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pISSN : 1226-0533 / eISSN : 2713-6388

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2017, Vol.41, No.1

  • 1.

    Forecasting Tourism Demand using Text Mining Techniques: Focused on an Online Search Engine

    Parksuji | Shin, Jin-Ok | 송상헌 and 1other persons | 2017, 41(1) | pp.13~27 | number of Cited : 18
    Abstract PDF
    The purpose of this paper is to prove demand forecasting methods by utilizing online search engines. This study utilizes text mining based issues and Keyword analysis data derived from online search engines to predict the number of visitors that exist demanding forecasting. In terms of forecasting tourists, this study compared NAVER trend statistics to the statistics of a Tourism Information System. and, it was carried out by applying the most appropriate model to forecast demand time series data. Also, it compared existing tourist forecast statistic results of a Tourism Information System in order to forecast the result of statistical NAVER trends. As a result, we have found that when utilizing NAVER trends the forecast is for Andong tourists to continue to increase until 2018 year. However, forecasting results though the Tourist Information System showed that the number of tourists decreased. This study proposes practical implications based on these results.
  • 2.

    An Exploratory Study of Barrier Factors of Travel Information Sharing Behavior on Social Media: Focusing on User’s Personality

    Ye-Jin Lee | Han, Seokho | Yoon Ji-Hwan | 2017, 41(1) | pp.29~46 | number of Cited : 2
    Abstract
    As social media is gaining in importance these days, many people share their travel experiences through social media and share their memories with others. Nevertheless, there still exist many hidden people who gather their precious travel information without posting their results on social media. To find reasons for their behavior, this study finds barrier factors on travel information sharing behavior and tries to adjust them within the 5 big factor model. The study then distinguishes the differences between the personality and its perceived barrier by adjusting the market segmentation. Therefore, the survey was basically designed for people who have travelled within one year and not posted their travel experiences on social media. The results show barrier types consisting of ‘privacy’, ‘lack of inner motivations’ and ‘structural constraints’. Using cluster analysis, we divided the subjects into three groups according to their personality based on the big 5 factor model and investigated their characteristics. The results help to understand the hidden traveler’s reasoning behind their behaviors and gives insight to stakeholder to make them turn to travel information sharer.
  • 3.

    The Effect of Temporal and Spatial Distance for the PyeongChang 2018 Olympic Winter Games on the Decision-Making Process: Using Extended Theory of Planned Behavior

    An, So-Hyun | Lee Choong-Ki | 2017, 41(1) | pp.47~63 | number of Cited : 3
    Abstract
    The purpose of this study is to examine the decision-making process in visit intention for the PyeongChang 2018 Olympic Winter Games by using Extended Theory of Planned Behavior(ETPB). Temporal and spatial distance constructs based on construal level theory, were included in the ETPB to examine their effects on attitude and behavioral intention. The results of this study reveal that temporal distance had a negative effect on behavioral intention. However, spatial distance did not have an effect on behavioral intention, but influenced attitude. Results also indicate that attitude, subjective norms and perceived behavioral control had a significant positive effect on behavioral intention. The effect of perceived behavioral control on behavioral intention was found to be more significant than any of the other constructs. These findings provide effective marketing strategies for dealing with the cognitive temporal and spatial distance of potential visitors to the Olympics.
  • 4.

    Expanding the Model of Tourist’s e-Complaints Management(TeCM) by Tourists based on Social Networks Reviews

    Hyojae Joun | 2017, 41(1) | pp.65~80 | number of Cited : 6
    Abstract
    This paper proposes an expanding conceptual model of e-Complaint Management by foreign Tourists (TeCM Model) in South Korea. Traditionally based on exit-voice theory, the third party (KTO, KTA) has collected tourist complaints using e-mail, websites, telephone, and other methods. Social network services (SNS) online evolved into consumer power for private citizens. The content data and APT (average, poor, terrible) rating of TripAdvisor.com reviews for the top 20 Korean attractions informed the involvement of internal/external factors and the dissatisfaction expressed in tourist’s e-complaints as experienced by visitors to South Korea. The paper suggests ways to broaden the scope and improve the methods to collect tourist’s e-complaints practically and to reform complaint policy processing when dealing with them. SNS tourist reviews as e-Complaints are different from third party complaints statistically and conservatively. Additionally, the TeCM model implies a target of qualitative improvement and a need for re-visiting the perspective of tourist’s loyalty as a tourism inbound strategy.
  • 5.

