KJC Korea
Journal Central

This study identifies the subjectivity of Chinese Hanok visitors using Q methodology. It goes on to classify Chinese visitor motivation for Hanok, and examines characteristics of clusters classified by Q methodology. The results of the Q method reveal five clusters that were then classified. The first cluster is called ‘Experience-seekers to a Korean traditional house.’ The subjects of this cluster want to experience a Korean traditional house, learn about Korean culture, and place a high value on the attractions of Hanok. The second cluster is called ‘Socialization-seekers for experience in Hanok.’ These cluster subjects want to enhance their relation with family or relatives and have a strong intention to meet a wide variety of people. The third cluster is called ‘Experience-seekers through Hallyu media.’ These individuals visited Hanok out of curiosity and developed an attachment to Hanok after they watched Hanok as exposed on Hallyu media. The fourth cluster is called ‘Experience-seekers through SNS reviews.’ They are people who visited Hanok because of their high trust in information obtained from SNS and recommendations from others. Finally, the fifth cluster is called ‘Knowledge exploration-seekers of Hanok.’ These individuals are aware of Korea because of a visitation to Hanok and have a strong intention to increase their knowledge. These findings will contribute to developing a theoretical typology of Chinese Hanok visitors based on their subjectivity and using new methodology. The findings will also provide Hanok managers with a marketing strategy that utilizes market segmentation.

This study examined the relationships among uncertainty(adverse selection, moral hazard, description uncertainty, performance uncertainty), attitudes, social norms, personal norms and the purchase intentions of consumers. This was done to identify fundamental factors driving consumer purchase intention for fair trade coffee. It also investigated whether social norms have a positive impact on personal norms. Empirical investigation for this survey was conducted and data collected from 370 coffee consumers and was statistically analyzed via structural equation modeling(SEM). The results showed that uncertainty attitudes(adverse selection, moral hazard, performance uncertainty) toward fair trade coffee had negative effects, but description uncertainty had a positive effect on attitude. Furthermore, attitudes toward purchasing intention and social norms caused significantly positive effects on consumer purchase intention. On the contrary, personal norms did not produce a significant effect. Also, the impact of social norms on personal norms was positive and significant. Based on the results of this study, theoretical, academic, and useful practical implications were discussed.

The purpose of this study is to focus on agricultural tourism from the perspective of social exchange theory. Amongst the many stakeholders, residents are the group that is affected most directly and indirectly by tourism development. Therefore, understanding how their perceptions are construed is a crucial topic. Although interest in agritourism has increased, the scale of rural community has decreased gradually so research in this area is still lacking. The study data included a research population from a small-scale farming and fishing village located on Jeju Island. Using Spearman’s Rank Order correlation analysis, it is clear that benefits of tourism development have a positive relationship with tourism development. Economic and environmental impacts are significant, but not statistically significant to cause sociocultural impacts. The hypothesis that examining the cost of tourism development would be negatively related to tourism development was rejected. The third hypothesis that purports the positive relationship between community attachment and tourism development was statistically significant. Finally, the relationship between community attachment and the impact of tourism development showed a significantly positive effect and no significant negative impact.

The purpose of this study was to examine the impact of tourism development on perceptions by residents of the quality of life in the South Kangwon region. According to social exchange theory, as the residents feel the impact of tourism development, they benefit through an improved quality of life. To this end, onsite surveys were conducted on residents living in the South Kangwon region. The results of this study show that the positive economic impact, the positive social & cultural impact, and the positive environmental impact had a positive significant effect throughout the region. However, a negative economic impact had negative significant effects as well. A negative social, cultural, and environmental impact had no significant effect. The benefit caused positive significant effects on the quality of life. Also, the benefit was found to be a mediating factor connecting the tourism impact and the subsequent quality of life. The findings of this study confirm that positive and negative economic impacts are the most important factors affecting quality of life in the South Kangwon region. This study implies that the benefit plays an important role in mediating the impact of tourism development on the quality of life.

