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pISSN : 1226-0533 / eISSN : 2713-6388

2020 KCI Impact Factor : 2.37
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2020, Vol.44, No.1

  • 1.

    An Analysis of Market Structure Related to Consumer Commissions in the Duty-Free Shop Industry : Focusing on Downtown Duty-Free Shops in Seoul

    CHAE HAEJUNG | Kim, Nam Jo | 2020, 44(1) | pp.13~39 | number of Cited : 2
    The purpose of this study is to analyze the market structure related to consumer commission in the duty-free industry and to deduce implications for improving issues due to excessive bleeding of consumer commissions. It was conducted by data collected through in-depth interviews with related industry workers using the grounded theory approach. From the results of open coding and axial coding, the central phenomena were the bleeding competition of consumer commissions and variations of the duty-free ecosystem. Causal conditions were an increase of downtown duty-free shops and market variations after the THAAD controversy. Contextual conditions were the intensification of competition in the duty-free industry and the emergence of and expansion of the daigou market related to low-priced tour packages, which threatens the travel business ecosystem. Intervening conditions were competitiveness of the duty-free industry and influence in the tourism industry, and actions/interactions were government intervention and the structural improvement of consumer commissions. The consequence was the improvement of the ecosystem. The core category was organized as recognition of problematic issues due to excessive bleeding and improvement of the ecosystem of the duty-free industry through the role performances of industry and government. This study provides an analysis and understanding of the duty-free industry and political implications for the direction of establishing a sustainable ecosystem for it .
  • 2.

    Network Analysis and Competitiveness Evaluation of South Korea Walking Trails Using Big Data

    Mikyung Lee | Park, Han Woo | 2020, 44(1) | pp.41~57 | number of Cited : 6
    The construction of walking trails in South Korea has developed rapidly in the last ten years, but academic interest has not caught up with this trend. In addition, the scope of study has been limited to a few famous walking trails such as Jeju Olle, Jirisan Dullegil, and Korea Dullegil. This study aims to provide valuable information on South Korean walking trails from a different point of view by using big data based on web data. We collected web pages that refer to the names of 79 walking trails simultaneously until September 2018. Bing.com and the Ucinet 6 program were used for data collection and analysis. Webometrics approaches and indicators based on network analysis were adopted. The results show that the alleys within big cities and forest walking trails, rather than Jeju Olle, Jirisan Dullegil, etc., had high centrality values and drew attention from online users. As a result of investigating the structural equivalence of the South Korean walking trails network, four clusters were found.
  • 3.

    A Study on Market Segmentation According to the Benefits Sought from Overnight Travel in a Usual Environment: Focused on Seven Metropolitan Cities

    Choi, Seung-Mook | 2020, 44(1) | pp.59~78 | number of Cited : 1
    Spatial standards are applied in determining whether or not to engage in tourism, such as to leave the usual environment. However, residents’ travel has recently been drawing attention as a new trend for domestic tourism. In this study, we analyzed the benefits sought from residents’ overnight travel. Then, on the basis of the benefits sought, the market was subdivided, and we analyzed the characteristics of the segment market. As a result, the benefits sought from residents’ overnight travel were classified into four factors. The cluster analysis using the four benefits-sought factors resulted in three groups. There were no statistically significant differences in the demographic characteristics of each group. On the other hand, there were statistically significant differences in the length of stay and the composition of the overnight travel in the three groups. Based on the above analysis results, the characteristics and implications of the segmented market are suggested. This study is meaningful in that it analyzed the characteristics of residents’ overnight travel, where demand is increasing but academic studies have been lacking.
  • 4.

