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pISSN : 1226-0533 / eISSN : 2713-6388

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2018, Vol.42, No.1

  • 1.

    A Study of Convergence Model Tourism Creation Based Upon Local Culture: Focus on Rural Tourismon JeJu Island

    Hye-Won, Jang | 2018, 42(1) | pp.13~29 | number of Cited : 1
    Abstract PDF
    Until recently, there has been little attention paid to the study of convergence within the tourism industry. This new research challenges creation models of convergence tourism based on local culture by focusing on rural tourism. This is because the rural form has been classified as a value creation type of convergence tourism. To accomplish this study objective, theoretical review, deep interview, and empirical analysis were carried out simultaneously. Using semi questionnaires and interview data, results were analyzed and then studied empirically for a village in which rural tourism based local culture had been promoted. We found that the model of convergence tourism based local culture was defined by driving forces, processes and consequences of convergence. In this research, driving forces of convergence were present in local resources as well as the process of recreation within the local culture. Furthermore, the most significant consequence of convergence was the creation of eco culture tourism. This research suggests that convergence tourism would make a successful business model for the future tourism industry. Finally, this research acknowledges the limitations of this study as well as suggesting directions for future research in this field.
  • 2.

    A Study on the Effects of Perception, Attitude, and Behavioral Intention on Fair Tourism Destination: The Etic View Perspective of Fair Travellers

    Lee Tae Sook | Kim Chulwon | 2018, 42(1) | pp.31~48 | number of Cited : 12
    Abstract
    The purpose of this study was to investigate the effects of perception, attitude, and behavioral intention toward Fair Tourism Destination from the Etic view perspective of fair travellers. Etic knowledge refers to generalizations about fair tourism behavior that are considered universally true. This study also investigated behavioral differences between first-time and repeat visitors engaging in fair tourism in popular tourist destinations. The survey was conducted using self-administered questionnaires between February and April 2014, on Cheongsan Island and throughout the Jiri region. South Korea was an ideal research area since it is a responsible tourist destination. The research findings showed that the economic and socio-cultural perception of fair tourism is positively related to the attitude of tourists, however it is not significantly related to their behavioral intention. The attitude of tourists toward fair tourism had a positive effect on their behavioral intention. In addition, there was no empirically significant statistical difference between the two groups. Based on these results, implications for tourism destination management were discussed that will contribute to achieving a sustainable competitive advantage for fair trade in tourism.
  • 3.

    The Effect of the LMX of Hotel Employees on Organizational Commitment and Job Performance: Focusing on the Moderating Effect of AB Personality Types

    Han, Deok-Soo | Lee,Hyung-Ryong | 2018, 42(1) | pp.49~69 | number of Cited : 13
    Abstract
    The purpose of this survey is to identify the effect of LMX on organizational commitment through an empirical analysis. This will be done according to the types of character of each employee and according to their individual organizational focus and work performance. For this analysis, employees who had been working in 5 stars hotel for more than a year in the hospitality field throughout Seoul and Incheon were surveyed. 350 questionnaires were distributed from the 12th of September to the 30th of September 2016,and from these 302 samples were finally used for empirical analysis. The results showed that the two sub-factors of emotional trust and transactional relationship in LMX both had an impact that was positively significant (+). Transactional trust relations all influenced attention positively. (+) Job performance and organizational commitment were found to have a positive impact on attention (+) to job performance. Furthermore, AB personality plays a role in the emotional relationship of mutual trust that then impacts organizational commitment. However, transactional does not influence the level of organizational commitment. Finally, the emotional relationship of mutual trust had a significant regulating role for AB personality types, whereas, transactional trust relationships did not influence AB personality types.
  • 4.

    Time Block Analysis of Ski Resort Visitors

    Ju,Young-Hwan | 김태훈 | 2018, 42(1) | pp.71~89 | number of Cited : 2
    Abstract
    Our daily lives are composed of activities that consume time. Few studies have examined leisure behavior or recreation participants by using an analysis based on time blocks. This study presented a time-based analysis of activities undertaken by visitors to ski resorts, collecting data by means of a modified diary-type semi-structured questionnaire. This survey was self-administered by visitors to two ski resorts in Gangwon-do province. Throughout this analysis, we classified and used time periods as a means for describing visitor behavior in various time blocks within a day. We also identified expenditure patterns in relation to specific time blocks according to the consumption of products/services that were available within the resorts. In this manner, we developed a TBAM(Time Block Activity Matrix), which was constructed using the dimensions of “PI(participation intensity)” and “BI(benefit indicator)” to position visitor activities in each ski resort. This method was proposed as a strategic tool for structuring the decision-making process in ski-resort management.
  • 5.

