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2016, Vol.40, No.10

  • 1.

    Exploring Characteristics of Place in Dark Tourism and Its Causal Relationships with Consequence Variables: The Case of Seodaemun Prison History Hall Visitors

    Kim Jae Hak | 2016, 40(10) | pp.11~27 | number of Cited : 6
    Abstract
    The objective of this study was to explore the characteristics of place in dark tourism and to examine the causal relationships among the characteristics of place, place attachment, and behavioral attitude. In order to achieve the objective, a total of 219 valid responses were collected using an exit survey distributed at the Seodaemun Prison History Hall. The data were analyzed by an exploratory factor analysis that identified characteristics of place including history/education, remembrance/representation, and building/viewing setting. Then the data were analyzed using multiple regression analysis to reveal that the characteristics of place influence both place attachment and behavioral attitude, and particularly place attachment influences the formation of behavioral attitude. The results indicate that the characteristics of place relating to history/education, remembrance/representation, and building/viewing setting are significant predictors of place attachment and behavioral attitude. Also, place attachment could be an antecedent as well as a consequence of the characteristics of place and behavioral attitude. Based on these results, academic and practical implications for future research have been suggested.
  • 2.

    Examining the Stock Index of the Tourism Industry and the Existence of a Bubble in Stock Prices throughout the Tourism Industry

    Song, Min-Kyung | Kim, Sang Hyuck | 2016, 40(10) | pp.29~42 | number of Cited : 4
    Abstract
    The purpose of this study is to develop precise stock indices for the tourism industry and its sub-sectors, as well as to investigate the presence of a stock bubble in the market. Data on stock prices and fundamental values (PER & PBR) were collected from 16 tourism firm between January, 2008 and December, 2015. Tests were conducted to examine the existence of a unit root and stationarity within the time series data. Results showed that stock index, PER, and PBR data were not stationary with a unit root. Johansen’s Co-integration Test was also used to determine whether a bubble existed in the stock market. Results did not show co-integrated relationships between stock index and fundamental values for the tourism industry and its respective sub-sectors. Findings support the existence of a stock bubble throughout the tourism industry in the stock market.
  • 3.

    Effects of a Tourist Guide’s Non - verbal Communication Capabilities on the Satisfaction and Behavioral Intention of Tourists: Focusing on Chinese Tourists Visiting Korea

    Hyun Eunji | 2016, 40(10) | pp.43~59 | number of Cited : 13
    Abstract
    The study attempted to measure non‐verbal communication capabilities of a tourist guide as perceived by Chinese tourists visiting Korea, in order to identify effects of such non‐verbal communication capabilities on the satisfaction of tourists. This satisfaction was shown using an evaluation of tourists’ experiences, tourist guide service and tour products. The study then analyzed effects of tourist satisfaction on their behavioral intention particularly their intentions to recommend and revisit. Using Empirical analysis, it was found that the non‐verbal communication capabilities of a tourist guide such as pseudo language and spatial behavior effected tourist satisfaction as it pertained to the tour product and experience. Tourist satisfaction played an important role in the revisit intention. This is the result of a tourists’ behavioral intention, and the satisfaction of tourists with the tour product. These experiences then had an effect on their recommendation intention. This means the revisit and recommendation intentions were improved if tourists were satisfied with the tour product and experiences and if their expectations and desires were satisfied. This research showed that the non‐verbal communication of a tourism interpretation guide played an important role in the revisit and recommendation intention of tourists.
  • 4.

    A Study on the Differences in Preference of Accommodation Attributes and Experience Activities by Long-stay Rural Visitors’ Motivation

    LEE, SANGHOON | syryu | 2016, 40(10) | pp.61~78 | number of Cited : 14
    Abstract
    Considering the current interest in “long-stay rural visitors”, the purpose of this study was to identify accommodation preferences and to analyze the “experience preference” of each. The Motivation-types of long-stay rural visitors were divided into an “affirmative activity type” group, a “passive activity type” group, and a “relaxation-type” group. Local safety was the most important attribute for “long-stay visitors” when they selected accommodation. Accommodation quality and rural amenity resources followed as the attributes second in importance. These findings imply that rural tourism development policies should not be focused on just the resource development of a village but must also include village safety and the accommodations in which visitors can stay. Based on the analysis results regarding group experience preference, “rural cultural experience” was selected as the highest-rate attribute that visitors wanted to experience in all three groups. In contrast, agriculture experience was found to be the least preferred attribute in all response groups. The results showed that “weak-activity visitors” were less likely to choose agriculture experience.
  • 5.

