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pISSN : 1226-0533 / eISSN : 2713-6388

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2019, Vol.43, No.8

  • 1.

    The Value of a Sharing Economy, That’s Why We Take Risks: Moderating Effect of the Accommodation Sharing Services Knowledge Calibration

    OH JEONG MIN | LEE. S. H | 2019, 43(8) | pp.11~30 | number of Cited : 3
    This study started from a concern about the negative aspects of sharing economic services in the tourism sector. In order to solve this problem, the discussion focused on the inherent value of the sharing economy; in particular, we introduced the concept of knowledge correction, which is the gap between subjective and objective knowledge of users related to sharing services. In addition, considering the different ways of perceiving risk according to individual judgment, we set up a more sophisticated causal model by dividing it into personal risk and social risk. As a result of the analysis, the economic and technological value of the sharing economy lowered the personal risk, and the socio-environmental value decreased the social risk. Also, the moderating effect between technological value and personal risk was verified only in the group with a high level of knowledge correction. Based on the results of these studies, various practical issues are suggested.
  • 2.

    Cross-Cultural Perspectives on the Experience Economy

    Seohee Chang | 2019, 43(8) | pp.31~48 | number of Cited : 1
    Pine and Gilmore suggested that industry revenue proportionally increases according to consumers' pleasure associated with their experience, which is rooted in the theory of experienced utility, assuming an irrational and emotional decision-maker. To empirically study the aforementioned assumption, Chang, in a series of studies, mea31 48sured the monetary values of tangible and intangible hospitality and tourism products perceived by consumers. However, the findings of her studies were different from what Pine and Gilmore assumed in the experience economy, revealing that the monetary value of the service economy was greater than that of the experience economy. Nevertheless, the results showed that the perceived loss value of the experience economy was greater than its gain value. In addition, there were some variations in the loss and gain values of the experience economy by regional cultures. Therefore, to explore the likelihood of cultural differences influencing the experience economy, this study established a framework (collectivism vs. individualism, context-related vs. context-free, and prevention-oriented vs. promotion-oriented) for a cross-cultural comparison of the experience economy. The experience economy was discussed in the hospitality and tourism context by using the framework. It is expected that this conceptual paper will contribute to developing future empirical studies.
  • 3.

    The Effect of the Media’s Report of Particulate Matter on the Behavioral Intentions in terms of Domestic Tourism in Korea: Focusing on the Risk Perception of Particulate Matter

    Jeongyeon Park | Kim, Nam Jo | 2019, 43(8) | pp.49~69 | number of Cited : 9
    This study aims to examine the effect of media reports on particulate matter on tourists’ risk perception and the effect of risk perception on the behavioral intentions of domestic tourists in Korea. In addition, this study examines how media reports regarding particulate matter affect tourists through comparisons with previous studies. To this end, on-line and off-line surveys were conducted and empirically analyzed based on 325 valid responses. The results support the hypothesis that media reports regarding particulate matter affect perceptions. Economic risk perception affected attitudes and perceived behavioral control, and physical risk perception affected perceived behavioral control. Moreover, media reports, attitudes, subjective norms, and perceived behavioral control influenced the behavioral intention of domestic tourists. This study has significance for tourism research with regard to the issue of particulate matter, which has recently emerged, and for contributing to the theoretical expansion by adding the media reports and risk perception of particulate matter with the theory of planned behavior (TPB).
  • 4.

    Deluxe Hotel Facilities and Service Levels Experienced by Inbound Tourists in Pyongyang, North Korea: Focused on TripAdvisor Reviews Posted since 2012

