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2016, Vol.40, No.3

  • 1.

    A Study on the Effect of Attitude, Subjective Norms and Perceived Behavioral Control on Behavior Intention toward Food Tourism: Focusing on the Modified Theory of Planned Behavior Using Emotional Factors

    Sohn Jeong Gi | Han,Sang-Il | 2016, 40(3) | pp.11~33 | number of Cited : 45
    Abstract
    The purpose of this study is to examine the structural relationships between attitude, subjective norms, perceived behavioral control, pleasure and arousal in predicting the behavior of food tourists using TPB and PA factors. The survey was undertaken from the first of July to the 19th of July on food tourist who visited Jeonju Hanok Village. A total of 261 responses were collected. Excluding missing data, 256 useable samples were collected for analysis. This study used IBM SPSS 18.0 for frequency analysis, regression analysis. The results of this study are as follows: First, it is found that the attitude factor positively impacts behavioral intention. Second, it is found that the factor of subjective norms also has a positive impact on behavioral intention. Third, it is found that the pleasure factor positively impact on behavioral intention. Fourth, it is found that arousal factor positively impact on behavioral intention. The theoretical implication for TPB and the practical implications and the limitations for food tourist are discussed.
  • 2.

    A Comparative Study of Tourism Psychology and Behavior Models between People who are Physically Challenged and Those who are not: Focusing on the Relations Concerning Personal Values, Psychological Empowerment, Social Support and Tourism Behavior

    KyungChan Lee | Kim, Nam Jo | 2016, 40(3) | pp.35~53 | number of Cited : 10
    Abstract
    This study is to compare the effects of individual values, psychological empowerment, and social support on the behavioral intentions of physically challenged and non-physically challenged individuals. The results of analyses show that personal values of the physically challenged people did not have a direct impact on their attitude and behavioral intention, but it did when psychological empowerment and social support played a meditating role in their relation. For non-physically challenged people, personal values had a direct impact on tourism attitude and behavioral intention while social support was found a mediating variable. It shows that psychological empowerment is an important variable to the attitude and behavioral intention of physically challenged individuals, and variables affecting their tourism attitude of were different from non-physically challenged individuals. This study has an especially great significance in helping understand the behavior of physically challenged people by proving that their psychological empowerment is an important driving factor for tourism attitude. Furthermore, it is expected to be basic evidence to support tourism policy on decision-making for physically challenged people who have been underprivileged in tourism activities.
  • 3.

    An Exploratory Study on the Conceptualization of Convergence Tourism

    Hye-Won, Jang | 2016, 40(3) | pp.55~69 | number of Cited : 10
    Abstract PDF
    Convergence is a phenomenon that has had a profound effect on several industries over the past decades. Despite this, prior research has been limited by a lack of coherent theoretical definitions of convergence in tourism study. This study aims to establish conceptualization for convergence tourism. The concept of convergence tourism was drawn by the inductive method. First of all, the researcher reviewed literature on convergence and industry convergence. Then, the three core attributes of subject, process and performance were derived from the concepts of convergence and industry convergence. This study also tr performed content analysis based upon in-depth interviews with individuals involved in medical tourism, MICE and 6th industrialization. Finally, to establish conceptualization the four categories of: market orientation, cooperation orientation, innovation orientation and value orientation were considered as conceptual attribution. These results suggest that convergence tourism is sustainable tourism and furthermore, convergence tourism is a tourism paradigm.
  • 4.

    A Study on the Structural Relation of Corporate Social Responsibility and Responsible Gambling of a Casino Company on Residents’ Trust and Support

