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2018, Vol.42, No.7

  • 1.

    Characteristics of Modern Safari Tourism in the Masai Mara National Reserve, Kenya

    JURAK KIM | 2018, 42(7) | pp.11~27 | number of Cited : 1
    Abstract
    The purpose of this study is to characterize safaris as modern nature tourism that are hidden behind the romantic discourse of nature and primitiveness. This study is based on insights derived from qualitative research methodologies including participant observation of safaris in the Masai Mara National Reserve in Kenya and in-depth interviews with tour agencies as producers and tourists as consumers. As a result, three characteristics were identified. First, by exploring how a safari is produced and operated by an agency, the characteristic of the modern tourism industry operating according to rationality was found. Secondly, by investigating the way the Masai Mara National Reserve and safaris are managed and controlled, this study shows that the Masai Mara grassland has become an object of management and consumption by humans as a place where safaris, a modern form of nature tourism, are played out. Lastly, by examining the way tourists experience safaris, the characteristics of today's tourists, who seek authentic experiences while favoring familiarity and comfort, are identified. This study is differentiated in the aspect that tourism research has focused on practical aspects through quantitative research methodologies. It is also meaningful that the subject and geographic scope of the research are expanded by studying African safaris, which have rarely been discussed in tourism research.
  • 2.

    The Effects of Tourism Destination Brand Equity and Place Attachment on Perceived Fit and Behavioral Intention: Focused on the Gangwon MICE Industry

    LEE, JIWON | Dohee Kim | 2018, 42(7) | pp.29~50 | number of Cited : 6
    Abstract
    This study examines how Gangwon-do secures its competitive position through the cultivation of brand equity as a MICE destination by investigating the relationship between the tourism experience, tourism destination brand equity, place attachment, and behavioral intention, while adopting perceived fit based on the theoretical background of “brand extension.” The findings show that visitors’ tourism experience had a positive effect on tourism destination brand equity and place attachment, and that tourism destination brand equity had a positive influence on place attachment. In addition, tourism destination brand equity and place attachment had a positive effect on perceived fit, but both elements indirectly influenced behavioral intention by fully mediating perceived fit. These results suggest that effective brand equity management at a tourism destination can improve a MICE destination’s positive image. The results also emphasize the need to manage tourism resources that are replaceable and complementary to distribute MICE resources given that perceived fit is the essential mediating factor.
  • 3.

    The Effect of Perceived Stress of Urban Residents on Health-Related Quality of Life by Recovery Experience Through Natural-Based Healing Restoration Environments: Focusing on the Attention Restoration Theory

    Kim Jinok Susanna | 2018, 42(7) | pp.51~70 | number of Cited : 18
    Abstract
    Urban environments have a negative impact on health by causing stress due to noise, population density, crowding, and pollution. Therefore, urban residents pursue leisure activities in a nature-based restorative environment to improve their health and quality of life. The purpose of this study was to investigate the effects of perceived stress of urban people on health-related quality of life through a nature-based healing restorative environment. For this purpose, this study conducted an empirical analysis of visitors to Mt. Bukhan. The results of the analysis showed that the perceived stress of the urban residents had a negative effect on healing restorative environment, healing restorative environment had a positive effect on restorative experience, and restorative experience had a partially positive effect on health-related quality of life. These results show that healing restorative environment is important in the health-related quality of life of urban residents, and ultimately leisure activities in the healing restorative environment improve the health-related quality of life. Therefore, it is necessary to develop a policy to continuously create a nature-based restorative environment for health of urban residents.
  • 4.

    Privacy Concerns Within Personalization Based on the Internet of Things(IoT): A Perspective from the Privacy Paradox

    Yeong Gug Kim | Woo, Eun ju | 2018, 42(7) | pp.71~84 | number of Cited : 2
    Abstract PDF
    The purpose of this study was to explore privacy concerns within personalization based on the Internet of Things (IoT) from the perspective of the privacy paradox and to confirm the continuance intention of users in terms of the IoT in the food-service industries. To achieve the study objectives, the theory of privacy paradox was employed, and the relationships among factors (perceived personalization, perceived benefits of information disclosure, perceived risks of information disclosure, perceived value of information disclosure, and continuous usage intention) were examined. A survey questionnaire was developed based upon past relevant studies, and survey questionnaires were distributed to customers who had used the IoT service. Data were collected from questionnaires completed by 255 customers in Seoul and Busan. The findings yielded that there were significant relationships among factors, and the theoretical and practical implications of these results are discussed as related to the food-service industries.
  • 5.

