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pISSN : 1226-0533 / eISSN : 2713-6388

2020 KCI Impact Factor : 2.37
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2019, Vol.43, No.6

  • 1.

    The Effects of Audience-to-Audience Interaction in the Music Festival on Value Co-Creation, Visiting Satisfaction and Behavioral Intention

    Kim, Seong-Jo | 2019, 43(6) | pp.11~30 | number of Cited : 0
    Abstract
    The objective of this study was to examine the structural relationships among music festival service attributes, customer-to-customer (C2C) practices, perceived value (experiential value, functional value), overall satisfaction, and behavioral intention. This study explored the role of the meditating effects of C2C practices in the service environment on the relationship between service providers' service attributes and perceived value (experiential value, functional value) and the relationship among experiential value, functional value, overall satisfaction, and behavioral intention. A total 316 valid questionnaires were collected from music festival visitors, and the constructional concept relationships were explored by using structural equation modeling. The results of the study indicate that music festival service attributes formed successfully through audience-to-audience (A2A) relationships when visitors used service providers' diversity of service goods. In addition, the role of A2A social-relationship meditates the interrelationships between service attributes and perceived value (experiential and functional value). The conclusion of this study highlights the perceived value formed when customers co-create with A2A relationships in service settings and the importance of perceived value, which influences visit satisfaction and behavioral intention.
  • 2.

    A Study on the Negative Emotion and Emotional Exhaustion of The Five Star Hotel Restaurant Employees: Focusing on Attribution Interaction of Negative VOC

    Choi, Young | Lee Chung-Hun | 2019, 43(6) | pp.31~47 | number of Cited : 2
    Abstract
    This study was conducted to investigate the interaction effects of negative VOC (voice of customer) attributes (locus, controllability, and stability) on employees’ perceived negative emotions (annoyance, anger, regret, and shame) and emotional exhaustion in the context of hotel restaurants. In particular, we classified negative emotions into four types – anger, annoyance, regret, and shame – and examined whether employees perceived different types of negative emotions as a result of the different combinations of VOC attributes. In addition, we based our theoretical underpinnings on attribution theory and affect theory and examined the relative effect each type of negative emotion had on the employees’ emotional exhaustion by surveying hotel restaurant employees who worked at five-star hotels in Seoul. The findings suggest that the VOC attributes interplay to trigger the different types of the employees’ negative emotions; each type of this negative emotion played a different role in affecting the employees’ emotional exhaustion. In contrast to the prior research focusing on customers’ perspectives about service failure, this research has its merit by focusing on the employees’ emotional responses to the customers’ written complaints and suggests a need for understanding the structural relationships between VOC attributes, the employees’ negative emotions and their exhaustion.
  • 3.

    Organizational Culture on Positive Psychological Capital, Organizational Commitment and Turnover Intention of Deluxe Hotel: Focusing on F&B Employees

    Lee, Min | Chong,Yu-kyeong | Gu, Sun-Bon | 2019, 43(6) | pp.49~71 | number of Cited : 3
    Abstract
    This study examined the organizational culture that enables workers to be satisfied and immersed in their organization, and how the organizational culture affects the psychological factors and behavior of employees. For the study, a survey was conducted from January 15 to January 31, 2018. As a result, it was found that a relationship between organizational culture, positive psychological capital, organizational commitment, and turnover intention of the luxury hotel appeared. These results confirm that organizational culture is an important factor in determining the psychological attitudes and behavior of staff. This study is meaningful in that it analyzed the psychological factors and attitudes toward the organization of internal customers who deal with external customers during service encounters, away from the characteristics of the service industry that focus on profit generation, through the satisfaction of external customers. This study is expected to provide useful data to identify the factors affecting the psychological wellbeing of hotel employees to have a positive effect in forming positive attitudes toward the organization.
  • 4.

