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pISSN : 1226-0533 / eISSN : 2713-6388

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2018, Vol.42, No.6

  • 1.

    Estimating the Potential Demand of Pasture Experience Tourism: A Comparison of Onsite Interview and Online Survey Modes

    Se-Hyuk Kim | Kim, Tae-Kyun | 2018, 42(6) | pp.11~28 | number of Cited : 3
    The purpose of this study is to compare the estimated potential demand of pasture experience tourism between onsite interview and online survey modes. The potential demand was estimated using a logit model based on 1,280 questionnaires that were administered using onsite interview and online modes. The results show that experience fee, gender, age, monthly household income, survey mode, and experience of pasture tourism are important factors in potential demand of pasture experiences. The potential demand was estimated to be 22,469∼32,382 thousand people for an experience fee of 20,000 Korean Won, 12,733∼28,423 thousand people for 40,000 Won, 5,853∼23,559 thousand people for 60,000 Won, 2,373∼18,277 thousand people for 80,000 Won, and 908∼13,257 thousand people for 100,000 Won, respectively. The results also indicate that potential demand by online survey was 34.5% higher than onsite interview survey. Therefore, when using an online survey, it should be considered as a way to reduce hypothetical bias.
  • 2.

    The Study of Moderating Effects of Perceived Value Between Participants’ Selective Attributes and Satisfaction in an Agricultural Exhibition

    Hwang, Jungjin | 2018, 42(6) | pp.29~42 | number of Cited : 4
    The purpose of this study is to investigate the relationship between participants’ selective attributes and satisfaction in an agricultural exhibition. In addition, this study also examined the moderating effects of perceived value between participants’ selective attributes and satisfaction. The results indicate that professionalism had a statistically positive impact on participants’ satisfaction. Participants’ perceived value moderated the relationship between independent variables (i.e., professionalism and ease of participation) and a dependent variable (i.e., participants’ satisfaction). Since only a few studies have been conducted regarding agricultural exhibitions, this study provides a bridge to a research gap in an academic area. The findings from this study provide meaningful implications to academics and industry professionals.
  • 3.

    Effects of Costumed Interpreters as a Tourism Communication Medium on Heritage Site Experiences, Satisfactions, and Attitude Changes

    Lee, Uk | SEOHO UM | 2018, 42(6) | pp.43~62 | number of Cited : 1
    The purpose of this study is to find out if costumed interpreters can play a role as a communication medium to provide edutainment at heritage sites. Therefore, the effects of costumed interpreters as communication media on visitors’ experiences at heritage sites, satisfaction, and attitude change were investigated. The results of the analyses show that the costumed interpreters’ communication factor had a significant influence on the experience at the heritage sites, and it was effective in inducing visitor satisfaction and positive attitude. However, costumed interpreters at the site did not play an appropriate role as a medium in providing both entertainment and education values to visitors. Therefore, in order for the costumed interpreters to play the role as an edutainment communication medium at heritage sites, a training system is a prerequisite to their performances. This study is one of few empirical studies on costumed interpreters in the context of heritage tourism. It is meaningful that this study confirms the applicability of costumed interpreters as a new communication medium at heritage sites. Furthermore, it is expected to provide fundamental knowledge in the utilization of costumed interpreters in actual heritage sites.
  • 4.

    Analyzing the Sustainable Factors of Attractiveness at Tourism Destination of Film Locations Through Social Big Data

    Yoon Yeong Il | Choi, Jeong-Ja | 2018, 42(6) | pp.63~79 | number of Cited : 5
    Abstract PDF
    This study aims to investigate how long the attractiveness of film locations continues. For this purpose, attractive attributes of film locations were extracted and categorized with the text mining method of social big data associated with an increase in tourist numbers. The film location selection was based on domestic film-goer numbers from the Korean Film Commission and tourist statistics of local governments. Research findings are as follows. First, native attractions, accommodations, convenient facilities, accessibility, and other additive factors in tourist destinations changed similarly with the change of average numbers of tourists per month. Second, tourism products, souvenirs, and human service provision changed differently. These facts indicate that important attributes of film locations as tourist destinations are native attractions, accommodations, convenient facilities, accessibility, and other additive factors. Tourists perceive these attributes as important factors for tourist destination choice.
  • 5.

