The Effect of Apologetic Types on Tourist's Trueness and Image Restoration toward the Golf Resort Induced to Agricultural Chemical Contamination

Joungkoo Park; Oh-Woo Kim; Kim, Myung-Sik

This paper is to examine the effects of apology methods on tourists' perceived trueness and image restoration toward the golf resort induced to agricultural chemical contamination. Apology contents were obtained from the frequently used image restoration strategy. Data were collected through onsite interviews of 250 tourists in Bomoon Resort. Hypothetical apology messages such as denial. bolstering, differentiation, transcendence, and compensation, were created through 8 scenarios. The results indicated that the same patterns of determinants were evident for each of the two variables. For trueness, the most prominent part-worth coefficient was 10% donation for local residents, followed by inability to control contamination. For image restoration, the factor with the highest coefficient was also to return 10% of the profit back to local residents.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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