    A Study of the Experiential Value and Satisfaction of Coffee Shop Customers and their Impacts on Customer Loyalty and Switching Intention: Moderating Effects of Alternative Attractiveness

    Kim, Ji-Yeon | Kim, ChungAh | 2016, 40(10) | pp.79~93 | number of Cited : 23
    Abstract
    This study extends the link between customer satisfaction and loyalty by adding the switching intention. Hedonic, functional, and economic values are included to measure the experiential value as an antecedent variable of satisfaction. The moderating effects of alternative attractiveness were tested for the relationship between the satisfaction and loyalty as well as the relationship between the satisfaction and switching intention. 410 Online questionnaires were distributed from June18th to the 22nd, 2014. From those, 289 respondents were included in the analyses using the SPSS 23.0 version for the study. The results reveal that all of the hedonic, functional, and economic values significantly influence satisfaction. In addition, satisfaction has a significant positive effect on loyalty. On the contrary, positive effects on the switching intention were not statistically significant. Finally, the alternative of attractiveness has a significant moderating effect that is in a negative direction for loyalty as well as for the switching intention.
  • 6.

    An Analysis of the Structural Relations among Volunteer Motivation, Self-Efficacy, Commitment and Satisfaction of Volunteers for a Regional Tourism Event

    JIN BO RA | Choi, Ji-Young | Youn Taek Lee | 2016, 40(10) | pp.95~114 | number of Cited : 19
    Abstract
    This study analyzed structural relations among volunteer motivation, self-efficacy, commitment and satisfaction of volunteers for a regional tourism event. The literature review covered concepts of those major variables and subsequent research hypotheses were established. A research model was then proposed based on an extended structural model covering the intervening variables of self-efficacy and volunteer commitment. Survey data were collected from volunteers participating in the 2016 ‘Suwon Hwaseong visit year’ event. The results indicated the following: 1) Egoistic volunteer motivation had a significant influence on self-efficacy and that altruistic volunteer motivation had significant influence on commitment respectively. 2) Self- efficacy had a significant influence on commitment. 3) Self-efficacy and volunteer commitment in combination had a significant influence on volunteer satisfaction. In conclusion, this study confirmed that self-efficacy and volunteer commitment play important roles in the relation between volunteer motivation and satisfaction.
  • 7.

    An Analysis of Relationships among the Stage of Travel Chain, Disability Type, and Service Failures: Based on Correspondence Analysis

    LEE YOU-HA | LEE, BONGKOO | 2016, 40(10) | pp.115~136 | number of Cited : 1
    Abstract
    Tourists with disabilities, due to their individual physical challenges, have a high probability to be confronted with service failures throughout various attributes provided across the travel chain. This study was conducted to fill the gap in the literature. The aim was to investigate the associations among disability type, travel chain, and service failures, using correspondence analysis. Critical incidents (service failures) were collected from individual or group interviews with 33 disabled tourists who had a diversity of physical challenges. The result was that a significant association was found between the travel chain and service failures. A significant association between disability type and service failures was also revealed. In addition, when analyzed according to disability type, there were some significant associations between travel chain and service failures. Theoretical and practical implications were discussed with directions for future research suggested.
  • 8.

    The Relationship among Sense of Community, Sociopolitical Control Ability, Policy Participation in Rural Tourism Development

    Eunseong Jeong | Kang, Seung-Hee | Jin, Cheolwoong | 2016, 40(10) | pp.137~154 | number of Cited : 6
    Abstract
    Rural tourism has been increasingly promoted in lots of nations and regions as an alternative to the traditional mass tourism for socioeconomic revitalization in rural areas. In terms of sustainable tourism, benefits of rural tourism are to be fairly distributed to local residents and tourists. Citizen participation and empowerment toward tourism policy-making are necessary to achieve the goals of sustainable rural tourism with strengthening sense of community of local residents. The study, therefore, investigates the mediation effect of sense of community on the relationship between psychological empowerment, by adapting from sociopolitical control, and participation of rural tourism policy-making. The empirical results reveal that the relationship between local residents’ psychological empowerment, both leadership competence and policy control, and participation of rural tourism policy-making is mediated by sense of community. The study provides a foundation for researchers and policy-makers of rural tourism in the understanding of the association among psychological empowerment, sense of community and participatory behavior in the realm of rural tourism policy-making.
  • 9.

