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pISSN : 1226-0533 / eISSN : 2713-6388

2020 KCI Impact Factor : 2.37
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2020, Vol.44, No.3

  • 1.

    The Bilateral Relationship between the Mt. Kumgang Tourism and Peace on the Korean Peninsula through South-North Korean Exchanges

    Ko, Dong-Wan | LEE, SANGHOON | 2020, 44(3) | pp.9~29 | number of Cited : 3
    Recently, tourism and peace are found to be highly relevant in many preceding studies. However there have been limited research efforts undertaken due to the lack of theoretical basis and empirical research in this field. Data from the Ministry of Unification were used to explore the relationships between peace and Mt. Kumgang Tourism on the Korean Peninsula. To supplement the findings from the cross correlation analysis, we discussed the relationship between the characteristics of the two Koreas' exchanges and the Mt. Geumgang tourism through the status of the two Koreas‘ exchange and cooperation projects since 1970. Tourism and peace were key variables in this study which were assessed by the number of visitors to the Mt. Kumgang and eight indicators for two Koreas exchanges and trade projects. The Mt. Kumgang tourism is highly correlated with four out of eight indicators of peace on the Korean Peninsula. When the relations between the two Koreas are strained, it appeared that the impact on the tourism appeared immediately. We suggest that the relationship between tourism and peace is bilateral.
  • 2.

    The Analysis of Competitiveness among Low-Cost Carriers: A Niche Theory Perspective

    Byun Hyo Jeong | BYEONG CHEOL LEE | 2020, 44(3) | pp.31~49 | number of Cited : 0
    Abstract PDF
    The purpose of study was to explore the competitiveness among three Low-Cost Carriers(LCCs) in Korea and the difference of competitiveness according with service satisfaction of LCCs. We used niche theory which proposed three core concepts such as niche breadth, niche overlap and niche superiority, and analyzed the competitive relationships based on service satisfaction of LCCs. We used a professional survey agency to collect data from the customers who experienced all three LCCs(Jin-air, EastarJet, T-way). A total of 257 surveys were utilized in analysis. Factor analysis identified five underlying dimensions: reservation/ticketing service, ground service, in-flight service, operation service, and other service. Our findings indicate that Jin-air showed a higher superiority over EastarJet on niche superiority. Second, Jin-air showed a higher superiority compared to T-way on in-flight service, operational service, and other service. Third, EastarJet showed higher superiority over T-way on reservation/ticketing service and other service. However, T-way showed higher superiority on ground service compared to EastarJet. The result of this study provided differentiated marketing strategies for low-cost carriers, and the use of niche theory for competitiveness analysis which contributed to extending of research method and direction.
  • 3.

    A Case Study on Flipped Learning in a University Tourism Discussion Class

    Choi, Mi-hea | Jenni Lee | 2020, 44(3) | pp.51~70 | number of Cited : 0
    Higher education institutions are under greater pressure to identify a new pedagogy that can promote students' motivation and achievement in learning. Flipped learning (FL) classrooms have been considered to be an effective alternative to traditional lecture-style classes. Students in FL classroom re expected to engage in three steps: watching pre-class lectures (i.e., online lectures), participating in in-class activities (i.e., discussions), and completing post-class assignments that are aimed to promote active learning and the in-depth understanding of the class materials. This study evaluated the effects of FL in the context of tourism education in which student-centered group discussions comprised the in-class activities. The research applied Keller’s (1987) Attention, Relevance, Confidence, and Satisfaction (ARCS) model to investigate whether FL classrooms motivate students’ active learning and class participation. Eighteen students who completed the FL-style tourism class were invited to participate in semi-structured interviews. The transcribed data were analyzed using content analysis to identify the key motivators of each of ARCS model components. Related to each ARCS components, the most frequently mentioned categories were sharing opinion/group learning, the usefulness of sustainable development goals, speech skills, and the connection between pre- and in-class activities, respectively. The final part of the paper provides recommendations for FL use in tourism education and the limitations of the study.
  • 4.

    Analysis of Determinants of Domestic and Overseas Expenditure Travel: A Financial Panel Data Study

    Oh, Hyun-Hee | Kim, Soo-Jung | 2020, 44(3) | pp.71~87 | number of Cited : 2
    This paper examines the impact of demographic and economic characteristics of households on domestic and overseas travel expenditure. We used the Korea Financial Panel data from 2013 through 2017. Since travel expenditure has many observations that have a value of zero, we use a panel tobit model which is a form of truncation regression model, as well as a panel probit model, We found that household income is the most significantly associated with domestic and overseas travel expenditure; thus, travel demand and expenditure are expected to continue to increase as the economy grows and the national income increases. Furthermore, overseas travel expenditure and demand are greater when the head of household is female, the number of household member is small, and the head of household is old. However, domestic travel expenditure and demand are not associated with those factors. These results indicate that socio-demographic changes in Korea, such as increase in female-head households, single-person households, and aging population, are expected to expand overseas travel expenditure.
  • 5.

