2014, Vol.38, No.2

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

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

It has previously been proven that tourists' authenticity experiences have significant impacts on their post-tour assessment. The purpose of this study is to examine the moderating role of tourists' motives between their authenticity experiences(object-based objective, existential) and post-tour assessment and explore　the structural relationships among them. A total of 479 usable data were collected in one of the Korea's representative cultural tourist destinations, Gyeongju and analyzed utilizing structural equation model. Firstly, it was shown a good fit of the structural model among tourists' object-based objective authenticity, existential authenticity, and their post-tour assessment. Secondly, all the hypotheses testing the relationships among tourists' object-related and existential authenticity experiences and post-tour assessment were adopted. Finally, it was found that tourists' motives(culture, healing) did not play the moderating roles in the relationships between object-based and existential authenticity experiences and post-tour assessment. This study provides an insight into the relationships among tourists' motives, authenticity experiences, and post-tour assessment and implications for future research.

This study investigated the customer equity driver's influence on customer loyalty in a travel fair. Customer loyalty is an important factor influencing corporate profits, as such the customer can be considered a corporatation's asset. It is the trend nowadays to increase customer equity, and 'customer equity' is a driver of this change. According to Rust et al. (2000; 2004), there exists three important customer equity drivers: value equity, brand equity, and relationship equity. This study focuses on the mediating and moderating role of involvement of the relationship between customer equity drivers and customer loyalty. Data was collected from 143 participating companies at the 2013 Naenara Travel Fair. Results support the mediating role of involvement in the causal relationship of customer equity drivers and customer loyalty. Regression analyses indicates that brand equity has a greater effect on customer loyalty than value equity or relationship equity. Practical implications and research recommendations are discussed.

This study investigates the validity of placeness formation in the vitalization of industrial heritage’s reuse. Structural Equation Modeling (SEM) is used to verify the causal relationship between the factors of placeness, place attachment, and behavior intention. This study indicated the following results: 1. The evaluation of placeness targeting visitors to Seoul National Museum of Modern and Contemporary Art (MMCA) contains five detailed attributes: Creativity, Historicity, Modernity, Meaningful and Originality; 2. The factors of placeness (Meaningful, Physical and Behavioral factor) positively affects placeness, and especially the 'physical' factor was most significant; 3. Placeness attachment plays a key role as a partial mediator in the relationship between placeness and behavioral intention. This study contributes to the relationship between placeness for industrial heritage’s reuse and visitors' recognition. Implications for tourism planners and developers are discussed.