    An Exploration of the Causal Loop Structure and Policy Leverage in the Tourism Gentrification Phenomenon: With a Focus on Bukchon Area

    An, JiHyun | Kim, Nam Jo | 2018, 42(1) | pp.91~116 | number of Cited : 20
    Abstract
    This study began after sensing a problem being caused by tourism gentrification in the Bukchon area. The purpose of this study was therefore to understand the causal loop structure of gentrification taking place in Bukchon tourist attraction. The Structure and cause of this tourism gentrification phenomenon indicates that this could draw causal feedback structures which: 1) Limit the tourism carrying capacity, 2) Polarize wealth caused by commercialization and spatial change, and 3) Manage resources and the tragedy of the commons. Policy leverages developed from the structural causes of tourism gentrification were as follows: First, the limits of tourism carrying capacity can be improved by enhancing the physical capacity and social capacity in order that a more fundamental alternative might fully calculate the volume of visitors that tour courses could accommodate. Secondly, the polarization of wealth caused by commercialization and spatial change is a viciously structured cycle in which two positive feedback loops are skewed between two extremes. Therefore, it is recommended that the Seoul Metropolitan Government should expand its current policies restricting new large franchises in Bukchon and reorganize the Bukchon tourist district reviewing the Commercial Building Lease Protection Act as soon as possible. In addition, a city-wide awareness of the gentrification issue must be undertaken. Third, in terms of resource management and the tragedy of the commons, this study invoked a study by Ostrom to suggest that communities need to voluntarily and autonomously manage their own resources. The study argues that sustainability in tourist attractions must take place gradually with voluntary participation from local residents and collaboration between many different fields.
  • 6.

    A Study of Korean Takeout Packed Meals(Dosirak) Using Color Analysis

    Noh, Yeon-Ah | HAN KYUNG SOO | 2018, 42(1) | pp.117~132 | number of Cited : 3
    Abstract
    Since the takeout packed meal market has grown rapidly, takeout meals require physical environment displays and marketing strategies. Food color and design is therefore the information with which suppliers provide consumers that leads to product development. In this study therefore, we considered the food color of takeout meals as an important marketing element that boosts consumption desire and analyzed color images of takeout meals currently on the market. For this research, we selected 55 samples from takeout meals sold in 2015 and sorted them according to price. The result being that there was a change to dominance color ratio depending on the contents of the entree. This occurred if a little garnish was added to a low-end takeout meal and the color was more simplified. However, packed meal containers did not change a lot even though the price was higher. Mass produced takeout meals used the same type of plastic containers regardless of the entree. High-end takeout meals from both restaurants and hotels used the same type of containers.
  • 7.

    A Study in Structural Relations of Organizational Justice, Psychological Ownership, Knowledge Sharing and Organizational Commitment among Flight Attendants: The Moderating Effect of the Service Period

    YOU JUNG HWA | Kim, Hyounggon | 2018, 42(1) | pp.133~152 | number of Cited : 12
    Abstract
    Psychological ownership has been viewed as the critical element that ensures the competitive advantage of a corporation. This is since Psychological ownership enables members of organization to construct a mental state in which he/she equates the corporation he/she is working for with his/her own organization. This study investigates the mediating effects of psychological ownership on the interrelationship among organizational justice, knowledge sharing, and organizational commitment, and further examines how the length of work experience controls this interrelationship. A total of 390 valid questionnaires, out of the 400 questionnaires distributed, were used for analysis testing these hypothesized relationships. The results of study show first that procedural justice and interactional justice positively affect psychological ownership and this (PO) in turn positively influences the level of knowledge sharing and organizational commitment of the subjects. Secondly, it was revealed that psychological ownership completely mediates the interrelationships between procedural justice and knowledge sharing in subsequent organizational commitment. Third, it also became clear that the length of a subject’s work experience led to significantly moderating effects on relationships between distributional justice and psychological ownership, between procedural justice and psychological ownership and between psychological ownership and knowledge sharing. This study provides implications pertaining to the development of efficient human resource management strategies for flight attendants from both academic and practical perspectives.
  • 8.

    The Effects of a Capital Structure in a Membership Tourism Company on Agency Costs: Focused on Moderating Effects of Different CEO Types

    신해수 | Choi, Seung-Dam | 2018, 42(1) | pp.153~167 | number of Cited : 1
    Abstract
    The purpose of this study was to analyze the effect of the unique capital structure of membership tourism companies, which recruit the funds required for the construction of tourism facilities, on the subsequent agency cost. This was done in order to analyze differences in relation to the individual CEO types. Hypotheses were set based on an analysis of relevant literature and we also obtained financial information and shareholder and CEO information on membership tourism companies operating as of the end of 2015. We then constructed unbalanced panel data, and a conducted panel regression analysis and hierarchical regression analysis. As a result of this research, it was found: 1) The invested capital ratio had a negative effect on agency cost, 2) The borrowing ratio and membership-debt ratio had a positive effect on agency cost, 3) The CEO type moderately effects capital structure as it relates to the ratio of sales and administrative expenses. This study explained the relationship between capital structure and agency cost by expanding the subject of agency cost to membership tourism companies. Based on this, it provides a conceptual framework for legal and systemic rules to protect the interests of members in the future and to check their respective CEOs.
  • 9.

