hosted in nine convention centers are classified into the type of organizers, the size of the meeting and convention and the industrial field of association meetings as a niche dimension to analyze the niche breadth and niche overlap. This study concludes that firstly Jeju Island has the lowest niche breadth and the highest niche overlap when analyzing by the type of organizer, resulting in it being a specialized associate meeting and convention. On the other hand, Incheon city, uses a generalist strategy, and has the highest niche breadth. Second, when analyzing niche by the size of meeting and convention, most cities have focused on the small meetings of under 300 participants and are in competition. Specially, Gwangju city weights toward small sized meetings. Lastly, in terms of analyse by the industrial field of association meeting and convention, Daejeon city comparatively has the lowest niche breadth (9.092) by specially focusing on the science field, whereas Kyunggi province shows the highest niche breadth by accommodating various industrial fields of meeting and convention. This study suggests that MICE cities should find their own unique niche market and develop a differentiated convention market in order to survive competition.

This study examines government officials’ perception toward tourism development using Q methodology. The methodology identifies an individual's subjective characteristics and perceptions. This methodology is used to discover the perception of officials who work in a tourism post in Gangwon-do province. A total of 38 Q-sample (statements) were sorted in a p-sample of 27. A QUANL program produced 4 factors of the subjective characteristics. The results attempt to grasp the subjectivity of the officials in terms of positive and negative tourism impacts, and provides a subjective frame on impacts for tourism development. The results from this study propose policy plans for sustainable tourism and tourism development for tourists and local people considering social, environmental, cultural and economical perspectives.

The purpose of this paper is to examine the effect of perceived risk and expectancy-disconfirmation on emotion, satisfaction, and behavioral intention. To this end, onsite survey was conducted for visitors to the Seoul Lantern Festival. The results of structural equation modeling indicate that perceived risk, expectancy, and disconfirmation had an effect on positive emotion and negative emotion which in turn, influenced satisfaction. Also, disconfirmation appeared to have an effect on satisfaction. Perceived risk was also found to be related to behavioral intention. Expectancy was an important variable when explaining positive emotion, while perceived risk and disconfirmation were important variables when explaining negative emotion. Furthermore, satisfaction was strongly influenced by positive emotion as compared to negative emotion and disconfirmation. The impact of satisfaction was also stronger than perceived risk when explaining behavioral intention. The findings suggest that expectancy can play an important role in strengthening positive relationship between visitor and their festival experience.

The purpose of this study is to identify the influence of social commercial using motivation of dinner cruise’s customer of Gangneung marine tourism on website trust and user satisfaction. To verify the hypotheses, I collected 221 data from Gangneung dinner cruise’s customer and statistical analysis was derived by means of SPSS/PC version 18.0 statistics package and Amos 18.0. The major findings of this study were the followings: First social commercial using motivation of Gangneung dinner cruise’s customer partially had meaningful effect on website trust. To put it concretely, Impulsive motivation, economic motivation and convenient motivation had positive effect on website trust. but hedonic motivation and social motivation were revealed to have no significant effect on wensite trust. Second, Only economic motivation of social commercial using motivation had positive effect on user satisfaction. Third, Website trust had positive effect on user satisfaction. This study proposes that social commercial using motivation can be a useful theoretical background for understanding a user satisfaction of marine tourism.

This research aims to discover the influence of experience factors (Entertainment, Educational, Escapism and Esthetic) on foreign visitors’ shopping experience in Korea. This study examines the effect of experience on foreign visitors’ satisfaction and affective commitment. Data from 127 valid samples out of 150 foreigners who visited Seoul were obtained and empirically tested and analysed using SPSS 18.0 and AMOS 18.0. The results show that the entertainment and escapism experience has positive effect on foreign visitors’ satisfaction; whereas educational and esthetic experience has an insignificant effect. Furthermore, the result shows that satisfaction has positive effect on affective commitment. This research findings have managerial implications and further future research is required.

The purpose of this study is to investigate various factors of work environment that effects creativity of individual employees in MICE industry. This study was conducted based on renowned scholar Amabile’s “Component Model of Creativity” and KEYS, an instrument that assesses intra- organizational environmental factors that influence organizational work environment. The integrated approach was conducted by examining the relationship between external and internal factors and how these two factors influence on individual’s creativity. As a result, “freedom” was found to be the only factor that effects creativity among the 8 environmental factors, whereas “freedom”, “challenging work”, and “workload pressure” effect individual internal characteristics. Meanwhile, the result shows that individual internal characteristics effects creativity. These results suggest that the expression of creativity of the employees at MICE is related to individual internal characteristics and other factors rather than to work environment unlike the employees in other industries.

A growing number of universities have established an Airline Service Department, which reflects the importance of efforts by the universities to enhance their competitiveness, given the fact that the number of high school graduates is on the steady decline. This study aims to develop strategies to increase the quality of education by meeting practical and specific needs of students majoring in Airline Service. To that end, Quality Function deployment (QFD) methods have been adopted. Critical to Quality (CTQ) were derived from the House of Quality (HOQ) which is the first and most influential phase of the QFD system. The strategies are as follows: (1)Apply rules that maintain proper formal salutation, attitude and right posture. (2)Create curricula that combine theory and practice. (3) Ensure that the curricula are linked to students' future career and professors keep track of students' progress. (4) Give feedback to students on the basis of the results of mock interviews and the analysis of video tapes. (5)Enforce the appearance check system to meet the standard of airlines.