    A Study on the Process of Establishing Domestic MICE Collaborative Network: Focus on the Grounded Theory

    Eunjin Kim | Lee, Hey-ryon | Yoon Yooshik | 2019, 43(6) | pp.73~96 | number of Cited : 5
    Abstract
    It is necessary to identify the factors that strengthen or weaken cooperation for effective collaboration at a destination. It is also crucial to recognize potential benefits that stakeholders could gain through cooperation to promote voluntary and proactive destination marketing activities. However, existing studies have only dealt with the necessity and importance of collaborative networks and their characteristics, and there has been little research on the way to strengthen collaboration within a destination. The purpose of this research is to discover the process of establishing MICE cooperative networks from the multi-stakeholder market orientation perspective. Qualitative research by applying grounded theory was carried out. In-depth interviews were conducted with 18 knowledgeable MICE experts. The concepts and categories from the statements were compared and analyzed to form the MICE multi-stakeholder market orientation structural paradigm model and the MICE destination value formation process. Based on the results, theoretical and practical implications are suggested. Furthermore, the results can be used as basic evidence to support policy for MICE destination competitiveness.
  • 5.

    The Structural Relationships among Servicescape, SST Service Convenience, Positive Emotion and Brand Loyalty: Focused on The Franchise Fast Food Restaurants

    Kim, Jae-Hyun | Lee,Hyung-Ryong | 2019, 43(6) | pp.97~116 | number of Cited : 9
    Abstract
    This study was conducted to investigate the structural relationship among servicescape, SST service convenience, positive emotion, and brand loyalty for Korean franchise fast food restaurant customers. To this end, we set up a population group that used unmanned ordering machines in a franchise fast food restaurant for three months. The survey was conducted from October 1, 2018 to October 31, 2018, and 97 online and 250 offline copies were collected. A total of 326 copies were used for the analysis, excluding 10 offline and 11 online due to inappropriate responses. For the analysis, we used SPSS 24.0 and SMART PLS 3.0. The structural equation was tested to examine the causal relationships between frequency analysis, confirmatory factor analysis, and the hypotheses. According to the results of the analysis, it was confirmed that servicescape and SST service convenience had a significant positive correlation. Positive emotions and brand loyalty also showed positive correlation. Lastly, it was confirmed that there was a positive significant relationship between SST service convenience and brand loyalty. This study suggests efficient management strategies and practical implications for fast food restaurants.
  • 6.

    The Influence of Local Festival Policy PR on Policy Literacy and Policy Support: Analysis of the Moderating Effect of Policy Involvement

    Youn Taek Lee | Kim, Tae-Hyung | OH Eunbi | 2019, 43(6) | pp.117~134 | number of Cited : 4
    Abstract
    This study attempted to analyze the structural relationships among local festival policy PR, policy literacy, policy involvement, and policy support from the perspective of policy communication theory. The literature review covered the major concepts and related precedent studies. For the research design, a structural model was constructed and hypotheses were established including structural relations of policy PR, policy literacy, and policy support and the moderating effect of policy involvement. Using the purposive sampling method, survey data were collected from local tourism businesses related with the Dasan Cultural Festival in Namyangju, Kyeonggi-do. A total of 202 effective questionnaires were utilized for the analysis, and analytic methods such as confirmatory factor analysis, structural equation model analysis, and multi group analysis were used. The results of this study show that the relations among local festival policy PR, policy literacy, and policy support were significant and that policy involvement had a significant moderating effect on the relations between channel appropriateness of policy PR and policy literacy, and between policy literacy and policy support. Based on these findings, theoretical implications are discussed, and ways of enhancing policy literacy and differentiating policy PR for effective local festival policy communication are suggested.
  • 7.