    The Estimation of Payment Value of Hallasan National Park for Admission Fee using Contingent Valuation Method(CVM)

    Hyun, I-Jo | KIM SONG-I | Chul Jeong | 2020, 44(3) | pp.89~107 | number of Cited : 1
    The purpose of this study was to estimate the payment value of the Hallasan National Park admission fee using a dichotomous choice Contingent Valuation Method(CVM). Particularly, we examined explanatory variables that can determine the willingness to pay the entrance fee of the Hallasan National Park. Using purposeful sampling method, the survey was conducted with domestic tourists who have visited the Hallasan National park from August to September 2018. A total of 237 surveys were collected. The results of this study indicated that the payment value of the Hallasan National Park admission fee was estimated as KRW 6,695 per person/visit and the total amount of economic value was KRW 67 billion per year. The result of the logit model revealed that bid, age, and agreement (or disagreement) of the reservation system are important explanatory variables in predicting the payment value of the Hallasan National Park admission fee. This study confirmed that the agreement of the Hallasan National Park reservation system, which indirectly shows the attitude toward the environment, affects significantly the willingness to pay the park’s admission fee. The findings suggest several practical implications associated with implementing environmental policies.
  • 6.

    An Analysis of Expenditure Determinants of Muslim Tourists in Korea

    배형근 | Lee, Hee Chan | 2020, 44(3) | pp.109~122 | number of Cited : 1
    This study analyzed determinants of expenditure for the purpose of attracting high value-added Muslim tourists to expand the tourism market in Korea. We used the 2018 Foreign Tourist Survey' data from the Ministry of Culture, Sports and Tourism's' and included tourists from Malaysia, Indonesia and Middle East in the analysis. The Tobit model was used to estimate expenditure determinants. As a result of the estimation, various mutual influential relations were found for each spending item. The total expenditure increases with being a male and getting older. The total expenditure also increased when a visitor is traveling alone or a visitor revisited Korea. Shopping spending was higher when a visitor was in Korea solely for traveling purposes, was highly satisfied with trips to Korea, and was a returning tourists. Food and beverage expenditures were higher for tourists who visited alone. Lastly, expenditures on cultural entertainment were higher among women, those who visited Korea solely for traveling purposes, and individual travel types. On the other hand, expenditures on cultural entertainment were lower for tourists traveling with family, traveling alone, and first-time visitors to Korea.
  • 7.

    Influence of Tourism Contents Quality on YouTube and Source Credibility on Perceived Enjoyment, User Satisfaction and Behavioral Intention

    Soojin Choi | 2020, 44(3) | pp.123~145 | number of Cited : 6
    This study aims to fill the gap of literature regarding the users of tourism contents in YouTube, and their attitude toward using Youtube as a tourism information source as well as their characteristics and preference of information type on YouTube. The purpose of this study is to explore the impact of information quality of YouTube Tourism contents and credibility of YouTuber delivering the tourism information on the users’ information satisfaction and behavioral intention. This study further examined the role of perceived enjoyment in the relationships among Youtube content quality, source credibility, user satisfaction, and behavioral intention. A total 464 online surveys were collected, and structural equation modelling was used for data analysis. The study results indicated that quality of tourism contents on YouTube and the YouTubers' credibility significantly influenced users’ satisfaction and behavioral intentions. Perceived enjoyment mediated the relationships between content quality, source credibility, and users’ satisfaction. Findings suggests several theoretical and managerial implications.
  • 8.

