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2015, Vol.39, No.6

  • 1.

    A study on Oriental Medical Employees’ Perception and the Activation Plan of Oriental Medical Tourism

    Sohn Jeong Gi | Lee, Pan-Jae | Han,Sang-Il | 2015, 39(6) | pp.13~29 | number of Cited : 3
    Many countries and corporation devote themselves to find in Oriental medical tourism industry. The purpose of this study is first, to investigate the Oriental medical employee’s perception of current situation of Oriental medical tourism industry; Second, to suggest a strategy planning for Oriental medical tourism. The survey was undertaken for employees who work at Oriental medical and 103 valid samples were collected. This study used SPSS 18.0 for frequency analysis, t-test, and importance-performance analysis. The results of this study are as follows: First, Oriental medical employees think it’s really necessary to revitalize Oriental medical tourism. Second, Oriental medical’ strategy field appeared reasonable order, that is, Oriental skin care, constitutional medicine, Oriental diet, Oriental otorhinolaryngology, and Oriental plastic surgery. Oriental medical tourism promotion and marketing for activation appeared to be in most needed. Oriental medical technology and modernization were to be endeavored for continuous development and maintenance of Oriental medical tourism. Oriental medical tourism professionals, diversity and differentiation of the program, the promotion of products, and government support should be made with interest and efforts.
  • 2.

    The Exploratory Investigation of Perceptions of Other Customers on Luxury Value, Well-Being Perception, Brand Engagement in Self-Concept and Willingness to Pay Premium Class: The Moderating Roles of Age, Income and Frequency

    안효정 | HYUN SUNGHYUP | 2015, 39(6) | pp.31~46 | number of Cited : 3
    The purpose of this research is to (1) examine the role of perceptions of other customers in the formation of premium class passengers' luxury value, (2) investigate the relationships among luxury value, well-being perception, brand engagement in self-concept and Willingness to pay premium class, and (3) test the moderating effects of age, income and frequency. The proposed conceptual model was empirically tested via structural equation modeling analysis using data collected from 300 Korean luxury passengers who had taken premium class in a recent year. The results revealed that (1) three dimensions of perceptions of other customers are critical factors in the formation of luxury value. (2) most of the hypothesis are supported, and (3) age, income and frequency play significant moderating roles. This study provided critical theoretical and practical implications for luxury marketing managers in the airline industry.
  • 3.

    A Study on the Influence Factors of Behavior Intention for Chinese Cosmetic Surgery Tourism: Focusing on Extended Model of Goal-directed Behavior

    Yang, Eun-Ju | Minho Cho | 2015, 39(6) | pp.47~64 | number of Cited : 21
    This is a study on the factors that influence behavior intention of cosmetic surgery tourism in the current situation where Chinese medical tourists, are increasing particularly by using the model of goal-directed behaviors including attitude, subjective norms, perceived behavioral control, expected emotions, passion, and behavior intention, in addition to the service quality of medical tourism, narcissism, and the Hallyu star attractiveness. The subjects of this study were 485 valid sample of Chinese persons who had considered cosmetic surgery tourism in Korea and the structural equation modeling by AMOS was used for analysis. This study showed that all variables of the fitness of model met all criteria, which therefore confirms the validity of the final model. As the result, 8 of the 9 hypotheses were statistically significant, with one hypothesis being partially significant. In this study, a new model to show the factors that affect the behavior of Chinese cosmetic surgery tourists and marketing suggestion were developed by using extended method on the goal-directed behavior model.
  • 4.

    The Effects of Transformational Leadership on Creative Role Identity and Creative ehavior in Foodservice Employees: The Moderating Effects of Team Climate Through Multi-level Analysis

    Park, Kyong-Min | Kim, Young-Gook | 2015, 39(6) | pp.65~79 | number of Cited : 8
    This study investigated the effects of transformational leadership on creative role identity and creative behavior among foodservice employees. Also, the moderating effect of team climate through a multi-level analysis was another research question. Data were collected by different levels of 35 teams and 396 employees. The analysis of HLM indicated that at the employee level, transformational leadership was significantly related to creative role identity and creative behavior. At the team level, the team climate was significantly related to creative role identity and creative behavior. Moreover, the team climate at the team levels was proved to be as a moderator on the relationship between creative role identity(creative behavior). The results contribute the team climate literature by applying a multi level perspective.
  • 5.