    Hyeyoung Moon | Sung-Jin Kang | 2019, 43(8) | pp.71~94 | number of Cited : 2
    North Korea has positioned tourism as a strategic industry since the emergence of Kim Jung-eun’s regime. The purpose of this study is to examine the current state of facilities and services of super deluxe hotels, part of the core tourism infrastructure in Pyongyang, North Korea. For this purpose, this study adopted a mixed methods approach by conducting quantitative analysis for overall satisfaction, price, room, place, cleanliness, and bed quality, as well as qualitative text analysis of online reviews posted in English from 2012 to June 2019. The major findings are as follows. In the analysis of hotel facilities and services in Pyongyang, the level of overall satisfaction and service has improved over the past eight years. Meanwhile, the rest of the service items have not changed at all. Yet, cleanliness and bed quality were partially enhanced in LSD test results. From the text review analysis, 22 main themes and 68 sub-themes were identified across five areas. The most frequently mentioned theme was related to rooms. The revolving restaurant, staff service, hotel facilities, and beer were positive aspects of hotel service, while breakfasts, elevators, A/C, bathrooms, room supplies, and rip-offs were deemed negative.
  • 5.

    A Comparative Study on Perceived Price Levels by Information of Rate Increase of Intercity Bus

    Jeong, Jiyoun | 2019, 43(8) | pp.95~114 | number of Cited : 0
    To minimize the negative perceptions regarding intercity bus fares due to the recent rate increase, this study compared and verified the perceived price level according to the price information provided. In addition, covariance analysis was conducted with five covariates, including the importance of price, household income, frequency of use, loyalty, and safety. The main results of this study are as follows. First, compared to before receiving information on the reason for the rate increase, the perceived rate level was lowered after the information was received. Second, loss aversion and out of control situations were the most effective among the four types of information about the rate increase. Third, it was found that the most effective information type to decrease price perception differed by loyalty levels. While most price studies have been related to experimental studies based on hypothetical scenarios, this study is based on real situations and real customers, contributing to the generalization of hypotheses and theories that have been established by the existing research. It is expected that the results of this study will provide practical implications to the establishment of price-marketing strategies.
  • 6.

    A Study on Influence Relation of Flight Search Mobile Application Users’ Perceived Benefit, Perceived Sacrifice, Perceived Value and Continuous Use Intentions by Using Value-based Adoption Model

    Choi, Kyung-Ok | Lee,Hyung-Ryong | 2019, 43(8) | pp.115~135 | number of Cited : 9
    The purpose of this study was to apply a value-based acceptance model to consumers with experience in searching and purchasing tickets using a flight ticket search mobile app to understand the perceived benefits and sacrifices of the app and its impact on perceived value and continued use. Based on the results of the research, important insights can be seen concerning consumer behavior regarding flight ticket search mobile app services and the provision of useful data for the marketing strategies of companies that provide the service. This study used 428 effective samples for empirical analysis from Koreans in their 20s to 40s with experience in searching and purchasing tickets through a flight ticket search mobile app. For the research analysis, reliability analysis, confirmatory factor analysis, and correlation analysis were performed using SPSS 22.0 and AMOS 22.0, and a structural equation model was done to verify the causal relationship between the component concepts. The results show that usefulness, ease, and enjoyment of the ticket search mobile app had a significant positive effect on perceived value, and that perceived value also had a significant positive effect on the continuous use intention. However, it was found that privacy risks and resistance to innovation had no significant negative effect on perceived values.
  • 7.

    An Exploration of Authenticity and the Visit Experience at the Arts Tourism Destination: A Narrative Analysis of Travel Blogs

    Kim, So-Hye | Kim Chulwon | 2019, 43(8) | pp.137~158 | number of Cited : 0
    The purpose of this study is to explore how tourists experience arts organizations as tourism destinations and how they perceive authenticity in the context of arts tourism from a constructivist perspective. Gubrium’s and Holstein’s (2009) narrative analysis method was employed to analyze narratives obtained from blogs written by travelers who had used the online space to depict their experiences at an arts tourism destination. Findings showed that the experiences of arts tourists were multi-faceted and extensive, and from the data four themes of authenticity in their experiences emerged: 1) originality of the toured objects, 2) performers’ attributes and interaction with circumstances, 3) emotions and feelings triggered by self-reflection, and 4) diverting authenticity through inserting everyday-ness. The implications of the relationship between authenticity and experiences are discussed in the light of the dynamic landscape of arts tourism in a postmodern society with its dual role as a repository of high culture and an entertainment space.
  • 8.