Several researchers have tried to develop dimensions and scales to manifest experience in a measurable form. However, little progress has been made in experience economy research, despite being a fundamentally important issue in the tourism context. The purpose of this study is to gain an in-depth understanding of experience economy rooted in the theory of experienced utility. This is achieved by examining the experience economy values (financial values) associated with experience types. Furthermore, this study examines if traveler trip patterns, perceptions, and behaviors differ among experience economy values-based groups. Out of a total of 613 respondents, the study sample includes 311 respondents. The respondents answered according to experience types and the financial values that they would prefer to have and pay. The data was analyzed using descriptive and ANOVA. The result shows that food, beverage and entertainment expenditures differ particularly. It also shows that four groups were generated by the experience economy values. A strategy in which food, beverage and entertainment blend will help maximize the amount that those in a high experience economy index spend.

As a result of rapidly increased smart-phone application development, it is critical to identify the influential factors of the information search process of users. In addition, the communication activities in the circumstance of smart-phone application need to be identified. Therefore, the purpose of this paper is to investigate the relationships among the information involvement, information value, information search behavior, and the types of e-communication through a smart-phone application in relation to tourism information. A total of 1,040 data were collected from an on-site survey and 480 were analyzed using an SPSS program. The results indicate that the smart phone application user information search activities and types of e-communication should be significantly related to information involvement, perceived information value (hedonic, risk avoidance, utilitarian), and the use of language. This must be done while simultaneously controlling for demographic characteristics. Based on the results of this research, theoretical and practical implications of these findings are discussed.

The purpose of this study was to identify core attributes influencing the room rate of deluxe hotels in Seoul using a hedonic price model. It was also done to provide resources to help hotel marketing by improving hotel revenue with an appropriate room rate. For this purpose, Data were collected from 56 hotels throughout June 1st to June 30th, 2016. According to the results from the completed data, there were hotel attributes that showed significant influence on the room rate that were as follows; the room size, being part of a hotel chain, connection to a subway station, the number of F&B restaurants, having a fitness center, the location score, if the room had undergone remodeling, satellite TV channel availability, and the soundproof facilities. However, there were other hotel attributes which did not significantly affect the room rate which were as follows; the number of rooms, the hotel grade, availability of a shuttle service, having a business center, having conference facilities, in room Wi-fi service, having a hot tub, pool, spa/sauna, and room service. Furthermore, analysis of data on week-days shows attributes which influence the room rate are as same as the attributes identified from whole data. Only soundproof facilities showed no significant influence. The result from analysis of weekend data revealed that Wifi service in the room was proven to give an additional significant influence on the room rate.

The purpose of this study was to analyze the effect of food-related experiential activities on consumers’ feeling and satisfaction. For this purpose, a questionnaire survey was conducted with adult residents of Seoul who have had domestic travel experiences. A structural equation model was constructed to identify the hypothesized relationships among research variables. Also, a multi-group analysis was conducted to verify differences between groups divided by experience activity level. The results showed that image congruence had a significant effect on consumer satisfaction and tourism satisfaction. In terms of the effect of image congruence on tourist satisfaction, the mediating effects of consumption feeling resulted from food-related experiential activities were found to be greater than direct effect. In particular, path values of passive and active group ​​were statistically significant only in the effect of image congruence on consumption feeling, and no significant difference was found in other paths. In order to attract new customers, marketing based on the harmony of local and food images is essential, and in order to encourage visitors to revisit and participate in various experiential activities, products which can increase consumers’ consumption feeling should be periodically upgraded.