    Lee Choong-Ki | 2016, 40(3) | pp.71~87 | number of Cited : 17
    Abstract PDF
    Nowadays, implementation of Corporate Social Responsibility(CSR) and Responsible Gambling(RG) are necessary for a casino company to achieve sustainable operation. Although research on CSR and RG has been conducted on casino employees and visitors, little research has been conducted on the major stakeholding residents who played an important role in legalizing Kangwon Land Casino. Also, for Kangwon Land Casino to achieve sustainable operation, the trust and support of residents is important, and this is influenced by the benefits and costs resulting from casino development. In this respect, the purpose of this study is to examine the effects of CSR and RG on trust which in turn, influences residents’ support, and further investigate how benefits and costs affect trust and support. To this end, an onsite survey was conducted from October 30th to the 31st, 2015 on residents in Taebaek city and the Jeongseon district. The results of this study reveal that economic and legal CSRs were positively influenced by trust which in turn, had an effect on support. The results also indicate that benefits had a positive impact on trust and support, whereas costs had a negative effect on trust and support. Theoretical and practical implications were provided in the conclusion section.
  • 5.

    Job Quality as Perceived by Travel Agents and its Effect on their Organizational Commitment and Savings for Retirement

    안주영 | 정현경 | Cho, Yong-hyun | 2016, 40(3) | pp.89~108 | number of Cited : 3
    Abstract
    This study aims to figure out the Quality of Job(QoJ) perceived by travel agents and what is to be improved using Importance-Performance Analysis (IPA) and to examine the effects of QoJ on their organizational commitment(OC) and savings for retirement. The survey was conducted on travel agents in the Seoul metropolitan area and 200 valid responses were analyzed. The main results are as follows: First, an importance level of QoJ(3.813) was higher than that of performance(3.094) and ‘reward’ is the most urgent factor to be improved among 7 QoJ factors of ‘relationship’, ‘work condition’, ‘job reputation’, ‘reward’, ‘welfare’, ‘employment security’, and ‘development possibility’. Second, the ‘reward’ factor has positive effects on emotional/ normative/continuous OC and the ‘relationship’ factor has a positive effect on normative OC. Furthermore, ‘employment security’ factor has a positive effect on savings for retirement. Finally, the level of perceived QoJ factors varies according to the employees’ gender, major, company size and desired time to retire.
  • 6.

    A Study on Causality Investigation of the Mentoring Function Configuration Factors for a Hotel Organization

    정욱 | Kim, Sung Hyuk | Hong-bumm Kim | 2016, 40(3) | pp.109~124 | number of Cited : 5
    Abstract
    As a hotel organization is a typical human-resource intensive industry, many researchers have proposed a mentoring function to alleviate a variety of problems that occur here. However, despite the criticality of mentoring in hotel organizations, some studies didn’t utilize the components of the mentoring function correctly. To fill this gap, the purpose of this research was to verify a causality that is an Interface of the Mentoring Function Component in a hotel organization. Also, a referenced paper on this research developed a mentoring function that reflected the characteristics of the hotel, and in this process, it was suggested that there is a causal relationship between the mentoring function configuration factors. In addition, after the theoretical consideration in this study, we were able to secure the rationale of this study in a Social Learning Theory(Bandura, 1986). Through this, the hypothesis was set and verified by empirical analysis. We carried out this study using employees of 5-star hotels within the metropolitan area(400 parts) and conducted confirmatory factor analysis which confirmed a suitable structure of the factors proposed in this study. Finally, we tested the hypothesis through structural equation modeling analysis. The implications of this study are as follows. By verifying the causal relationship between the mentoring function configuration factors, a theoretical depth of the mentoring function was found to be better. In practice, it can be inferred that the mentor’s advice for the mentee’s he career henceforth is better than the current work.
  • 7.

    Estimation for the Change of Demand Determinants of a Cultural Festival: Focused on Comparing Demands of BIFF 2007/2014

    Han Sang-Hyun | 2016, 40(3) | pp.125~142 | number of Cited : 6
    Abstract
    This study is to estimate the determinants of demand of the Busan International Film Festival. The number of the festival’s official audience was seriously increased after the Busan Cinema Center, which is a main venue for BIFF, was opened in 2011. In this study, two demand functions of the years 2007 and 2014 were deducted to compare the determinants of demands. For this study, the Negative Binomial model was derived through the results of a Cameron & Trevedi test, which is the optimal method for investigating the over-dispersion in the count data model. An LR-test, a coefficient of determination and a scales of information criterion were considered for the suitability of the model. The consequences of this research are presented as follows: some variables were found significantly in common between the two demand models, such as the response of press, word of mouth effect, experience of the audience, the participation experience in other film festivals, film society membership and interest in film, as the determinants of demand. Facility, accessibility and accommodation were newly deducted as determinants in 2014’s model.
  • 8.