    Natural Resource Management Education throughout Departments of Recreation, Parks, and Tourism Science for a Specific American University and the Learning Process of Asian Students: Based on Participant Observations and In-depth Interviews

    Kim, Song-Yi | Youngeun Kang | 2018, 42(1) | pp.169~195 | number of Cited : 0
    Abstract
    This study investigates natural resource management education and the learning process of Asian graduate students in the Department of Recreation, Park, and Tourism Sciences (RPTS) for a specific American university. There was a course offered during the autumn, 2016 semester at RPTS, which covered the topic of natural resource preservation in six classes spanning three weeks. During the six classes, participant observation was conducted. Both before and after each of the six classes, in-depth interviews with four Asian graduate students and two American graduate students were conducted. The six classes covered the philosophy and history of natural resource management and also conflicts between development and preservation in the United States. These objectives were achieved through literature reviews, class discussions, and diverse activities. Asian students were more concerned with degradation of national natural resources due to various developments in their home countries. Through the course, they realized that their home countries should research and determine their own concept, philosophy, and history of natural resources. Then, they should build their own natural resource identity based on social consensus. They also desired to apply their learned knowledge from the course to education programs and policies in their home countries to realize sustainable tourism. As tourism often causes damage to natural resources in South Korea and other Asian countries, their tourism education need to focus more on natural resource management, especially its theoretical and philosophical foundations.
  • 10.

    Estimating the Preservation Value of Taehwa River in Ulsan Using CVM

    김지현 | Lee Choong-Ki | 2018, 42(1) | pp.197~214 | number of Cited : 9
    Abstract
    This study estimated the preservation value of Taehwa River in Ulasn, South Korea, using a Contingent Valuation Method (CVM). Specifically, this study designed two staged scenarios (hypothetical and real settings) to reduce hypothetical bias and conducted an onsite survey (n=400) of Ulsan citizens. The results of the logit model indicated that the preservation value of Taehwa River per household per year based on willingness-to-pay (WTP) mean was estimated to be 52,816 Korean Won (KRW) per household using the hypothetical scenario and 39,599 KRW using the real setting scenario, respectively. Results also showed that the preservation value of Taehwa river per household per year based on the WTP truncated mean was estimated to be 51,094 KRW using the hypothetical scenario and 36,857 KRW using the real setting scenario, respectively. These findings imply that the real setting scenario is more desirable for extracting true value since it minimizes hypothetical bias when estimating the preservation value. Furthermore, the WTP truncated mean is appropriate for reducing overestimation of the preservation value. Aggregate preservation value per year was estimated at approximately 16 billion KRW when considering the total households of Ulsan. Results also reveal that donation, support, and household income were all significant explanatory variables determining the willingness to pay for the preservation value of Taehwa River in the city of Ulsan.
  • 11.

    The Study of Coffee Brand Extension to Premium: The Effects of Parent Brand Equity

    Lee, Su-Ha | Hwang Johye | 2018, 42(1) | pp.215~235 | number of Cited : 7
    Abstract
    Corporate brand extension has become a growth strategy for catering to a diverse range of consumers. Due to limitations in the brand's horizontal extension and vertical extension due to low cost study done previously, more research is needed in upward extension. Accordingly, the purpose of this study is to investigate how the perception of parent brand affects the perception of the extension of a brand to premium status. Specifically, the study focuses on three relationships: 1) The effect of parent brand equity on extension (premium) brand equity, 2) The effect of extending brand equity on the brand attitude and behavioral intentions, and 3) The moderating effect of consumption motivation and consumption experience on brand image spillover. The results of this analysis showed that the image of and loyalty to the parent brand had positive effects on the image of a premium brand, and that brand loyalty had a positive effect on the premium brand awareness. However, parent brand image did not affect premium brand awareness. Image and awareness of a premium brand positively influenced brand attitude. Although there were no moderating effects of consumption motivation and experience, they caused positive primary effects. The hedonic-utilitarian group evaluated image of parent brands was considerably higher than that of premium brands. The consumption experience existence/non existence group evaluated the image of parent brands considerably higher than those of premium brands. The group with experience in premium brands viewed them more favorably.
  • 12.

    Structural Relationships among Visiting Motivation, Images, Satisfaction and Loyalty as Perceived by Visitors to a Local Festival

    Lee, Ji-Hyun | Jung-Hee Seo | Jong-Ho Lee | 2018, 42(1) | pp.237~251 | number of Cited : 31
    Abstract
    Local societies often try to improve their positive local image and achieve local economic growth through holding local festivals. Therefore, this current study was conducted to identify the importance of local festivals, and verify the structural relationships among the visiting motivation, the festival satisfaction, and the loyalty of residents who had participated in Busan area festivals. In order to achieve the aim of this study, we analyzed 222 participants throughout Busan area festivals using SPSS (V 23.0) and AMOS (V 21.0) programs. To test the effects of our formulated model, the fidelity of the whole model and the organic relations were tested using Structural Equation Modeling. Subsequently, Partial and full relationships were verified using the results of the analysis. Thus, festival officials are suggested to improve festival images by analyzing various visit reasons of festival participants. Hence, this current study suggests the implication that a good image influences subsequent satisfaction and furthermore it increases festival royalty.