    An Identification of Convention Participation Constraints and an Examination of the Decision - Making Process of Convention Participants: Applying an Extended Model of Goal - Directed Behavior

    Heejin Kim | Kim, In-sin | 2016, 40(10) | pp.155~169 | number of Cited : 18
    Abstract
    This study attempted to understand convention attendees’ participation intention by adopting the Model of Goal-directed behavior(MGB) in a convention context. Specifically, attendees’ participation intention in a convention can be explained with an extended MGB including convention participation constraints and prior knowledge. The conceptual model in this study was designed based on a literature review and it was then tested empirically. The empirical investigation was done using a questionnaire distributed to 300 attendees who were attending a convention. The data collected from 278 of the questionnaires were suitable to be analyzed using SPSS and AMOS 20.0 programs. The results revealed that (1) Two convention participation constraints were identified using an exploratory factor analysis and their tow constraint factors (personal constraint and structural constraint) influenced attitude significantly. (2) Participants attitude, anticipated emotions and perceived behavioral control had impacts on desire significantly. (3) Subject norm, and desire had a significant effect on behavioral intention while perceived behavioral intention did not have impact on behavioral intention. (4) Prior knowledge had a significant impact on desire, but it had an insignificant effect on behavioral intention. Based on this research, important practical and academic implications were provided.
  • 10.

    The Effect of Emotional Intelligence on Resilience and Group Cohesiveness: Focused on the Moderating Effect of Organizational Politics

    Lee, Yoon-Joo | Lee, Ae Joo | 2016, 40(10) | pp.171~187 | number of Cited : 17
    Abstract
    This research attempts to analyze the relationship among Emotional Intelligence on Resilience and Group Cohesiveness in the hotel industry using important factors of the hotel organization as parameters. Methods of efficient human resource management for hotel employees are suggested with the facts of this research as a foundation. The sampling subjects for examination were hotel employees currently working at first-class hotels in Seoul area. These results showed the hotel has to construct an organizational atmosphere to reduce organizational politics in order to achieve improved emotional intelligence, resilience and Group Cohesiveness. A high emotional intelligence through resilience and Group Cohesiveness will occur and these suggest that effort is needed more than anything else. An SPSS. Ver.22.0 statistical package for frequency analysis was used on all samples. Credibility analysis and exploratory factor analysis was used for general characteristics of the sample through the cording process.
  • 11.

    Effects of Internal Marketing on the Organizational Commitment of Super - Deluxe Hotel Employees: Focusing on The Moderating Effects of Rank

    Paek, Su-Jean | 2016, 40(10) | pp.189~206 | number of Cited : 6
    Abstract
    The purpose of this study was to analyze the moderating effect of rank on the relationship between internal marketing and the subsequent affective commitment of super- deluxe hotel employees. An analysis of 259 responses from super-deluxe hotel employees was conducted using multiple regression analysis and a Chow-test yielded the following results. First, the two sub-factors of internal marketing and internal communication/compensation had significant influence on affective commitment. However, the sub-factor of educational training did not. Second, employee rank moderated the relationship between internal marketing and organization commitment, thus supporting the research hypothesis. Results of the study confirm that internal marketing of hotels influence the affective commitment of employees. It is suggested that hotels should provide employees organizational support and manage human resources according to employee department and rank.
  • 12.

    A Study on the Brand Image Differentiation Strategy of Food Enterprise Using the Multidimensional Scaling Method

    안혜림 | Choi, Ha-Yeon | Hak-Seon Kim | 2016, 40(10) | pp.207~226 | number of Cited : 7
    Abstract
    This study aimed to reveal the effect of the brand image of three major food companies on selection factors by using the multidimensional scaling method. The structure of the result was visually analyzed in order to identify the positioning among the food companies using Alscal Proxcal, Prefmap and IPA. In addition, associations with 8 important items and customer satisfaction were analyzed using an IPA Matrix. Out of 256 distributed, 205 questionnaires were finally suitable for analyses. This research is summarized as follows: (1) Three food companies were not closely similar, however, food company C seemed to be on the competition structure with not only food company D, but also with food company P. (2) Selected items were examined according to each priority of coefficients shown as 4.33(Taste), 4.05(Price) and 4.05(Nutritional value). It was shown that the average importance of each quality of products was 3.9. However, 4 of the items: the taste of product, nutritional value, price and the intension of purchase were above average. In contrast, Awareness of brand and the types of product were below average. On the basis of this multidimensional scaling method, the aspect of customers’ choice of product priority depended on its taste, nutrition, value of price and the intention to purchase. This study will help marketers develop strategy and it could be utilized for future study too.