    Different Relationships Between Local Tourism Employees’ Shared Beliefs and Their Emotional Solidarity Toward Tourists by Contact Levels

    Kim Yong-Hee | Park Oun-Joung | 2018, 42(6) | pp.81~100 | number of Cited : 0
    Emotional understanding between tourists and local residents has been one of the new research approaches in community-based tourism. This study analyzed tourism employees’ emotional solidarity (ES) toward tourists, focusing on the hypothesized interaction effects of ES between tourism employees’ shared beliefs (SB) about the local tourism destination and the two different levels of interaction with tourists. Empirically significant differences were identified between tourism employees (the high customer contact group) who directly encountered tourists in Old Bagan (a cultural tourism destination famous for 2,300 Buddhist temples) in Myanmar and those (the low customer contact group) who worked in general hospitality service industries outside of the Old Bagan area. The high customer contact group exhibited higher sympathetic understanding and emotional closeness toward tourists, but the low customer contact group showed higher welcoming nature than the other group. This result implies that tourism employees who have direct contact with customers within cultural heritage sites tend to communicate their emotional intimacy with tourists. On the other hand, tourism employees engaged in low contact tend to appreciate tourists because of the economic benefits from having them in the area. Therefore, educational and consulting support are needed to guide employees to understand tourists sympathetically and build emotional closeness.
  • 6.

    Critical Remodeling Recreation Specialization: Direction and Path Diversity of Camping Specialization

    Kim Hyun Jung | KEUNSOO PARK | 2018, 42(6) | pp.101~126 | number of Cited : 3
    Abstract PDF
    This research aimed to analyze the recreation specialization process by applying symbolic interaction theory in order to identify how recreation participants’ specialization proceeds forward in various directions and paths. For this purpose, previous studies on recreation specialization within the framework of process approach and the relationship between symbolic interaction theory and recreation specialization were reviewed. Data for this study were collected through in-depth interviews of ten campers and were later analyzed using a grounded theory approach. The study results showed 29 subcategories and 14 upper categories. The analysis showed that most campers do not follow a linear specialization trajectory. Findings indicated that campers’ specialization process was better characterized by stability (low and high) or decline. Also, campers’ specialization patterns progress to different paths with increased participation. Findings indicated both a “stability-seeking path” and a “diversity-seeking path.” The important thing is that these directions and various paths of recreation specialization are constantly changing.
  • 7.

    Geographic Distribution of the Preferred Tourism Resources by Inbound Chinese Individual Tourists to Korea

    주산태 | Ick-Keun Oh | 2018, 42(6) | pp.127~145 | number of Cited : 5
    The purpose of this study is to analyze preferred tourism resources in Korea by inbound Chinese individual tourists(FIT), whose portion has been gradually increasing. The data was collected from Mafengwo, the largest travel portal for Chinese individual tourists. Review data such as destinations, lodging facilities, restaurants, shopping stores were analyzed and further visualized. The results showed that Chinese tourists to Korea preferred Seoul and Jeju as expected. In Seoul they were likely to enjoy cultural experiences and natural resources, and natural resources were most favored in Jeju. Compared with these two destinations, Busan seemed to be less favorable in terms of tourism resources and popularity. These results imply that (1) travel authorities could accurately offer education and management programs to service suppliers, (2) lesser-visited sites could have the opportunities to upgrade their services to remain competitive in the travel market.
  • 8.

    The Influence of Proactive Personality on Job Crafting and Organizational Outcomes for Hotel Employees in Seoul

    Chae Sin Suk | 2018, 42(6) | pp.147~172 | number of Cited : 9
    Abstract PDF
    The purpose of this study was to investigate proactive personality and job crafting as it was perceived by hotel room and food and beverage department employees and to examine the effects of perceived job engagement, job satisfaction, and job burnout. Data were collected from room and food and beverage department employees at 15 five-star hotels in Seoul. A total of 287 samples were used for frequency analysis, confirmatory factor analysis, and discriminant validity analysis using the statistical packages of SPSS (18.0) and AMOS (18.0). The results of the analysis showed that proactive personality had a significant effect on job crafting, while job engagement, job satisfaction, and job burnout did not. The results also indicated that job crafting had a significant effect on job engagement, job satisfaction, and job burnout. The results of the mediation effect analysis showed that job crafting had a significant effect between proactive personality and organizational outcomes. Practical implications and limitations of the study are discussed within.
  • 9.