The purpose of this paper was to find out how a classic work of literature, Macbeth, can be communicated with audiences as a performance arts festival. The original version of Macbeth is based on a moral interplay between good and evil. But the modern version of Macbeth continuously tries to ask a question about the concept of the dichotomy between good and evil throughout the performance. This paper applies Bertolt Brecht's theory in the modern version of Macbeth. The modern version of Macbeth is effective from the point of view of audience participation. The modern version of Macbeth uses masks, pop music, and tranvestism as an alienation technique. In general, these tools are used so the audience can not empathize with the drama. In fact, the audience is to criticize the modern version of Macbeth. The viewpoint in the modern version of Macbeth, through alienation technique theory and epic theatre of Brecht, help people better understand the reality of contemporary society, participate in the performance festival, and experience proper communication with each other by revealing a variety of human feelings such as solitude, love, anxiety, violence, desire and joy.

The purpose of this study is to identify the causal effect between flight attendants’ expectations for retirement, their perception towards preparing for retirement and their preparation for retirement and see how all three factors affect the level of their commitment to the organization. In order for empirical analysis, data were collected among flight attendants working for airlines with 334 valid samples used. The findings are as follows. First, the expectation for retirement among flight attendants had a significant positive effect on the perception of retirement preparation. Second, expectation for retirement had a significant positive effect on the level of actual retirement preparation. Third, perception of retirement preparation had a significant positive effect on the level of actual retirement preparation. Fourth, the level of retirement preparation had a significant positive effect on commitment to the organization. Lastly, between expectations for retirement and organizational commitment, retirement preparation had a significant positive effect.

This study aims to identify factors that influence WOM and its referral behavior. This study classifies WOM into WOM by travelers with direct experience to receivers and referral behavior with which receivers transmit the communicate message to others. For this empirical study, a survey was conducted during the period from March 25 to June 3, 2013 in Busan, Korea. University students who are majoring in tourism and who participated in a field trip (n=230) were first surveyed in order to examine their WOM behavior. A follow-up tracking survey targeting those receivers (n=712) from students to collect their referral behavior data. Results indicate that about 95% of travelers generate WOM on their trip experience, while about 25% of receivers resend the communicated message. Results using logit analysis indicate that WOM behavior is significantly influenced by gender and conscientiousness, and resending behavior is significantly influenced by travel experience, conscientiousness, openness, and perception of recommendation intensity. Practical and theoretical implications of the results are addressed with suggestions on the direction for future study.

The purpose of this research is to explore the cognitive experience of participants in the adventure leisure activity. Using the methodology of a focus group interview and participant observation, the unique qualities of the cognitive responses of an adventure leisure activity is wanting to be examined. Based on exploratory study involving scuba diving, the research examines what participants feel in outdoor recreation activities. The researchers observed 50 informants, after which 20 informants participated in a focus group interview. It was revealed that participants in the scuba diving activity feel natural wonders, interpersonal trust, self-advancement, a sense of isolation and challenges. Finally, adventure leisure activities are more than just entertainment to the participants. This activity also performs a role for the inner ego. This study provides preliminary data and a foundation for follow up studies in this area.

The psychological components or dynamics involved in the emotional experience in trekking or walking travel has yet little been explored. This study explores anxiety and the effects of anxiety on the trekking duration and the after affect, once returned. 105 students participated in this field experiment performed on a short trekking course at Daegu University, in the Republic of Korea. The results can be summarized as such: First, the frequency of reported anxiety in trekking for both men and solo trekkers appeared higher than those of both women and any other group. Second, the anxiety level in trekking had both positive and negative effects on post affection. Finally, onsite anxiety in trekking was reversed by being proud of completing the trekking expedition. This phenomena is discussed and explained in terms of psychological theories in the conclusion. The results have some implication for future research issues in psychological dynamics and the function of leisure travel.

It is difficult to find the factors which determine the tourist destination life cycle, with most researchers failing to address it properly. The biggest cause of this failure is the researcher's way of investigating the effect relationships using regression analysis without selecting a specific analysis model for visit demand factor of which its associate variables affect the development of the tourist destination and applying this to the trend line. In this aspect, accurate analysis on visit demand factor may contribute to the strategy for continuous tourist destination development in the future. This study searches for the demand factors and aims to search for a development demand factor that affects tourist destination development using a panel model and gravity model. Discovering why tourists visit certain tourist destination through scientific research is useless because psychological desire of tourist behavior or tourists’ motivation cannot be estimated by numbers. However, based on the human desire to simplify complicated social phenomena, the researchers attempted this study.

The purpose of the study is to examine the relationship among leisure repertoire, leisure boredom and drinking behavior of college students. Although drinking usually takes place in leisure context, leisure variables have been rarely used to explain the behavior. 154 students attending a university in Kyungsangbuk-do region participated in the survey and a series of regression analysis was performed. The results show that leisure repertoire positively affected drinking behavior while it negatively influenced leisure boredom. Leisure boredom and drinking were not significantly related. And mediating effect of leisure boredom between leisure repertoire and drinking was not found significant. The finding of the study suggests that leisure activities and drinking are not alternative behaviors but increase in leisure activities results in increase of drinking opportunities and also greater participation in leisure activities entailed less boredom in leisure.