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pISSN : 1226-0533 / eISSN : 2713-6388

2020 KCI Impact Factor : 2.37
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2021, Vol.45, No.4

  • 1.

    A Phenomenological Understanding on the Meaning of Operating Korea Noble House Stay: Applying the concept of struggles for recognition

    cho ok seon | Kim, Hyounggon | 2021, 45(4) | pp.9~27 | number of Cited : 0
    Abstract
    This study aims to understand the meanings the operators of Korean Noble Houses have of running these unique homestays. A total of eleven operators, who directly own and manage Korean noble houses (homestay houses) participated in the study through an in-depth interview. The interview transcripts were analyzed through applied thematic analysis. The concept of struggle for recognition Honneth(1992) theorized was introduced to better understand the phenomenon in this study. The results show that the operators experienced positive feelings of gaining recognition through their interactions with visitors as well as receiving a certain degree of economic benefit helping them maintain their traditional houses. The acquisition of positive self-worth gained through operating these accommodations tend to provide them a sense of power, satisfaction, and pride. However, a sense of disrespect also emerged as a major theme from these interviews, which acts as an underlying driver for recognition. These results are in line with Honneth's (1992) theory of the struggle for recognition in which an individual is described as one who possesses a desire to be recognized positively by others through a process of mutual recognition. Several theoretical and practical implications are suggested in relation to operating Korean Noble Houses from the perspective of the struggle for recognition.
  • 2.

    A Qualitative Research on the Consumer Experience and Service Quality of O2O Mobile Delivery App - A Focus Group Interview Method-

    JO MI NA | Ju-Hyoung Han | 2021, 45(4) | pp.29~54 | number of Cited : 0
    Abstract PDF
    The purpose of this study is to understand consumer experience of using mobile delivery app services and explore the constructs and elements of mobile app service quality. This study applied focus group interviews, a qualitative research method. Two sessions of focus group interviews were conducted from April 8 to April 9, 2019, and the interview scripts were analyzed. As a result, a total of 42 concepts were extracted, classified into 8 subcategories, compressed into 4 categories, and grouped into 2 dimensions. 'Service quality' dimension consists of two categories: 'platform operation quality factor' and 'platform system quality factor'. 'Platform operation quality factor' was composed of 'food delivery service' and 'store management' subcategories. 'platform system quality factor' was composed of 'user-friendly UX/UI' and ‘usefulness of personalized information' subcategories. 'Motivation/constraint' dimension consists of two categories: 'mobile delivery app usage motivation factor' and ‘mobile delivery app constraint factor’. ‘mobile delivery app usage motivation factor’ was composed of ‘user characteristics’ and ‘distribution channel characteristics’ subcategories. ‘mobile delivery app constraint factor’ was composed of ‘delivery service perspective’ and ‘platform ecosystem perspective’ subcategories. Theoretical implications of this study suggest that previous perspectives of consumer behavior models need to be re-examined when understanding consumer experiences of using mobile delivery app services. Result also imply that the service quality of the mobile delivery app should be managed and controlled both by platform management and system management perspectives.
  • 3.

    Priority Analysis of the Integrated Resort Impact Assessment indicators using AHP

    Bong Mi Hee | seo wonseok | 2021, 45(4) | pp.55~73 | number of Cited : 0
    Abstract
    The purpose of this study is to derive priority and relative importance of each evaluation attribute for the integrated resort impact evaluation. First, we examine the concept, characteristics, and current status of the integrated resort. Second, we review previous studies of the factors influencing complex resorts. Third, we derive the priority and relative importance of each attribute of the integrated resort impact assessment based on expert surveys targeting experts in tourism and integrated resorts. Fourth, we present the implications for sustainable growth of domestic integrated resorts based on the research results. In this study, weights were derived based on the method of stratification analysis. First, the integrated resort impact evaluation index was classified hierarchically. Second, input data was collected through pairwise comparison. Third, the relative weight of the pairwise comparison elements were estimated using the eigenvalue method. Fourth, the weights of the evaluation items were finally derived by synthesizing the relative weights of the decision-making factors. As a result of the analysis, the most important factor for evaluating the impact of the integrated resort is the economic impact evaluation, followed by tourism impact assessment, social and cultural impact assessment, and environmental impact assessment. Priorities for each detailed indicator were also derived and presented. For sustainable growth of the integrated resort in the future, it is necessary to consider the introduction of the integrated resort impact assessment, because it can be one of the tools that can enable sustainable growth within the region, such as maximizing the positive impact that it may have and minimizing or eliminating the negative impact that may occur. In this respect, the results of this study are expected to contribute to companies that develop and operate integrated resorts, as well as policy makers and government officials who want to promote related policies.
  • 4.