    A Study on Co-Author Networks of The Tourism Sciences Society of Korea Using Social Network Analysis: Focusing on Co-Author of the Journal of Tourism Sciences

    Park Kyung Yeol | 2018, 42(6) | pp.173~191 | number of Cited : 7
    This study examined the conditions of joint authorship research activities in the Journal of Tourism Sciences to find out the structural co-author network characteristics among co-authored papers according to social network analysis. Research using joint authorship has widened the range of knowledge and provides opportunities for research from various perspectives. Currently, there is no analysis of collaborative research or research on the social relations between authors in tourism. This study identifies the cooperative relationship of 1,863 research papers in the Journal of Tourism Sciences, network configuration, and characteristics. The results indicated that although the ratio of joint authorship is increasing, the Journal of Tourism Sciences has exhibited the typical “Stevens’ power law,” which is observed in co-authorship networks. Furthermore, the participation of researchers belonging to public corporations or businesses was rather insufficient and had a characteristic of being a narrow academic field that was connected with other researchers in four stages. Additionally, the individual researchers’ centrality analysis results show that they play different roles in the network. In contrast, this study confirms that the increase in the number of co-authors is a characteristic of interdisciplinary research within the field of tourism.
  • 10.

    A Study on Exploring Message Information that Affects the Purchase of Hotel Rooms Through Social Commerce and Differences in Hotel Star-Rating

    UMTAEHYEE | CHUNG NAMHO | 2018, 42(6) | pp.193~211 | number of Cited : 4
    Abstract PDF
    This paper tried to investigate what kind of information influences consumers who purchase hotel rooms through social commerce. Whether this information varies depending on the hotel star-rating was also investigated through the application of the heuristic-systematic model to the information that appeared on the social commerce purchase webpage. Specifically, the quantity limitation and the time limit were set for the heuristic cue. The geographical distance and the social commerce offering price were set in the systematic cue. As a result of the study, it was found that the quantity limitation and geographical distance had a significant effect on purchase increase. Differences in information according to hotel star-rating showed a significant difference between the time limit and the social commerce offering price. Based on the results of the research, academic and practical implications for social commerce companies and hotels are discussed. This study contributes to the theoretical expansion of HSM by applying it to social commerce product information and carrying out empirical analysis. In addition, by using web data for analysis, we expanded a research area that was insufficient regarding social commerce and hotels.
  • 11.

    The Effect of a Virtual Environment Attraction Experience on Relationship Quality and Revisit in Theme Parks

    Koo, Wonil | 2018, 42(6) | pp.213~231 | number of Cited : 7
    With the development of information and communication technology (ICT), the virtual environment (VE) can be combined with the facilities of theme parks, thereby overcoming limitations of limited space and providing various attractions. The purpose of this study is to suggest the necessity of VE facilities to secure the competitiveness of theme parks by embracing the relationship between theme park visitors’ experience of VE facilities and relationship quality and revisit intention. For this purpose, correlation analysis and regression analysis were conducted for six factors identified through factor analysis. The following conclusions were drawn. VE experience had a relatively higher impact on satisfaction than trust on relationship quality. Visitors were more satisfied with their experience than with the information provided by theme parks or the reliability of park operations. Experience and relationship quality using VE had a low impact on revisits. This means that visitors are satisfied with the VE facilities, but there are difficulties with revisits because they require the consideration of various factors such as admission fees, time, and amusement facilities. Nevertheless, theme parks are expected to continuously introduce VE facilities for ICT development and competitiveness.
  • 12.

    The Relationship Between Restorative Environment and Self-Determined Motivation in an Outdoor Recreation Context: Focused on Mountaineering

    LEE HYERIN | Lee, Hoon | 2018, 42(6) | pp.233~251 | number of Cited : 5
    It is essential to continue leisure activities for improving the satisfaction and quality of life. The continuity of leisure participation is related to self-determined motivation; thus, the internalization of motivation should be further studied. Self-determined motivation and internalization of motivation in Deci and Ryan (1985)’s self-determination theory has been addressed by many leisure scholars. Their studies revealed that social factors affect motivation internalization. However, physical environment factors also need to be considered because they are an important part of outdoor recreation. Therefore, restorative environment in attentive restoration theory as a physical environment factor was used in order to achieve the goal of this study. In total, 268 hikers were surveyed at three mountains in the Seoul area, and the data were analyzed by canonical correlation analysis. Results of the analysis were as follows. First, restorative environment and self-determined motivation had positive relationships. Second, the most significant motivation in restorative environment was identified as regulation motivation. Third, the influential factors on self-determined motivation in the outdoor recreation context were fascination and compatibility. Theoretical and empirical implications based on the analysis results are suggested.