    The Effects of Hotel Employees' Role Ambiguity and Role Conflict on Organizational Effectiveness

    Jungdae Goo | 2015, 39(6) | pp.81~93 | number of Cited : 20
    The purpose of this study is to provide evidence concerning the effects of role ambiguity, role conflict, and organizational effectiveness(job satisfaction, organizational commitment, and turnover intention) in the hotel company. The study conducted theoretical and empirical study. The data were collected from employees in deluxe hotels of Busan. To achieve the study objective, a total of 313 valid questionnaires are statistically analyzed, using frequency analysis, AMOS(7.0) for confirmatory factor analysis and structural equation modeling. The results of analysis are: First, the role ambiguity had effects on job satisfaction, organizational commitment, and turnover intention. Second, the role conflict had effects on job satisfaction, organizational commitment, and turnover intention. The result shows that management must consider role ambiguity and role conflict in creating a successful organizational effectiveness. Therefore, measures to minimize the role ambiguity and role conflict among employees of hotel should be considered and, in the future, related studies should be performed as well. This study has provided sufficient evidences for future research to investigate the relationship of role ambiguity, role conflict, and organizational effectiveness in the hotel company.
  • 6.

    A Study on Fair Tourism Behavioral Model Using Theory of Planned Behavior

    Lee Tae Sook | Kim Chulwon | 2015, 39(6) | pp.95~112 | number of Cited : 9
    Abstract PDF
    This research sought to investigate the tourism behavioral structure of fair tourism participants based on theory of planned behavior ('TPB') developed and planned by Aizen & Fishbein(1980) in order to investigate the essence of fair tourism behavior. The fair tourism awareness through the in-depth interviews was classified into ‘economic based awareness, nature based awareness, and social based awareness.’ A survey was conducted based on the main variables(attitude, perceived behavioral control, subjective regulations, and behavioral intent on fair tourism etc.) of planned behavioral theory and classified fair tourism awareness categories. The result and application possibility of the behavioral structure of fair tourism regarding planned behavioral theory was confirmed. As a result, this research has academic meaning by approaching through a concrete fair tourism sector instead of the existing normative fair tourism research, and is meaningful in the sense that it prepared a basis for systematic understanding on fair tourism.
  • 7.

    Impacts of Self-Congruity with Bakery on Store Loyalty of Bakery Consumers

    Lim,Sung-Yun | Chong,Yu-kyeong | 2015, 39(6) | pp.113~129 | number of Cited : 10
    In this study, the impacts of self-congruity with bakery on store loyalty of bakery consumers were analyzed. For analysis, actual self-congruity and ideal self-congruity were set as independent variables and store loyalty was set as an dependent variable. For hypothesis verification, analysis was carried out using a structural equation. As a result, actual self- congruity and ideal self-congruity both had significantly positive impacts on store loyalty. This result implies that functional attributes such as taste, price and accessibility were major selection criteria in the past, but currently, images are important in the bakery industry and self-congruity is a major factor to influence revisit of consumers. It was also revealed that there was a moderating effect of bakery purchase channels in the group of franchise bakery consumers and the group of private bakery consumers. This means that there is a need to plan a differentiated marketing strategy for each bakery purchase channel to induce loyalty of consumers.
  • 8.

