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2017, Vol.41, No.8

  • 1.

    A Case Study of the Effect of Political Conflict between Countries on the Travel Decision-making Process: Focusing on the THAAD Political Conflict between South Korea and China

    An, So-Hyun | 준우선 | Lee Choong-Ki | 2017, 41(8) | pp.11~30 | number of Cited : 9
    This study examined the effect of the THAAD political conflict between South Korea and China on the travel decision-making process of tourists who had planned to travel to Korea or China, using a case study. The results of the study were that research participants appeared to feel anxiety upon recognizing the political conflict between Korea and China. The cause of the anxiety was attributable to a conflict of values resulting from the possibility of physical and psychological violence. As research participants predicted the possibility of danger and gathered information it tended to affect whether they took or canceled their trip. Their choice at this moment can be interpreted by applying the self-categorization theory. The research participants who were influenced by social identity were more likely to cancel their trip according to their social values. On the contrary, those participants influenced by personal identity took or canceled their trip according to personal values. The socio-psychological background of Koreans and Chinese should be taken into consideration throughout this self-categorization.
  • 2.

    The Effect of a Work-Life Balance on Social Support, Affective Commitment, Job Satisfaction and Turnover Intention of Employees: Focusing on the Hospitality Industry

    김미정 | You Hyung Sook | 2017, 41(8) | pp.31~51 | number of Cited : 22
    The research results demonstrate that a work-life balance is related to factors associated with individual and organizational efficiency in terms of organizational commitment, job satisfaction and turnover intention. The results were obtained from a survey conducted using questionnaires distributed to employees working in the hospitality industry throughout Busan. A total of 325 questionnaires were used for final analysis. The results of empirical analysis identified three sub factors of work life balance among hospitality industry employees and these were: work-family, work-leisure and work-growth. Among them, work-leisure and work-growth were proven to have a positive effect on affective commitment. Moreover, affective commitment was found to have a positive effect on job satisfaction while having a negative effect on turnover intention. Additionally, multiple group analysis was conducted on the level of awareness of social support. The results were that superior support affected employee commitment. However, colleague support did not lead to a moderating effect. The study showed that young employees in the hospitality business prefer a work environment in which they can control their own lives through a work life balance. The research results indicate that businesses would increase their employee commitment and performance by improving their individual quality of life.
  • 3.

    A Study on the Behavioral Adherence of Horse Riding Participants from the Perspective of the Theory of Planned Behavior

    Kim, Bo-Kyung | Noh, Jeonghee | 2017, 41(8) | pp.53~70 | number of Cited : 9
    The purpose of this study is to identify the relationship between a horse rider’s intention of participation as leisure activity and behavioral persistence based on the theory of planned behavior. To this end, convenient sampling surveys were distributed among those residing in the Daegu and Gyeongbuk regions who had participated in horse riding for six months or longer during the period between May 1 and 29, 2015. 176 usable survey sheets were collected out of a total of 280 sheets that were distributed. Out of those collected sheets, 162 survey sheets were used for empirical analysis after removing 14 unreliable answer sheets. The study found that the attitude toward horse riding and the perceived behavioral control both had a significant positive effect on the intention to continuously participate in horse riding and that continuous participating intention and perceived behavioral control have a significant positive (+) effect on behavioral persistence. On the other hand, subjective norms turn out to have no significant effect on the intention to participate continuously. These results suggest that an individual's attitude and perceived behavioral control concerning participation in horse riding have a significant effect on continuous participation intent and the behavioral persistence for participating in horse riding.
  • 4.

    Effects of the Medical Tourism Service Quality on Loyalty through Tourist Satisfaction and Trust

    안토노바 인나 | Bae, Sang-Wook | WII JOO YHANG | 2017, 41(8) | pp.71~89 | number of Cited : 3
    This study was to identify the effect of medical tourism service quality components such as processing, outcomes, and environment qualities as perceived by medical tourists in terms of the components of loyalty - reuse and recommendation intentions via satisfaction and reliability. To achieve this aim, we conducted a survey focused on medical tourists from Russia and Central Asia who had used medical institutions in Korea. We performed a structural equation model using a total of 255 data samples. The results of this analysis were as follows: First, it was confirmed that all the components of institutional service quality caused significantly positive effects on customer satisfaction. Second, coordinate service quality had a significantly positive effect on customer satisfaction. Third, satisfaction and reliability had significantly positive effects on the components of customer loyalty respectively. The results of this study will provide several theoretical and managerial implications and will suggest directions for future research.
  • 5.