This article will talk about implications coffee as a new item and the different views of men & women concerning coffee consumption as an acceptable process during the Late- Chosen Dynasty. This can be differentiated from current coffee studies for the following reasons. First, most coffee studies use a practical approach concerning the marketing perspective in a coffee shop and directions for making delicious coffee. Second, recent studies related to coffee discuss the spreading processes of changing coffee history in modern Korean society or worldwide coffee history and its development. However this article, after considering the meaning of coffee, discusses the roles of coffee related to situations experienced by Chosen women within a male-centered society. Therefore, this study reviews the symbolic roles of coffee at that time by analyzing newspapers and magazines published during the Late-Chosen Dynasty. The second differentiation is this study is it can tract the position of women at home and society at that time by using coffee. Third, we examine social views held by women as they differed from men and their cultural leaders. This is accomplished by analyzing coffee and the situation of women as presented in the literature. Fourth, we discuss consumption psychology as a kind of human nature by using coffee. In order to develop practical discussions, this paper will present documents and data of the time including newspapers like The Mailsinbo, The Chosenilbo, The Sinhanminbo The Doglipshinmun, The Dondailbo and magazines like Byeolgeongon, Gabuk, and Samchulee also including a Writer`s Diary by Lee Gwang Soo and the text After Two Years by Park Jong Hwa.

Environmental problems are caused directly and indirectly by the patterns of production by industries, patterns of consumer consumption and consumer behavior. The same patterns apply to the production and consumption of wine. An increase in environmental concern is a necessary requirement for future generations as is knowledge about the effects and consequences of ongoing environmental deterioration. The purpose of this study was to examine the effect of environmental knowledge and environmental concern on the purchase intention of eco-friendly wine. It was also proposed that involvement moderated the relationship between antecedents (i.e., environmental knowledge and environmental concern) purchase intention. This study was conducted using a survey of 197 customer-respondents who were selected using convenience sampling from January to March 2016. The collected data were analyzed using both SPSS 21.0 and Amos 18.0 statistical analysis programs. The results demonstrate that environmental knowledge had a positive effect on attitude and this attitude subsequently had a positive effect on purchase intention. On the contrary, eco-friendly concern had no positive effect on attitude. Moreover, it was found that customer involvement did not play a moderating role in the relationship between environmental knowledge, eco-friendly concern and attitude. The results of this study will provide useful information for both eco-friendly consumer management and wine marketing strategies. Finally, practical implications and suggestions for future research are discussed.

This research identified the effects of role ambiguity and role conflict in medical tourism coordinator work on job satisfaction and job performance. Three hypotheses were formulated based on theoretical discussion and data collected from attendances at a job- training center for medical tourism coordinators. The results are summarized as follows. First, there were differences in the perception of role ambiguity, role conflict, job satisfaction and job performance between the group performing as medical tourism coordinators and doing other work and the group performing only medical tourism coordinator. Second, as the level of role ambiguity and role conflict increases, it has a negative influence on the 'aptitude and future possibilities' factor as it applies to job satisfaction factors. Third, as the level of 'aptitude and future possibilities' and 'organization support' factors grow higher, it has a positive influence on job performance. Findings from this study show that the role ambiguity and role conflict in medical tourism coordinator work managed to invigorate medical tourism. Therefore, the government, hospitals and medical tourism agencies need to suggest a system of role regulation. Specifically, an examination to adopt an employment quota system in hospitals and medical tourism agencies over a certain size needs to be established. They should also provide job descriptions and a system of promotion and education. Finally, they need a report line that ends at a superior.

Disabled people normally participate in tourist activities with volunteers, and it is meaningful in that the tourism offers a chance for disabled and non-disabled people to interact with one another. This study seeks to identify the meaning of the tourist experience exhibited during an accompanied tour taken by disabled and non-disabled people. Then the study analyzes it in terms of the social interaction exhibited. Data were collected from in-depth interviews conducted with four disabled people and six volunteer workers using six participant-observations. The analysis of data was done using Colaizzi's method of phenomenological study and Goffman’s social interaction system. The results show that disabled individuals and the volunteers communicated through conversation, touch, facial-expression, and observation. Such non-verbal communication was important for the disabled. Volunteers that had experienced difficulties in care, were in conflict with others. Also, disabled people and volunteers were seen to expand their relationships as they related to welfare workers, other volunteers, parents of disabled people, and other disabled people. Hence, disabled people and volunteers experienced social interaction during their accompanied tour, which led to a change in their inter-relationships and tourism behavior. This research is meaningful in that it approached the topic from the integrated viewpoint of two subjects, disabled people and volunteers, within a tourism context. It also emphasized the role of tourism in leading social integration and suggested ways to induce positive interaction.