KJC Korea
Journal Central

This study examined the relationship between rural experience activities, self-esteem, and family ties to create alternatives and to provide suggestions related to family issues that are emerging in society today. Rural experience activities were divided into rural culture, deviation, and relationship, while self-dimension and family ties were composed of one factor. The research site was selected as Sumi village in Yangpyeong-gun, and 200 questionnaires were distributed through a survey to utilize a total of 192 samples as research materials. Analysis was performed using PLS-SEM, which minimizes the error of measurement variables and the error of prediction between potential factors and maximizes the predictive power. The results showed that rural tourists' experiences had a significant impact on self-esteem. Of these, it was found that having a relationship experience played a greater role in creating self-esteem than having experienced a rural culture and a deviation. Self-esteem created by rural experience activities had a positive effect on the formation of family ties.

The purpose of this study is to analyze the moderating effect of watching a horror movie on the relationship between emotional image and travel intention. An analysis of 176 responses from potential tourists through structural equation model analysis and multiple group analysis yielded the following results. First, three sub-factors of emotional image - traditionality, uniqueness, and comfortableness - had a significant influence on travel intention, but two sub-factors, dynamic and visibility, did not have a significant influence on travel intention. Second, watching the horror movie moderated the relationship between three sub-factors of emotional image - dynamic, traditionality, and uniqueness - on travel intention, supporting the research hypothesis. However, watching the horror movie didn’t moderate the relationship between the sub-factors of comfortableness and visibility. Results of the study confirmed that emotional image of tourist spots and mode of expression in a film influence the travel intention of potential tourists. This study presents theoretical and practical implications to facilitate the development of the tourism industry.

The objective of this study is to verify the differences in importance of core index for domestic festival cities and foreign festival cities by withdrawing the core index from case studies for both types of cities, and to verify the effect of the core index on economic and city development. The statistical significance of questionnaire survey data for 272 experts was verified by using the SPSS 20.0 statistical program. The following conclusions were drawn on the basis of the analysis results. First, seven factors for success of the festival city were drawn via factor analysis: sponsorship and operational support, interest and infra, physical environment, festival budget, expertise and operational plan, expert promotion, and festival hall possession. Second, there was a significant difference in importance between domestic festival experts and foreign festival experts for several factors. Third, there was a difference in the core index affecting the economic and city development between domestic festival experts and foreign festival experts for several factors.

In recent years, sales of travel products through TV home-shopping channels have become necessary to expand the sales of travel agencies. As a result, the proportion of travel arrangements are increasing for TV home-shopping companies, and viewers can easily encounter TV home-shopping travel products at home. This study is to help organize efficient TV home-shopping travel products by classifying the attributes of tourists’ TV home-shopping travel product selection, and to analyze the mediating role of perceived value ​​in the process of attracting purchase intention. In order to achieve the purpose of this study, customers who had purchased or watched travel products through TV home-shopping were surveyed. As a result, it was found that payment benefits, brand image and trust, product detail information, counselor competency, and broadcast time influenced perceived value among the attributes of TV home-shopping travel product selection, and brand image and trust, product detail information, and counselor competency influenced purchase intention. Brand image and trust, product detail information, and counselor competency also played a role of mediation when perceived value was taken as a mediating factor.

The purpose of this paper was to analyze the various types of complaints at Gangwha Island, a famous tourist site, through critical incident technique (CIT) to minimize tourists' inconvenience. The use of CIT characteristics in this study is made up of the opinions of complaints through interviews and participation observations. Therefore, this paper focused on collecting various complaints that had been expressed by tourists to Gangwha Island. Many tourists prefer this place because it has many historical relics and vibrant cultural heritage. However, contrary to their expectations, many tourists are disappointed by realizing insufficient administrative processes, a lack of information and safety management, an unreasonable rate system, sanitation problems, inadequate facilities, unkindness, and traffic congestion. Particularly, tourists disapprove of the idea that there is no chance for improvement in spite of their complaints and demands. In conclusion, Gangwha Island officials, the owners of restaurants, and facility managers should pay keen attention to the complaints made by tourists to secure positive image and brand value as a popular tourist destination.