    Evaluation of Web Quality in the Local Government's Tour Guide Homepage: Focusing on Web Standard and Web Accessibility

    신영기 | 2015, 39(6) | pp.131~148 | number of Cited : 6
    The purpose of this study is to evaluate quality of local government's tour guide homepage not from the user's perspective but from the perspective of the homepage itself through web standards and web accessibility. In order to evaluate tour guide homepage, web standards and web accessibility were evaluated. For the web standards, Markup and CSS methods were evaluated using UNICORN, an evaluation tool provided by W3C and for the web accessibility, 5 items were evaluated using KWAH, an evaluation tool provided by National Information Society Agency. As the result of web standards, from total of 202 tour guide homepages, 28 (13%) homepages were following the Markup method and 74 (36.6%) homepages were following CSS method. Only 20 (10.3%) homepages were following both the Markup and the CSS methods whilst almost 90% of the tour guide homepages were not following the web standards. As the result of the web accessibility, 18 (8.9%) homepages were following all 5 items and more than 90% of the homepages were confirmed not following the web accessibility.
  • 9.

    A Phenomenological Study on Experience of Self Reflexive Leisure

    Kwon Jangwook | Lee, Hoon | 2015, 39(6) | pp.149~161 | number of Cited : 20
    The objective of this paper is to understand the relationship between self reflexive leisure and subjective well-being using interview method. Happiness may be the ultimate goal of life which is not easy to reach, due to the process of comparison and adaptation. The positive psychologists suggest cognitive activities such as self-regulation and self-reflection attenuate comparison and adaptation, so that they promote subjective well-being. Therefore, Mindfulness, Ki discipline, Yoga which can help promoting self-regulation and subjective well-being were referred as self reflexive leisure in this paper and how these experiences start and continue and how they are involved to subjective well-being were researched. In the result of analysis, self reflexive leisure has a great effect on relieving negative emotions such as stress, anxiety, and conflict. The process of relieving was observed to give a feeling of happiness. However, it does not help to keep the existing cognitive satisfaction or positive emotion for a long time. Meanwhile negative views or prejudices against self reflexive leisure were commonly observed, which hindered from continuing on self reflexive leisure, and this shows that effort is required to neutralize the negative image.
  • 10.

    Extending the Model of Goal-Directed Behavior to Understand Tourists' Decision-Making Process for Purchasing Luxury Goods

    정지심 | Han Hee-Sup | 2015, 39(6) | pp.163~183 | number of Cited : 32
    The present study investigated the formation of tourists' intentions to purchase luxury fashion goods during overseas trips. An extended model of goal-directed behavior(EMGB) was developed by examining prior knowledge of overseas shopping. The study sample included tourists who had experienced purchasing luxury fashion goods during their international traveling. The data were collected using a web-based survey. An online research firm's system for survey was utilized. After excluding extreme outliers and eliminating responses not associated with luxury goods, 372 cases were selected for further analysis. Using confirmatory factor analysis, the measurement structure of our model was evaluated. Subsequently, the goodness- of-fit of the EMGB model was evaluated by using the structural equation modeling(SEM). Lastly, the hypothesized relationships were assessed. Our results indicated that the EMGB model contained a satisfactory fit to the data, and the desire among research constructs had the strongest effect on tourists' intention to purchase luxury goods while traveling abroad. Desire to purchase was found to be a significant function of subjective norm, positive anticipated emotion, perceived behavioral control, frequency of past behavior, and prior knowledge. The findings of the current study contribute to clearly understanding international shopping travelers' decision- making process and can be effectively utilized for inventing marketing strategy in the luxury- goods industry.
  • 11.

    Application of the Concept of Specialization in the Area of Culture Tourism: Case of Suwon Hwaseog Visitors

    Hwasung Song | Yun, Ja-Yon | 2015, 39(6) | pp.185~203 | number of Cited : 1
    Koreas' interest in traveling to culture sites has increased, thus, there may be types of tourists who progress from general tourists to specialized cultural tourists. In this sense, the purpose of this study was to document which dimensions of culture specialization exist in Korean tourists. As a methodology, ground theory has been used throughout this paper to explain the experience of culture tourists based on their specialization process. In depth interviews were conducted of eight culture tourists who visited to Suwon Hwaseong castle frequently. Results show that the culture tourists tended to progress over the time period in terms of specialization. In particular, the characteristics of Suwon culture tourists are prominently featured in accumulation of social and physical skill, investment of time and effort, and desires for difference and luxury. Interestingly, compared to American culture tourist, the network within culture tourists is found in Suwon culture tourists.
  • 12.

