KJC Korea
Journal Central

This study explored motivation clusters in sports gambling, and discusses gambling types. This research also identifies discriminant and convergent validity of a sports gambling motivation scale using exploratory factor analysis (EFA), reliability test, and confirmatory factor analysis (CFA), and criterion or predictive validity using correlation and multiple regression analysis. A sports gambling motivation scale was developed in the following manner: First, a 62 item pool was developed based on previous studies. Second, 48 items were selected following a focus group interview (FGI). Third, 38 items were choosen using Delphi survey and content validity was evaluated with content validity ration (CVR). Fourth, 28 items were generated from a pretest of 243 respondents. Finally, the data were collected from 760 sports gamblers and EFA was employed to identify underlying dimensions of sports gambling motivations. EFA identified five sports gambling motivation factors such as socialization, gaming, adventure, money, and relaxation.

This study is intended to provide useful ways for the competitive edge in marketing activities through the exploration of service contact elements, preferential improvement elements for customers' selection in the foodservice industry. A survey was carried out to 389 employees of the foodservice and eating-out companies in a same building. The PASW Statistics 18 was used to collect data. First, for their service contact, one-dimensional quality elements were ‘preferred foods’, ‘meal atmosphere’ and ‘restaurant's view’, and attractive quality elements were ‘sanitation’, ‘cleanliness’ and ‘food taste’ of product-oriented contact fields. Second, important quality elements was ‘sanitation’, ‘cleanliness’ and ‘food taste’ and ‘freshness.’ Third, key contact elements were ‘cleanliness’ and ‘sanitation’, and the most preferential improvement was ‘CRM.’ Fourth, happiness elements was ‘sincerity’, ‘price’, ‘freshness of food’, These findings will be used as a new turning point for the improved customer service and efficient marketing of foodservice companies by customer-oriented measures based on the needs of customers and improvements with their feelings in the service contact.

The purpose of this study is to examine how the customer‘s experience ing the hotel's artistic space affects the customer‘s perceived value of the hotel, in other words, the hotel's brand value. A total of 247 effective questionnaires for empirical data analyses were obtained from customers who had experienced staying at a hotel where various artworks of famous artists had been displayed. Exploratory factor analysis and multiple regression analysis were conducted to test the proposed hypotheses. Review of the related literature suggested four dimensions of experiences within artistic space, such as educational, entertainment, esthetic and escapist experience, and three different dimensions of hotel brand value such as social, functional and emotional value. The result showed that four factors of the experienced artistic space influenced the customers three factors of hotel brand value significantly. Educational experience and esthetic experience were the most important factors for the social value and functional value of hotel. While emotional value was shown to be significantly influenced by entertainment experience and esthetic experience. Furthermore, according to the variables of the level of an individual's income and enjoying visual arts, the results showed the different influence of experience on the perceived brand value of hotel, expecially the social value of hotel brand was found to be influenced most significantly among three factors of hotel brand value. Based on these results, implications and limitations are discussed.

The objective of this study is to identify successful strategic factors and priority for the development of Integrated Resort(IR) casino in Korea. The study proposed a hierarchical structure for the assessment of strategic factors for IR casino. To achieve this objective this study employed Analytic Hierarchy Process(AHP) and Delphi methods with 31 casino related experts. Delphi data were collected from the experts using an online survey through e-mail. The experts suggested five main factors with 39 components which included game facilities, casino service & marketing, themed facilities, hotel/convention facilities, and corporate responsible management. The results of AHP indicate that the most important factor of IR casino development was the development of themed facilities and landmarks, followed by casino service and marketing, hotel/restaurant, convention facilities, table game, atmosphere of casino, Corporate Social Responsibility(CSR), and slot machine. The findings will provide policy makers and developers with significant insights in preparing for the development of strategic IR casino.

