2010, Vol.34, No.4

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

pISSN : 1226-0533 / eISSN : 2713-6388
https://journal.kci.go.kr/JTS

The relationship between Jeju Olle tourists' motivation and pre-visit image was examined in this study. Data were collected 292 Olle tourists at the five courses of Jeju Olle from October to November 2009. Canonical correlation analysis was used to investigate the relationship between the motivations of Olle visitors and their pre-visit images on the Olle. Results showed that Jeju Olle tourists' motivation positively influenced their pre-visit image on Jeju Olle. Specifically, tourists who had Jeju experience, nature, self-improvement, and escape motivations were likely to have education/environment experience, attraction, excitement images on Jeju Olle. In contrast, tourists who had prestige, Jeju experience, social motivations were likely to have shopping and food images on Jeju Olle. Results from this study imply that in order to improve destination images tourism marketers should investigate potential tourists' motivations.

Using the theory of reasoned behavior, this research predicts marine leisure and tourism activity participants' behavior intention. Then, it explores the moderating effects of hedonic and utilitarian value on the relationship between the behavior intention and independent variables such as attitude, subjective norm, and perceived behavior control. Data were collected online on April 2009 from 237 people who had pervious experiences of marine tourism activity participation. Results show that the level of hedonic value of the participants moderates the relationship between two independent variables (i.e., attitude and subjective norm) and behavior intention. In addition, the level of utilitarian value of the participants moderates the relationship between subjective norm and behavior intention. Based on these results, the MeHU(Moderating effects of the Hedonic and Utilitarian values) model is proposed and several practical implications are also discussed.

This study examined the relationship between Korean royal tomb visitors perception of interpretation service and their overall visit satisfaction. Particularly, this study employed an alterative IPA, which compared the evaluators' perception of importance on each elements of interpretation before and after interpretation service. Data were collected from 176 visitors of Youngrung and 40 royal tomb interpreters on November 2009. Results showed that out of four elements of interpretation service factors only information & delivery factor made a significant effect on visit satisfaction. In addition, the evaluators' perception of importance on the elements interpretation was found to be changed before and after the interpretation service. Specifically, interpretation knowhow factor was tended to be increased after the interpretation service. Furthermore, there was a signifiant difference of perception of importance on the elements of interpretation service between the visitors and interpreters.