2012, Vol.36, No.7

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

Tourism enacts a very important part in contemporary cultural consumption. For this reason, cultural factors are utilized as tourism resources from both cultural and economical viewpoints. And, in this postmodern society, the tendencies to cultural consumption have became much more individualized and differentiated than ever before. Therefore, it is necessary to utilize cultural heritage as a tourism resource so as to respond to the market changes. This study aims to suggest some desirable plans to utilize Hwarangdo as a tourism resource. Since Hwarangdo has been considered the basis of Korean traditional thought and the root of Taekwondo, a lot of historical monuments related to Hwarangdo can be places of historical interest for Taekwondo enthusiasts and international tourists. And the Hwarangdo spirit can help fulfill educational ideas and lend some teaching methods to us. This study also aims to suggests some desirable plans to develop walking tour courses, facilities, and spaces for Taekwondo enthusiasts and tourists to use at the very places of historic interest related to Hwarangdo.

This study investigates the major factors likely to affect the intention to avoid traveling to South Korea based on Protection Motivation Theory and provides the direction to relieve the negative effect of political risk on travel. The proposed theoretical framework provides insight into visitors' cognitive process combined with 4 factors - severity, vulnerability, self-efficacy and response efficacy - affected by the political unstable environment. Two hundred and thirty-five Chinese international students in South Korea were sampled for this study. The results of the empirical analysis show that perceived risk of political instability has positive effects on intention to avoid travelling Korea via protection motivation. However, self-efficacy positively affected by political risk does not have significant correlation with intention to avoid travelling to Korea while severity, vulnerability and response efficacy of protection motivation have positive effects on intention. One important finding is that the strategy to decrease the response efficacy can mitigate the protection motivation behavior, avoiding travelling Korea. Further findings and implications are described within.

Jeju ‘Ollegil' in Jeju Island, South Korea, is well-known as a walking tour destination and considered most preferred among domestic tourists. It is predicted that a total revenues from visitors to Jeju Ollegil will increase from 179.6 billion Korean won in 2010 up to 678.1 billion Korean won in 2015. Considering this large economic impact, visitors' future behavior should be examined. The purpose of this study is to examine the extended theory of planned behavior by adopting the following factors: Attitude, Perceived Behavioral Control, and Subjective Norms as antecedents and Revisit Intention as consequence. and to investigate whether visitor satisfaction plays a moderating role in its relationship. Findings from this study are as follows: First, it is found that there are the significant causal relationships between Attitude, Perceived Behavioral Control, and Subjective Norms and Revisit Intention; Second, that visitor satisfaction has a moderating effect on the relationship between three antecedents and the revisit intention. The theoretical and practical implications are discussed along with imitations of this study and suggestions for future research.