    A Study on the Awareness of Destination Image Using Social Network Analysis based on Big Data

    한지연 | Hong-bumm Kim | 2017, 41(8) | pp.91~119 | number of Cited : 36
    Abstract PDF
    This study aims to extract meaningful information through a social network analysis based on Big data in order to investigate if a tourist’s awareness of destination image favorably affects competitiveness of tourist destination. A web crawler was employed to gather online review data from 117 destinations and tourism products in Seoul, Korea using Tripadvisor. This web crawler is representative of the online travel community used throughout global tourism industry. Specifically, 23 image factors and 200 components composing two aspects of cognitive and affective images were derived using a system of text mining analysis. This study tried to identify and enhance destination competitiveness by investigating a tourist’s awareness in terms of their destination image. This was measured using indicators of network analysis that were degree centrality, closeness centrality, between centrality and eigenvector centrality. The following results were found: First) 7 image components help to create a positive image of tourist awareness in terms of destination image. Second) 14 image components feel psychologically close to tourists in terms of destination image. Third) 8 image components favorable influence and enhance the competitiveness of destination. Fourth) 11 image components have a greater impact greater than the others when tourists have a perceived destination image. Implications and suggestions are presented along with the findings of the study, which will contribute to the theoretical framework by suggesting a new perspective for measuring destination image based on Big data.
  • 6.

    The Effect Tourism Development on Mitigating Urban-Rural Income Inequality: A Comparison of Differences among the Eastern, Central, and Western Regions of China

    KIM JUN HO | 2017, 41(8) | pp.121~135 | number of Cited : 3
    This study investigates the effect of tourism development on urban-rural income inequality in China, a nation having fast economic growth and intense income disparity. While always remaining conscious of regional disparities of economic growth, this study examines the differences in the magnitude of effect tourism development has on mitigating urban-rural income inequality among the Eastern, the Central, and the Western regions of China. The sample period spans from 1994 to 2014, and the final sample consists of 30 provinces with 424 province-year observations. The results of this analysis demonstrate that tourism development has a decreasing effect on urban-rural income inequality. Moreover, the effect of tourism development on mitigating urban-rural income inequality is stronger throughout inland regions than it is in coastal regions. The results further imply that tourism contributes to improving economic conditions in rural areas as a result of spillover effects into related industries. This is especially true throughout inland regions.
  • 7.

    A Study of Employer Branding Scale Development in Tourism and Hospitality Firms: Focusing on the Perspective of College Majors in Related Studies

    Kim, ChungAh | 2017, 41(8) | pp.137~153 | number of Cited : 2
    The purpose of this study is to develop an employer brand scale perceived by tourism/hospitality-major students in 4-year-colleges throughout the Korean regions of Kyonggi-do, Busan, Daejeon, and Kyungjoo. It is these students who are considered potential future employees of tourism/hospitality firms. A Google Online Survey was used to collect data from May 16ththrough June9th, 2017.A total of 561 surveys were collected with 560 surveys being used for analysis. EFA, CFA, reliability and validity tests were conducted using SPSS 23 and AMOS 23 versions. To obtain the study results, 56 survey question items were extracted with the following employer branding descriptions: employee-friendly, new-organizational culture, reputation and familiarity with the job environment employer brand, general welfare, extra benefits for the welfare employer brand, realistic information about the firms, school and alumni utilization, word-of-mouth concerning firm experiences, and the firm’s attitude toward job interviews throughout recruitment activities concerning the employer brand.
  • 8.

    The Impact of Perceived Service Quality on Satisfaction and Behavioral Intentions: Applying the Three Dimensional Service Quality Model

    이유안 | Kim, In-sin | 2017, 41(8) | pp.155~173 | number of Cited : 16
    Abstract PDF
    Based on Brady & Cronin (2001) comprehensive third-order factor model of service quality (interaction, environmental, outcome quality), this study: (1) identifies exhibition service quality factors that promote participant satisfaction, (2) examines the influence of satisfaction on purchase and revisit intentions. Brady and Cronin (2001) argued that interaction quality is affected by the attitudes, behavior, and expertise of the trade show personnel. Environment quality is influenced by ambient conditions, design factors, and social factors. Outcome quality is affected by waiting time, tangibles, and valence. To test the conceptual model of this study empirically, questionnaires were distributed among 390 visitors throughout Food industrial exhibitions in BEXCO in 2015. We conducted second order factor analysis of service quality and research hypotheses were analyzed using structural modeling analysis utilizing SPSS 18.0 and AMOS 18.0. The findings indicate (1) three factors (interaction quality, holistic environment and outcome quality) impact satisfaction positively, (2) participant satisfaction positively influences revisit intention and the intention to purchase a related product after the exhibition. The study results reveal that outcome quality is the strongest factor influencing customer satisfaction. Theoretical and managerial implications are provided to strengthen Korea's service competitiveness in exhibition industries.
  • 9.