    The Determinants of Tourism Expenditures in Local Primary Governments Hosting a Cultural Tourism Festival: Analysis of the Last 7 Years’ Panel Data

    LEE. S. H | 2015, 39(6) | pp.205~223 | number of Cited : 9
    The purpose of this research was to analyze the determinants of tourism expenditures in the local governments. To empirically analyze the research model constructed on the expenditure determinants theory and the punctuated equilibrium theory. The last 7 years’ panel data were gathered from a total of 128 local primary governments that host a cultural tourism festival, and were classified into four groups according to the type of festival and level of locality for analysis. The research results showed that the local tourism expenditures were determined based on the irrational category. Meanwhile, the variables associated with financial ability and tourism demand which was regarded as a rational category did not create any significant influences. These results suggest that local primary governments lack consistency and systematization with tourism budgeting system. Therefore, this study proposed that local governments should adopt the demand-oriented system of expenditure determination.
  • 13.

    Analysis on the Structural Relationships between Outdoor Recreation Trackers’ Participation Motivation, Wellness, Satisfaction, and Loyalty: Focusing on Mt. Bukhan National Park Trackers

    이진의 | Kim Jinok Susanna | Kim, Nam Jo | 2015, 39(6) | pp.225~244 | number of Cited : 25
    The number of nature-based national park visitors is rapidly increasing in Korea. To meet this demand, Korea National Park Service (KNPS) is managing ecosystem tourism experience program, environment interpretation program, and environment-based healing program to prevent safety accidents and improve satisfaction. Thus, the purpose of this study was to specify the effect of participation motive and wellness of trackers visiting a national park on their decision-making process. Study subjects were totally 400 trackers visiting Mt. Bukhan National Park located in the capital city. As a result of the analysis, while outdoor recreation trackers’ naturalness participation motivation significantly influenced spiritual, physical, and emotional wellness, convenience participation motive influenced only physical wellness. And while relationship participation motivation significantly influenced spiritual wellness and physical wellness, it had no significant effect on emotional wellness. And spiritual, physical, and emotional wellness through outdoor recreation significantly influenced satisfaction with activity destination, and satisfaction according to this effect of wellness also influenced loyalty. These results show that naturalness participation motivation significantly influences wellness, indicating that trackers pursuing healthy life do outdoor recreation activities due to the benefit that nature gives.
  • 14.

    Analysis of Relation between Servicescape, Use Density and Visitor's Satisfaction: Focusing on Water Park

    kwon yeon kyung | Choi, Young-Seok | Choi, Seung-Dam | 2015, 39(6) | pp.245~258 | number of Cited : 17
    This study is to analyze the effect of servicescape on the satisfaction of visitors to water park and role of the density as a moderating variable. The hypotheses were formulated for the study and the in-depth empirical analysis was made on the Wongjin Playdoci Water Park. The analysis results showed that the Water Park's servicescape is composed of four factors such as 'attractiveness', 'comfort', 'convenience and safety‘ and ’facility's diversity‘. It looks like that the elements of 'attractiveness', 'comfort', 'safety' and 'facility's diversity’ reflect the physical environment of the water park. On the other hand, the verification of the hypotheses showed the followings. The hypothesis 1 stating that the components of the service scape affects the satisfaction of visitors was supported and it was found that the factors are affecting the satisfaction of visitors in the order of 'attractiveness', 'facility's diversity', 'convenience and safety' and 'comfort'. In addition, the hypothesis 2 stating that the effect of factors of the servicescape on the satisfaction of visitor depends on the use density was also supported. The study results have the implications that in case of water park, the attractiveness shall be put priority for the enhanced satisfaction of visitors in the same as the general theme parks and that the detailed consideration shall be given to the 'comfort' and 'convenience and safety' as they show the big difference in the satisfaction depending on the use density, which is the moderating variable. This study has meaning that it has derived the factors of servicescape in the water park and that the role of use density has been verified in the relation between servicescape and the satisfaction.