    A Study on the Influence of Sense of Virtual Reality Contents on Experiential Value, Satisfaction and Visit Intention

    An, So-Hyun | Lee Choong-Ki | 2019, 43(6) | pp.135~149 | number of Cited : 3
    Abstract
    The purpose of this study is to investigate whether the sense stimulation of VR affects experiential value and satisfaction, which, in turn, would influence visit intention to the destination featured in the VR. To this end, data were collected from visitors at a travel fair and a VR experience zone. The results of this study indicate that sense had a positive impact on experiential value (composed of extrinsic and intrinsic value), which brought about a positive impact on satisfaction in both the travel fair and VR experience zone. Satisfaction also positively affected intention to visit. The results of this study show that sensory stimuli at the travel fair had a strong impact on intrinsic value, whereas sensory stimuli at the VR experience zone had a strong impact on extrinsic value. In addition, both models at the travel fair and the VR experience zone revealed that intrinsic value had a greater effect on satisfaction than extrinsic value. The findings of this study contribute theoretically and practically to the VR tourism contents area.
  • 8.

    The Effect of Organization Socialization Strategies on Self Esteem and Work Performance of Resort Companies

    Park, Young-Jin | Jae-Young Yang | 2019, 43(6) | pp.151~167 | number of Cited : 6
    Abstract
    The purpose of this study is to investigate the relationship between the organization socialization strategies of resort companies and their effect on self-esteem and work performance. A survey was conducted targeting resort employees to pursue this investigation. The survey was conducted from August 1, 2018 for one month. A total of 313 copies of the questionnaire were collected, and 309 copies were ultimately used for the empirical analysis. Reliability analysis and validity testing were conducted using SPSS 21.0. The effect relationship between the factors of organization socialization strategies, self-esteem, and work performance was tested through exploratory factor analysis and multiple regression analysis. The results of this study are as follows. First, organization socialization strategies of resort companies had an influence on self-esteem and work performance. Second, self-esteem had an influence on work performance. This shows that managers should maximize the organization socialization strategies of the resort companies, and the efforts to improve job training, mentoring, and social support are important. The results can contribute to improved management of the companies.
  • 9.

    Moderated Regression Analysis in Korean Tourism and Hospitality Research: Is 3-step Hierarchical Procedure Necessary?

    Kim, Jin Hoo | 2019, 43(6) | pp.169~183 | number of Cited : 5
    Abstract
    Moderation analysis is conducted frequently because it helps to better understand human behavior and social phenomena. Korean tourism and hospitality research investigating moderation effects often uses a three-step hierarchical variable entry procedure, which incorporates an independent variable first, moderator variable next, and the interaction term last in a regression model. Reviewing the articles published in the Journal of Tourism Sciences for 2016-2018, this study examined how often this procedure was used, what problems it had, and how it should be changed to test moderation properly. Results include: (1) the three-step hierarchical procedure was widely used; (2) the procedure is based on the premise that the independent variable and the moderator variable must have a significant effect on the dependent variable for a significant moderating effect to exist; and (3) the three-step procedure has no theoretical basis and increases the probability of missing moderation when in fact it exists. Based on the results, this study urges researchers to discard the idea that the three-step procedure is necessary in testing moderation. Using the procedure itself may not be wrong, but whether the independent or moderator variable has a significant effect on the dependent variables in the first- and the second-step models should not affect determining moderation effects between them.
  • 10.

    A Longitudinal Study on the Effect of Travel Experience on Growth Mindset: Focusing on Latent Growth Modeling

    Parksuji | Chul Jeong | 2019, 43(6) | pp.185~198 | number of Cited : 1
    Abstract
    In this study, it is recognized that while the market for travel experiences for children and adolescents is growing, such travel experiences have been assumed to be beneficial without actual verification of their effects on children and adolescents. Therefore, Youth Policy Research Institute: The Korea Child and Adolescent Panel Survey (KCYPS) was instituted for three years, from 2014 to 2016. The purpose of this study was to investigate the effects of travel experience on growth style. The main results of the study are as follows. First, the growth mindset was significantly changed as school age changed. Also, it was found that students with a high growth mindset initially had a larger change rate than students with a low growth mindset. This suggests that the children's growth mindset changed over time, and individual differences can be seen. Finally, the increase of the growth mindset was more apparent than the group with less travel experience.