The purpose of this research is to recognize that there is a difference among individuals’ technology readiness to new technology and to investigate the effects of technology readiness on perceived usefulness, perceived ease of use, and intention to use for targeting smart phone users. The results showed that positive technology readiness (optimism and innovation) weakly affected perceived usefulness and perceived ease of use but did not directly affect intention to use. On the other hand, negative technology readiness, discomfort, and insecurity did not affect perceived usefulness, perceived ease of use, and intention to use. Perceived ease of use positively affected perceived usefulness, and both perceived usefulness and perceived ease of use had a significant effect on intention to use. Thus, people who are positive and innovative about new technology are not affected by intention to use, but if they decide that new technology would be useful and convenient to use, they do intend to use it. Based on the results, this study suggests theoretical and practical implications.

The purpose of this study was to know the risk response strategy for the owners of restaurant franchise companies using opinion mining and Situational Crisis Communication Theory (SCCT). Combs’ SCCT was used to analyze the personal problems associated with the classification of risk characteristics based on the volume of Google News. As a result of the analysis, corporate apology strategies, co-incidental strategies, and correction-action strategies were revealed. These strategies reassure customers through prevention of recurrence. It is also necessary to provide new metrics for rapid decision making and corporate culture through the analysis of the current environment. It can be said that the business structure of a single-person system is not reasonable for decision making. It is urgent to have a professional management system (CEO) for efficient business operation. These results could be used as basic research material to discuss the strategy of countermeasures against owner-occupied franchise companies using opinion mining.

Derived from the theory of experienced utility where individuals make a decision based on hedonic gains rather than capital gains, the experience economy suggests that industries should increase their revenue by increasing consumers’ hedonic experiences. Such decision makers also tend to heuristically evaluate potential hedonic losses. Therefore, this study investigated the gain values and experience loss values of hospitality and tourism products and influential experiential components. A total of 543 usable responses collected through an online survey company were analyzed using descriptive analysis and regression analysis. The results showed that many respondents preferred to purchase nature/sightseeing-related products, paying an average of $230, but with approximately 41% as experience loss values. More specifically, novelty, relaxation, and personal relevance positively influenced the perceived financial values of hospitality and tourism products, whereas, novelty and educational values had positive influences on the perceived experience loss values associated with the corresponding product. More discussion is included about managing gain and loss values.

The current study examines destination personality in a contextual semantic approach by utilizing word embedding with deep learning via Word2Vec, a neural network language model using collected online review data from Tripadvisor.com. This study tested the relationship between destination personality and traveler rating. The results show that the traits of destination personality reflect expressed affective emotion after travelers' experience, unlike existing brand personality scales that measure tangible product. Furthermore, sophistication, which is one of the dimensions of destination personality, had the most significant positive impact on the traveler rating, but ruggedness, another dimension of destination personality, appeared to have a negative effect on the traveler rating. Finally, comparing the result of the WLS regression to the OLS regression, R-squared for WLS was found to be substantially superior to that of OLS when estimating relationship by quantifying textual data.

The purpose of this study is to investigate workers' opinions about sexual harassment and sexual violence in the workplace considering the nature of the tourism industry. This study examined the actual situation of the “Me Too” movement in the tourism industry by applying the phenomenological approach. We have presented three research (individuals · tourism industry · society) questions. The results were grouped with the number of 202 semantic units, 25 modified semantic units, 11 sub-themes, and 4 themes. The meaning of this study is as follows. First, in carrying out research on sexual harassment and sexual violence, we introduced a social problem called the “Me Too” movement into the field of tourism. Second, we carried out research on various tourism industry workers and diversified the scope of research. Practical implications are that it has raised issues of sexual harassment and sexual violence in the tourism industry.