This research explores determinants of the expenditure amount by cruise tourists. All five variables, including destination-related factors (past visiting experience, stay duration, satisfaction of harbor, and loyalty to harbor), as well as cultural background (language area) were anticipated to relate to the amount spent, while the variable of income level was expected to not be significantly related to expenditure. The raw data using 2,785 participants from ‘A Survey of 2013 Inbound Cruise Tourists’ were applied for testing the hypotheses, with some correction. The results showed that none of the independent variables of the five had a significant effect on expenditure. However linguistic types (i.e., Chinese, Japanese, & English speaking participants) had an influence on expenditure and moderating effect on the relationship between the others five independent variables and the dependent variable. In conclusion, the fact that language reflects the respondents’ cultural characteristics to determine his/her consuming behavior and expending size is discussed as well as future research possibilities.

This paper reviews the trends of Place Attachment research which appears in tourism journals from 1992 to 2013. Content analysis was performed as a research approach with a total of 104 published journal articles being selected from seven tourism journals and one environmental psychology journal. The articles were classified in relation to the following criteria: date of research, research topic, object (type of setting) and subject of attachment, research methods and data analysis. Review of related literature showed that the volume of Place Attachment research has evidently increased since 2010 and some of it is focused on natural destinations. This study also indicated that research themes are limited and quantitative methods are largely used in tourism journals. Finally, on the basis of the results, this paper emphasized the significance of Place Attachment research in tourism studies and proposes potential research direction in tourism studies.

This study assumes that exhibition attendees’ cognition, attitude and behavior towards use of cutting-edge information technology newly adopted in the Cosmetics and Beauty Expo in Osong Korea 2013, may differ according to attendees' personality characteristics. This study therefore attempts to segment the exhibition attendees using cluster analysis based on the Big Five-Factor model. Three segments were identified: passive, neurotic, and an active attendees group, furthermore significant differences in terms of cognition, attitude and behavior toward NFC were observed. Among these three segments, especially the neurotic attendees group shows the highest level of complexity and resistance towards using NFC, even though this group perceives usefulness of NFC and visited the booth due to the information from NFC. Based on these results, this study recommends that exhibition marketers who plan to adopt NFC within their exhibitions to target the neurotic attendees segment.

This study aims to provide appropriate site locations for a medical tourism cluster. The priorities that should be considered in the process of selecting medical tourism cluster include the likelihood of attracting medical service facilities for foreigners, the availability of tourism attractions for foreigners, and the ease of entry such as international airports, ports and etc. However, there is little discussion about which locations are suitable for medical tourism cluster. Thus, this study examines the likelihood of attracting medical facilities and services, the level of specialization in tourism and medical businesses, the accessibility to suburban and urban tourism resources in order to select the right location for medical tourism cluster. The results show that Bucheon and Suwon are the most appropriate locations for medical tourism cluster in Gyeonggi Province. An empirical research approach shown in this study has rarely been used in previous studies particularly within the context of tourism industry. This study has a distinctive feature in that it examines the level of specialization and conditions for such cluster.

Place attachment is human's strong emotional bond with a specific environmental settings, and there are numerous studies on the topic. The study tested whether place attachment mediates the relationship between interpretation and place satisfaction in cultural heritage tourism. The survey site of Changgyeonggung is UNESCO World Heritage as well as Royal Palace in Korea. The structural equation modeling technique was conducted with the sample of 337 visitors. The three hypotheses and research model which were developed from the previous researches of interpretation and place attachment were supported. The most significant theoretical contribution is that place attachment in settings of cultural heritage tourism lays a mediating role. Therefore, the interpretation in cultural heritage tourism should increase visitor's place attachment then it could encourage visitor's repeat visitation.

Recently, as medical tour industry which combines medical service and tour is rising as the blue ocean of next-generation growth power all over the world, competition among many nations is getting intense. Of medical tour, our nation is compararively latecomer; ranked on 19, having middle-low national competitiveness among 35 OECD countries. On this aspect, national effort to activate medical tour is required, this research analyzed present condition of recent 2 years’ master’s and doctorate thesis, and analyzed perception on the SNS using social matrix. As a result for about 6:4, behaviorally-perceptioned research was frequent than systematically-perceptioned research. Also for the recognition on SNS, words related to ‘attribute’ or ‘place’ were frequently presented, public opnion about those words showed neutrality more than positiveness and either negativeness was existed.