    Satisfaction from Tourism Experience and Impact on Quality of Life through Long-Stay Tourism - A Case Study on the Long-Stay Tourists of Jeju Island -

    Kim, Song-Yi | Sungeun Kang | 2020, 44(3) | pp.147~159 | number of Cited : 1
    The demand for long-stay tourism, which tourists reside at a single destination for an extended period of time, is increasing. The purpose of this study is to investigate the impact of long-stay tourism on satisfaction and quality of life. In particular, we explored the behavior of visitors who were traveling with companions. A total of 185 surveys from tourists who traveled to Jeju Island were used in this study. Data were analyzed using structural equation modeling. The results show that the opportunity to seek out novelty and escape routine positively influenced the satisfaction of tourists, which also positively influenced their quality of life satisfaction. The satisfaction long-stay tourists have in regard to their relationship with their companions also positively influenced their tourism satisfaction and life satisfaction. The impact of experience of locality on tourism satisfaction was not statistically significant. This indicates that long-stay tourists in South Korea focus more on engaging in tourism activities with their companions for novelty and a break from routine, rather than orienting their tourism trips around authentic local experiences. This implies that efforts to introduce programs that allow tourists to experience novelty and escape from their routine with companions are needed to promote long-stay tourism. This study is meaningful in that it discovered an important aspect of long-stay tourism and its appeal that has not previously been discussed in the field of tourism study.
  • 9.

    The Effect of the Domestic Package Tourist’s Flow and Rapport on Emotional Response and Long-Term Orientation of Travel Agency : The Moderating Effect of Reciprocity

    Cho, Sung-Kyu | Kyuwhan Choi | 2020, 44(3) | pp.161~179 | number of Cited : 1
    The purpose of this study is to examine the behavior of customers who are engaged in domestic package tour, and suggest corporate strategies for the domestic travel agencies to enhance the long-term orientation with customers. Multiple regression analyses were used to explore the relationships among flow, rapport, emotional response and reciprocity. We distributed 332 questionnaire, and 287 valid questionnaires were analysed in the study. First, flow and rapport were associated with emotional response. Second, emotional response was related to the long-term orientation. Third, reciprocity had partially moderating effects between emotional response and long-term orientation which resulted from the interaction between negative emotional response and reciprocity. The result of the study implies that the importance of communication and rapport between the tour guides and tourists. It is expected that findings of our study will assist in developing strategies and methods to secure the long-term orientation with travel agencies.
  • 10.

    Analysis of Relationship-based Socialization Resources Process Model based on Socialization Resources Theory: Role Adjustment of Airport Ground Staff in Airlines

    Yun, Duck-Hwa | Minho Cho | 2020, 44(3) | pp.181~206 | number of Cited : 1
    The purpose of this study is to introduce socialization resource theory in Korea and to apply it to domestic situation. In this regard, this study focused on the phenomenon of difficulty in relationship adjustment of newcomers, which are the most problematic in domestic organizational socialization. Therefore, the relationship-based socialization resource process model was established to verify the effect of relationship-based socialization resources(organization-provided socialization resource mentoring and individual-provided socialization resource proactivity) on the step-by-step adjustment of newcomers. In addition, if a positive attitude is formed in the organization, it has been verified that they can perform extra-role not required by the organization. Surveys were administered to airport ground staff members of three full service carriers under mentoring for less than two years. Data were analyzed using structural equation modeling. The results show that mentoring provided by the organization and proactivity of the individuals have positive effects in part, or all of the role adjustments at each stage. Next, when a positive attitude was formed in the organization, analysis has shown that they performed an extra role. This study has implication for academics as a cornerstone research that introduces and utilizes socialization resource theory in Korea. Also, it has practical implication because it can be used to solve a problem of initial adjustment in the process of organizational socialization.
  • 11.

    Difference of Coping Behavior between Tourists and Local Residents for Natural Disasters: A Sample of 2016 Gyeongju Earthquake

    han jin seok | Kim, Nam Jo | 2020, 44(3) | pp.207~231 | number of Cited : 2
    Abstract PDF
    Studies related to disasters, crises, and dangers in tourist destinations have continuously been conducted. However, studies that simultaneously analyze differences in the perception of tourists and local residents regarding disasters were insufficient. In the present study, we analyzed the risk perceptions of earthquakes from the perspective of local residents and tourists who experienced an earthquake directly or indirectly. It is noteworthy that risk perception of satisfaction and risk perception of media coverage applied in this study influenced psychological responses of tourists and local residents, respectively. The results of this study are as follows: Tourists seemed to be mindful of the local residents in the disaster-affected area, and at the same time, feared that they would be socially dismayed and reluctant to travel to the disaster-affected areas. Local residents strive to minimize the contraction of the tourism industry due to the disaster, but their negative feelings about the media were high due to inaccurate and negative media reports. Theoretically, our study contributes to understanding the risk perception of satisfaction and risk perception of media which were not previously covered in the field of tourism. The practical implication includes identifying differences in awareness between the two sides. It is possible to establish differentiated countermeasures and countermeasures for tourists and local residents in the event of a disaster.