    A Comparative Study of Travel Activities, Travel Expenditures and Information Use between First - Time Visitors and Repeat Visitors: Based on Jeju and Gangwon Tour

    Sung-Mi Lee | Park, deukhee | Junghye Kah | 2016, 40(3) | pp.143~158 | number of Cited : 6
    Abstract
    This study aims to understand differences among travel activities (planned and participated), travel expenditures, and information use between first-time and repeat visitors. Fifteen travel activities were identified from the related literature in order to measure levels of travel activities planned and involved. Moreover, travel expenditures were categorized into accommodation, food, entertainment, shopping, sightseeing, and transportation. Information use was tested in two phases, before and during trips. First, the results indicate that the number of prior visits of repeat visitors to the destination during the past year is reported to be more than four times. Second, repeat visitors are more likely to plan and participate in travel activities and spend money on accommodations and entertainment than are first-time visitors. Third, repeat visitors are more likely to use word of mouth before trips, and cell phone and navigation during trips, to obtain travel information than are first-time visitors. By understanding the results of this research, tourism destination marketers can understand the economic value of repeat visitors, and hence should develop marketing strategies focusing on repeat visitors.
  • 9.

    The Effect of Keywords of Internet Search Engines on the Demand of Chinese Inbound Tourists: An Application of the Baidu Index Data

    Na Hee Park | Hong-bumm Kim | 2016, 40(3) | pp.159~174 | number of Cited : 7
    Abstract
    The focus of this study is to verify the effect relationship of a web search engine’s query data with Chinese tourist’s demand and to examine the behavior of Chinese tourists who have recently been the most significant increasing group visiting South Korea. A Collection of search query data from the Baidu Index related ‘Korea’ and ‘Korean Tourism’ then took 7 key-words through the filtering process to establish an independent variable. The data was collected from the 1st of January, 2011 to 31st of December, 2014 bimonthly as Chinese tourist demand data for the dependent variable. We proposed a multiple linear regression model to verify the effect relationship with 7 key-words and Chinese tourist demand. With respect to long-term stability, the variables used the unit root test, correlation test and Granger causality test before regression analysis. The result showed that the key-words related to ‘Korea’ and ‘Korean Tourism’ have effected Chinese tourists’ demand. The results of the analysis proved an effect relationship between a web search engine’s query data and Chinese tourists’ demand. The implication of the study is that it is possible to use integrated analysis to predict tourist demand using quantitative data and real-time search engine data.
  • 10.

    An Exploratory Study on Promoting Oriental Medical Tourism through Analyzing the Exchange Network Established by Suppliers of the Oriental Medical Tourism in Gwangju

    Kim, Young-Mi | 박광천 | 2016, 40(3) | pp.175~195 | number of Cited : 0
    Abstract PDF
    This study aimed to find out the development strategies for Oriental Medical Tourism which is defined as the Futurity Industry. It is suggested that Oriental Medical Tourism could satisfy the needs of oriental medical patients as well as the consumption of wellness tourists. For this, the study aimed to research how to develop Oriental Medical Tourism in Gwangju which is expected to become a global city since the grand opening of the Asian Culture Center. First, it discussed the appropriate cooperative networks for resources or information, which were established by suppliers in the industry of Oriental Medical Tourism, using Social Network Analysis. Second, it diagnosed the infrastructure factors required for Oriental Medical Tourism Destination using Important-Performance Analysis. As a result, the Gwangju Medical Tourism Association should take a role as a control tower. For example, it should target the market, promote destinations abroad, and distribute resources or information to other suppliers. In the building of infrastructure of Oriental Medical Tourism Destinations, it figured out a need to intensify promotion marketing and provide support for local governments.