2013, Vol.37, No.1

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

The purpose of this study is to comprehend the physical circumstance and mental or emotional state of tourists sightseeing experiences by applying Experience Sampling Method (ESM) and establishing the variation and difference of the type of tourists' flow in the same time and place. The aim is to additionally explore the physical and emotional differences in experiences and to make tourists and boost tourist satisfaction. Subjects are 90 tourists sightseeing during a similar and brief time period (a 3 day period) from July 28 to August 10, 2010. Data were collected through ESF and questionnaires at a site location on Jeju island. From this, the findings are as follows. First, through suggesting researching method of identifying tourists' various experience and feelings, it is tried to expand the field of sightseeing research. Second, the researcher discovered state and change of the various flow's form and self-efficacy according to the flow's type and tourism experience and provided information to theorize. Third, the researcher suggested undertone provided in attraction site by comprehending tourists' various and complex tourism experiences.

Self-image congruity has been proposed as a pivotal concept to understand a wide range of consumer behaviors. In tourism literature, however, there has been lack of research efforts to explore the effects of self-image congruity on festival experiences. This study examines the extent to which festival visitors' self-image congruity affects the satisfaction with festival experiences. This study also identify that festival visitors' involvement affect the degree of self-image congruity with the jazz festival. The on-site survey was conducted to examine the proposed hypotheses with Jarasum International Jazz Festival visitors. The results of the hypothesis confirmed the effects of involvement on self-image congruity, and further confirmed that the degree of self-image congruity positively affects festival satisfaction. However, it should be noted that the results validated the proposed hypotheses particularly when direct measurement items were employed. Theoretical implications are related to the issue of measurement scale and antecedents of self-image congruity particularly within the context of tourism. Directions for future research were also suggested in this study.

This study attempted to develop a scale to measure the emotion related to the tourism product consumption by a systematic procedure. The scale development was proceeded through four stages. Initially, 125 emotional descriptors were collected by the unstructured survey method. At the second stage, those unfamiliar to consumers being excluded, 49 descriptors remained for further analyses. At the third stage, factor analysis and multidimensional scaling were used to identify the dimensional structure of emotion. The results showed the existence of eight positive dimensions and five negative elements. At the fourth stage, the scale was assessed for its reliability and explanatory power. Our TCES (Tourism Product Consumption Emotion Scale) showed the high levels of reliability. In addition, TCES provided a rich description in explaining the relationship between the cognitive evaluation of tourism product and the tourist's emotional response. It was concluded that TCES can be utilized for the further progress of theories related to tourism consumption behaviors, and provide useful practical implications in this area.