    Understanding the Preference for Airline’s In-flight Airline Events via KANO Model and Timko's Customer Satisfaction Coefficients

    장혜정 | Kim, Hyounggon | 2017, 41(8) | pp.175~192 | number of Cited : 10
    The purpose of this study is to investigate customer perceptions toward in-flight events while considering the service differentiation strategy of airlines, via KANO's model. Timko's customer satisfaction coefficients for customer satisfaction and dissatisfaction with in-flight events suggest additional implications for the development of consumer-led in-flight events on airlines. The questionnaire used in this study included all 18 in-flight events actually implemented by several airlines throughout Korea. Respondents were asked to answer to a pair of positive and negative questions as to each event provided in their flight. The results of this study show that the 18 events can be divided into ten attractive quality factors, seven indifferent quality factors, and one natural quality factor. However, the unitary quality factor and the inverse quality factor are not shown in this study. Timko's customer satisfaction coefficients suggest an order of priority for these in-flight events. This study is significant particularly in that the concept of the KANO model was applied to analyze the customer preferences for in-flight events in operation. The results of this study will help airline service marketers make a rational decision based actual evidence rather than intuition when developing and implementing in-flight events that will further enhance service quality.
  • 10.

    An Analysis of Characteristics of Foreign Tourists Visiting South Korea by Region of the World: Focusing on the Cumulative Statistical Data of Foreign Tourists Visiting South

    KYUNGHO HWANG | Ahyoung Yoon | CHUNG NAMHO and 1other persons | 2017, 41(8) | pp.193~212 | number of Cited : 8
    Abstract PDF
    The purpose of this study is to investigate whether there are significant differences in the characteristics of foreign tourists visiting Korea including age, purpose of visit, and means of transportation according to the global region these tourists are from. This study used statistical data gathered from foreign tourists visiting Korea during the period from 2003 to 2016 as surveyed by the Korean Tourism Organization. The total cumulative number of foreign tourists was 15,427,051. The result of Chi-square analysis showed that there are significant differences in age, purpose of visit and means of transportation according to the global region of foreign tourists. In addition, we used correspondence analysis to visually examine the analysis results. This revealed that there were significant differences in spatial location related to the age, purpose of visit and means of transportation depending on the global region the foreign tourists hailed from. The current study presents theoretical and practical suggestions to revitalize tourist attractions for Foreigners by statistically analyzing the characteristics of foreign tourists visiting Korea.
  • 11.

    The Process of Solving Difficulties in Linguistic Communication During an Overseas Trip: A Grounded Theory Approach

    박세영 | Lee, Won Seok | Ju-Hyoung Han | 2017, 41(8) | pp.213~235 | number of Cited : 5
    The purpose of this study is to understand the overseas traveler process for solving difficulties in linguistic communication with local people. In-depth semi-structured interviews were conducted with 11 participants who had experienced difficulties in linguistic communication during an overseas trip. Study participants experienced 'the power of language in a linguistically constrained situation' and 'frustration due to the limitations of linguistic communication' as a central phenomenon. However, these difficulties were resolved by finding out how to communicate with local people, by trying to keep communicating with each other, and by adapting to cultural differences. Through these actions and reactions, travelers overcame their prejudice concerning local people, experienced positive personal changes and discovered deeper meaning in their trip. The results of this study imply that it is possible to build relationships with travelers and local people despite language differences. Furthermore, the results also suggest a need for communication improvements since service based on interaction is necessary to solve the difficulties of communication. Therefore, future study conducted in travel and linguistic communication reflecting various views of travel is recommended.
  • 12.

    A Longitudinal Study of Foreign Tourists Visiting Korea in terms of Overall Satisfaction, Intention to Revisit and Recommend, and the Degree of Image Change: A Comparison by Continent and Country in 2007, 2011 and 2015

    Lee Don-jae | Hwang, Ho-jong | 2017, 41(8) | pp.237~256 | number of Cited : 13
    This longitudinal study focuses on foreign tourists and investigates their overall satisfaction, intention to revisit, and intention to recommend Korea as a destination. The change in the image of Korea held by foreign tourists in 2007, 2011 and 2015 was examined using an Ordered Logit Model. On average, the values of the four response variables generally increased as they approached the year 2015. For all four variables, female student visitors in their 20’s responded most favorably. Female and student groups also gave the highest number of referrals. Asian visitors, including those from China and Japan, showed low ratings in general, while visitors from North America and Europe showed high ratings. In China, North America, and Europe, gender difference was insignificant, whereas Japan demonstrated a sizable and significant gender difference. The continents that showed the greatest magnitude of marginal effects were Europe and North America where income earners’ revisit intention and image change were greater than that of the students.