    A Study on the Attributes of Travel Information Entropy : Focusing on Online Travel Product Reviews

    Kang Do-Yong | Lee Tae Sook | Kim Chulwon | 2020, 44(1) | pp.79~98 | number of Cited : 2
    Online reviews to obtain travel information by social network services have become more critical. Tourists tend to consider online reviews to be more believable than the information from tour operators and travel agencies. Online consumer reviews, in particular, are playing an increasingly significant role in travelers' purchase behavior. However, from the literature review, a wide range of information with different levels of certainty is available, and the different tourism information may result in different impacts on tourist behavior. This study employed “entropy” in the information theory that indicates the degree of uncertainty related to the information in the message. The information entropy theory assumes that high information entropy implies more uncertainty to customers. This study investigated and verified the entropy attribute of travel information through the integrated research methodology. As a result of the exploratory factor analysis for the validity test of the qualitative research, the study identified four factors as the entropy of travel information: asymmetry, discordance, distrust, and uncertainty. These findings hold significant implications for both travel agencies and marketers.
  • 5.

    Job Direction in the Field of Hospitality in Korea: Using Private Qualifications

    KIMYOUNA | Min, Ha-Na | 2020, 44(1) | pp.99~112 | number of Cited : 3
    In this study, it is expected that private qualification will be activated as a medium for supplying outstanding workers to the right place in the labor market, maintaining the characteristics of the hospitality field where trends are rapidly reflected. The purpose of this study is to examine the direction of employment (job direction) in the domestic hospitality field by conducting text mining and social network analysis on the names of private qualifications registered by domestic hospitality companies. As a result, words related to coffee and recreation-related words related to events were predominant, and it is also assumed that there were many demands for various jobs related to cooking, culture, and children. As a result of COMCOR analysis, five clusters appeared: 1) barista/sommelier attributes, 2) cooking/cultural attributes, 3) child/cake attributes, 4) recreation attributes, and 5) educational attributes. This study has academic value in that it analyzed the data of private qualifications for employment in the domestic hospitality industry, which is different from the traditional empirical analysis method. However, this study has the limitation that it analyzed with limited information. Future studies should analyze using broader information, such as job specifications and subjects for certification.
  • 6.

    Nonlinear Behavioral Attitude of Museum Visitors

    Kim, Seong-Jo | Kim Jae Hak | 2020, 44(1) | pp.113~133 | number of Cited : 0
    This study addressed research questions based on optimal stimulation theory and balance theory and investigated nonlinear behavioral attitude, which can be formed and changed positively or negatively. Specifically, this study investigated the nonlinear effect of frequency of visits, place attachment, and visit satisfaction on behavioral attitude of museum visitors. In order to achieve the aim of this study, a total of 204 empirical surveys were analyzed using three-step hierarchical regression analysis. The empirical analysis revealed that more frequent visits to a museum can cause satiation and diminish behavioral attitude, resulting in an inverted U-effect on behavioral attitude. In addition, findings reveal that affective attachment fosters behavioral attitude with a nonlinear J-effect, while place dependence reduces behavioral attitude, showing an inverted nonlinear U-effect. However, visit satisfaction in museums has no effect on behavioral attitude. These findings imply that if researchers and managers are concerned with attracting more visitors to museums, it is important to gain insights into the nonlinear effect on behavioral attitude. Finally, more comprehensive academic and practical implications and recommendations are provided.
  • 7.

    The Effects of Choice Attributes of Hallyu Star Souvenirs and Emotional Identification on After-Consumption Behavior : Focusing on Chinese Tourists

    Ding, Jing-Yi | Nam Yoonjae | 2020, 44(1) | pp.135~156 | number of Cited : 2
    The purpose of this study is to examine how the perception level of the selective attribute of tourism souvenirs related to Hallyu stars and fandom and the desire for homogeneity for them affect purchasing behavior, including repurchase and friendly word-of-mouth behavior. Results indicate that the quality and uniqueness of tourism souvenirs and the atmosphere, facilities, and accessibility of the stores had a positive effect on purchase satisfaction. However, the language, knowledge, and attitude of salespersons who sold of Hallyu star souvenirs did not have a statistically significant effect on purchase satisfaction. Also, the desire to identify with Hallyu star fandom had a positive effect on purchase satisfaction for Hallyu star souvenirs. Furthermore, all optional attributes of Hallyu star tourist souvenirs and the desire for identification of fandom had a direct effect on word-of-mouth behavior. This study is meaningful in that it deals with Hallyu star tourism souvenirs, which have not been thoroughly covered in the previous research. In addition, the fact that the desire to identify with the fandom of Hallyu stars was studied together with the causal relationship between purchase satisfaction and post-purchase behavior is more significant than previous studies, which have mainly focused on the selection attributes of tourism souvenirs.
  • 8.