    Variations of Traveller’s Behavioral Modes accompanied by Travel Career Level : An Application of Fun-Evolving Model

    Ko, Dong Woo | 2019, 43(8) | pp.159~181 | number of Cited : 0
    This study was performed to identify the validity of the Fun-Evolving Model (Ko, 2002), rooted in value theory, by applying it to changing patterns of travelers’ behavioral modes on their travel career level. For travel career indexes, seven items for cumulative travel experience were measured into three objective and four subjective questions. Additionally, another three variables were set to assess the integrant travel career level. As the corresponding variable to predict the travel career indexes, five clusters were calculated from the measured fun-seeking behavioral modes reflecting the four stages (i.e., seeing, having, doing, and being modes). The data of 276 Korean samples who had been distributed into five subgroups by a K-mean cluster analysis, were analyzed into ordered logistic regression and one-way ANOVA. The results showed that three of the seven items, as well as the three integrant indexes on travel career level, were significant to predict the fun-evolving stages. All 10 career indexes were varied significantly and congruently across the five types of fun-seeking behavioral modes. This means that the Fun-Evolving Model is valid to explain the travel career phenomenon.
  • 9.

    Research Trends of Multicultural Society-related Studies in the Hospitality and Tourism Journals in Korea : A Review of KCI Papers Published in 2005~2018

    Pak, Sergey | Sukbin Cha | 2019, 43(8) | pp.183~207 | number of Cited : 4
    Using content analysis, this study qualitatively analyzed the research trends of 87 multicultural society-related studies published in 13 hospitality and tourism journals listed in KCI from 2005~2018 in Korea. Research findings showed that the first research on multicultural society appeared in 2005, with many more research articles appearing since 2011. Results of the research subjects showed that the rate of studies with international students was 44.8%, followed by marriage migrants and multicultural families (26.4%), North Korean defectors (12.6%), migrant workers (9.2%), and other migrants (6.9%). Results of the research topics revealed that there were six major topics. Thirty-three papers were published on leisure and cultural adaptation, followed by tourism (22), consumption behavior (11), dietary habits (10), education (9), and Korean life satisfaction and quality of life (2). Based on the analysis results, this study discusses the implications of the results and future research directions.
  • 10.

    A Study on NCS-based Job Analysis for the Training of Rural Tourism Planners : Using Delphi Techniques

    Myeong-Bo, Kang | Son ho-gi | Cho, Suk-Yeong | 2019, 43(8) | pp.209~226 | number of Cited : 2
    Recently, the number of rural tourists has been increasing, and interest in expertise in rural tourism is growing. This study is designed to suggest becoming a rural tourism planner as a promising job for qualitative improvement and ongoing maintenance of rural tourism services. Nineteen experts related to rural tourism participated in a survey utilizing Delphi technique that was conducted by e-mail from November 27 to December 17, 2018. The questionnaire was organized based on NCS. Using the SPSS statistical program, frequency, average, and stability were calculated to select task capabilities that were tested for validity. As a result, 21 core tasks for rural tourism planners were determined and a job model by level was presented.
  • 11.

    A Study on the Impact of the Event Protocol Education and Training Program on Job Performance

    Nam Jaecheul | Jang Ji-Yeon | Lee Seungwoo | 2019, 43(8) | pp.227~243 | number of Cited : 0
    This study examines what factors generated from an etiquette-related training program make a significant impact on perceived effectiveness, self-efficacy, and learning transition, which in turn influence business achievement. A self-administered survey was employed using 304 recipients who had completed the training course. The results from structural equation modeling analysis suggested that both instructors’ ability and instructional methodology did not significantly impact perceived effectiveness, self-efficacy, and learning transition, but the training contents did. In summary, it is suggested that the training contents include case studies, hands-on experiences, practicum-oriented activities, and the pursuit of the course objectives. Eventually, the training contents would increase self-efficacy and learning transition, which would improve business achievement.