KJC Korea
Journal Central

To construct conceptual model for festival experiences this paper examines experiential festival attributes and relationships. First, author studies existing festival researches and experiential festival attributes and then, the relations of festival experiences are observed in the view of psychological theories related to internal motivations and rewards. In terms of sociological perspectives also, festival experience was discussed in economical, social, and cultural influence and structural context. And five elements of festival attributes .i.e. escape, association, sanctification, playfulness, and placeness were proposed. Finally structure system model of festival experience, Fex-M, was constructed with the research propositions.

The purposes of this study were threefold. First, it aimed to identify the satisfaction factors of Chinese travelers who visit Seoul due to their familiarity with “Korean Fever”. Second, it aimed to determine the relationships among satisfaction factors, country images, word-of-mouth referrals, and intentions to return. Third, it aimed to identify the relationships of the country’s image to other variables. Five hypotheses were examined by using the structural equation based on the analysis of the moment structure. The results of the study provided many useful implications in terms of academic and practical perspectives. It was determined that “Korean Fever” influenced the country‘s image positively, as well as word-of-mouth referrals and intentions to return.

This study identifies resident attitudes toward tourism and investigates the latent structures among impact variables that affect host attitudes. A conceptual model of host attitudes, based on perspective of social exchange theory, was empirically evaluated. Authors adopted structural equation model to provide some insights on tourism development. The sample consists of 248 Cheju Seung-up folk village residents. The results indicate that perceived economic benefits are rather greater impacts on attitudes than perceived social and environmental ones. The results support the hypothesis that perceived social impacts influence attitudes directly; however, perceived environmental impacts do not influence attitudes directly or indirectly. Finally result reveal that the residents with positive perceptions of tourism were positively related to further expansion of tourism development.

Highly safe and comfortable long distance journey has become possible due to various factors in these days, so that people's interest and participation on tourism have increased, and tourism became one of the core life styles of people today. These booming trends of travel and tourism needs a careful scrutiny on how travelers and tourists have their attitudes and intentions through the perceptive image of the destinations. This paper examines the formation process of destination images based on the tourist behavior of oversea's tour, and attempts to investigate direct and indirect impact on tourist’s attitude toward destinations and the intension of word-of-mouth communication by employing the construct of cognitive and affective image about destination after visiting. The results show that there is an inter- relation in terms of influences among cognitive image, affective image and tourists' attitude and the intension of word-of-mouth communications. An important implication is that it is crucial to not only equip with physical facilities and develop destinations' natural resources effectively, but also to device various events or festival-like programs for fulfilling tourists' affective image of the destination.

Earlier, Pine and Gilmore developed the model of experience realms: ‘entertainment’, The richest experience encompasses aspects of all four realms, ‘sweet spot’. This article examines the existence of experience realms and ‘sweet spot’ in Korea Festival. To analyze the relationship between such experience realms and participants’ satisfaction on site, a field experiment was conducted at Hansan Ramie Festival in Korea using Pine- Gilmore’s model. Using ANOVA and multi-regression analysis, authors, contrary to Pine - Gilmore’s thesis, found out that (1) there were no realms of ‘escape’ and ‘sweet spot’ at Ramie Festival, that (2) the realm of ‘entertainment’, which provided the participants with the richest satisfaction in all four experiential activities, was observed to be an omnipresent realm of an experience, and that (3) the program in which visitors participated with low involvement was not recognized as an experiential activity.

This study was to examine the effect of coffee shop customers' experiential value on their brand attitude and brand loyalty. It also investigated the moderating effect of brand nationality on the relationship between the customers' experiential value and brand attitude/royalty . Data were collected from 491 coffee shop customers who visited three Korean brand and one American brand coffee shops in Seoul from late May to early July 2010. Results of a factor analysis yielded three dimensions of customers' experiential value (i.e. hedonic, functional, and economic value). Results of hierarchical regression analysis indicated that the respondents' hedonic and functional value significantly influenced both their brand attitude and brand loyalty, while economic value did not have a significant effect on brand attitude and brand loyalty. Results also showed that the effect of functional value on brand attitude was moderated by brand nationality. Implications, limitations and future research directions of the study were also discussed.

The purpose of this study was to confirm a three-dimensional model of service quality applying to restaurant with Brady and Cronin(2001)’s findings; “interaction quality” between restaurant employee and customer, “outcome quality” on food, and “physical environment quality” concerned with facility and environment in a restaurant.In order to analyze the proposed constructs, regression analyses were performed for this research. Results showed the influences of service quality dimensions(interaction quality, outcome quality and physical environment quality) on perceived value and satisfaction were positive. Such positive influence also affected behavior intention. In addition, analyses showed that a service quality management in restaurant makes customers revisit through customer’s perceived value and satisfaction. 핵심용어(Key words):레스토랑 서비스품질(Restaurant service quality), 지각된 가치(Perceived value), 만족(Satisfaction), 행동의도(Behavioral intention)

This study develops two kinds of scales measuring the affectional image that the tourists might have on a destination. The two types of affectional images for a destination were suggested in different level from the both of cognitive image and overall image. The two scales have been constructed and examined for the validity through the whole procedure of the collecting, selecting and analyzing the items. The results reveal that the two scales have the reliability and the validity as the measurements of tourist's image. Finally utility and academic values of the suggested image concepts and the matched scales were discussed in terms of tourism image study.

With the case study of Bull-Fighting festival at CheongDo, Korea, authors examine relationships between service quality, visitors’ pleasure, arousal and satisfaction. Gathering study data through face-to-face interview, the paper tries to estimate the structural equations based on the proposed hypotheses. Authors suggest that there are significant and positive relationship between service quality, pleasure, arousal and satisfaction. A statistically significant and positive relationship between service quality, pleasure and arousal suggests that when the service quality increases, the level of pleasure and arousal also increases and at the same time the level of pleasure and arousal increased the level of visitor’s satisfaction