    Advertising Effects of Tourism Products on a Social Commerce Site According to the Message Type and Perceived Uncertainty

    Ahyoung Yoon | Yoon Ji-Hwan | 2017, 41(1) | pp.81~97 | number of Cited : 8
    Abstract
    As competition between travel agencies on social commerce sites continues to escalate, travel agencies currently need to produce effective advertisements. Since there is little difference in both the price and composition of tour products sold at social commerce sites, it might be difficult to differentiate each product from its many other competitors. Throughout this study, widely used message framing and scarcity message strategies were used to measure advertising effectiveness to overcome these problems. In addition, perceived uncertainty was used as a moderating variable to verify whether the level of uncertainty (high vs. low) consumers perceive influences their purchase intention. 2(message framing: profit vs. loss) × 2(scarcity message: quantitative vs. temporal) mixed factorial design was composed, and the perceived value was divided into two groups(low vs. high). The results revealed that for the low-perceived uncertainty group, profit-message framing was more effective on purchase intention. However, for the high-perceived uncertainty group, loss-message framing was more effective. In terms of scarcity message, a quantitative limited message encouraged consumers’ purchase intention more than a temporal limited message regardless of the level of uncertainty.
  • 6.

    A Study on the Relationship between the Korean Wave and Korea’s International Tourism Demand

    Changhan Kwon | 2017, 41(1) | pp.99~118 | number of Cited : 7
    Abstract
    The purpose of this paper is to analyze the relationship between Korea’s international tourism demand and exports of Korean contents, as such as the Korean wave. The panel data analysis method was used to estimate the growth rate of tourists from 31 countries including, Japan and China from the first quarter of 2005 to the first quarter of 2016. Growth rates of tourists were divided according to their respective demographic characteristics and analyzed according to their age and gender. Korean wave content exports were categorized into; movies, broadcasting, music, and prints. This paper offers examines which category of content demands international tourism. The results show that the exchange rate affects all kinds of tourists and tourism, while the effectiveness of GDP is shown to be obscure. On the other hand, transportation can be considered as one of the most important factors. This study finds that broadcasting is the backbone of Korean content exportation, and it affects female tourists aged from 21 to 30.
  • 7.

    The Impact of Japanese Shopping Tourists’ Destination-Self Congruity on Shopping-related Functional Congruity and Destination Satisfaction

    Yu Byunghee | Matsuda Emi | Seolwoo Park and 1other persons | 2017, 41(1) | pp.119~138 | number of Cited : 3
    Abstract
    The purpose of this research is to increase shopping tourists’ destination satisfaction by investigating the impacts of tourists’ destination-self congruity and shopping- related functional congruity on destination satisfaction, moderated by the self construal level. The Tourists’ destination-self congruity construct has been divided into two sub-constructs, namely private (actual and social) self congruity and public (social and ideal social) self congruity. It was hypothesized that the two types of self-congruity affect destination satisfaction directly, and indirectly through shopping-related functional congruity. It was also hypothesized that the tourists’ self construal level (independent and interdependent) moderate the relationship between the two types of self congruity and destination satisfaction. We conducted a survey of 300 Japanese tourists visiting Korea throughout October of 2015 who had a shopping purpose for their travel. Results from a structural equation modeling analysis using Lisrel and moderated regression analysis show that most of the hypotheses were supported. Specifically, the results show that private destination-self congruity and shopping-related functional congruity affect tourists’ destination satisfaction. Also, the two types of self-congruity affect functional congruity. According to a moderation analysis of the self-construal level, the results show the following: 1) Independent self-construal magnifies the impact of private self-congruity on destination satisfaction. 2) Interdependent self-construal magnifies the impact of public self-congruity on destination satisfaction. Theoretical and managerial implications are also discussed.
  • 8.

    Investigating Museum Visitors’ Value and Behavior for Cultural Tourism Convergence: Extension of Value-Attitude-Behavior Theory and the Moderating Role of Perceived Price

    김주현 | Han Hee-Sup | 2017, 41(1) | pp.139~158 | number of Cited : 14
    Abstract
    In the present study, we developed an extended Value-Attitude-Behavior (VAB) model in order to clearly understand museum visitors’ post-purchase decision-making process. A field survey was conducted throughout major museums located in Seoul, Korea. A total of 310 usable responses were utilized to achieve the objectives of this research. Results of the structural analysis revealed that knowledge and relational values positively affected visitor attitude. This attitude subsequently had both a positive and negative influence on positive and negative anticipated emotions, respectively. In addition, it was found that while positive anticipated emotion exerted a significant impact on the revisit intention, negative anticipated emotion was not significantly related to intention. A close examination of the indirect relationships among variables indicated that positive attitude and positive anticipated emotion played a partial mediating role in the proposed theoretical framework. Moreover, findings from the test for metric invariance showed that the perceived price moderated the knowledge value.
  • 9.