    Internal Training, Organizational Learning Culture, and Innovative Information Systems(IS) Use of Hotel Front Office Employees: Mediation Effect of Self-learning

    Kyoung-Joo, Lee | Yoo MinSeok | Kim, Su-Gyeong | 2018, 42(7) | pp.85~103 | number of Cited : 4
    Abstract
    Early expectations of information systems (IS) potential related to the performance and competitive advantage of hotels have contrasted with the realization of that potential. To address this gap, the majority of existing literature has focused on predictors of individual employees’ IS adoption in the early implementation stage. However, the development of IS has moved from the early adoption stage to the mandated use stage where individual employees are required to use the systems and to utilize a variety of usage patterns. This research focused on innovative IS use and tried to explain its predictors. Based on a PLS-SEM analysis of a survey of 189 front office employees in 17 hotels in Korea, this study analyzed the positive influence of both formal internal IS training and informal organizational learning culture on innovative IS use. Furthermore, this research proposed and analyzed the mediating effect of front office employees’ self-learning behavior in order to elucidate the path of how the organizational variables affected innovative IS usage.
  • 6.

    A Study on the Determinants of Mobile Commerce for Air Transport Products : A Comparison Between a Full-Service Carrier and a Low-Cost Carrier

    김용일 | 2018, 42(7) | pp.105~120 | number of Cited : 4
    Abstract
    The advent of mobile commerce has been regarded as a new marketing method. However, little attention has been paid to what factors could be utilized to retain mobile commerce of consumers in the air transport market. The purpose of this study is to examine perceived quality and technological characteristics on purchasing intention in mobile commerce of air transport products. The difference in the effect of perceived quality and technological characteristics on purchasing intention is also examined between a full-service carrier and a low-cost carrier. A survey was conducted from July 24 to 29, 2014. A total of 300 questionnaires were collected with 210 usable for analysis. The results of this study are as follows. First, cost had the most impact on purchasing intention and dependence, followed by employee service and on-time performance. Secondly, efficiency had the most impact on purchasing intention, followed by transaction safety. On the other hand, ubiquity had no effect on purchasing intention. Thirdly, type of airline had a moderating effect on perceived quality, technological characteristics, and purchasing intention.
  • 7.

    The Effect of Visitation Value of Coastal and Marine Tourism Destinations on Visitor’ Satisfaction and Revisit Intention : The Moderating Effect of Alternative Attractiveness

    Kim Bo Kyeong | WII JOO YHANG | 2018, 42(7) | pp.121~137 | number of Cited : 7
    Abstract
    The purpose of this study was to investigate the effect of visitation value on visitor satisfaction and to examine the moderating effect of alternative attractiveness between satisfaction and revisit intention. To achieve this purpose, two beaches that are representative of Busan’s coastal and marine tourism attractions were selected, and a survey was conducted to visitors at the destinations. As a result, three dimensions of visitation value (perceived quality, perceived cost, and perceived convenience) were found to have an effect on satisfaction. In particular, perceived quality and perceived cost had positive effects on the satisfaction at marine and coastal tourism destinations, respectively. However, perceived convenience had a negative effect and was not significant. In other words, the more visitors perceived the satisfaction of the visitation value of a marine tourism destination, the more they visited the existing tourist destination even if the alternative attractiveness was high. The findings of this study indicate that visitors can be satisfied with the visitation value itself by positively perceiving the perceived quality, cost, and convenience when they visit the marine tourism destination in Busan. Also, it can be said that sufficiently satisfied visitors are likely to have a constant revisit intention. Therefore, the result of this research indicates a strategic guideline for the development of coastal and marine tourism destinations from a practical point of view.
  • 8.

    A Study on the Process of Generating WOM in Online Travel Word-of-Mouth Communication: Focused on Sender Dimension

    조영훈 | Choi, Eunjung | 2018, 42(7) | pp.139~160 | number of Cited : 3
    Abstract
    The process of travel product consumption strongly depends on WOM because travel products cannot be evaluated by objective measures and commonly involve a high level of perceived risk. Therefore, the current study aimed to provide theoretical and practical implications by examining the causes and motivations of WOM in the process of online WOM communications. To analyze the structural relationship among self-presentation, WOM motivation, and WOM intentions, an online survey of 337 adults who had generated online WOM associated with travel products was conducted. The data were analyzed by multiple regression and step-wise regression. First, the results showed that self-presentation significantly influenced WOM motivation. In particular, it was shown that self-constructive self-presentation affected internal motivation more than external motivation, while audience pleasing self-presentation affected external motivation more than internal motivation. Second, the indirect influence of self-presentation on WOM intention was bigger than the direct influence. Third, both internal and external motivations significantly influenced WOM intention; therefore, to increase online and offline WOM activities, different marketing strategies should be applied to travel consumers, whose self-presentation types and impacts always vary.
  • 9.