    The Effect of Defect of Ugly Food on Perceived Quality, Authenticity, Intention to Purchase, and Willingness to Pay Premium: Organic label and Environmental Concerns as Moderating Variables

    Lee, Sin-Ae | Hwang Johye | 2021, 45(4) | pp.75~101 | number of Cited : 0
    Abstract
    The foods that consumers do not purchase will lead to food waste and environmental problems. Due to COVID-19, consumers have become highly interested in the environment and this connects to an eco-friendly attitude. Thus, this study aimed to identify the relationship between authenticity, perceived quality, purchase intention, willingness to pay premium prices, organic labels, and environmental concerns of ugly food appearance for sustainable consumption. Apple was selected to represent the visually unappealing (ugly) food and the study was divided into normal and defective type of apples. The results showed that, when there is a defect of the food's appearance, the consumers’ buying habits demonstrated a lower belief in authenticity, perceived quality, purchase intention, and willingness to pay a premium price. However, consumers’ responses changed positively when organic labels were represented. Additionally, the authenticity and perceived quality affected purchase intention and willingness to pay a premium. Finally, environmental concerns were divided into three groups to verify the moderating effect of the relationship between food appearance and consumer response, and there was a significant interaction effect on perceived quality and purchase intention. This study expanded the scope of ugly food research on the subject of defects and confirmed that authenticity and organic labels can be used as variables to promote sustainable consumption. The study also offers valuable insights for food marketers to understand a willingness of environmentally conscious consumers to pay premium prices, thus increasing sales in the future.
  • 5.

    The Structural Relationship among Restaurant’s Self-service Usability, Customer Satisfaction, e-Wom, and Brand Commitment: Moderating role of Self-service Type

    Jiwon Park | Lee,Hyung-Ryong | 2021, 45(4) | pp.103~129 | number of Cited : 0
    Abstract
    The trend of contact-free consumption is expected to continue into the future along with the COVID-19 pandemic, especially in the food service industry. This paper aims to find the structural relationship among restaurant self-service usability, customer satisfaction, e-Wom, and brand commitment. The samples mainly targeted consumers who have experienced kiosk and mobile food ordering apps within the latest month in Korea. Hypotheses were tested through Confirmatory factor analysis, Structural equation modeling, and Multi-group analysis to investigate the effect of self-service usability, its contribution to customer satisfaction and e-Wom. The results are summarized as follows: The four factors of self-service usability (ease of use, accessibility, learnability, and scalability) had a significantly positive effect on customer satisfaction. However, only two factors (accessibility and scalability) had a significantly positive effect on e-Wom. Additional findings from this study demonstrate the role of moderating variables. The result implies that not only kiosk user’s satisfaction, but also mobile app user’s e-Wom is practically important and it has to be preceded by in order to expect customer’s brand commitment. Overall, results of this study suggest that different marketing strategies will be needed for customers’ self-service adoption and successful experience with usability. This study draws scholarly interest by providing useful information about which of self-service usability’s factor should be preceded by strengthening high levels of customer satisfaction and e-Wom. Based on the analysis results, this study proposes practical implications on how to carry the customer’s brand commitment out effectively by using self-service, and suggests operational decision making tips for considering self-service marketing strategies especially in food service industry.
  • 6.