    The Moderating Effect of Career Service Quality on the Relationship Among Occupational Personality Types, Work Values, Career Satisfaction, and Career Aspiration

    Kyuwhan Choi | JUNG HO KYUN | 2020, 44(1) | pp.157~177 | number of Cited : 2
    Abstract PDF
    The purpose of this study was to investigate the relationship among occupational personality types, work values, career satisfaction, career service quality, and career aspiration. The empirical analysis revealed that, first, enterprising, artistic, social, and realistic types of occupational personalities had a significant effect on intrinsic work value. Second, the conventional type had a significant effect on extrinsic work value, while investigative and realistic types were negatively associated with extrinsic work value. Third, enterprising, investigative, social, and realistic types of personalities had an impact on career satisfaction. In addition, intrinsic work value played a positive role in increasing career satisfaction, while extrinsic work value did not. Furthermore, a hierarchical multiple regression analysis showed a moderating effect of career service quality on the relationship between career satisfaction and career aspiration. Therefore, establishing an effective curriculum and career support service are suggested to develop students’ interests, aptitudes, and abilities in tourism.
  • 9.

    The effects of K-POP Media on Korea Visit Intention Decision -A Focus on AIDA Model-

    Duan, Pei-Lin | SUNGMIN KIM | Lee, Hoon | 2020, 44(1) | pp.179~200 | number of Cited : 2
    This study explains the psychology of tourists who have the intention to visit Korea through exposures to K-POP video contents. The goal of the study is to explore whether people come to visit Korea after watching K-pop videos. Based on the literature review, the AIDA (Attention-Interest-Desire-Action) model was used to explain this process, verifying a prediction model for intention to visit Korea. This study focused on 255 Chinese research subjects by using online questionnaires. Data analysis indicated that attention (frequency watching K-POP videos) had a positive impact on interest (affective involvement and cognitive involvement). It was also found that one interest construct (affective involvement) had a positive impact on the subjects’ desire to visit Korea, while another interest construct (cognitive involvement) had a negative impact. In addition, desire (desire to visit Korea) had significant positive effects on action (intention to visit Korea). Thus, the relationship between watching K-pop videos and visiting Korea can be confirmed through this study. Furthermore, the results can also be used as reference material for similar future studies. The practical implications are that in the future, it will be possible to develop more effective and specialized marketing programs for K-POP videos and tourism for the Chinese market.
  • 10.

    An Empirical Study on the Effects of Koreans in there Twenties Expected Overseas Travel Benefits Applied ERG Theory on Travel Type Selection

    Moon, Myung-Joo | Koh Inkon | 2020, 44(1) | pp.201~221 | number of Cited : 0
    In this study, based on Alderfer's (1972) ERG theory, we examined how Korean twentysomethings’, important consumers in Korea's tourism industry, expected benefits of overseas travel were motivated and how much they affected their choice of travel type. We classified travel types as package tour, package relaxation, free tour, and free relaxation travel types on the basis of group and objective. As a result of the empirical analysis, the free tour travel type was the most preferred. The existence need was the desire for respondents to satisfy the most through the free relaxation travel type, such as the growth need and free tour type, but the relationship need was low in all travel types. The discriminant analysis result also showed high discrimination power in the existence-growth-relationship need for the preferred travel type. The hit ratio was 43.4%. The characteristics of the preferred travel type group inferred by a function of the group center value were lower. The package tour group had a high relationship need, the package relaxation group had a high growth need, and the free relaxation group had a high existence need. The characteristics of the free tour group showed high self-actualization tendency. Meanwhile, most of respondents preferred personal/mental leisure, followed by social/physical leisure. As a result of crosstab analysis between the preferred leisure type and the preferred travel type, personal/mental leisure were the most frequent, except for the package tour type. This study provides useful practical implications for companies as well as academic understanding of Korean twentysomethings’ expected benefits from and motivations for overseas travel.