    The Influence of Conflicts Between Travel Companions on Travel Satisfaction and Rea​ccompanying Intention: Mainly Focusing on the Relationship of Conflict-Inducing Factors and Conflict Types

    Min-Jung Hong | Cho, Yong-hyun | 2018, 42(7) | pp.161~182 | number of Cited : 1
    Abstract
    This study examines causes of inter-companion conflicts in detail and determines the structural relationships that these conflict factors impose on types of conflict – covert or expressive, travel satisfaction, and reaccompanying intention. This study found that inter-companion conflicts arise mainly from four categories of factors: dogmatic decision-making, lack of general manners, different travel preferences, and reliant behavior. Lack of general manners and different travel preferences had a significant influence on covert conflicts, and lack of general manners had a significant influence on expressive conflicts. Covert conflicts significantly influenced travel satisfaction and reaccompanying intention. This study holds significance by constituting an academic basis for conflict-inducing factors between travel companions. The differing influences of conflict-inducing factors on covert and expressive conflicts are also meaningful. It ultimately helps improve quality of travels by managing inter-companion conflicts, and the tourism industry also can suggest appropriate conflict management strategies regarding these conflict-inducing factors.
  • 10.

    Development of a Conceptual Model of Wellness Tourism: Focused on Hedonic and Eudaimonic Perspectives

    Yu Sook Hee | Lee, Hoon | 2018, 42(7) | pp.183~209 | number of Cited : 3
    Abstract
    The purpose of this study was to define wellness tourism from a philosophical and theoretical background on wellness, to clarify the categories of wellness tourism, and to draw its conceptual model. For that purpose, the relationship with related concepts such as medical tourism, healing tourism, and spiritual tourism in the category of health tourism for health enhancement was defined, and the category of wellness tourism was illustrated. Wellness is a new paradigm for health, a process of realizing its potential as a state of integrated physical, emotional, intellectual, spiritual, and social health, and can be defined as a lifestyle to reach an ultimate optimal state of well-being. Therefore, wellness can be seen as a general self-concept of health as a higher-level concept that integrates the domain of health. Wellness tourism is widely considered as a subfield of health tourism, a form of special interest tourism for health motivation. It can also be narrowly defined as a tourism activity that enhances health through physical, emotional, intellectual, spiritual, and social wellness enhancement and excludes medical tourism focused on the treatment of diseases. Wellness tourism can be a wellness lifestyle to reach an optimal state of well-being through not only hedonic experiences of physical health promotion, relaxation, and stress reduction, but also eudaimonic experiences of reflecting on life, the restoration of social relationships, and interaction with nature.
  • 11.

    A Study on the Relationships Among Casino Employee Job Burnout, Customer Orientation, and Close Monitoring

    Choi Hong Yeol | Eunkyung Park | Choi Byoung-Kil | 2018, 42(7) | pp.211~231 | number of Cited : 9
    Abstract
    This study examined the relationship among casino employee job burnout, customer orientation, and close monitoring by their supervisors and CCTVs. First, the emotional exhaustion factor did not significantly affect customer orientation. Second, this study demonstrated that the depersonalization and reduced accomplishment of casino workers significantly influenced customer orientation. Third, reduced accomplishment led to lower customer orientation than depersonalization. Fourth, close monitoring (by supervisors and CCTVs) played a moderating role in the relationship among emotional exhaustion, depersonalization, and reduced achievement of casino employees and their customer orientation. In particular, close monitoring by supervisors only, not by CCTVs. significantly improved customer orientation. Therefore, this study suggests theoretical and practical implications through the effect of casino employee burnout on customer orientation and the moderating effect of surveillance on the relationship. Also, the research offers useful information and ways to effectively manage human resources engaged in the service industry. Furthermore, the results and limitations of this study are discussed from various perspectives for service workers in the future.
  • 12.

    Effects of Travel Careers on Travelers’ Attitudes and Psychological Capability

    Ko, Dong Woo | 2018, 42(7) | pp.233~253 | number of Cited : 4
    Abstract
    This study explored the psychological effects of travel careers to identify the practical implications of the concept. The indexes of travel careers were measured at three different levels: depth, width, subjective career, and an integrated category. There were four dependent criteria variables: ego involvement of travel, seriousness in travel experience, positive psychological capital for travel, and life satisfaction. The results of the data analysis from 390 Korean samples showed that the travel career on the different indexes had significant effects on the four dependent variables. These results imply that accumulated travel experience might contribute to enhancing travelers’ attitudes and psychological capability for travel and quality of life. In the discussion and conclusion, the points for conceptualizing and measurement of travel careers are discussed for future studies.