    Regional and Stronghold LCC Strategies for Regional Economic Revitalization : A case of Jeju Air and Jeju Airport

    Lee Hyejeong | Wangoo Lee | Chul Jeong | 2021, 45(4) | pp.131~155 | number of Cited : 0
    Abstract
    This study discussed the roles of, and the relationship between, LCC and regions in revitalizing local tourism. The convergence of tourism and aviation has been positively perceived by local and central administrative agencies because the revitalization of local economy via revitalization of local tourism influences improving the local jobs, finance, residents’ lives In particular, aviation plays an important role in the influx of tourists because it connects the bridge between the tourism subjects and objects. Therefore, we approached this study with the ’how and why’ perspective to explore the positive synergy effect between LCC and local tourism. For this purpose, we selected the successful case of Jeju Island and Jeju Air as a research subject. We applied Yin(2014)'s case study methodology and collected data from the relevant literature and press releases from October 2019 to September 2020. Our results showed that Jeju Air's regional airport base reduced the burden of transportation fares and contributed to vitalizing Jeju Island tourism by stimulating tourists' motivation to visit the island with the establishment of infrastructure. Further, we additionally noticed that the beautiful natural environment, which is one of the strengths of Jeju Island, has an interactive role in our framework; that is, for the positive synergy effect between the region and LCC, it is necessary to possess, discover, and nurture tourist attractions in the region. In conclusion, from a long-term perspective of planning and implementation, the region and airlines are required to have a firm commitment and mechanisms for co-prosperity on the premise of this codependency.
  • 7.

    Travel Service Satisfaction, Happiness and the Revisit Intention based on the Smart Tourism Technologies

    Jae-eun Park | Eunji Lee | CHUNG NAMHO and 1other persons | 2021, 45(4) | pp.157~183 | number of Cited : 0
    Abstract PDF
    With the advent of the 4th Industrial Revolution, the integration of technology and tourism in the tourism industry can be easily seen. Smart tourism can be understood as tourism that connects to the Internet at anytime, anywhere, and obtains and utilizes necessary information for travel using technology and smart devices. This study considered accessibility, informativeness, interaction, and personalization as attributes of smart tourism technology (STTs). It verified the impact of these attributes on tourists' cognitive (travel service satisfaction) and affective evaluations (tourist happiness) and, by extension, behavioral changes (intention to revisit). This study was conducted using on-site surveys of foreign tourists at tourist attractions in Seoul and was analyzed based on 191 valid responses. As a result of this research, the STTs informativeness, interaction, and personalization impact tourists’ satisfaction. Additionally, it was verified that service satisfaction and user happiness had a positive effect on intention to revisit. Based on the results of the data analysis, this study presents the following academic and practical implications. First, theoretically, we explored the attributes of smart tourism technology in response to the social interest in technology and further explained tourists’ behavioral change process based on prior research and the hierarchy of effects of the ABC model of attitude. In practice, tourism developers were given insight into the quality of tourism information before, during, and after tourism and service design.
  • 8.

    Research Trend Analysis of International Students in the Tourism Journals in Korea : A Review of KCI Papers Published in 2007~2020

    Sukbin Cha | 2021, 45(4) | pp.185~210 | number of Cited : 0
    Abstract
    Using a content analysis technique, this study qualitatively analyzed 68 international student papers published in 15 journals registered with the Korea Research Foundation between 2007 and 2020 to identify research trends. Research findings are as follows: First, research related to international students began in 2007, and research was activated from 2010. The nationality of the study sample was found to be predominantly Chinese. Second, the research categories were classified into education, tourism, leisure, and food life. The detailed topics of the education category included: the selection attribute (motivation) of the major, acculturation stress, service quality, dropout rate, and ‘other’. The detailed topics of the tourism category included: selection attributes, image, medical tourism, visiting and relatives host, and ‘other’. The sub-themes of the leisure category were classified as: leisure constraints, leisure status, leisure values, and acculturation. The sub-themes of food life were classified into: selection attributes, preferences, and ‘other’. Compared with previous studies, research in the tourism field showed that there were insufficient studies after studying abroad such as dropouts and career paths. Finally, it was found that quantitative studies were overwhelmingly large in the analysis method. Based on the results, the study suggests that study on international students of various nationalities, diversification of research topics, and more qualitative research or a hybrid study of qualitative and quantitative research are needed in the future.