    Structural Influences of Seriousness in Travel on Positive Psychological Capital for Travel and Life Satisfaction

    Ko, Dong Woo | 2017, 41(1) | pp.159~181 | number of Cited : 7
    Abstract
    This study has explored the structural relationships of seriousness in travel, positive psychological capital(Positive PsyCAP) for travel, and life satisfaction. Positive PsyCAP, the mediator between seriousness and life satisfaction, was adjusted and measured as an integrated psychological resource to perform effective travel behaviors. Seriousness was measured using a short scale according to 5 factors. These were perseverance, expert career, strong effort, strong identification, and unique ethos without durable benefits. A total of 652 data samples were collected using 349 college students and 303 ordinary adults were collected by snowballing method, and analyzed in terms of the fit index of structural model. The measurement scales for Positive PsyCAP and seriousness in travel have shown reliability and validities. Three path coefficients and the fit index for the structural model were also all significant. Two sub-samples showed similar results, although the path of the Positive PsyCAP to life satisfaction was not significant in the adult sample. Theoretical and practical implications of the results were discussed.
  • 10.

    A Study on Health Tourism Market Segmentation: Focus on Reference Variables and Validity of Analysis Techniques

    JAEBIN CHA | Lee Hoon Young | 2017, 41(1) | pp.183~201 | number of Cited : 4
    Abstract
    The purpose of this research is to draw out the optimized segmentation of the health tourism market by using the BENEMAX(BENEfit MAXimization)program among other various market segmentation ways, and to compare the external validities of those segmentation techniques. To compare external validities of market segmentation, this research will examine validities of analyzing techniques and reference variables that can draw out the results most similar to the reality. This will be achieved by comparing the hit ratios between the segmentation results and actual countries health tourists really choose. This research has the second purpose of carrying out basic research to develop a recommendation program. This program can be used to recommend health tourism destinations appropriate to health tourists based on motivations pursued by individuals and groups. It was found that push factor is the optimal segmentation reference variable in market segmentation among motivation factors according to medical objects. Additionally, through K-means cluster analysis and a comparison, BENEMAX cluster analysis has external validity. It also has a high hit ratio when comparing the segmented results and the real chosen country by health tourists. This result will provide information useful to marketing techniques application and setting the direction of tourism development policies suitable for each country.
  • 11.

    Study on Rural Tourism Creation based on the Stock-Farming Culture of Gasiri Village, Jeju: From a Convergence Tourism Perspective

    Hye-Won, Jang | Oh Sang-Hoon | Choi Byoung-Kil | 2017, 41(1) | pp.203~221 | number of Cited : 2
    Abstract PDF
    Industry convergence is a phenomenon that has had a profound effect on several industries over the past decades. Despite this, industry convergence has only received limited attention from the academic field. Moreover, there is lack of case work concerning actual convergent industry settings. This paper explores rural tourism creation based on a stock- farming culture focusing specifically on convergence tourism. The research case is Jeju Gasiri Village which was promoted by the New Cultural Spaces Project during 2009~2011. The case sample is the Jeju Horse Park that was created by the New Cultural Spaces Project. Participant observation and a deep interview were conducted during November, 2014~April, 2016. These results imply that culture based rural tourism involves industry convergence, ecotourism, and sustainable tourism. Finally, this research suggests limitations of research.
  • 12.

    A Study on Service Quality Evaluation and Attribute Classification of Tourism Information Service by Smart Phone

    신영기 | 2017, 41(1) | pp.223~239 | number of Cited : 6
    Abstract
    As a concept including the mobile tourism information service and also the tourism information application service, Smart Phone Tourism Information Service is gradually being emphasized as a medium to provide tourism information. This is in accordance with the rapid spread of smart phones. In order to accomplish quality evaluation of Smart Phone Tourism Information Service, this study set up information quality, system quality, service quality, and entertainment quality as influence factors and also verified their influence on user satisfaction by analyzing preceding research. Results of this analysis all show that information quality, system quality, service quality, and entertainment quality influenced user satisfaction. Also, applying the dual cognition of quality, the Kano Model was applied to analyze individual attributes of quality factors according to the subjective aspect (satisfaction/dissatisfaction) and the objective aspect (physical satisfaction/dissatisfaction). The goal of this study is to provide a development guide for the purpose of users to set up a quality baseline of smart phone tourism information service that can be continuously developed in the future, and also to provide better service.